Tourist numbers to Bhutan are improving post-lockdown, with 145,065 arrivals recorded in 2024, up 41 per cent over 2023. Performance as of May 2025 has also been encouraging, with the Department of Tourism noting 73,892 year-to-date tourist arrivals.

According to Damcho Rinzin, director for Bhutan’s Department of Tourism, the year-to-date figures indicate continued momentum and increased interest in Bhutan as a preferred travel destination, particularly during the first half of the year.

More importantly, Rinzin said travel and tourism industry players have observed a growing number of repeat visitors to the country.

“At present, the Department of Tourism does not have formal data on the percentage of repeat visitors. However, anecdotal evidence and feedback from tour operators suggest that repeat visitation, while not yet dominant, is an emerging and valuable segment. This group typically includes longhaul travellers and visitors with a strong interest in wellness, spirituality, or in-depth cultural experiences,” he told TTG Asia.

Rinzin added that repeat visitorship is “strategically important to Bhutan”, as returning travellers tended to “stay longer, travel to tourist deficient areas, spend more, and engage more meaningfully with local communities, contributing to Bhutan’s overall tourism goals of sustainability and cultural preservation”.

Repeat visitorship to Bhutan will thrive as the country actively positions itself as a year-round destination. Efforts are focused on creating events like the Rhododendron Festival, the Black-Necked Crane Farewell Festival, and the Phallus Festival throughout the year to highlight the country’s cultural and natural heritage.

In sharing Bhutan’s tourism performance with TTG Asia, Rinzin said Asian markets are significant to the country. In the first five months of 2025, India remained the leading source country, followed by Thailand, Singapore, Bangladesh, Malaysia, and China.

He said: “These markets play a crucial role in Bhutan’s tourism landscape, not only due to geographical proximity and strong travel connectivity but also because of shared cultural affinities and a growing interest in Bhutan’s unique offerings, particularly in nature-based experiences and spiritual tourism. The Asia market is expected to remain a core pillar of Bhutan’s tourism development strategy going forward.”

Rinzin attributes Bhutan’s enduring reputation of being an aspirational and inspirational destination for many travellers to various factors: its distinctive tourism policy, which focuses on high-value, low-volume regenerative travel; its development philosophy, which focuses on Gross National Happiness that is built on priorities in well-being, environmental conservation, and cultural integrity; and a tourism system that ensures personalised service, access to expert guides, and opportunity to engage in experiences that are not commodified.

While Bhutan offers several evergreen attractions, the country is actively working to “enhance tourism while maintaining its core principles”, stated Rinzin.

One significant initiative is the Bhutan Integrated Tourism Master plan 2025–2034, a long-term roadmap focusing on product diversification, better visitor management, skills development, and improved access to lesser-visited regions.

“The aim is to spread tourism benefits across districts and enhance resilience,” he said.

Other new initiatives include the launch of the Tourism Services Portal to streamline visitor services; the opening of the Wangdichholing Museum in Bumthang to preserve Bhutan’s royal history and showcase artefacts and traditional Bhutanese art; the opening of the Samdrup Jongkhar Border Gate to improve access to Bhutan’s eastern regions; and the creation of a cryptocurrency payment system for tourism through a partnership with Binance Pay and DK Bank.

A new tourism mobile app is also being developed to provide real-time information and services to travellers, enhancing convenience and the overall travel experience.