The Bhutanese Leading the way.
By Dorji Dhradhul (Creativity Catalyst)
A Convergence of Vision, Evidence, and Timing
Taken together, the survey findings do not merely endorse Bhutan’s past choices; they validate its future direction. They confirm that the values embedded in HVLV, mindfulness, regulation, respect, and responsibility are increasingly shared by a global constituency of travelers, practitioners, and policymakers.
As one respondent aptly summarized, “Bhutan’s strategy serves as an inspiration, demonstrating that prioritizing sustainability over volume can create long-term benefits.” In Gelephu Mindfulness City, Bhutan now has the opportunity to translate that inspiration into a living, evolving model for the world.
Ultimately, the survey affirms that Bhutan’s High Value, Low Volume tourism model resonates globally not because it promises growth, but because it advocates restraint. Its greatest offering to the world is not a fee or a formula, but a values-based question: How much tourism is enough and for whom?
Call for Action: Rebuilding with Intention in a Post-COVID Context
As Bhutan continues to recover from the unprecedented shock of zero tourism during the COVID-19 pandemic and the subsequent slow rebound, the imperative is not merely to restore visitor numbers, but to rebuild the tourism sector with greater resilience, coherence, and purpose. The global survey findings suggest that Bhutan’s core tourism philosophy remains sound; the task ahead is to translate this moral strength into adaptive strategies suited to a post-pandemic world.
First, deepen Trust and Solidarity
The survey highlights a concern that deserves careful attention: the risk of tourism revenues leaking out of the country when foreign operators bypass local enterprises. While regulation has a role to play, this challenge cannot be addressed through rules alone. It also calls for stronger solidarity and professional cooperation among Bhutanese tourism service providers themselves.
Transparency is the first building block of trust. Clear and consistent communication on the vision and principles of HVLV tourism and on how tourism revenues are reinvested in conservation, community livelihoods, education, and public infrastructure can strengthen confidence at home and credibility abroad. More importantly, upholding HVLV is not just about managing today’s visitors; it is a policy commitment to uphold tourism as a national strategic asset for today and tomorrow.
Equally critical is how Bhutanese tourism service providers work with one another. Undercutting, price wars, and unhealthy competition may offer short-term gains for a few, but they weaken the sector as a whole. A spirit of cooperation based on fair pricing, shared standards, mutual referrals, and respect for local value chains can help ensure that tourism benefits stay within Bhutan and are more evenly distributed across communities.
In the end, the strength of Bhutan’s High Value, Low Volume tourism model lies not only in policy design, but in the integrity and unity of those who deliver it. If Bhutanese tourism service providers stand together as partners rather than competitors, tourism can remain a source of dignity, resilience, and collective wellbeing, fully aligned with the spirit of Gross National Happiness.
Second, stimulate demand through intelligent diversification rather than volume expansion
Encouraging domestic, regional, and off-season travel can smooth seasonality, support under-visited regions, and spread economic benefits more evenly. Flexible and dynamic pricing, region-specific incentives, and thematic travel circuits, particularly in eastern and southern Bhutan can activate demand without compromising HVLV principles.
Third, actively cultivate the “high-values traveler”
The survey confirms a growing global segment of travelers who prioritize meaning, learning, wellness, sustainability, and cultural respect over speed and consumption. Targeted storytelling, partnerships with ethical tour operators, and curated experiences such as mindfulness retreats, cultural immersion programs, learning journeys, and nature-based restoration activities can position Bhutan as a destination of purpose rather than spectacle.
Fourth, strengthen local participation and economic retention
Post-COVID recovery must place communities at the center of tourism revival. Supporting Bhutanese operators, artisans, guides, homestays, communities and farmers will reduce revenue leakage and ensure that tourism benefits remain within local economies. Youth-focused entrepreneurship programs, skills upgrading, and creative tourism initiatives can also address employment gaps exposed by the pandemic.
Fifth, align tourism recovery with the long-term vision of Gelephu Mindfulness City
GMC offers Bhutan a unique opportunity to integrate tourism, wellbeing, innovation, and sustainability into a coherent development ecosystem. Tourism experiences linked to GMC, such as wellness, education, cultural exchange, and regenerative practices can serve as pilots for future-oriented tourism that balances accessibility with restraint.
Finally, position Bhutan as a learning partner, not just a destination
In a world searching for post-pandemic tourism pathways, Bhutan can share its experiences, challenges, and adaptations through policy dialogues, research collaborations, and international platforms. This reinforces Bhutan’s role not merely as a tourism destination, but as a contributor to global thinking on sustainable development.
As Bhutan navigates post-pandemic recovery and economic diversification, the path forward is not about returning to pre-COVID norms. It is about advancing with clarity, strengthening trust, broadening participation, and aligning tourism with national and global wellbeing. In doing so, Bhutan’s High Value, Low Volume model and the emerging vision of Gelephu Mindfulness City together offer a compelling roadmap for a more resilient, equitable, and humane tourism future both at home and beyond.
