Bhutan is using its first international travel mart to attract more high-value tourists and create new business opportunities for the country’s tourism industry. Hundreds of international travel agencies are in Thimphu to explore Bhutan’s tourism products and build partnerships with local operators.
Around 200 international travel buyers from key source markets, including China, India, Nepal, Singapore and Thailand, have gathered for Bhutan International Travel Mart.
The mart, worth more than Nu 5 M, is supported by the Economic Stimulus Programme. It is organised by the Department of Tourism under the Ministry of Industry, Commerce and Employment in collaboration with the Association of Bhutanese Tour Operators.
Over the next three days, they will meet Bhutanese tour operators, hoteliers, airlines and tourism service providers to explore business opportunities and develop new travel products for international markets.
For many of the delegates, the event offers a chance to experience Bhutan firsthand and better understand the country’s tourism policies, culture and unique visitor experiences before promoting the destination to their clients.
“I came to BITM specifically for collaboration with the Bhutanese people. Before this, we worked with the Bengali community, but now we are looking to engage directly with Bhutan. I have heard that everyone is required to carry a guide, and there are visa fees and many things to learn about,” said Santosh Singh, the director of Spiritual Tour, India.
“We work with clients, and we love travelling. Travel is our passion. We also enjoy taking clients to different new countries. For us, Bhutan is a new experience. It is a great place and a beautiful country. We are really excited. We are here to find new partners and explore the activities that Bhutan can offer us,” said Kseniya Winska, Tour Organiser, Form and Matter Travel, Ukraine.
“We want to explore the culture and nature in depth because this country is truly mesmerising. From the moment you arrive by air, you realise you are entering something special on this planet,” said Svitlana Havrylenko, a travel advisor to Kailash Guru, Ukraine.
More than 50 national exhibitors are showcasing their products and services, while several districts are promoting destinations beyond the country’s tourism hotspots.
Department of Tourism’s media focal Dawa Yangchen said, “We have more than 50 confirmed national exhibitors, and it comprises of hoteliers, tour operators, Heli service and our two airlines. And then we also have representatives from the Gelephu Mindfulness City, then the Embassy of India, then also from the Drinchengang village, then from Wangduechhoeling Palace, Tarayana Centre, then Bhutan Textiles.”
For Bhutanese tourism businesses, the event offers an opportunity to engage directly with international travel buyers without the cost of attending trade fairs overseas.
“We don’t have to travel overseas. We don’t waste our time. When international people come here, airlines and tour operators will benefit from the guests,” said Chencho Wangdi, the vice chair of ABTO.
Bhutan welcomed nearly 210,000 tourists last year. More than 76,000 tourists have already visited the country this year, according to the Monthly Tourism Bulletin of Bhutan for April 2026.
Whether these conversations turn into bookings remains to be seen. But for the next three days, Bhutan is making its pitch directly to the people who help decide where travellers go next.
Singye Dema
Edited by Sangay Chezom
