Bhutan Concluded First International Travel Mart, Announced 2027 Edition

Bhutan's inaugural Bhutan International Travel Mart 2026 attracted more than 200 international tourism buyers from 15 countries, strengthening global partnerships and promoting Bhutan's tourism sector.

Bhutan marked a significant milestone in its tourism sector with the launch of the inaugural Bhutan International Travel Mart (BITM) 2026, held in Thimphu from 11 to 13 June.

Organised by the Department of Tourism under the Ministry of Industry, Commerce and Employment, in partnership with the Association of Bhutanese Tour Operators (ABTO), the event brought together tourism professionals, travel trade representatives, and industry stakeholders from across the world.

The three-day event attracted more than 200 confirmed international buyers from approximately 15 key markets, reflecting growing global interest in Bhutan as a high-value travel destination. Participating countries included India, Nepal, Thailand, Singapore, China, the United Arab Emirates, Israel, Bangladesh, Slovakia, Ukraine, Canada, Germany, Japan, Russia, and Spain.

India accounted for a large share of participants, with representatives attending from cities and regions including New Delhi, Kolkata, Bengaluru, Mumbai, Hyderabad, Jaipur, Chennai, Pune, Ahmedabad, Assam, Sikkim, Bihar, Uttar Pradesh, Haryana, Jharkhand, and Punjab.

Promoting Bhutan's tourism offerings

According to the Department of Tourism, BITM 2026 was designed to facilitate business-to-business engagement and strengthen connections between Bhutanese tourism operators and international travel buyers.

The programme included:

• Business-to-business meetings

• Destination and product showcases

• Networking sessions

• Technical tours

• Industry engagement programmes

Visitors had the opportunity to explore exhibition booths showcasing Bhutan's dzongkhags (districts), national institutions, tourism service providers, luxury hotels such as Zhiwaling Heritage, COMO Uma, Pemako and private sector enterprises. Among the exhibitors were Drukair, Desuung, local tour operators such as SoulTrips and MICE Bhutan.

Gelephu Mindfulness City (GMC) was also showcased during the event, offering visitors an overview of its long-term vision as a destination where wellbeing, culture, spirituality, nature, hospitality, and investment converge to create meaningful visitor experiences. Representatives highlighted how GMC aims to complement Bhutan's existing tourism offerings through a diverse range of experiences, including spiritual and wellness retreats, healing programmes, adventure tourism, sporting events, cultural activities, and business opportunities. The initiative is expected to create new opportunities for local communities, entrepreneurs, and visitors while supporting Bhutan's broader tourism and economic development goals.

The opening ceremony was attended by the Minister for Industry, Commerce and Employment, Lyonpo Namgyal Dorji.

Tourism partnership agreement signed

A key highlight of the event came on 12 June with the signing of a Memorandum of Understanding (MoU) between the Association of Bhutanese Tour Operators and the Association of Buddhist Tour Operators.

The signing ceremony brought together members of both organisations and underscored a shared commitment to expanding tourism cooperation, promoting cultural exchange, and strengthening connections between the two tourism communities.

Representatives described the agreement as an important step towards deeper collaboration and the development of new opportunities within the tourism sector.

India pavilion showcases cultural exchange

The Incredible India Pavilion was among the attractions during the final day of BITM.

Visitors participated in a Bollywood karaoke performance organised by the Indian Embassy Cultural Centre (NWCC) in Thimphu, while mehendi art demonstrations also drew strong interest.

The Embassy additionally supported Indian tourism and hospitality entrepreneurs participating in the travel mart. The activities reflected the close tourism relationship between Bhutan and India and ongoing efforts to encourage greater visitor exchange between the two countries.

Dates announced for BITM 2027

During the closing ceremony, the Secretary of the Ministry of Industry, Commerce and Employment officially announced the dates for the second edition of the Bhutan International Travel Mart.

BITM 2027 will be held from 22 to 24 July 2027 in Bhutan.

The announcement signals the government's intention to establish the event as a regular platform for international tourism engagement, bringing together travel professionals, media representatives, and industry leaders from around the world.

As Bhutan continues to rebuild and diversify its tourism sector, BITM is expected to play an important role in strengthening international partnerships and showcasing the country's unique travel experiences to global markets.