Bhutan
On September 22, 2022, Bhutan reopened its doors to global visitors with the launch of “Bhutan Believe” – a powerful expression of the country’s identity and long-term vision for sustainable tourism. Rooted in a deep respect for nature and culture, the brand reflects Bhutan’s ongoing commitment to balance and harmony between people and the environment.
The “Bhutan Believe” philosophy invites travellers to slow down, immerse themselves in nature, and embrace Bhutan’s mindful, conservation-first approach to tourism.
Bhutan’s High-Value, Low-Impact Tourism Vision
Bhutan’s sustainable tourism strategy is grounded in a deep respect for nature, community wellbeing, and long-term environmental stewardship. Key focus areas include:
- Carbon-Negative Commitment: With over 70% forest cover, Bhutan is the world’s first carbon-negative country. Its lush forests serve as a vital carbon sink, in line with the constitutional mandate to preserve a minimum of 60% forest cover.
- High-Value, Low-Volume Tourism: Guided by its HVLV policy, Bhutan limits visitor numbers while offering immersive, high-quality travel experiences. The daily Sustainable Development Fee (SDF) ensures that tourism directly supports conservation and infrastructure.
- Community Empowerment: Local communities actively shape tourism experiences. Initiatives like village homestays provide authentic encounters for visitors and generate income for residents, making tourism a tool for inclusive development.
- Sustainable Development Fee: The SDF, currently reduced to USD 100 per day until 2027, supports environmental preservation, infrastructure investment, and cultural heritage protection across the country.
Bhutan’s approach demonstrates how tourism can thrive without compromising the integrity of ecosystems or local culture — offering lessons in resilience, responsibility, and regenerative development.
Explore Further
Bhutan’s journey in sustainable tourism is an ongoing and evolving story. We invite you to explore further the unique experiences and initiatives that Bhutan offers. Follow the link below to learn more about how Bhutan is setting a global standard in mindful and sustainable tourism.
Follow Bhutan Online
This showcase was originally published by Sustainability Leaders United, as part of its global series highlighting destinations advancing sustainable tourism and regenerative development.
Bhutan was also featured in the first Sustainability Leaders Yearbook, celebrating destinations that demonstrate a strong commitment to environmental stewardship, community empowerment, and long-term resilience.
We were honoured to include Bhutan in a dedicated panel on regenerative tourism and soft power at the Global Soft Power Summit 2024 in London – a reflection of the kingdom’s pioneering role in aligning national identity with environmental leadership.
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