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

His Majesty King Jigme Khesar Visited Singapore And Shared About...

On the 5th April 2024, Opera Gallery, an international gallery specializing in modern and contemporary art celebrated...

Apr 09, 2024 10:17

Prime Minister Narendra Modi's Historic Visit to Bhutan:...

India's Prime Minister, Shri Narendra Modi, arrived at Paro Airport for a two-day State Visit to Bhutan from March 22nd...

Mar 24, 2024 10:20

India-Bhutan Relations: Prime Minister Tshering Tobgay Official...

At the request of Prime Minister Shri Narendra Modi, Prime Minister of Bhutan H.E. Tshering Tobgay, accompanied by his...

Mar 21, 2024 12:31

Bhutan Receives Annual Special Travel Destinations Award

This is Bhutan's second tourism award in China, reaffirming its status as an extraordinary travel destination.

Feb 02, 2024 11:12



His Majesty King Jigme Khesar Visited Singapore And Shared About Gelephu Mindfulness City

On the 5th April 2024, Opera Gallery, an international gallery specializing in modern and contemporary art celebrated its 25th anniversary...

Apr 09, 2024 10:17

Prime Minister Narendra Modi's Historic Visit to Bhutan: Strengthening Bonds and Building Partnerships

India's Prime Minister, Shri Narendra Modi, arrived at Paro Airport for a two-day State Visit to Bhutan from March 22nd to 23rd, 2024.

Mar 24, 2024 10:20


Rifles and Rituals: Satire and Societal Shifts in Bhutan as Portrayed in 'The Monk and The Gun

Pawo Choyning Dorji, whose film "The Monk and the Gun" offers insight into the Himalayan nation's modernization process.

Feb 20, 2024 11:04

All You Need to Know About Gelephu Mindfulness City

The kingdom of Bhutan is planning to develop a "mindfulness city" covering about 2.5% of its land, which is larger than the size of...

Feb 08, 2024 10:42


Brand Bhutan: Karma Yangchen

Karma Yangchen, a distinguished artisan from Bhutan exemplifies a profound commitment to the art of handwoven textiles.

Dec 14, 2023 10:22

Brand Bhutan: Bhutan Herbal Tea

Bhutan Herbal Tea is the brainchild of two Bhutanese individuals who first crossed paths in New York during a Bhutanese New Year gathering...

Nov 25, 2023 13:56


Bhutan Cricket's New Milestone: The Inaugural Indoor Cricket Academy

The Bhutan Cricket Council Board (BCCB) inaugurated its inaugural indoor cricket academy on 20th December, with the objective of ensuring...

Dec 21, 2023 14:57

Paro FC Clinches Third Consecutive Victory in BOB Bhutan Premier League

Paro FC has once again claimed the BOB Bhutan Premier League championship, marking their third consecutive title victory during the season's...

Dec 12, 2023 10:26


Alii Palau Airlines Inaugural Flight From Singapore to Palau via Drukair

On November 23, 2023, Alii Palau Airlines made history with its inaugural flight to Palau.

Dec 04, 2023 10:32

Singapore to Palau: Alii Palau Airlines Launches Historic Route With Drukair

You can now visit the Palau Paradise directly from Singapore!

Oct 27, 2023 16:17


Chunipa Losar: Bhutan's Timeless Celebration of Traditions and Offerings

Chunipa Losar is a day of offerings, a moment when communities come together to express gratitude, seek blessings, and strengthen bonds.

Jan 12, 2024 12:31

Bhutan's Time-Honored Tradition: Exploring the Nyilo Season and the Lolay Ritual

Approximately 750 children recently took part in the traditional practice known as "lolay" in Bhutan, marking the beginning of the Nyilo...

Jan 04, 2024 14:18

Subscribe to our newsletter

Never miss out on new happenings and news stories!

Download Daily Bhutan Mobile App

Connecting with us just got easier!