“Bhutan Believe”, a film on Bhutan’s national brand, has clinched the Best Cultural Promotional Film award at the 2025 ART&TUR – International Tourism Film Festival in Portugal. This marks another major international recognition for the country’s rebranding efforts. The film has now won two international awards, including the one recently won at the 2025 US International Awards.
Produced by the Department of Tourism in collaboration with Studio Khonsu, the film was created as part of Bhutan’s national brand initiative and was launched in September 2022.
Shot in Gangtey and Bumthang, “Bhutan Believe” was developed to inspire visitors to discover Bhutan through nature, culture, and personal transformation. Combining powerful visual storytelling with local narration, the film presents Bhutan not as a fantasy but as a place of genuine meaning, beauty, and care.
The 18th edition of ART&TUR, held earlier this month, brought together some of the world’s most outstanding tourism films, featuring over 20 international award winners.
According to the Department of Tourism, the award will further enhance Bhutan’s presence in the international tourism market, reinforcing the country’s growing reputation.
“This is a great win for both tourism and Bhutan, and it not only reflects our goal and our commitment to promote responsible and regenerative tourism that supports communities and also that helps us to protect our natural and cultural heritage, but it also validates our approach in telling our story with simplicity, sincerity and from the heart. So, it is both humbling and motivating, and it also inspires us to continue to share a story with the world,” said Dawa Yangchen, Media Focal, Department of Tourism.
The win also contributes points to Bhutan’s ranking on the International Committee of Tourism Film Festivals, or CIFFT. The CIFFT is the leading global initiative recognising excellence in tourism video communication and is an Affiliate Member of UN Tourism.
The film is now ranked 5th on the CIFFT global leaderboard, trailing only behind the films from Switzerland, Portugal, Montenegro, and Sweden.
With growing acclaim and international recognition, “Bhutan Believe” continues to reinforce the country’s brand message: to believe in progress grounded in values, and in travel as a way to connect more deeply with people, place, and self.
Namgay Wangdi
Edited by Kipchu
