𝐁𝐡𝐮𝐭𝐚𝐧 𝐑𝐚𝐧𝐤𝐬 𝐅𝐨𝐮𝐫𝐭𝐡 𝐀𝐦𝐨𝐧𝐠 𝐖𝐨𝐫𝐥𝐝’𝐬 𝐓𝐨𝐩 𝐂𝐨𝐮𝐧𝐭𝐫𝐢𝐞𝐬 𝐢𝐧 𝐂𝐨𝐧𝐝𝐞́ 𝐍𝐚𝐬𝐭 𝐓𝐫𝐚𝐯𝐞𝐥𝐥𝐞𝐫 𝐔𝐊 𝐀𝐰𝐚𝐫𝐝𝐬 𝟐𝟎𝟐𝟓

…𝒈𝒍𝒐𝒃𝒂𝒍 𝒓𝒆𝒄𝒐𝒈𝒏𝒊𝒕𝒊𝒐𝒏 𝒉𝒊𝒈𝒉𝒍𝒊𝒈𝒉𝒕𝒔 𝑩𝒉𝒖𝒕𝒂𝒏’𝒔 𝒈𝒓𝒐𝒘𝒊𝒏𝒈 𝒓𝒆𝒑𝒖𝒕𝒂𝒕𝒊𝒐𝒏 𝒂𝒔 𝒂 𝒔𝒖𝒔𝒕𝒂𝒊𝒏𝒂𝒃𝒍𝒆
𝒂𝒏𝒅 𝒉𝒊𝒈𝒉-𝒗𝒂𝒍𝒖𝒆 𝒕𝒓𝒂𝒗𝒆𝒍 𝒅𝒆𝒔𝒕𝒊𝒏𝒂𝒕𝒊𝒐𝒏

By Kezang Choden

Bhutan has captured the world’s attention, ranking fourth in the Condé Nast Traveller UK Readers’ Choice Awards 2025. Readers from across the United Kingdom recognized the nation for its authentic experiences, sustainable tourism, and rich cultural heritage, placing it just behind Italy, Qatar, and Japan.

The Department of Tourism under the Ministry of Industry, Commerce and Employment announced the achievement, describing it as a significant milestone for the nation. Bhutan has consistently received recognition from Condé Nast Traveller, making this year’s honor particularly notable.

The awards received over 182,500 responses from readers across the United Kingdom, who rated their travel experiences around the world. Known as one of the travel industry’s most respected accolades, the Readers’ Choice Awards are widely regarded as a global benchmark for excellence.

The recognition highlights Bhutan’s growing reputation as a destination for travelers seeking authentic, sustainable, and transformative experiences. Renowned for its natural landscapes and cultural heritage, Bhutan emphasizes harmony between tourism, environmental conservation, and community well-being. The ranking also supports the country’s high-value, low-volume tourism policy, which aims to offer meaningful travel experiences while safeguarding its unique identity and environment.

The Department of Tourism is responsible for promoting sustainable tourism across the country. Its mission is to share the Kingdom’s places, people, and experiences with conscious travelers, guided by principles of high-value, low-volume tourism. Bhutan’s national brand, Bhutan Believe, reflects the nation’s faith in building a future inspired by the wisdom of its past. The tagline, Believe, symbolizes confidence in Bhutan’s potential and the contributions of its people.

“We are deeply honored by this global recognition, which reflects the world’s growing appreciation for Bhutan’s unique approach to tourism, one that prioritizes authenticity, sustainability, and community well-being. This ranking is a reflection of the collective efforts of our people, our tourism partners, and all those who work to preserve Bhutan’s cultural and natural heritage while sharing it responsibly with the world. We remain committed to ensuring that tourism continues to enrich both our visitors and our local communities,” said Damcho Rinzin, Director of the Department of Tourism.

Kuenzang Thinley, Vice Chairman of the Hotel and Restaurant Association of Bhutan, said the recognition highlights the world’s increasing appreciation for Bhutan’s tourism philosophy anchored in ‘High Value, Low Volume.’ “This acknowledgment reaffirms Bhutan’s commitment to a mindful and responsible tourism model that prioritizes the preservation of our unique cultural identity, protection of pristine natural environments, and enhancement of the well-being of our local communities. It is also a reflection of the collective efforts of tourism and hospitality professionals across the country, who have worked to elevate guest experiences while upholding the values that define Bhutanese hospitality—warmth, humility, and integrity.”

He added that the recognition brings greater responsibility. “We must not become complacent. Strengthening our tourism ecosystem, particularly in human resource development, service standards, and infrastructure, is essential. Our efforts must remain aligned with Bhutan’s ‘High Value, Low Volume’ policy, preserving authenticity and sustainability without compromising guest experience. We aim to ensure tourism benefits both guests and local communities, preserving our heritage and reinforcing Bhutan’s global reputation in sustainable tourism,” said Kuenzang Thinley.

Pema Tshomo, known as Aum Toebzam, runs a traditional homestay in Punakha Dzongkhag. “I never consider my visitors as guests. To me, they are family members,” she said. “I serve them homegrown organic vegetables and ensure they experience our way of life in the most authentic manner.” Aum Toebzam has noticed a growing number of visitors at her homestay over the years. “I always try my best to provide excellent service and entertainment while promoting our culture,” she said. Her homestay features traditional Bhutanese artifacts and items from earlier times, offering visitors a glimpse into the country’s heritage.

She encourages guests to take part in daily village activities such as cooking, farming, and weaving. “The best way to promote our culture is by allowing visitors to experience it firsthand. Many of them share positive feedback after trying our traditional practices and learning through participation.” Through her approach, Aum Toebzam demonstrates how local hospitality can support Bhutan’s tourism vision, where every visit becomes a meaningful cultural exchange.
Nima Dorji, a tourist guide, said, “We focus on giving personalized services, such as explaining local traditions, arranging authentic experiences in villages, and ensuring their comfort throughout the journey.” He emphasized that the goal is to help visitors feel the country’s peace, kindness, and natural beauty. “Our aim is for every guest to take back a part of Bhutan’s spirit and values.” Looking ahead, Bhutan is promoting community-based and sustainable tourism to increase visitor numbers while ensuring that local communities benefit and cultural heritage and the environment are preserved.

The government and tourism sector are exploring initiatives such as developing new trekking routes, promoting cultural festivals, and enhancing digital platforms to make travel planning more convenient. “This recognition inspires us to further enhance our services and develop new attractions to welcome more guests from around the world,” Nima said.

Kinley Gyeltshen, Gup of Gangtey Gewog, said the local community is benefiting from the growing number of tourists. Gangtey, known for its landscape and the endangered Black-Necked Cranes, has seen residents engage in homestays, handicraft sales, and other small businesses. “Tourism has improved our livelihoods and encouraged the preservation of our traditions and natural surroundings,” he said.

He also highlighted collaboration with the Royal Society for Protection of Nature to safeguard the environment and the crane habitat. The community continues to promote eco-friendly practices and awareness programs to ensure development and conservation go hand in hand. “We take pride in being part of a model community where tourism supports both economic growth and environmental preservation,” Kinley said.