Bhutan recorded a remarkable 44.3 percent increase in foreign tourist arrivals in 2025, underlining the kingdom’s accelerating recovery and strategic focus on market diversification. Tourist revenue also saw a significant boost, with the Sustainable Development Fee (SDF) rising over 49 percent year-on-year, according to Bhutan Tourism’s recently published Tashel Melong 2025 report.
In total, Bhutan welcomed 209,376 visitors in 2025, a substantial increase compared to 2024. While Indian tourists have traditionally dominated inbound travel, their share of total arrivals declined as Bhutan successfully broadened its appeal to international markets. Visitors from countries other than India now constitute approximately 40 percent of arrivals, up from 27 percent in 2019, reflecting the country’s concerted efforts to diversify source markets and attract global audiences.
“Bhutan’s year-on-year growth places it among the fastest-recovering destinations globally in 2025,” the Department of Tourism, under the Ministry of Industry, Commerce and Employment, said in a statement. The growth outpaced average global international tourist arrivals, which rose between 4 and 12 percent.
Revenue Growth and Sustainable Development
Revenue generated through the Sustainable Development Fee, currently set at USD 100 per foreign tourist per night, reached USD 43.31 million, a 49.1 percent increase from 2024. The fee, a cornerstone of Bhutan’s high-value, low-impact tourism model, supports conservation initiatives, infrastructure development, and local community benefits, reinforcing Bhutan’s commitment to sustainable tourism practices.
Tashel Melong 2025: A Strategic Industry Guide
The Tashel Melong 2025 publication provides a comprehensive overview of tourism performance, including visitor arrivals, revenue, source markets, promotional initiatives, service quality, and product development. It serves as both a reference and strategic guide for public and private stakeholders, offering actionable insights to shape policy and investment decisions.
The report aligns with Bhutan’s 21st Century Economic Roadmap, the Bhutan Integrated Tourism Masterplan 2025–2034, and the Industrial Development Roadmap, which collectively aim to position tourism as a core economic driver contributing 10–15 percent of GDP by 2050. These strategies emphasize a regenerative tourism model, balancing economic growth with the preservation of cultural and natural heritage and adherence to Bhutan’s Gross National Happiness philosophy.
New Initiatives and Digital Platforms
To support year-round tourism and equitable regional distribution of visitors, Bhutan introduced a range of new events, attractions, and amenities in 2025. Digital infrastructure also expanded, with platforms such as the Tourist Registration System, Tashel ZoomDu, Tourism Ideation Forum, Monthly Tourism Bulletin, dedicated social media channels, and the Tourism Services Portal enhancing coordination between the government and industry partners.
“Tashel Melong acts as both a mirror and a compass for Bhutan’s tourism sector. It reflects the dedication and innovation of our industry, showing what has worked and guiding our next steps,” said Damcho Rinzin, Director of the Department of Tourism. “The 2025 snapshot demonstrates strong recovery, meaningful diversification, and our commitment to evidence-based, sustainable tourism that delivers long-term value for communities, the economy, and our cultural and natural heritage.”
As Bhutan moves forward, its focus on high-value, sustainable tourism and global market expansion positions the kingdom as a benchmark for regenerative travel in the region, appealing to discerning travellers seeking unique experiences while contributing to environmental and cultural stewardship.
