𝐓𝐨𝐮𝐫𝐢𝐬𝐦 𝐀𝐫𝐫𝐢𝐯𝐚𝐥𝐬 𝐂𝐨𝐧𝐭𝐢𝐧𝐮𝐞 𝐑𝐞𝐜𝐨𝐯𝐞𝐫𝐲 𝐖𝐢𝐭𝐡 𝐒𝐭𝐫𝐨𝐧𝐠 𝐃𝐞𝐜𝐞𝐦𝐛𝐞𝐫 𝐆𝐫𝐨𝐰𝐭𝐡

…𝑽𝒊𝒔𝒊𝒕𝒐𝒓 𝒏𝒖𝒎𝒃𝒆𝒓𝒔 𝒄𝒍𝒊𝒎𝒃 𝒊𝒏 2025, 𝒓𝒆𝒇𝒍𝒆𝒄𝒕𝒊𝒏𝒈 𝒔𝒕𝒆𝒂𝒅𝒚 𝒓𝒆𝒄𝒐𝒗𝒆𝒓𝒚 𝒂𝒏𝒅 𝒔𝒖𝒔𝒕𝒂𝒊𝒏𝒆𝒅 𝒊𝒏𝒕𝒆𝒓𝒆𝒔𝒕 𝒊𝒏 𝒕𝒉𝒆 𝒄𝒐𝒖𝒏𝒕𝒓𝒚’𝒔 𝒕𝒐𝒖𝒓𝒊𝒔𝒎 𝒔𝒆𝒄𝒕𝒐𝒓

By Kezang Choden

Bhutan recorded 18,404 tourist arrivals in December 2025, an increase of 4,690 visitors compared to the same month in 2024, according to the Monthly Tourism Bulletin released by the Department of Tourism under the Ministry of Industry, Commerce and Employment. The latest figures indicate a continuing recovery in the country’s tourism sector following the sharp downturn during the pandemic years.

Cumulative arrivals for the year up to December 2025 reached 200,956, which is 44,492 more visitors than recorded during the same period in 2024. The year on year increase reflects a steady improvement in international travel flows to Bhutan, although overall visitor numbers remain below pre pandemic levels recorded in 2019.

Monthly arrival trends comparing 2024 and 2025 show higher numbers across most months in 2025, with notable peaks during the spring and autumn seasons. Arrivals dipped during the monsoon months but rebounded strongly towards the end of the year, culminating in the December increase. Tourism officials view the data as a positive sign for a sector that plays a critical role in employment generation and income support across the country.

Beyond tour operators and hotels, tourism growth supports guides, transport providers, restaurants, artisans and small businesses that form part of the broader tourism value chain. The gradual recovery has provided some relief to these groups, although gains remain uneven.

Paro and Phuentsholing continued to serve as Bhutan’s main entry points for international visitors in December 2025. According to the bulletin, Paro recorded 7,861 arrivals during the month, while Phuentsholing accounted for the highest number with 10,506 visitors, highlighting their importance as the country’s primary air and land gateways.

Other entry points recorded significantly lower numbers, with Gelephu receiving 21 tourists, Samdrup Jongkhar 15, and Nganglam one visitor. The figures indicate that travellers continue to favour established routes with better connectivity and services.

India remained Bhutan’s largest source market in December 2025, contributing 11,841 visitors. Malaysia emerged as the second largest source with 1,199 tourists, followed by Singapore with 1,077 visitors. The United States recorded 839 arrivals, while China contributed 496 tourists. Bangladesh accounted for 451 visitors, Thailand 246, and the Republic of China 177. Nepal and the United Kingdom also featured among the top ten source markets, with 174 and 171 visitors respectively. The data reflects growing international interest in Bhutan, even as regional travel continues to dominate overall arrivals, and points to gradual diversification across Southeast Asian and Western markets.

Despite the increase in arrivals, industry representatives say the recovery remains fragile, particularly for the hotel and restaurant sector. Hoteliers across the country have called for stronger government support to reinforce the Hotel and Restaurant Association of Bhutan, citing the need for policy stability and targeted assistance as businesses continue to face debt and low occupancy.

Industry representatives said clear and consistent tourism policies are essential to restore confidence and enable long term planning in a sector still weighed down by financial obligations. The association has urged continued financial support through measures such as concessional loans, interest subsidies and sustained assistance under programmes like the Economic Stimulus Programme. Hoteliers said such interventions remain critical as many establishments, particularly small and mid tier properties, struggle to meet operating costs and service existing loans. They also stressed the importance of skills development and training programmes to address labour shortages and improve service standards across hotels and restaurants.

The association has further called for closer collaboration with relevant ministries, greater involvement in policy formulation and stronger support for nationwide tourism promotion beyond major hubs. Regulatory facilitation, they said, would help hotels and restaurants operate more sustainably and remain competitive in a challenging market.

While the sector recorded some improvement in revenue in 2025, recovery has been weak and uneven. Although tourist arrivals increased compared to 2024, overall numbers remain well below 2019 levels, limiting income for many hotels. Despite higher revenues generated through the Sustainable Development Fee, establishments across the country continue to report low occupancy rates and significant financial strain. The rapid increase in hotel room supply, combined with slower growth in visitor numbers, has further constrained revenue growth and delayed a full sectoral recovery.

Tourism growth in December had only a moderate impact on hotels and restaurants. Popular destinations such as Thimphu, Paro and Punakha recorded better bookings and increased restaurant footfall during the peak period.

However, average occupancy rates remained low, estimated at around 15 to 20 percent, reflecting the large room inventory and uneven distribution of tourists. Hotels and restaurants outside these main centres reported limited gains, with low occupancy and modest sales despite available capacity.

At the regional level, Gangtey Gewog in Wangduephodrang Dzongkhag is witnessing a steady rise in visitor numbers during the annual Black necked Crane Festival, contributing to local economic activity. Kinley Gyeltshen, the Gup of Gangtey Gewog, said records maintained by the gewog show that the festival attracted around 500 international tourists in 2024, a figure that increased to 600 in 2025. In addition, about 2,000 local visitors attended the event last year.

The Gup said the festival was expanded to two days starting last year, compared to the earlier practice of holding it for a single day. The extended programme helped accommodate more visitors and allowed a wider range of cultural activities. He said the success of the festival was the result of collective effort, with the gewog administration, schools and community members working together to ensure smooth coordination.

According to the Gup, the growing popularity of the festival has created valuable income opportunities for homestays and hotels in the area, with accommodation providers benefiting during the peak period. A nominal entry fee is also collected from tourists during the festival, and the funds are used for waste management and reinvested to improve the event each year. He added that hotels contribute a portion of their annual income towards maintaining a proper landfill, reflecting a shared responsibility to manage waste and protect the fragile environment of the Gangtey valley.

However, he noted that some visitors, while appreciating the natural beauty of the area, have raised concerns about the lack of adequate parking facilities near the local temple, particularly during festival days. Calling for stronger collaboration, the Gup said greater involvement of the Department of Tourism would help enhance the quality and appeal of the festival.

“We would be more grateful if the Department of Tourism could work with us to plan the programme and make the festival more interesting. We are looking forward to working together and are ready to cooperate,” he said.
As tourist numbers gradually increase nationwide, events such as the Black necked Crane Festival highlight both the opportunities and challenges associated with Bhutan’s tourism recovery, underlining the need for coordinated planning, infrastructure development and policy support to sustain growth across regions and sectors.