Bhutan, cradled in the eastern Himalayas, is renowned for its unique approach to development, prioritising Gross National Happiness over Gross Domestic Product. This philosophy underscores the nation’s commitment to sustainable growth and environmental conservation, making it an attractive destination for those seeking a harmonious and fulfilling lifestyle.
But what do leading rankings and indices have to say about Bhutan, its economic competitiveness, sustainability, soft power, country brand strength and reputation?
Let’s take a closer look at:
- Bhutan’s soft power and country brand strength
- Its appeal to skilled labour, investors and visitors
- The country’s global contribution to peace and well-being
- How well it fares in terms of happiness and sustainability
Soft Power and Country Brand Strength
Bhutan was newly added to the Global Soft Power Index by Brand Finance in the 2024 edition. The country ranked 123rd, above Sudan (124th) and below Mongolia (122nd) and Uganda (121st).
Is Bhutan a ‘Good’ Country?
According to the Economist Intelligence Unit (EIU) Democracy Index 2023, Bhutan ranked in the light yellow zone (5-6 range) with a 5.50 out of 10. This score is similar to nearby Bangladesh (6.00) and Nepal (4.50). However, it is significantly lower than India (7.00) and higher than neighbouring China (1.9).
The 2022 Corruption Perception Index ranks Bhutan 25th, tying with Taiwan (25th). Bhutan ranks behind the USA (24th) while surpassing Chile (27th) and the UAE (27th).
The Sustainable Development Report 2023 ranks Bhutan 61st. The Report highlights that the nation faces significant challenges in certain SDGs (SDG 2 Zero Hunger, SDG 8 Decent Work and Economic Growth, and SDG 15 Life on Land). The SDG 15 Life on Land is also experiencing a downward trend.
Appeal to Digital Nomads, Business, Trade and Travel
The Bloom Consulting biannual Country Brand Ranking Trade Edition 2022-2023 assesses investment-related variables, emphasising perceptions of a country’s trade-specific brand and evaluating branding performance. In Asia, Bhutan ranks 42nd behind North Korea (41st) and Tajikistan (40th). Worldwide, Bhutan ranks 150th.
In addition, the Bloom Consulting Country Brand Ranking Tourism Edition 2022-2023 places Bhutan at 36th position in Asia, climbing by two positions since last year’s ranking. Bhutan ranks behind Iraq (35th) and Bangladesh (34th). Worldwide, Bhutan ranks 132nd, behind Belarus (131st), surpassing Samoa (133rd).
How Peaceful and Safe?
The Global Peace Index 2023 ranks Bhutan 17th, dropping by five positions since last year’s edition. Bhutan now sits ahead of Hungary (18th) and the Netherlands (16th). It falls at the high end of the ‘State of Peace’ spectrum, as defined by the Institute for Economics & Peace. Bhutan is positioned 1st in South Asia.
The Institute for Economics & Peace ranks Bhutan within the no impact zone regarding the ‘Impact of Terrorism’ in the 2024 Global Terrorism Index. Bhutan ranks 89th, tying with many countries such as Czechia, Singapore, Sudan, and Jamaica.
Environmental Performance
The 2022 Environmental Performance Index (EPI) edition ranks Bhutan 85th. The EPI analyses the performance of 180 countries, scoring and ranking these countries on their environmental performance using the most recent year of data available, as well as providing calculable changes in scores over the previous decade. Bhutan has experienced a negative shift of -7.20 in the past ten years.
Last updated in June 2024. Explore more country profiles here.
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Disclaimer: The information in this article is intended to provide a general overview of Bhutan’s economic and cultural landscape and facilitate comparison over time. While we strive for accuracy and completeness, we are not responsible for any typographical errors or inaccuracies. The data is provided “as is” without warranty of any kind. Users should verify any information before relying on it for decision-making purposes.
