Bhutan unveils new national brand: ‘Believe’

As Bhutan prepares to open its doors to guests once again, the Tourism Council of Bhutan launched and adopted a new brand to promote the country. The new Brand Bhutan with the tagline ‘Believe’ was unveiled by the Prime Minister in the presence of other government officials and dignitaries today.

With the new brand, Bhutan will no longer have a separate destination brand Bhutan-Happiness is a place. The new tagline “Believe’” reflects the determined focus on the future. The Prime Minister said the new Brand Bhutan will ensure that the communities and streets are clean and safe, the environment protected and cherished and that Bhutan has everything it needs in place.

“With lots of excitement, we are opening our border gates at a time when the whole world is seeking something to believe in. The pandemic has questioned our priorities, and even our ways of life. But as mentioned earlier, our offers are unique and distinctly relevant at this time of human existence. If you are looking for a higher purpose, if you want a spiritual experience, if you place values above everything else, please believe in us,” said Prime Minister Dr Lotay Tshering.

The TCB also launched a new tourist visa or permit online system. With the new system, visitors can apply online for a visa by themselves by completing the application form or they can also apply through the tour operator or hotelier.

And unlike in the past, the visa will allow visitors to remain in the country for up to 90 days from the date of entry.

Sonam Pem/Pema Seldon Tshering

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