West Bhutan (Thimphu-Punakha-Paro), the picturesque of destination -scenery and nature, fascinating temples for mediation, wonderful waterfall, fresh air, valley and rivers, national flower-rocks, national animal-Takin,, wild birds-watching in wetland, rich heritages & culture, kindnesses, hospitality and happiness of people, good social order, unpolluted rural areas and smooth traffic flow in the city have attracted international visitors despite its shortages of a mega shopping, mall, modern entertainment and activities as well as nightlife –My impression on the destination during familiarization to Bhutan.
TOURISM DEVEPMENT SUPPORTED BY GOVERNMENT
The Kingdom of Bhutan Government has taken measures to improve its infrastructures and facilities ie widening the roads, constructing new airports and its terminals as well as converting or building new hotels and resorts. The King even led his delegations on official visit to Singapore to discuss with political leaders and government officials on one of Agendas – tourism as it is one of the main national revenues for Bhutan in additional to its Energy Power and Agriculture (livestock).
Bhutan government welcomes international investors such as international hoteliers, restaurant caterers, F&B outlet operators and retailers as there is a business potential opportunity for joint investment on tourism projects.
BHUTANESE'S LIFESTYLE AND RELIGION
The aim of Bhutanese is 'Happiness' in life. Bhutan is an emerging destination largely based on its stewardship and policies stressing on its people over profit, articulated in the kingdom's trademark philosophy of Gross National Happiness. Bhutanese live in the traditional and simple life, love and take pride of their cultural heritages and natures such as if they choke down a tree for own use but they will have to plant a replacement.
Their good behaviors may be partly due to their spiritual practices of Vajrayana Buddhism and as such they treat and respect their local live fishes as "God Fishes" and do not eat them.
The red robed monks who chant through the day and night. Young Bhutanese are smart, dynamic, and keen to learn and they also desire to connect with the world because globalization though they are contented with their present lifestyles.
A male Bhutanese said that he wanted to further his studies in livestock in UK and would come back to serve his country after graduation. A female assistant tour guide, holder of a Diploma in Tourism Studies who wished to advance her career and attend the hand-on training program. Local tour guides speaking fluent English and other languages. Some are able to speak Chinese as they are even trained in China to cater an increasing Chinese visitors.
Most of local retailers are able to speak English, helpful with friendly smile at all times to attend the visitors, provide information and chat with them. Shoppers can use Indian currency for a purchase and exchange a small note with shop-owners. It seemed that Bhutan Buddhism was originated from Tibet as the temples are architecturally inspired or designed by Tibetan architect as featured in Thimphu, Punakha, and Paro.
MARKET STRATEGY AND SEGMENTATION
Bhutan Tourism Office together with industry partners haven been actively promoting its tourism. Tour operators can cater the needs and wants of international visitors from developing and developed countries based on following different purposes and targeted niche and mass market
1.Eco-tourism group-such as nature and wildlife lovers, adventurers, trekkers, uphill climbers irrespective of their ages as long as they are physically fit, mentally sound and adaptable to a high altitude.
2. Religious group ie religious workers for any religion in general and Buddhist followers, wishers and devotees in particular
3. Educational group –Students group led by the teachers for local voluntary projects during school holidays
4. Community group project for leaders and members of community organization, ie Rotary and Lion Club
5. Honeymoon group -couples-ie Hong Kong actor Tony Leung Thiu Wai & and actress Carolina Lau having their honeymoons is highlighted there
6 Holidays seeker - senior citizens seeking a relaxation in a rural life to get away from bustle and hustle city life, enjoying a local traditional message and purchase the traditional and raw local herbal product
VIEWS AND COMENNTS
It is great that Bhutan, a developing country, has developed its sustainable tourism to maximize the positive impact and minimize the negative impact brought by tourism which is in line with the objectives of World Tourism organization, United Nation. If you are want to experience unique philosophy of Bhutanese – 'Gross National Happiness' (GNH), Bhutan is a destination to go and it will not be your one visit in lifetime. For more information, please check via www.Bhutan.com. My awareness of sustainable tourism development has been further improved and knowledge of green environment enhanced as well as passion inspired for promoting sustainable tourism.