
04/08/2025
Bhutan Strengthens Tourism with Rise in Repeat Visitors and Strategic Developments
Bhutan’s tourism industry is experiencing strong growth post-pandemic, with a 41% increase in arrivals in 2024 and continued momentum into 2025. A rising number of repeat visitors—particularly those interested in wellness, spirituality, and cultural depth—are contributing to Bhutan’s goals of sustainable and meaningful tourism. The country is promoting year-round travel through unique festivals and events while focusing on key Asian markets such as India, Thailand, and Singapore. Guided by its high-value, low-volume tourism policy and Gross National Happiness philosophy, Bhutan is enhancing its offerings through the Integrated Tourism Master Plan 2025–2034, improved access to remote regions, digital tools like a tourism portal and mobile app, and innovations such as a cryptocurrency payment system, all while preserving its cultural and environmental integrity.