RENUKA RAI | Thimphu
Bhutan is set to host its first-ever Bhutan International Travel Mart (BITM) from June 11 to 13, 2026, in Thimphu, marking a significant step in the country’s efforts to strengthen its position as a high-value global tourism destination.
The event, which will take place in Zhichenkhar, is being introduced as a major platform to connect Bhutan’s tourism sector with international buyers, while promoting the country’s unique approach to sustainable and regenerative tourism.
Alongside the announcement, organizers also launched the official BITM website, designed to serve as a central hub for participants, exhibitors, and visitors.
Organized jointly by the Department of Tourism under the Ministry of Industry, Commerce and Employment and the Association of Bhutanese Tour Operators (ABTO), the inaugural event is being described as a milestone in Bhutan’s tourism journey.
Officials from the Department of Tourism (DoT) say the initiative is not just about hosting an international event, but about creating long-term economic opportunities.
By bringing global travel buyers directly to Bhutan, BITM aims to generate tangible benefits for local communities, create employment opportunities for youth, and strengthen the country’s tourism-driven economy.
Speaking on the initiative, Director of DoT, Damcho Rinzin said the travel mart represents Bhutan’s commitment to leading a new era of mindful and sustainable tourism.
He emphasized that BITM goes beyond a conventional exhibition, positioning it as a platform where Bhutan can directly engage with international partners, share its tourism vision, and build meaningful business relationships.
A key highlight of the event will be the special focus on Gelephu Mindfulness City (GMC), a major national project envisioned as a hub for mindfulness-based living and sustainable development.
Organizers say showcasing GMC to international travel partners will offer a glimpse into Bhutan’s future tourism direction.
Over the three-day event, Bhutan will host global travel industry representatives, facilitating business-to-business (B2B) interactions between international buyers and Bhutanese tourism stakeholders.
The platform is expected to help strengthen partnerships, introduce new tourism products, and expand market linkages with both established and emerging markets.
Officials highlighted that BITM aligns closely with Bhutan’s long-standing tourism policy of “High Value, Low Volume,” which focuses on attracting fewer visitors who contribute more meaningfully to the economy while preserving the country’s culture and environment.
Kinley Gyeltshen the chairman of ABTO said that establishing a strong digital presence is equally critical for the success of such an initiative.
He noted that the launch of the BITM website will help take Bhutan’s tourism offerings directly to international markets, making it easier for global partners to engage with Bhutanese stakeholders.
He added that the platform would particularly benefit local tour operators by enabling them to build direct relationships with international buyers and secure long-term partnerships.
The objectives of BITM include positioning Bhutan as a distinctive high-value destination, creating a dedicated platform for business engagement, showcasing tourism products and experiences, and facilitating new partnerships within the global travel industry.
The event also aims to provide a space for launching new tourism products and announcing collaborations, further strengthening Bhutan’s presence in the competitive global tourism market.
Tourism officials say BITM will be held annually, with ambitions of growing into a globally recognized travel platform that reflects Bhutan’s unique identity and values.
Bhutan’s tourism sector operates under a carefully managed system that prioritizes sustainability and cultural preservation.
International visitors are required to obtain a visa or permit prior to arrival, and most tourists pay a Sustainable Development Fee (SDF) of USD 100 per night.
These funds contribute to the country’s environmental conservation, cultural preservation, and social development initiatives.
By creating a platform that connects global demand with local opportunities, the initiative hopes to ensure that tourism growth translates into broader economic resilience.
The BITM website, inaugurated on 17 April by the Minister of MoICE, will serve as a central digital hub connecting international buyers and Bhutanese tourism stakeholders, ensuring wider global outreach and engagement.
BITM is set to become an annual event, shaping Bhutan’s future tourism direction through collaboration, authenticity, and sustainability.
As Bhutan prepares to welcome international tourism stakeholders in June, the launch of BITM signals a strategic shift toward deeper global engagement one that seeks to balance economic growth with the preservation of the nation’s cultural and environmental heritage.
