Birat Anupam
Bhutan, the tiny Himalayan nation described as the ‘Last Shangri-La’, has hosted the historic ‘Bhutan International Travel Mart 2026’. The three-day event, which began on June 11, has attracted more than 300 buyers from around the world.
Bhutan is hosting this first-of-its-kind event after 52 years of commercial tourism. Tourism in Bhutan officially began in 1974.
“There are buyers from 15 countries across Asia, Europe and North America,” informed Duptho Rinzin, Board Director at the Association of Bhutanese Tour Operators. He added, “India stands at the top with 230 buyers, while Nepal comes second with 20 buyers. We have two buyers from Bangladesh.”
Rinzin said that despite being organized on short notice, the maiden travel mart of this Himalayan nation of mountains and monasteries has received significant interest from around the world.
Inaugurated by Bhutan’s Minister for Industry, Commerce and Employment (MoICE), Lyonpo Namgyal Dorji, the event was attended by diplomats, including Indian Ambassador to Bhutan Sandeep Arya, tourism leaders, and journalists from around the world.
During the occasion, Rabsel Dorji, Managing Director of Tourism at the Gelephu Mindfulness City Authority, highlighted the tourism potential of the ongoing mega city project. Describing the project as 'the most ambitious in Bhutan’s modern history', Dorji said the city would be an amalgamation of peace, nature, culture, wellness, spirituality, sports, and entertainment.
He said the visionary royal project is 'within the reach of half of the world’s population.'
Amrit Nepal, a buyer from Nepal, said he was particularly curious about the Gelephu Mindfulness City. The CEO of Himalayan 360 said, “They have said that the upcoming city will have a dedicated economic zone with multidimensional appeal. It is on my wishlist, both for travel and business opportunities. It could become the Dubai equivalent of Bhutan in terms of business and global connectivity, as they have already planned an international airport.”
A nation that prioritizes ‘High Value, Low Volume’ tourism welcomed more than 200,000 tourists in 2025. The $100 Sustainable Development Fee discourages budget travelers; however, for deep-pocketed travelers, Bhutan remains a hidden treasure.
