Garab Dorji, Chairman and Founder of the Guide Association of Bhutan (GAB) began working in the tourism industry in 1990. Four years later, he became a formal employee of the industry. One of the oldest and most experienced individual in the tourism sector, who has worked as Tour guide, tour leader and in other capacities, he speaks to The Journalist about the current reform in the tourism industry. He says the reform has been long overdue and that guides play a very important role.
1. GAB is one of the most important stakeholders of the tourism industry. As Chairman and Founder of GAB, what do you have to say about the current reform?
As expressed to my friends and other stakeholders of the industry, this is a decision that was long overdue. It is the right decision and I have been saying that such a reform is required for a long time. Some of my friends say I must be very happy.
2. Why do you say so? In other words, why is it important?
There are several reasons. Firstly, though we were promoting ourselves as a high end destination, we were not high end. There is a lack of professionalism in the industry. Lot of Tour operators have never taken accountability. Undercutting was going rampant to get groups .This leads to low salary and other perks. This also leads to poor quality of services and facilities in tourism Industry. But there are also lots of Tour companies providing good salaries, DSA and other perks including big and small Tour operators. We need to set good standards of rules and regulations and must be implemented and enforced. Just having it is not good enough.
Just to quote one example where we have not strongly implemented and enforced regulation in treks whether licensed trekking guides are genuinely used. May be TCB is not able to monitor due to lack of funds and staffs .and also on cultural tours too sometimes we hear Non Licensed Tour guides are used . We hope with raise in SDF we will now more professional Licensed Tour Guides will be used and paid well too.
We also feel now we will professionalize trekking services too with Professional Tour guides and Staffs. The change is must and for the betterment of Bhutan and the tourism industry.
The past Tourists see some of our trekking guides and staffs with sneakers and sometimes even with canvas shoes and not professionally dressed since they cannot afford to buy with meager salary and DSA.
Personnel Protective Equipment (PPE) is important, especially for trekkers. There are several issues and it is my hope that this reform will address every aspect and truly make Bhutan a high end destination.
3. People are talking about product diversification and development. What according to you can and should be done in this area?
When we talk about products, we should know what the products are and which ones are important. The most important tourism product is our guides. It is through the lenses of the guides that tourists see Bhutan. It is the stories guides say that tourists take back home. Thus, guides are the most important product
According to Annual Tourism Monitor over 60% of Tourists came to know about Bhutan through words of mouth, which means our Tour guides played a big role in promotion of Bhutan through the tourists that visited which also translates they were happy with our services. With more professional trainings we will have 100% happy and satisfied Tourists which will translates to more Tourists will visit Bhutan.
They need to be skilled. I mentioned about the trekking guides. They should be trained to handle emergency medical services. They need to be interpretive and not just descriptive. They should be abreast with knowledge not just about Bhutan, but also about countries tourists come from; their culture, their meals, hobbies and others. .
Having said this, guides should be paid well. Currently, Majority of guides are just paid Nu 1,000 a day, which is not sufficient at all. They have to request hotels for free rooms and food. Despite their importance, lots of tour operators do not acknowledge it. Perhaps it is due to undercutting and also due to the large number of guides
Additionally, before diversification, we have to think about development. We boast about our trekking routes. But these routes do not have even decent camp sites I heard that one of the best camping sites at Phajoding is now out of bounds for tourists. And there are many areas requiring development, beginning from roads to toilets, road side eateries and others.
4. Are you not concerned that Tour guides would lose their jobs as people say tourists will now not come?
I definitely am. But even before the pandemic, lots of guides were without jobs, because of the sheer number of tour guides, His Majesty’s kidu benefitted a lot during the pandemic and this is something that tour guides, including me will never forget. Now most tour guides have joined the Desuung program. Some have taken up other professions like driving cabs, construction, plumbing, electrical and even carpentry. There are also guides who are in the horticulture business, growing nurseries and selling. We also have tour guides who have left for Australia and the Middle East for Masters degree and to work
Those without any relatives here in Thimphu have gone home and taken up farming. While some may be badly affected, I do not think the affect will be very severe like some propagate.
Further, I believe that this increase will not have much impact on the number of tourists arrivals for few years despite the impact it has created now. The competition now in pricing will be in the professional services we provide. How good we are and definitely we have to be more professional and accountable than before in dealing with our tourists and tour operators from abroad and also in promoting Bhutan and diverse and well crafted itineraries. We definitely need to do big marketing and promotion for Brand Bhutan and what is the unique selling points for Bhutan and why Bhutan is the destination for Tourism in the world. Once a new niche market is created definitely we will have good flow of high value tourists once again and better paying jobs too in tourism .
Having said this, there definitely will be some impacts, which over a period of time will vaporize.
5. What do you think should be done now?
It is an entirely new world now. Thus, Information Technology (IT) will need to be optimally utilized for marketing Bhutan. Some percentage of the USD 200 should be ploughed back for infrastructure and other development. Our tour operators need to be more professional, willing to be accountable if what is sold is not delivered to the tourists. Apart from TCB, tour operators need to engage in marketing. Gift packages could be given to visiting tourists. Other incentives can be provided to tourists who stay in Bhutan for more than 10 days. Large companies can open their offices abroad. There are several things that can be done. Bhutan and all Bhutanese will definitely benefit.
1. GAB is one of the most important stakeholders of the tourism industry. As Chairman and Founder of GAB, what do you have to say about the current reform?
As expressed to my friends and other stakeholders of the industry, this is a decision that was long overdue. It is the right decision and I have been saying that such a reform is required for a long time. Some of my friends say I must be very happy.
2. Why do you say so? In other words, why is it important?
There are several reasons. Firstly, though we were promoting ourselves as a high end destination, we were not high end. There is a lack of professionalism in the industry. Lot of Tour operators have never taken accountability. Undercutting was going rampant to get groups .This leads to low salary and other perks. This also leads to poor quality of services and facilities in tourism Industry. But there are also lots of Tour companies providing good salaries, DSA and other perks including big and small Tour operators. We need to set good standards of rules and regulations and must be implemented and enforced. Just having it is not good enough.
Just to quote one example where we have not strongly implemented and enforced regulation in treks whether licensed trekking guides are genuinely used. May be TCB is not able to monitor due to lack of funds and staffs .and also on cultural tours too sometimes we hear Non Licensed Tour guides are used . We hope with raise in SDF we will now more professional Licensed Tour Guides will be used and paid well too.
We also feel now we will professionalize trekking services too with Professional Tour guides and Staffs. The change is must and for the betterment of Bhutan and the tourism industry.
The past Tourists see some of our trekking guides and staffs with sneakers and sometimes even with canvas shoes and not professionally dressed since they cannot afford to buy with meager salary and DSA.
Personnel Protective Equipment (PPE) is important, especially for trekkers. There are several issues and it is my hope that this reform will address every aspect and truly make Bhutan a high end destination.
3. People are talking about product diversification and development. What according to you can and should be done in this area?
When we talk about products, we should know what the products are and which ones are important. The most important tourism product is our guides. It is through the lenses of the guides that tourists see Bhutan. It is the stories guides say that tourists take back home. Thus, guides are the most important product
According to Annual Tourism Monitor over 60% of Tourists came to know about Bhutan through words of mouth, which means our Tour guides played a big role in promotion of Bhutan through the tourists that visited which also translates they were happy with our services. With more professional trainings we will have 100% happy and satisfied Tourists which will translates to more Tourists will visit Bhutan.
They need to be skilled. I mentioned about the trekking guides. They should be trained to handle emergency medical services. They need to be interpretive and not just descriptive. They should be abreast with knowledge not just about Bhutan, but also about countries tourists come from; their culture, their meals, hobbies and others. .
Having said this, guides should be paid well. Currently, Majority of guides are just paid Nu 1,000 a day, which is not sufficient at all. They have to request hotels for free rooms and food. Despite their importance, lots of tour operators do not acknowledge it. Perhaps it is due to undercutting and also due to the large number of guides
Additionally, before diversification, we have to think about development. We boast about our trekking routes. But these routes do not have even decent camp sites I heard that one of the best camping sites at Phajoding is now out of bounds for tourists. And there are many areas requiring development, beginning from roads to toilets, road side eateries and others.
4. Are you not concerned that Tour guides would lose their jobs as people say tourists will now not come?
I definitely am. But even before the pandemic, lots of guides were without jobs, because of the sheer number of tour guides, His Majesty’s kidu benefitted a lot during the pandemic and this is something that tour guides, including me will never forget. Now most tour guides have joined the Desuung program. Some have taken up other professions like driving cabs, construction, plumbing, electrical and even carpentry. There are also guides who are in the horticulture business, growing nurseries and selling. We also have tour guides who have left for Australia and the Middle East for Masters degree and to work
Those without any relatives here in Thimphu have gone home and taken up farming. While some may be badly affected, I do not think the affect will be very severe like some propagate.
Further, I believe that this increase will not have much impact on the number of tourists arrivals for few years despite the impact it has created now. The competition now in pricing will be in the professional services we provide. How good we are and definitely we have to be more professional and accountable than before in dealing with our tourists and tour operators from abroad and also in promoting Bhutan and diverse and well crafted itineraries. We definitely need to do big marketing and promotion for Brand Bhutan and what is the unique selling points for Bhutan and why Bhutan is the destination for Tourism in the world. Once a new niche market is created definitely we will have good flow of high value tourists once again and better paying jobs too in tourism .
Having said this, there definitely will be some impacts, which over a period of time will vaporize.
5. What do you think should be done now?
It is an entirely new world now. Thus, Information Technology (IT) will need to be optimally utilized for marketing Bhutan. Some percentage of the USD 200 should be ploughed back for infrastructure and other development. Our tour operators need to be more professional, willing to be accountable if what is sold is not delivered to the tourists. Apart from TCB, tour operators need to engage in marketing. Gift packages could be given to visiting tourists. Other incentives can be provided to tourists who stay in Bhutan for more than 10 days. Large companies can open their offices abroad. There are several things that can be done. Bhutan and all Bhutanese will definitely benefit.
