The country recently announced that it would raise its Sustainable Development Fee (SDF) from US $65 to US $200 per person per night, which will go towards projects supporting Bhutan’s economic, social, environmental and cultural development.

As a country vulnerable to the effects of climate change, Bhutan is stepping up its efforts to maintain its status as a carbon-negative country. In 2021, Bhutan sequestered 9.4 million tonnes of carbon against its emission capacity of 3.8 million tonnes.

Tourism Council of Bhutan’s director general Dorji Dhradhul said: “Beyond protecting Bhutan’s natural environment, the SDF will also be directed towards activities that preserve Bhutan’s built and living cultural heritage, including architecture and traditional values, as well as meaningful environmental projects. Our future requires us to protect our heritage, and to forge fresh pathways for forthcoming generations.”

The country used the pandemic shutdown period to improve its infrastructure, and visitors will now find improved roads, trails, and public facilities as well as polished temples and monuments.

An enhanced standards and certification process has also been put in place for hotels, guides, tour operators and drivers to upgrade the visitor experience, and tourism staff have participated in upskilling programmes to enhance the service they provide.

The revamp of Bhutan’s tourism sector is part of a wider transformation project being rolled out across the country to equip citizens with better practical skills and knowledge. Alluding to the changes, the country has officially unveiled a new tourism brand, under the tagline "Believe".

“Bhutan’s noble policy of high value, low volume tourism has existed since we started welcoming guests to our country in 1974," said Bhutan’s prime minister Dr Lotay Tshering. "But its intent and spirit were watered down over the years, without us even realising it.

“Typically, high value is understood as exclusive high-end products and extravagant recreational facilities. But that is not Bhutan. And, low volume doesn’t mean limiting the number of visitors. We will appreciate everyone who visits us to treasure our values, while we also learn as much from them."

Dr Lotay added: "The best conduit to realising our vision are our youth and professionals in the tourism industry. While those working in the tourism sector will represent us at the forefront, the entire nation is the tourism industry, and every Bhutanese a host.

"The minimum fee we are asking our friends to pay is to be reinvested in ourselves, the place of our meeting, which will be our shared asset for generations. Welcome to Bhutan."

The country recently appointed Bird PR to act as its travel representative in the UK.