The Kingdom of Bhutan is turning its attention to travel advisors after seeing a steady growth of visitors in 2025, with the Bhutan Department of Tourism holding monthly webinars for the travel trade.
The March 10 webinar, "Dispelling Myths and Misconceptions About Traveling to Bhutan," was the first in a six-part series and provided an introductory look at the South Asian country, which sits between India and China and is 70% forested.
In 2025, tourism to Bhutan from the United States increased 20% year over year, and arrivals from Canada increased 22%. Bhutan in 2026 is poised for even more growth, according to the tourism department, in part due to increased airlift from Dubai, Thailand, Singapore, India and Nepal to Paro Airport. Gelephu, a second international airport, is set to open in 2029 in Gelephu Mindfulness City.
The allure of Bhutan
Bhutan's new national brand, "Bhutan Believe" is meant to highlight the country's boldness, according to Phuntsho Gyeltshen, chief marketing officer for the Bhutan Department of Tourism.
"It's a small kingdom that is bold and doing things differently, and in its own way," he said. "Visitors can reconnect with themselves and be inspired."
Bhutan has long been a bit mysterious to the average traveler, with Gyeltshen noting that although the destination caters to a wide range of clients, it operates under a "high value, low volume" tourism policy, hoping to attract "mindful visitors who appreciate the culture."
"Given the size of country and its capacity, as much as we want to host, we won't be able to accommodate the numbers interested in coming to Bhutan," he said. "Our invitation is to embark on a journey with us, and be a part of our progress."
Bhutan's cap on tourism leaves it well-preserved and uncrowded, with visitors paying a mandatory Sustainable Development Fee (SDF) of $100 per day during their stay. This daily fee goes toward free healthcare and education for residents (and tourists); sustainability projects; cultural preservation; and upgrades to roads and infrastructure.
Children under 6 years old are exempt from the fee, and kids ages 6 to 12 receive a 50% discount.
One advisor on the webinar noted that she had clients visit Bhutan in a package that included India -- a popular choice considering the airlift options via the country's two airlines, Bhutan Airlines and Drukair Royal Bhutan Airlines.
Resources for travel advisors
In addition to the monthly webinars, the tourism department offers a Bhutan Tourism Services Portal for the trade, where travel advisors can research and connect with Bhutanese tour operators, hotels, guides, homestay opportunities, restaurants and other service providers via an online dashboard.
Advisors are also encouraged to reach out directly to Gyeltshen at [email protected] or market manager Singye Rinchen at [email protected] for more information on sending clients to Bhutan.