To attract 100,000 tourists in 2012, Bhutan has diversified its tourism products to include spiritual and wellness holidays
Te system does not apply to regional
visitors from India, Bangladesh and the Mal- dives due to bilateral agreements. Yet the number of tourists, drawn by an
opportunity to glimpse another way of liv- ing, has steadily increased from 5,500 in 2002 to over 40,000 in 2010 (see Tables 1 and 2). According to the 2010 Bhutan Tourism Monitor report by the Bhutan Tourism Council (TCB) tourism is a valuable earner in the country – generating an estimated us$80m (€59m, £51m) and between 17,800-19,600 jobs in 2010. Significantly, last year, the prime minister
Jigme Tinley outlined an expansion plan for tourism with a goal of attracting 100,000 vis- itors by 2012. Kesang Wangdi, TCB’s director general told APSWC delegates: “It’s already looking like Bhutan will exceed its projec- tion of 65,000 visitors in 2011. We need 56 per cent of growth to achieve this and we’re actually running at a 67 per cent growth.” As visitor numbers grow, the TCB will
remain very passionate about its ‘high- value, low-impact’ tourism concept: opting
SPA BUSINESS 4 2011 ©Cybertrek 2011
table 1: International Visitors 2010* Country USA
Number of visitors
Japan
5,189 2,963
Germany 2,250 UK
China
1,772 1,494
19.08 10.89 8.27 6.52 5.49
for top quality developments over mass-mar- ket, low-end products that add little value to the economy. Te goal is to protect traditions and culture in line with its Gross National Happiness (GNH) Index – where quality of life and social progress are closely monitored and valued over the economic indicator of Gross Domestic Product (GDP).
SPA AND WELLNESS SCENE
For those who think package tours are all about cheap, all-inclusive hotels, plenty of alcohol and lots of hidden extra charges,
% International Visitors
table 2: Regional Visitors 2010* Country India
Number of visitors
22,986
Bangladesh 4,849 Maldives
2
% Regional Visitors
82.57 17.41 00.02
* Source: 2010 Bhutan Tourism Monitor report, produced by the Tourism Council of Bhutan
think again. Bhutan is all about quality (in an understated way) and the main tourism products are tailored, but considerably flex- ible, nature and culture tours. In 2010, the TCB reported that around 65 per cent of international travellers came in tour groups of 10 or less, while individuals or groups of two accounted for 30 per cent. However, the tours are highly seasonal.
Te vast majority are held in spring (March to May) and autumn (September to Novem- ber) when the weather is mild and the festivals take place. As such, annual hotel
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