High-end travellers remain the focus for Bhutan’s Department of Tourism, with additional luxury hotel brands expected to enter the destination in the coming years.
The last 20 years has seen the small Himalayan kingdom, known for its rich cultural heritage and breathtaking landscapes, experience a significant surge in luxury tourism since Aman and COMO opened their first resorts there in 2004 – Amankora and COMO Uma Paro.
Confident there is scope to expand the luxury offering yet further, Bhutan’s Department of Tourism is currently in talks to expand this stable of high-end brands, Chief Marketing Officer Carissa Nimah told LATTE at Traveller Made’s recent Essence of Phuket event.
Now, as global travellers seek unique, immersive experiences, Bhutan’s combination of pristine nature, spiritual heritage, and luxurious accommodations is attracting greater numbers of high-end tourists from across the globe.
“Last year, we welcomed around 145,000 tourists,” Nimah said. While 60% of those came from India, the remainder was made up of a mix of travellers from the US, China, the UK, Australia, Germany, Singapore and Malaysia.
Aman now operates five lodges across the country along what has become known as “The Journey” and has since been joined by Six Senses and COMO in the last five years. “When most people visit Bhutan, they don’t just do one valley,” she explained. Six Senses now also has five lodges in the destination, while COMO has two. The most recent luxury addition is tented retreat Pemako Punakha (main picture) which opened in 2023, owned by Bhutanese conglomerate the Tashi Group.
While these luxury hotels already have a strong presence, there is still room for development, according to Nimah. The existing five-star hotels are primarily concentrated along the main five valleys, leaving many areas unexplored.
“There’s a lot more that can be done in terms of diversity of destinations,” she said, adding that the lack of luxury accommodation in certain areas could deter potential visitors. However, this is changing as more international brands show interest in expanding into the country.
In fact, new projects are underway, including a large-scale initiative in southern Bhutan to create a mindfulness and wellness centre – Gelephu Mindfulness City. This project is envisioned as a future economic hub for the country, with international brands being invited to invest and build properties that align with Bhutan’s unique ethos. “We are talking to a lot of international brands,” she shared.
A range of accommodation styles are available across Bhutan, but Nimah highlighted the destination as a particularly good fit for luxury travellers thanks to its offer of a more curated and personalised experience. “You’ll have a guide, you have a car and a dedicated driver to take you around,” she explained. This tailored service allows tourists to explore the valleys at their own pace.
One of the most compelling aspects of Bhutan’s luxury travel offerings is the opportunity for deep cultural immersion. While high-end accommodations provide all the comforts one might expect, many luxury travellers are drawn to homestay experiences, Nimah revealed.
“Our most memorable experience is in the homestay,” she said. Visitors can stay with local families, where they are welcomed into the homes, learn traditional cooking methods, and experience life in a Bhutanese village.
