6 minute read
In Conversation with: Dorji Dhradhul
TOURISM COUNCIL OF BHUTAN
An extraordinary, carbon-free country, this small Bhuddist kingdom has been practising sustainable tourism for decades. Here, Dorji Dhradhul, director general of the Tourism Council of Bhutan, explains how the country's approach has helped prepare it for the luxury travel era of today
What do you personally love the most about Bhutan?
Our selfless kings! Bhutan is happy today because of the visionary, compassionate and prescient leadership of our successive monarchs.
Bhutan is marked by raw natural beauty where the dense foliage changes dramatically as the subtropical jungles merge into a fertile temperate zone and rise up to the great northern glaciers.
The pristine environment is home to exotic wildlife and is the last refuge for endangered species like the black-necked crane, the blue sheep, the golden langur, the takin and even the royal Bengal tiger.
Bhutan has remained a country where age-old customs and traditions are still part of the everyday lives of the people, even while modernisation, development and the strains of global influence are felt more and more.
Bhutan is an all-season destination, providing a unique experience to visitors throughout the year. There is something for everyone in Bhutan. You cannot find a more enlightening destination today.
Perched high on the mighty Himalayan range, the Kingdom of Bhutan has defied globalisation and chosen to remain a hidden paradise or – in the words of our mesmerised visitors – the “last Shangri-La”.
What don’t many people know about this destination?
Bhutan still remains undiscovered by many people in the world. It is a small country in the Himalayas located between China in the north and India in the south.
Despite being small in size and population, we are blessed to have far-sighted and benevolent kings who have accorded the highest priority and worked tirelessly to develop our country, balancing economic growth with that of social, environmental and cultural issues.
How has Bhutan been able to navigate the pandemic?
We are so fortunate and grateful the king has generously granted Druk Gyalpo’s Relief Kidu fund and other financial schemes to those who are affected by the pandemic.
His majesty the king has been tirelessly travelling to every nook and corner of the country to protect and safeguard our people and to combat the pandemic. Under his majesty’s command, the government initiated numerous interventions under the Economic
Contingency Plan aimed towards providing livelihood and sustenance aid to those affected by the pandemic.
What is the current situation in Bhutan? How is tourism recovering?
As we all know, the pandemic has brought about an unprecedented global health crisis that has rippled the world economy and Bhutan is no exception. However, we are taking this moment as an opportunity to revamp our tourism industry in the country.
We have started to reskill and upskill the tourism service providers including the improvement in the tourism sites and infrastructures. We are also closing the gaps and correcting the shortcomings in the various aspects of tourism-related services and standards. And we are in the process of digitalising tourism services and systems to provide a better experience when travel resumes.
How do you see the destination trending in 2021 and beyond?
It is very interesting that the so-called “new normal tourism” is actually something that Bhutan – under the tourism policy of ‘High Value Low Volume’ – has been practising for the last 50 years.
The extraordinary fact about this policy is that it was envisioned and adopted by our fourth king in the early 1970s amid the immense pressure to embrace mass tourism for quick economic fortunes. Today, after 50 years, when this policy is being appreciated by many even globally, we bow with deep gratitude to His Majesty The Fourth King of Bhutan for the timeless gift to the tourism world.
This policy basically avoids mass tourism and overtourism and ensures a balance between economic returns and non-material gains such as preservation of our environment, culture and history, with arrivals guided by the capacities of the various services and resources to ensure wellness and the wellbeing of our guests. These are the elements of future trends in tourism.
I believe the restart of tourism for Bhutan will be much easier and faster, as we will not have to change much to keep abreast of new or future trends.
Six Senses Bhutan
How is the Tourism Council of Bhutan working with your private sector to build trust and reassurance in luxury travellers?
Globally, one of the learnings from the pandemic is the realisation of the utmost importance of personal health; therefore, assurance of the safety of personal health should be at the core of the tourism rebuilding and recovery packages,
Fortunately for Bhutan, we will be mainly focusing on reinforcing the tourism policy of High Value Low Volume, which we have been practising for the last 50 years. Under this unique policy, all tours in Bhutan are guided to ensure a safe and exclusive experience for tourists, which could be an element in the new normal in tourism.
What are your predictions for the post-pandemic world in Bhutan?
The pandemic has and continues to impact economies and livelihoods across the globe with tourism being one of the severely impacted industries.
While there is optimism with the planned rollout for the second dose of Covid vaccination in the country, relaxations on travel restrictions and other positive developments may resume under cautious conditions; there are also mixed reactions given the complexity of the virus.
Bhutan also has lots of high-end international chain hotels and local luxury hotels like Taj Hotel, Six Senses, Aman Resorts, Como Uma, Postcard Resort, Le Méridien, Zhiwa Ling Heritage and Terma Linca Resort.
To me, nothing can be more luxurious than being happy and, if I may add, Bhutan tourism believes “Happiness is a Place”. I would like to invite you all to check out for yourselves if Bhutan is that happy place.
Finally, what is your message to luxury travel agents and tour operators who are looking to promote and book Bhutan for their HNW clients?
Well, luxury can have different interpretations: for Bhutan, it means finding peace with oneself.
Bhutan provides a place to escape everyday stress and connect with nature and find inner peace. Bhutan has always been about the space and managing visitor numbers, so that all visitors get their own space to find happiness.
This is even more relevant with the pandemic requirement to maintain distance and promote personal health through safe travels.
Facing page and above: Tiger’s Nest, Dorji Dhradhul, Six Senses Bhutan Pictures: Kinshuk Bose, Tourism Council of Bhutan, Six Senses Bhutan
CONNECTIONS LUXURY MEMBER SPOTLIGHT
Connections Luxury member Langa Dorji of Bhutan Soul Tour & Travel is an independent specialist inbound tour operator. With over 30 years of experience creating tailor-made tours, Langa offers an extensive range of services dedicated to creating custom-made, unique travel experiences to Bhutan.
