Concept of Tourism
The Royal Government of Bhutan, since inception of tourism in the year
1974, has adopted a very cautious approach to
growth and development of
the tourism. The Bhutanese tourism industry is based on principle of
sustainability that is "tourism must be environmentally and
ecologically friendly, socially and culturally acceptable and
Tourism council of Bhutan states in its directive:
''While tourism may be important as a revenue earner, Bhutan sees no
gain in succumbing to over commercialism. It recognizes that a small
country emerging from isolation must do so in its own time and at its
own pace. The Tourism council of Bhutan is clear that its policy of high
value, low volume is the right policy because Bhutan is just too small
for mass tourism. And as the world begins to discover the Land of the
Thunder Dragon, many go away with a sense of having been in a special
place, far from the insanity of modern living. Here is a land where life
may not be materially luxurious but it provides much that is good for a
society that is not yet caught up with the global rat race'
The mandate of the modern Bhutanese state is Gross National Happiness.
The term was coined by Bhutan's former King Jigme Singye Wangchuck, who
has opened up Bhutan to the age of modernization. The four pillars of
Gross National Happiness are the promotion of sustainable development,
preservation and promotion of cultural values, conservation of the
natural environment, and establishment of good governance.