27/05/2026
𝐁𝐮𝐢𝐥𝐝𝐢𝐧𝐠 𝐚 𝐒𝐭𝐫𝐨𝐧𝐠𝐞𝐫 𝐓𝐨𝐮𝐫𝐢𝐬𝐦 𝐒𝐞𝐜𝐭𝐨𝐫 𝐀𝐥𝐢𝐠𝐧𝐞𝐝 𝐰𝐢𝐭𝐡 𝐁𝐡𝐮𝐭𝐚𝐧’𝐬 𝐇𝐢𝐠𝐡 𝐕𝐚𝐥𝐮𝐞, 𝐋𝐨𝐰 𝐕𝐨𝐥𝐮𝐦𝐞 𝐕𝐢𝐬𝐢𝐨𝐧
I have seen some comments and concerns regarding my recent remarks on tourism related issues and I would like to respectfully clarify my intention.
Firstly, my comments were never directed against our guides, drivers or any individual working in the tourism sector. I deeply value their contribution and understand the hard work they put into promoting Bhutan. If my remarks have hurt anyone’s sentiments, I sincerely regret that, as it was never intentional. My purpose was only to raise broader concerns relating to policy direction, standards and the long term sustainability of our tourism sector.
If Bhutan is to uphold the philosophy of “High Value, Low Volume” tourism, then we must also ensure high value services and infrastructure. We need good roads, proper roadside amenities, quality hotels, reliable transport services and professional tourism standards. Service quality and visitor experience must justify the premium image that Bhutan promotes.
Tourism cannot become a sector where anyone and everyone enters without standards. There must be professionalism, quality control and accountability among all service providers, be it travel agents, hoteliers, transport providers, guides, drivers or tourism related services.
Likewise, transport standards are equally important. As per existing regulations, public transport vehicles are generally permitted within prescribed service life limits and these standards should also align with our tourism vision.
The examples I shared, including rafting services, cultural shows and tourism related commissions, were only meant to highlight concerns being reported from the ground and to explain the larger issue I had raised in Parliament regarding the current liberal tourism approach.
The recent video showing long queues of tourists waiting to process and pay their SDF at the Phuentsholing terminal is another example of the concern I had raised. This was one of the reasons I highlighted the need to review the current approach and explore stronger mechanisms where tourists could be routed through Bhutanese travel agents and organized service providers for better coordination and service delivery.
At the same time, guides and drivers already have established payment structures. Guides are paid DSA covering food and accommodation, while transport services include vehicle and driver costs. Therefore, service improvements and income enhancement should be addressed through proper policy, standards and pricing mechanisms rather than adjustments through optional tourist activities and experiences.
Regarding roadside amenities, I have consistently raised these concerns as well. During the 3rd Session of the 4th Parliament, I raised the issue of upgrading roadside toilets and the government has already started improvement works. The access road to Taktshang, parking facilities, toilet amenities and the Nyamey Bridge area will also be upgraded.
At the same time, we must also understand our national context. Bhutan has limited resources and remains a donor dependent country. While tourism is one of our major revenue generating sectors, we cannot make decisions purely based on individual interests or immediate demands.
For example, while improving roads leading to rafting sites is important, we also have competing national priorities in health, education, agriculture and public infrastructure. We operate within budgetary laws and frameworks that determine how resources are allocated and spent.
My intention was not to criticize individuals but to discuss how Bhutan’s tourism sector can remain sustainable, professional and aligned with our national vision.
Constructive discussions should strengthen the sector, not divide stakeholders.
