Bhutan, also known as the Land of the Thunder Dragon, is a small kingdom nestled in the Himalayas with a population of just over 750,000 people. The country has gained popularity in recent years for its unique approach to tourism, which prioritizes sustainability and cultural preservation. This approach is largely due to the efforts of the Tourism Council of Bhutan (TCB), which serves as the government agency responsible for promoting and regulating tourism in the country.
So who is currently leading this organization?
The current Director General of TCB is Dorji Dhradhul, who assumed the role in August 2019. Dhradhul brings a wealth of experience to his position, having previously served as the Chief Executive Officer of the Royal Bhutan Helicopter Services and as a director at Bhutan’s Ministry of Economic Affairs.
What is the role of TCB?
TCB was established in 1991 with the aim of promoting Bhutan as a unique tourist destination while also ensuring that tourism development was sustainable and did not harm Bhutan’s cultural heritage or natural environment. The Council’s responsibilities include:
- Developing policies and strategies related to tourism
- Licensing and regulating tour operators
- Promoting Bhutan as a tourist destination through marketing campaigns and events
- Conducting research to improve tourism management
- Providing training opportunities for those working in the tourism industry
Why is Bhutan’s approach to tourism unique?
Bhutan has made a conscious effort to avoid mass tourism and instead focus on attracting “high-value, low-impact” visitors who are willing to pay a daily fee (known as the Minimum Daily Package) that covers accommodation, meals, transportation, and a guide. This fee helps ensure that tourism in Bhutan is sustainable and benefits the local economy.
In addition, Bhutan has a policy of “Gross National Happiness” (GNH) which prioritizes the well-being of its citizens over economic growth. This philosophy is also applied to tourism, with TCB emphasizing the importance of cultural preservation and environmental protection in all its policies and strategies.
Conclusion
In conclusion, the Tourism Council of Bhutan plays a vital role in promoting sustainable tourism in this unique country. Under the leadership of Dorji Dhradhul, TCB will continue to prioritize cultural preservation and environmental protection while showcasing Bhutan’s unique attractions to visitors from around the world.