Bhutan’s approach to tourism has earned international recognition. Former Director General of the erstwhile Tourism Council of Bhutan, Dorji Dhradhul, has been recognised by Travel + Leisure for his contribution to shaping Bhutan’s tourism policy. Travel + Leisure is one of the world’s leading travel publications.
He was recognised alongside 12 other personalities for their contributions to the travel and hospitality industry.
Dhradhul said the recognition was not a personal achievement but an international recognition of Bhutan’s High Value, Low Volume tourism philosophy, which he said was gifted by the country’s visionary monarchs.
He credited the country’s monarchs, leadership, successive Royal Governments, tourism professionals, businesses and communities for the development of Bhutan’s tourism sector.
During his tenure, Dhradhul helped promote Bhutan’s tourism strategy, including efforts to strengthen the country’s international image and promote sustainable tourism.
He also led the tourism sector through the COVID-19 pandemic, when the industry came to a standstill and livelihoods were severely affected.
Dhradhul said tourism should create value beyond revenue, benefiting visitors, host communities and the country while safeguarding what makes Bhutan unique.
“While Bhutan may be small, our tourism philosophy offers a big lesson to the world. Tourism must create value for visitors, host communities, the nation, and at the end, for the planet,” he said.
He added that while policies may evolve with changing times, the core philosophy must remain the same.
“The future of Bhutanese tourism is not about choosing between prosperity and preservation. It is about creating prosperity through preservation,” Dhradhul said.
His recognition brings international attention to the tourism philosophy Bhutan continues to champion.
Sherub Dadron Palzom
Edited by Sonam Pem
