With much pomp and celebration, the tourism council of Bhutan (TCB) formally re-opened the nation's door to foreign visitors after more than two and a half years on September 23, 2022, coinciding with the auspicious Thrue Bab holiday. TCB even arranged a grand welcoming ceremony for the guests arriving on four flights arriving on the blessed rainy day from Bangkok, Calcutta, Bangkok, Delhi, and Kathmandu.
The new transformational tourism policy mandates the visitors to pay a USD 200 sustainable development fee (SDF) while the regional tourists must pay SDF Nu 1,200 per day.
On the first day of Bhutan's official re-opening,120 visitors arrived in the country with 16 regional tourists from India paying a minimum SDF of Nu 1,200 a day. And 76 foreigners of which 28 guests paid USD 200 as per the revised rate and 48 of them visited the country at the old tariff rate of USD 65. Out of 120 guests, 28 of them were on the official visit without having to pay any royalty fees.
The SDF policy sparked a huge debate among tour operators, guides, and other hospitality industry-related stakeholders earlier.
However, people found another reason to raise issues and concerns related to the tourism industry as TCB officially launched a new brand for Bhutan with the one-word slogan 'Believe' making the destination brand with a blue poppy flower and a tagline 'Happiness is a place' a thing of yesteryears.
Most of the seasoned guides, travel agents and Bhutanese citizens were attached to the earlier tagline and found it difficult to let go of the emotional attachment to the purple-blue poppy pins. Some said that it happened because of the rush for change at sudden speed against time. However, TCB and the government of Bhutan believe as the new tagline suggests that travelers from across the world will believe what Bhutan has got to offer for SDF 200 USD per day.
Moreover, the chief marketing officer, Carrisa Nimah is entrusted with the role and responsibility to take Bhutan to the world and bring in the conscious, mindful, and travelers seeking greater purpose and meaning to Bhutan. The brand developers also believe that it's unusual to have a one-word slogan but it definitely sums up the country in a strong and wholesome word 'BELIEVE'
Moreover, an individual living in and out of the country are all brand ambassadors of the country and one must promote the transformational vision as the tourism sector becomes even more exclusive after learning the disastrous effects of mass tourism in some major countries. Bhutan as an exclusive destination is more than USD 200 and is only for people who truly care.
The new transformational tourism policy mandates the visitors to pay a USD 200 sustainable development fee (SDF) while the regional tourists must pay SDF Nu 1,200 per day.
On the first day of Bhutan's official re-opening,120 visitors arrived in the country with 16 regional tourists from India paying a minimum SDF of Nu 1,200 a day. And 76 foreigners of which 28 guests paid USD 200 as per the revised rate and 48 of them visited the country at the old tariff rate of USD 65. Out of 120 guests, 28 of them were on the official visit without having to pay any royalty fees.
The SDF policy sparked a huge debate among tour operators, guides, and other hospitality industry-related stakeholders earlier.
However, people found another reason to raise issues and concerns related to the tourism industry as TCB officially launched a new brand for Bhutan with the one-word slogan 'Believe' making the destination brand with a blue poppy flower and a tagline 'Happiness is a place' a thing of yesteryears.
Most of the seasoned guides, travel agents and Bhutanese citizens were attached to the earlier tagline and found it difficult to let go of the emotional attachment to the purple-blue poppy pins. Some said that it happened because of the rush for change at sudden speed against time. However, TCB and the government of Bhutan believe as the new tagline suggests that travelers from across the world will believe what Bhutan has got to offer for SDF 200 USD per day.
Moreover, the chief marketing officer, Carrisa Nimah is entrusted with the role and responsibility to take Bhutan to the world and bring in the conscious, mindful, and travelers seeking greater purpose and meaning to Bhutan. The brand developers also believe that it's unusual to have a one-word slogan but it definitely sums up the country in a strong and wholesome word 'BELIEVE'
Moreover, an individual living in and out of the country are all brand ambassadors of the country and one must promote the transformational vision as the tourism sector becomes even more exclusive after learning the disastrous effects of mass tourism in some major countries. Bhutan as an exclusive destination is more than USD 200 and is only for people who truly care.
