On September 23, 2022, Bhutan reopened its borders, welcoming guests back to the kingdom after more than two years.  AT THE SAME TIME, THE COUNTRY HAS REVEALED A NEW NATIONAL IDENTITY that demonstrates an evolution and a spirit of optimism, destined to inspire pride and spark the imaginations of citizens and visitors alike. 

To mark the reopening of the kingdom and to look to the future, Bhutan created a whole new identity for the country to inspire a new vision of the future to its citizens. The result reflects Bhutan’s character and landscapes, history and ambitions: bold, vivid, richly storied and utterly distinctive – rebranding it for a new future, both for its people and its guests who are seeking a different travel experience.

Few foreigners have experienced Bhutan's extraordinary nature and culture for themselves. This small nation of only 800,000 people has long practised a policy of ‘high value, low volume’ tourism to protect and preserve its peace, its sacred places and its wildernesses. Like many countries, Bhutan closed its borders in March 2020 in response to Covid. During this extended period of closure, the nation reconsidered its relationship with tourism, and developed new policies and plans for the country’s advancement – in particular, for how it can invest in creating sustainable opportunities for its young people. As it reopens to embrace visitors once more, one of the notable changes is the increase in the Sustainable Development Fee (SDF), a daily contribution made by visitors towards Bhutan’s development. The funds raised by the SDF will play an invaluable role in supporting a range of social, environmental and cultural initiatives, as well as Bhutan’s wider aspirations.

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Brand Bhutan aims to capture the optimism and ambition of the kingdom as it opens its doors to guests once again, as well as communicating its promise and plans for its young citizens.

“This kingdom is steeped in history, but our gaze is fixed on the future. This is our moment of evolution.

Guardians of some of the world’s most pristine, wild and sacred places- and of a rich, deeply rooted culture- we are steadfast as the cypress in our commitment to conservation.

Our future requires us to protect our heritage and to forge fresh pathways for forthcoming generations.”

Bhutan is rightfully called the guardian of the world’s most pristine, wild and scared places with rich forest cover, scared spiritual places, living cultures and a youthful and educated population. With about 70% of geographical area still under forest cover and over 50% of its total land declared as protected areas, Bhutan is also recognized worldwide for its abundant biodiversity. These are the priceless assets of the country.