The Bhutanese Leading the way.
The direct flight between Paro and Dubai, launched by Druk Air in October 2024, has been struggling to attract passengers, with many opting for cheaper alternatives via connecting flights.
The airline’s move to expand its international network has yet to see success, as reports indicate that passenger turnout remains significantly low.
A few of the passengers who recently took the Dubai flight shared their experience, revealing that their aircraft had only around seven passengers on board. “It was surprising to see such a low turnout. The flight was nearly empty,” they said.
Druk Air stated, “Since the launch of the Dubai route in October 2024, approximately 924 passengers have travelled with Druk Air up until January 2025.”
One of the main deterrents for travellers appears to be the ticket pricing. A one-way ticket from Paro to Dubai costs approximately Nu 33,950, while a round-trip ticket is priced at Nu 64,071.
The passenger said that after a discount of 20% provided by the airline, they had to pay Nu 58,000 for a round trip.
In contrast, a more affordable option exists for travellers who take a layover flight via Delhi. A flight from Paro to Delhi costs Nu 13,396, and the subsequent flight from Delhi to Dubai is Nu 10,580, making the total cost of the journey only Nu 23,976—substantially lower than Druk Air’s direct flight.
Another traveller voiced their thoughts on the matter, emphasizing the importance of affordability. “I acknowledge our government and the airline’s efforts to connect Bhutan to the world and improve tourism. However, initiatives like this must also be sustainable and accessible to the general public. Pricing is always a key factor when people plan their travel,” they said.
To increase passenger inflow, the airline said it has implemented a range of strategic marketing initiatives to enhance passenger inflow, particularly on the Dubai route.
To attract more travellers, the airline is offering a 20% discount on fares for all passengers, with an exclusive 30% discount for members of its Happiness Smiles loyalty program.
In addition to discounted fares, Druk Air is offering a 30% cargo rate reduction on the Dubai route to boost shipments and strengthen its role as a key hub in the airline’s network. These promotional offers run until November 30, 2025.
In addition to fare discounts, Druk Air said it is leveraging Key Opinion Leaders (KOLs), organizing Familiarization (FAM) trips, and maintaining an active presence across various media platforms to promote the route effectively.
Despite the challenges, Druk Air’s initiative to establish direct connectivity to Dubai aligns with Bhutan’s long-term vision of global outreach and economic diversification. The route was expected to serve as a convenient option for Bhutanese travellers and business professionals while also facilitating better access for international tourists visiting the country.
The airline stated that it remains committed to the Dubai route and will continue to actively promote it through strategic collaborations and engagement with key stakeholders. Rather than considering cancellation, the airline will focus on implementing measures to stimulate demandand enhance the route’s success. Druk Air said it will continuously assess market trends and adapt its marketing efforts to ensure the route remains viable and attractive to passengers.
However, the high ticket prices seem to be a major roadblock, preventing the route from reaching its full potential.
Travellers hope that adjustments will be made to make the service more cost-effective and sustainable. Until then, most passengers will likely continue to favour layover flights for a more budget-friendly travel option.
On 10th October 2024 a delegation from the Ministry of Infrastructure and Transport (MoIT), led by former Secretary Phuntsho Tobgay, held discussions with India’s Ministry of Civil Aviation regarding the Air Service Agreement between the two nations.
One of the main issues discussed here was a request by Bhutan for Fifth Freedom Flights for the Dubai route, which is the right to land in Delhi and also drop and pick up passengers. This will be important to make flights to Dubai economically viable.
This matter is under discussion. If Bhutan can pick up passengers in Delhi like on the Kolkata and Bagdogra routes then Dubai will become more viable.
