As part of its growing popularity as an international destination, the Kingdom of Bhutan has positioned itself as a destination that thrives on making happiness its key denominator. India continues to be its top source market. With the latest regional arrivals touching 1,09,052, demonstrating a growth of 57 per cent over last year, India remains the biggest market for both regional and overall arrivals. As part of its India agenda, Tourism Council of Bhutan has focused on Gujarat as one of the key source markets to enhance its Indian footprint in 2016, through a road show targeted at key travel agents in Ahmedabad. This will be Bhutan’s first initiative to tap the Gujarat market.
Unlike visitors from other countries, Indian visitors don’t require visas to visit Bhutan. The Tourism Council of Bhutan will soon launch an online permit system for the Indian travellers, wherein if they come through a Bhutanese tour operator or hoteliers, they can process the permits online in advance. This process is expected to make travel more convenient. A recent introduction of the helicopter services will enable the visitor to a panoramic tour of Bhutan’s natural landscapes.
Tourism Council of Bhutan has been effectively promoting its ‘Celebrate Happiness’ theme in key source markets, wherein India and South East Asia form a critical component. The marketing initiatives deployed globally are a combination of on-ground promotions that include participation at B2B/B2C exhibitions and roadshows, in addition to working with Bhutan’s key stakeholders through activities that involve engagements with travel trade and international media.
Damcho Rinzin, head, marketing and promotion division, Tourism Council of Bhutan, said, “As a leading international tourism destination, Bhutan is seeking to diversify its source markets and attract new visitors. Countries like India are emerging more in the world outbound tourism sector, and Bhutan believes that it could offer a special proposition to visitors from India. Further, international travellers to Bhutan are lured by the myriad of offerings that include heritage, culture, natural beauty and a range of quality hospitality and tourism industry which make a strong proposition for Bhutan as a destination.”
