Tourism industry opens its door to the world with a new brand on September 23
The tourism industry is opening up after more than two and a half years of the Covid-19 pandemic burnt with a new brand, launched domestically on September 22. The Prime Minister (PM), Lyonchen, Dr Lotay Tshering unveiled the new national brand.
“We are at a critical juncture, as bold transformations are underway in all sectors of the country. This event in the tourism sector transformations is just one of the bolder transformations that are taking place,” said Lyonchen.
He claimed that the brand is not solely for the tourism industry and the visitors alone. He said, “The brand that we are launching today is for all of us, Bhutan as a whole. The brand reminds us of the values and merits that define us as Bhutanese.”
PM said that the country opens the border gates at a time when the whole world is looking for something to believe in. “If you are looking for a high purpose, if you want a spiritual experience, if you place values above everything, then I am sure one would believe in us.”
PM reminded the profound visions of His Majesty the King and said that the responsibility first falls on every Bhutanese to ensure that we are a high-value society. One that is infused with sincerity, integrity, and principles.
Lyonchen also said that the government will continue to ascertain that communities and streets are clean and safe. The environment is protected and cherished and everything is in place.
“When we officially open our hearts and doors to the visitors tomorrow (September, 23), we will ensure that we offer the best of experiences and hospitality,” affirmed the PM.
“I always say that the entire nation is the tourism industry and every Bhutanese our host.”
“This brand will be our shared asset for generations and the fee that we have determined is to take care of the valuable assets that we will be able to protect and nurture forever.”
Lyonchen assured us that we are all ambassadors of this brand in our own way despite coming from different backgrounds. “Believing that there exists a nation with a dream and purpose,” said Lyonchen.
He also claimed that the event will set the new normal path for Bhutan that the country will walk thereafter.
He said that the nation is seizing this opportunity to realign with a noble policy of high-value, low-volume. The policy not only guided just the tourism industry but also the nation as a whole over the decades. “However, the way we enacted and our aspirations went separate ways even without us realizing,” said the prime minister.
Lyonchen shared that he personally feels very strongly that this is the right moment for Bhutan to reset itself. “It has come to an essential task that we all ask ourselves, where are we today as Bhutanese and as a nation? And where are we going to go from here?” asked PM.
PM also reminded the difficulties of achieving and maintaining at least 70 per cent of the country under forest cover making Bhutan a carbon-negative country when the whole world is trying to achieve carbon neutrality by 2050 with all the core values and fundamental principles in mind. He asked, “Isn’t this something that many in the world would be interested to know?”
He added, “Isn’t the country governed by the development philosophy of Gross National Happiness (GNH) in this materialistic world different?
Lyonchen said that many experts and governments in the world are beginning to study and follow the GNH concept. He questioned the guests of the event and the audience attending the event virtually, “Shouldn’t we take it further?”
The prime minister said, “As we appreciate the exceptional outcome of the Covid-19 pandemic, the memories of the ordeal are very fresh among us. Shouldn’t we draw lessons from this and use them to reset ourselves?”
Lyonchen also addressed the involvement of the peacekeepers of the nation in the country building, particularly during the covid-19 pandemic chaos. “During this pandemic, De-Suups was evolving as an engine of socio-economic transformation for us. And it is a critical stage engaging thousands of youths productively. And this platform will become even more impactful when the Gyal-Suung, the national service program for all Bhutanese, is a few years down the line.”
Similarly, the Director General (DG) of Tourism Council of Bhutan (TCB), Dorji Dradhul said that under the most extraordinary leadership of our golden throne and the royal government, Bhutan has embarked on a transformational journey.
He claimed that the Bhutanese people, and with support from friends including guests and visitors need to push and pull whatever it takes, by all means, to drive Bhutan’s transformation trend to a destination of a prosperous Bhutan as a nation that stands out as dependable and trustworthy.
The DG also claimed that this requires the transformation in tourism to go beyond the popular taglines such as rethinking, recovering, and resetting all in response to the aftermath of the Covid-19 Pandemic.
He claimed that tourism was becoming the lowest hanging fruit with declining service standards, poor guest experience, and Bhutan being even labeled as a cheap destination.
The DG outlined the new tourism strategy focused on three areas such as the enhancement of Bhutan’s sustainable development policy, infrastructure, and services upgrade, and elevation of guest experiences.
The DG said that the goal of the new strategy is to create a high-value experience for the guest in addition to the well-being and professional job of our citizens by going back to the roots of high-value, low-volume tourism.
“Such tourism will be pursued as a vital strategic driver of a long-term transformation that will foster better opportunities for our people and enhance gross national happiness,” said Dorji Dradhul.
So, to reflect, relate, inspire and support the visions of national transformation, a new brand is launched with a new tagline ‘Believe’.
The development of a new brand Bhutan was professionally assisted by a multi-disciplinary team with Julien Beaupre Ste Marie from Canada and Lisa Botos from the United States as the branding team for professionals around the world put together and complemented by a mix of local experts and stakeholders from all walks of life and all ages.
The DG also claimed that a thorough process and scientific approaches were followed which included research on the brand and consumer. A month-long immersion in Bhutan by professionals meeting people and visiting places. The team also interviews conscious travelers and defines challenges and opportunities, discussing sessions and network intelligence.
While working on rebranding, the TCB changed the existing destination brand with the blue poppy flower with the tagline ‘Happiness is a place.’
“The guiding principles of the new brand made us realize that we were actually developing a new brand for the nation, hereafter Bhutan will not have a separate destination brand, “said TCB DG.
“The new brand is not just about nation branding but more about nation building,” he added.
According to the new brand, Bhutan has seven guiding principles with its own dos and don’ts.
Everyone has a role, the Bhutan experiences, the Cultural and natural assets, the Investment of people, the Inclusive investment, the Tourists to guests, and the intrinsic value.
The new brand also focuses on three objectives; firstly, to present the essence of what makes
Bhutan remarkable to the world as Bhutan opens its borders to the world.
Secondly, to attract the kind of visitors who will become Bhutan’s brand ambassadors and lifelong friends, and thirdly to inspire the Bhutanese people to live up to an ambitious vision.
The DG also spelled out three Key changes in tourism as a result of the transformation and the new brand of Bhutan. Firstly, the profile of the visitor. TCB DG said, “We like to regard and respect all visitors hereafter as our honored guests therefore we will deliberately use the term ‘guest’ and ‘visitors’ in place of ‘tourists’. Visitors are now expected to be conscious, responsible, and mindful travelers. Conscious of one’s own good values, responsible for one’s own actions, and mindful of the nature, culture, history, visions, and aspirations of people and the country.”
Secondly, the changes in the visitors’ experience. “We will aspire to offer experiences and products of intrinsic value and unstated elegance offering ways to the visitors to reconnect with their inner self and inspire wellness, the experience will turn our visitors into our advocates of Bhutan and build up a long-term intergenerational relationship with Bhutan,” added the DG.
Thirdly tourism as a sector with the time-tested guiding policy high-value loves volume with the new thrust that tourism is beyond revenue and receipts and a more sustainable and ethical source of revenue and investment.
TCB DG said, “Tourism as a strategic asset of a nation, preserving and enhancing our social, cultural, environmental, and economic dimensions projecting our cultural and natural reserves and tourism as a well-paid industry for everyone. It will translate to a high contribution to a national GDP.”
The tourism industry is opening up after more than two and a half years of the Covid-19 pandemic burnt with a new brand, launched domestically on September 22. The Prime Minister (PM), Lyonchen, Dr Lotay Tshering unveiled the new national brand.
“We are at a critical juncture, as bold transformations are underway in all sectors of the country. This event in the tourism sector transformations is just one of the bolder transformations that are taking place,” said Lyonchen.
He claimed that the brand is not solely for the tourism industry and the visitors alone. He said, “The brand that we are launching today is for all of us, Bhutan as a whole. The brand reminds us of the values and merits that define us as Bhutanese.”
PM said that the country opens the border gates at a time when the whole world is looking for something to believe in. “If you are looking for a high purpose, if you want a spiritual experience, if you place values above everything, then I am sure one would believe in us.”
PM reminded the profound visions of His Majesty the King and said that the responsibility first falls on every Bhutanese to ensure that we are a high-value society. One that is infused with sincerity, integrity, and principles.
Lyonchen also said that the government will continue to ascertain that communities and streets are clean and safe. The environment is protected and cherished and everything is in place.
“When we officially open our hearts and doors to the visitors tomorrow (September, 23), we will ensure that we offer the best of experiences and hospitality,” affirmed the PM.
“I always say that the entire nation is the tourism industry and every Bhutanese our host.”
“This brand will be our shared asset for generations and the fee that we have determined is to take care of the valuable assets that we will be able to protect and nurture forever.”
Lyonchen assured us that we are all ambassadors of this brand in our own way despite coming from different backgrounds. “Believing that there exists a nation with a dream and purpose,” said Lyonchen.
He also claimed that the event will set the new normal path for Bhutan that the country will walk thereafter.
He said that the nation is seizing this opportunity to realign with a noble policy of high-value, low-volume. The policy not only guided just the tourism industry but also the nation as a whole over the decades. “However, the way we enacted and our aspirations went separate ways even without us realizing,” said the prime minister.
Lyonchen shared that he personally feels very strongly that this is the right moment for Bhutan to reset itself. “It has come to an essential task that we all ask ourselves, where are we today as Bhutanese and as a nation? And where are we going to go from here?” asked PM.
PM also reminded the difficulties of achieving and maintaining at least 70 per cent of the country under forest cover making Bhutan a carbon-negative country when the whole world is trying to achieve carbon neutrality by 2050 with all the core values and fundamental principles in mind. He asked, “Isn’t this something that many in the world would be interested to know?”
He added, “Isn’t the country governed by the development philosophy of Gross National Happiness (GNH) in this materialistic world different?
Lyonchen said that many experts and governments in the world are beginning to study and follow the GNH concept. He questioned the guests of the event and the audience attending the event virtually, “Shouldn’t we take it further?”
The prime minister said, “As we appreciate the exceptional outcome of the Covid-19 pandemic, the memories of the ordeal are very fresh among us. Shouldn’t we draw lessons from this and use them to reset ourselves?”
Lyonchen also addressed the involvement of the peacekeepers of the nation in the country building, particularly during the covid-19 pandemic chaos. “During this pandemic, De-Suups was evolving as an engine of socio-economic transformation for us. And it is a critical stage engaging thousands of youths productively. And this platform will become even more impactful when the Gyal-Suung, the national service program for all Bhutanese, is a few years down the line.”
Similarly, the Director General (DG) of Tourism Council of Bhutan (TCB), Dorji Dradhul said that under the most extraordinary leadership of our golden throne and the royal government, Bhutan has embarked on a transformational journey.
He claimed that the Bhutanese people, and with support from friends including guests and visitors need to push and pull whatever it takes, by all means, to drive Bhutan’s transformation trend to a destination of a prosperous Bhutan as a nation that stands out as dependable and trustworthy.
The DG also claimed that this requires the transformation in tourism to go beyond the popular taglines such as rethinking, recovering, and resetting all in response to the aftermath of the Covid-19 Pandemic.
He claimed that tourism was becoming the lowest hanging fruit with declining service standards, poor guest experience, and Bhutan being even labeled as a cheap destination.
The DG outlined the new tourism strategy focused on three areas such as the enhancement of Bhutan’s sustainable development policy, infrastructure, and services upgrade, and elevation of guest experiences.
The DG said that the goal of the new strategy is to create a high-value experience for the guest in addition to the well-being and professional job of our citizens by going back to the roots of high-value, low-volume tourism.
“Such tourism will be pursued as a vital strategic driver of a long-term transformation that will foster better opportunities for our people and enhance gross national happiness,” said Dorji Dradhul.
So, to reflect, relate, inspire and support the visions of national transformation, a new brand is launched with a new tagline ‘Believe’.
The development of a new brand Bhutan was professionally assisted by a multi-disciplinary team with Julien Beaupre Ste Marie from Canada and Lisa Botos from the United States as the branding team for professionals around the world put together and complemented by a mix of local experts and stakeholders from all walks of life and all ages.
The DG also claimed that a thorough process and scientific approaches were followed which included research on the brand and consumer. A month-long immersion in Bhutan by professionals meeting people and visiting places. The team also interviews conscious travelers and defines challenges and opportunities, discussing sessions and network intelligence.
While working on rebranding, the TCB changed the existing destination brand with the blue poppy flower with the tagline ‘Happiness is a place.’
“The guiding principles of the new brand made us realize that we were actually developing a new brand for the nation, hereafter Bhutan will not have a separate destination brand, “said TCB DG.
“The new brand is not just about nation branding but more about nation building,” he added.
According to the new brand, Bhutan has seven guiding principles with its own dos and don’ts.
Everyone has a role, the Bhutan experiences, the Cultural and natural assets, the Investment of people, the Inclusive investment, the Tourists to guests, and the intrinsic value.
The new brand also focuses on three objectives; firstly, to present the essence of what makes
Bhutan remarkable to the world as Bhutan opens its borders to the world.
Secondly, to attract the kind of visitors who will become Bhutan’s brand ambassadors and lifelong friends, and thirdly to inspire the Bhutanese people to live up to an ambitious vision.
The DG also spelled out three Key changes in tourism as a result of the transformation and the new brand of Bhutan. Firstly, the profile of the visitor. TCB DG said, “We like to regard and respect all visitors hereafter as our honored guests therefore we will deliberately use the term ‘guest’ and ‘visitors’ in place of ‘tourists’. Visitors are now expected to be conscious, responsible, and mindful travelers. Conscious of one’s own good values, responsible for one’s own actions, and mindful of the nature, culture, history, visions, and aspirations of people and the country.”
Secondly, the changes in the visitors’ experience. “We will aspire to offer experiences and products of intrinsic value and unstated elegance offering ways to the visitors to reconnect with their inner self and inspire wellness, the experience will turn our visitors into our advocates of Bhutan and build up a long-term intergenerational relationship with Bhutan,” added the DG.
Thirdly tourism as a sector with the time-tested guiding policy high-value loves volume with the new thrust that tourism is beyond revenue and receipts and a more sustainable and ethical source of revenue and investment.
TCB DG said, “Tourism as a strategic asset of a nation, preserving and enhancing our social, cultural, environmental, and economic dimensions projecting our cultural and natural reserves and tourism as a well-paid industry for everyone. It will translate to a high contribution to a national GDP.”
