The government of Bhutan has adopted a very cautious approach to growth and development of the tourism since its inception in the year 1974. The Bhutanese tourism industry is based on principle of sustainability that is ‘tourism must be environmentally and ecologically friendly, socially and culturally acceptable, and economically viable,’ thereby, the government has adopted the high-value, low-impact tourism policy to prevent the negative impact of rapidly growing mass tourism. Such tourism policy has secured Bhutan’s reputation as an exclusive and distinctive high end in Asia. As the world begins to discover the tiny kingdom of Bhutan, many go away with a sense of having been in a special place, far from the insanity of modern living.
The principle of high-value, low-impact tourism development, guiding tourism’s growth in Bhutan, is highly commendable and has undoubtedly contributed to the unique tourism brand of this country,’ said the World Tourism Organization (UNWTO) Secretary-General, Mr. Taleb Rifai, during an official visit to the country (Bhutan) in January 2011.