Last month, on Bhutan’s 118th National Day, the prestigious Druk Thuksey Medal honored the country’s tourism industry.
Reasons for the Award:
- Supporting Bhutan’s growth in line with the “High Value, Low Volume” tourism policy.
- Promoting Bhutan’s values and becoming an ambassador for the country abroad.
- In 2024, Bhutan received top destination awards from National Geographic Traveller and Travel+Leisure.
Four main organizations makeup the tourism industry:
- The Association of Bhutanese Tour Operators (ABTO), where Little Bhutan is a member
- The Guide Association of Bhutan (GAB)
- The Royal Institute for Tourism and Hospitality (RITH)
- The Hotel and Restaurant Association of Bhutan
Previous recipients of the Druk Thuksey Medal include Druk Air, the national airline, and Oscar-nominated filmmaker Pawo Choyning Dorji.
The Druk Thuksey Award, established in the 1960s, honors individuals and organizations for their significant contributions to Bhutanese society. There have also been international recipients in various fields.
Recent initiatives by Bhutan’s tourism industry include promoting lesser-known regions and collaborating with social media influencers to showcase the country.
A key feature of Bhutan’s “High Value, Low Volume” policy is the Sustainable Development Fee (SDF), which tourists pay during their stay. The SDF helps fund free healthcare and education for Bhutanese citizens.
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