Bhutan has a new brand and tagline, BHUTAN: Believe


Believe is about more than just tourism. It is about transforming the nation as a whole.

Bhutan has a new tagline: Believe. 

Introduced by the Tourism Council of Bhutan (TCB), this new brand is the product of careful thought and thorough research. An international team of experts participated in the branding process. They spent a month immersed in Bhutanese culture where they visited sites, interviewed travellers, pinpointed challenges and opportunities, and conducted discovery sessions.

The previous brand was represented by the national flower, the blue poppy, paired with the tagline “Happiness Is a Place”, which was to promote the country to the outside world.

Why replace the old brand?

As the team explored the guiding principles for the rebranding, they discovered that they were really rebranding the whole nation, not just their image as a tourist destination.

Now, their intention is to rope in Bhutanese from every walk of life to live up to the spirit of the new brand. They hope to inspire every Bhutanese to believe that Bhutan can transform and reach new heights. 

“Every Bhutanese has a role to play,” Dorji Dhradhul, Director General of Tourism Council Bhutan remarked in an interview with Bhutan Broadcasting Service (BBS). “For example, each Bhutanese has to face our challenges, starting with waste management. The country is full of trash; there are many campaigns and efforts to clean the place, but the next day, the area returns to how it was before. Something so simple as taking ownership of one’s own trash is a stepping stone towards achieving Bhutan’s aspirations.”

But first, they wish to invest in their people. As the country is a young nation where the median age is 26.5 years old, the focus is on the youth. The government plans to engage the young Bhutanese in nation-building by creating more opportunities for them.

The rationale behind the tagline “Believe”

Bhutan has been undergoing transformation, with tourism reshaping as part of the larger national metamorphosis. “Believe” is the outcome of that process.

There are five themes to the new brand:

  1. Believe in the future 
  2. Believe in self
  3. Believe in good values
  4. Believe in the work
  5. Believe in the nation

The difference between “Believe” and the earlier tagline is authenticity. With “happiness is a place”, they suggest that when visitors come to Bhutan, they would be happy. However, the reality is that this is not really guaranteed. The concept is abstract. On the other hand, “Believe” is holistic and realistic.

Bhutan as a tourist destination

Tourism has been a lucrative industry for a long time and has contributed significantly to the nation’s GDP. Now, Bhutan hopes to rebrand its tourism industry with three new strategies:

  1. Enhancements to its sustainable development policies
  2. Infrastructure upgrades
  3. Elevation of the guest experience

Bhutan has always intended to adhere to its High Value, Low Volume tourism policy, but it has lost its plot over the years. Now, they return to the essence of the policy.

As such, the Bhutanese government recently raised the Sustainable Development Fees (SDF) from 65USD to 200USD. It is going to be an uphill task convincing tourists that Bhutan is worth 200USD a night. Nonetheless, Bhutan welcomes visitors who are mindful, conscious, and who wish to be a part of Bhutan’s transformation. In fact, a big part of this transformation is to enhance the visitors’ experience, hence the Kingdom hopes to attract those who appreciate that the money collected will be reinvested in the people, supporting Bhutan’s economic, social, environmental, and cultural development.

For instance, there will be infrastructure upgrades and increased efforts in sustainability projects, not to mention free healthcare and education for all.

The pandemic has caused a tectonic shift in the way people view the world. Hopefully, this has caused the public to reconsider what is truly important in life. “Please have faith in us if you are searching for a greater purpose, seeking a spiritual encounter, or prioritising values over everything else,” said Prime Minister Dasho Dr Lotay Tshering.

The aesthetics of the campaign


Here is a list of things we can look forward to from the designs of the campaign:

  • A bold, confident logotype
  • Contemporary, clear thinking
  • Traditional, warm feelings
  • A responsive, functional design
  • A tagline that defines

Expect auspicious designs — beasts from Buddhist mythology — in bold hues. The primary colours are yellow and orange of the Bhutanese national flag, emerald green of the mountains, and blue of clear skies and the national flower, the blue poppy. Traditional motifs will also be abundant.

Bhutan has taken big strides in their expression of self. We wait in anticipation for the greatness in store for them.

Check out this e-flip book about the new Bhutan brand, manifesto, brand colour palates, and symbols of BHUTAN: Believe.

Related Posts

What you need to know about birdwatching in Bhutan

The best seasons and locations for birdwatching in the Kingdom of Bhutan.

Sep 25, 2022 16:57

Bhutan revises its tourism policy to redefine High Value Low...

Visitors to Bhutan will now have to pay more than triple the previous Sustainable Development Fees (SDF).

Jul 20, 2022 21:44

Progress on Bhutan's Sustainable Low Emission Urban Transport...

Bhutan now has 200 electric vehicles on the road, with another hundred to be dispatched very soon.

Nov 29, 2022 18:13

Translation of His Majesty's Address to the Nation at the 8th...

His Majesty delivered the Royal Address on the Opening Ceremony of the 8th Session of the Third Parliament, 4th...

Nov 05, 2022 15:23

Bhutan to host the world’s toughest race

The race will cover a distance of 222 kilometres through difficult terrain, majestic mountains, and lofty glaciers.

Aug 29, 2022 22:08

New Riverside Market opens in Thimphu

As the old centenary farmers market undergoes its much-awaited renovations, the vendors of the first floor have now set...

Aug 15, 2022 18:04



Progress on Bhutan's Sustainable Low Emission Urban Transport System Project

Bhutan now has 200 electric vehicles on the road, with another hundred to be dispatched very soon.

Nov 29, 2022 18:13

Translation of His Majesty's Address to the Nation at the 8th Session of the Third Parliament

His Majesty delivered the Royal Address on the Opening Ceremony of the 8th Session of the Third Parliament, 4th November, 2022.

Nov 05, 2022 15:23


Bhutanese actor raise awareness on climate change by cycling through Bhutan

Jamyang Jamtsho Wangchuk launched The Messenger: Ride for Action, planting trees and talking to everybody.

Nov 25, 2022 15:18

Cordyceps Sinensis, the super mushrooms of Bhutan

Cordyceps Sinensis has many health benefits, which includes being an aphrodisiac.

Sep 25, 2022 16:50


Bhutanese streaming platform Samuh is gaining international recognition

Founder and CEO of Samuh, Nyema Zam, recently won the Business Rice Awards 2022.

Dec 30, 2022 19:15

School in Lhuentse embrace entrepreneurship through Chip Production Unit

Bhutan endeavours to guide their youth towards innovation and creativity. The trickle-down effect has seen Tangmachu Central School’s...

Nov 29, 2022 18:04


Paro FC wins the 2022 BOB Bhutan Premier League

Paro FC wins third Premier League title in nail biting fashion in final match of the season.

Jan 09, 2023 15:45

More Bhutanese youths are engaged in football

Sitting at the 186th position in the FIFA rankings, Bhutan looks to improve its rankings in the years to come.

Aug 03, 2022 20:19


A tale of two airports in Bhutan

As the slow pace towards a pre-pandemic world begins, two of the country’s domestic airports are going through their own challenges and...

Nov 03, 2022 16:30

What you need to know about birdwatching in Bhutan

The best seasons and locations for birdwatching in the Kingdom of Bhutan.

Sep 25, 2022 16:57


Chillies, a spicy affair in Bhutan

The Bhutanese love it hot.

Jun 07, 2022 23:55

Bhutan is traditionally a matriarchal society

Women are the decision-makers at home, but something is keeping them from public life.

May 27, 2022 22:14


A detailed summary of Bhutan's COVID-19 management and plans moving forward

With offices and all businesses open, movement of vehicles allowed and critical services resumed from 21st March 2022, Bhutan braces for a...

Mar 22, 2022 11:23

Vaccinated tourists to undergo 5-day quarantine in Bhutan from April 25

What you need to know about entering Bhutan from April 25.

Mar 14, 2022 14:21

Subscribe to our newsletter

Never miss out on new happenings and news stories!

Download Daily Bhutan Mobile App

Connecting with us just got easier!