High value, low volume policy: Bhutan’s secret to tourism growth

Carissa Nimah, Head of Marketing, Bhutan Tourism, talks to e4m about the marketing communications strategies they leveraged to promote Bhutan sustainable tourism globally and position it as a discerning tourist destination 

Excerpts:

Can you elaborate on the communication strategies employed by you to revive Bhutan Tourism post-COVID-19? (How did these strategies differ from your pre-pandemic approach?)

The Department of Tourism (DOT) is currently engaged in various marketing and promotion activities to showcase Bhutan and attract visitors. These activities include:

• Press releases and PR: The department issues numerous press releases to share updates and news about Bhutan's tourism industry. Additionally, we engage in public relations efforts to build relationships with global press and media outlets, facilitating coverage and positive exposure. We have received more than 3,000 pieces of tourism-related news since tourism reopened in September 2022, with a combined readership of around 3.5 billion. Since September 2022, we have conducted 130 media interviews and hosted more than 100 global journalists. 

• Promotion of festivals, events, and other activities: The department actively promotes the diverse festivals, events, and activities taking place in Bhutan to create a vibrant image and attracts travelers who are interested in experiencing its cultural celebrations and unique experiences.

• Digital marketing campaigns: The department runs targeted digital marketing campaigns to raise awareness about Bhutan as a tourist destination in key source markets. These campaigns leverage various online channels to reach a wide audience and help to raise awareness of Bhutan, and encourage visitors to come.

• Brand campaigns (Bhutan Believe): The department has launched brand campaigns like "Bhutan Believe" to establish a unique and compelling identity for Bhutan as a destination. These campaigns aim to highlight the country's cultural richness, natural beauty, and spiritual essence.

• Events and roadshows in key markets: The department organizes events and roadshows in key markets to engage with travel industry professionals, tour operators, and potential visitors. These activities provide opportunities for networking, showcasing Bhutan's offerings, and building partnerships.

• Improvements in photography and videography content: The department focuses on creating memorable and high-quality photography and videography content. By showcasing the hidden stories and captivating aspects of Bhutan, we aim to entice and captivate potential visitors. We aim to work with Bhutanese content creators wherever possible.

• Webinars with sales agents: We have been conducting regular monthly webinars with global travel agents, reaching more than 300 global agents per month. The aim of these webinars is for educational purposes and to share what’s new in the kingdom.

• Support for familiarization trips, press trips, and influencer trips: The department actively supports and plans familiarization trips, press trips, and influencer trips. These initiatives enable industry professionals, journalists, and influencers to experience Bhutan firsthand and promote it to their respective audiences.

What initiatives is Bhutan Tourism undertaking to ensure the community, environmental and cultural well-being of the country?

Recognizing the value of the pristine environment and rich culture, Bhutan is implementing various measures and strategies as follows:

• High value, Low volume policy- Bhutan adopted a unique approach prioritizing environment conservation and sustainability. With this policy, Bhutan invites and welcomes responsible and conscious travelers seeking authentic experiences. 

• Cultural preservation: The Department of Tourism (DOT) promotes festivals and cultural events happening across the country. We place strong emphasis on cultural immersion by encouraging visitors to participate in local festivals and traditions while respecting the nation’s customs and way of life. 

• Eco-friendly initiatives:  The travel partners including hotels, tour operators and homestays are encouraged to incorporate green themes and practices, with certifications in place for those meeting ecological standards. 

• Guided tours: Visitors are required to travel with a licensed tour guide, ensuring respectful interactions with both nature and culture.

• Community- Based Tourism: Bhutan tourism encourages community-based tourism initiatives in which locals offer accommodation, like homestays and authentic experiences to visitors. More than that, a portion of revenue generated from the SDF and other tourism activities are channeled into community development projects such as schools, healthcare facilities, and other initiatives that enhance the well-being of the locals.
  
  

Many destinations struggled to rebuild trust with travelers post-pandemic. How did Bhutan Tourism address safety concerns and showcase its commitment to responsible travel in its communication?

Bhutan Tourism approached post-pandemic travel concerns by emphasizing safety measures and highlighting its commitment to responsible travel. Here are some strategies that we have employed:

• Clear Communication: We communicated extensively through various channels, including social media, official websites, and the local and international travel partners, to inform travelers about the safety measures in place and any requirements for visiting the country during the pandemic.

• Sustainability and Responsible Tourism: We have emphasized on responsible travel in our marketing campaigns, showcasing initiatives to preserve the country's cultural heritage and natural landscapes while providing economic benefits to local communities.

What are some challenges Bhutan Tourism faces in balancing the growth of tourism with the preservation of its pristine environment and cultural heritage?

Bhutan doesn’t face such challenges due to the stringent environmental and tourism policies in place.  The country is mandated by its Constitution that at least 60% of the country’s land must be covered with forest for all times. Bhutan continues to protect its environment and raise its voice in the global stage and demand climate change action.

Moreover, the Kingdom’s tourism policy is guided by the principle of ‘high-value low-volume’ tourism, welcoming responsible and conscious travelers while providing high quality infrastructure and services and the low volume tourism also ensures that the number of visitors is compatible with the carrying capacity of the country’s infrastructure, environment and socio-cultural fabric. Similarly, the Sustainable Development Fee (SDF) of USD 100 per person per night paid by the guests goes to fund transformative programmes in the country that enables the preservation of culture and heritage and conservation of environment.

Looking ahead, how will Bhutan Tourism leverage communication to further solidify its position as a discerning tourist destination that prioritizes both sustainability and a unique travel experience?

We will focus on establishing Bhutan as a premier destination for sustainable travel by employing various communication strategies:

• Through storytelling, we will showcase the country’s commitment to eco-friendly practices and conservation efforts.

• We will strengthen the digital presence with engaging online content to broaden our reach while collaborating and partnering with sustainable organizations and influencers to amplify its message.

• We will participate in travel fairs and events to raise awareness about responsible tourism, and promote mutual understanding.

• We will involve local communities in tourism planning to further enhance Bhutan's reputation as a sustainable and culturally rich destination, appealing to travelers seeking authentic experiences.

How has Bhutan Tourism used communication to showcase its commitment to "walking the talk" when it comes to sustainability and conservation?

Bhutan Tourism effectively communicates its commitment to sustainability and conservation through various channels. Firstly, Bhutan has integrated sustainability into its tourism policies, notably through the ‘High value, Low volume policy, demonstrating a holistic approach to tourism and highlighting Bhutan's dedication to preserving its natural and cultural assets. Our communication strategy highlights Bhutan’s role in sustainable tourism by focusing on initiatives and practices that distinguish it from other tourist destinations.

Moreover, marketing campaigns emphasize responsible travel and sustainability, showcasing Bhutan's unique environment and cultural heritage. Overall, Bhutan Tourism's communication strategy aligns with its actions, highlighting its dedication to sustainability and inviting visitors to explore responsibly.

Does Bhutan Tourism have any plans to utilize the metaverse to showcase Bhutan's unique offerings to potential visitors virtually? If so, how would you ensure this aligns with your commitment to sustainable practices?

We will leverage the metaverse to offer immersive virtual tours of its cultural sites and natural landscapes, providing a realistic experience for potential visitors while minimizing environmental impact. Through this, users can learn about Bhutan's unique culture, traditions, and commitment to sustainability, including initiatives like environmental conservation efforts.

What is your vision for the role of technology in promoting Bhutan as a premier sustainable travel destination?

My vision for the role of technology in promoting Bhutan as a premier sustainable travel destination involves leveraging digital tools and platforms to enhance awareness, accessibility, and engagement.

• Firstly, we will utilize technology to showcase Bhutan's sustainable tourism through multimedia content, virtual tours, and educational resources to highlight conservation efforts and environmental protection measures.
  
  
• Secondly, technology can facilitate sustainable travel experiences through mobile apps and digital platforms for booking low-impact activities and accommodations. Next, growing technology can empower communities and support sustainable development goals through communication and collaboration.
  
  
• Overall, technology can help promote Bhutan as a premier sustainable travel destination while preserving its heritage.