World Tourism Conference, Melaka, Malaysia Beyond Mass Tourism Targeting for less to get more Thuji D. Nadik, Acting Managing Director, Tourism Council of Bhutan 21 st October 2013 Selamat Datang Ke Welcome to

Outline 21 st October 2013 World Tourism Conference, Melaka, Malaysia 2 1.Introduction on Bhutan 2.Tourism Vision 3.Guiding Principle - GNH Pillars 4.Tourism Development Focus 5. Long Term Strategies 6. Community Based Tourism Principles 7.Tourism Growth 8. Conclusion

Source: accessed on 16August 2011http://

21 st October 2013 World Tourism Conference, Melaka, Malaysia 4 Facts on Bhutan

GNH Pillars 21 st October 2013 World Tourism Conference, Melaka, Malaysia 6 1.Preservation and conservation of the natural environment 2.Cultivation and promotion of culture 3.Good Governance 4.Sustainable and equitable socio-economic development

Tourism Vision 21 st October 2013 World Tourism Conference, Melaka, Malaysia 7 Foster a vibrant industry as a positive force in the conservation of environment, promotion of cultural heritage, safeguarding sovereign status of the Nation, and for significantly contributing to Gross National Happiness (GNH).

Guiding Principle 21 st October 2013 World Tourism Conference, Melaka, Malaysia 8 “High Value, Low Impact” “Value-led” tourism development: we intend to use tourism and not be used by it

Tourism Development Focus 21 st October 2013 World Tourism Conference, Melaka, Malaysia 9 1.Responsible Tourism 2.Bhutanese Authenticity 3.Royalty Fee 4.Limits of Acceptable Change

Long Term Strategies 21 st October 2013 World Tourism Conference, Melaka, Malaysia 10 Tariff System Quality Control (Accommodation Standardization & Classification System) Product Diversification (New products) Human Resource Development

Community Based Tourism Principles 21 st October 2013 TOURISM COUNCIL OF BHUTAN 11 Tourism will not be operated in the community during its peak primary occupation season so as not to impact their regular work/occupation

Community Based Tourism Principles 21 st October 2013 TOURISM COUNCIL OF BHUTAN 12 Tourism is not a substitute for their primary occupation but a supplementary source to earn additional income to supplement their livelihood

21 st October 2013 World Tourism Conference, Melaka, Malaysia 13 Beyond Mass Tourism Targeting for less to get more Major draw cards: Unique culture Natural beauty Gross National Happiness Undiscovered Favorable weather conditions Holiday timing in source countries (Exit Survey, TCB 2012)

21 st October 2013 World Tourism Conference, Melaka, Malaysia 14 Beyond Mass Tourism Targeting for less to get more 70.98% (16.21% strongly agree, 54.77% agree) indicated that Bhutan represents a “good value for money” destination (Exit Survey, TCB 2012)

21 st October 2013 World Tourism Conference, Melaka, Malaysia 15 Beyond Mass Tourism Targeting for less to get more Year/Growth Arrivals (no.)40, Direct earnings (USD million) Gross receipts (USD million) Average spend (USD per person per night) Tourism Growth

21 st October 2013 World Tourism Conference, Melaka, Malaysia 16 Beyond Mass Tourism Targeting for less to get more

21 st October 2013 World Tourism Conference, Melaka, Malaysia 17 Targeting for less to get more Tourism Growth Average length of stay decreased from 7.53 days in 2011 to 6.9 days in Tourism tariff increased from US$200 to US$$250

Conclusion 21 st October 2013 World Tourism Conference, Melaka, Malaysia 18 Bhutan uses tourism and not to be used by it Bhutanese Way of Life – our way of seeing the world culture and environment to the visitors. Bhutan’s cautious growth in tourism adopts the ‘Limits to acceptable change’ principle

World Tourism Conference, Melaka, Malaysia Beyond Mass Tourism Targeting for less to get more Thuji D, Nadik, Acting Managing Director, Tourism Council of Bhutan 21 st October 2013 Terima Kasih Thank-you