Bhutan’s Gross National Happiness Framework Set to Take Root in Brazil
Bhutan’s Gross National Happiness (GNH) Index will be adapted for the first time in Brazil through a pioneering collaboration on Fernando de Noronha. Discover how this unique partnership is redefining development by prioritising well-being, sustainability, and cultural exchange—setting a new benchmark for progress beyond GDP.
Bhutan’s celebrated Gross National Happiness (GNH) framework is poised for its first foray into Brazil, thanks to a new five-year Memorandum of Understanding (MoU) between the Centre for Bhutan and Gross National Happiness Studies (CBS) and two Brazilian organisations. This formal collaboration brings together CBS, Aguama Ambiental Agência de Publicidade Ltda., and Youniversality Treinamentos Ltda., with the aim of localising and implementing Bhutan’s holistic approach to development within Brazil.
First Steps in Fernando de Noronha
The initiative will make its debut in June on Fernando de Noronha, an ecologically important island designated as a UNESCO World Heritage site, famed for its vibrant biodiversity and appeal as a tourist destination. The project intends to broaden the definition of development, placing the well-being of communities, sustainable growth, and cultural exchange at the centre.
Adapting Bhutan’s GNH Index Abroad
This partnership marks a major milestone, as it will be the first instance of Bhutan’s GNH Index being applied outside the kingdom. The project is underpinned by a joint resolve to measure societal progress by more than mere economic standards, giving weight to happiness, environmental balance, and sound governance.
Roles and Responsibilities
During the initial phase on Fernando de Noronha, Aguama Group will handle logistics, funding, and community outreach. CBS, meanwhile, will deliver technical expertise, running workshops to train local staff in survey techniques, data analysis, and the bespoke adaptation of the GNH Index to Brazil’s particular cultural and environmental context.
Community Involvement and Local Challenges
Local authorities will be integral to the project, working closely with Aguama Group and CBS to ensure that the GNH approach is sensitive to the island’s small population, fragile ecosystem, and reliance on tourism.
Vision and Inspiration
Renata Rocha, Founder of Youniversality and a key advocate for the partnership after visiting Bhutan, believes the project can set a global benchmark through Bhutan’s ethos of harmony and well-being.
“When I encountered the GNH Index, I realised it was not just a framework, but a compass for a more conscious future,” she said. “Fernando de Noronha, with its visibility and ecological significance, is the perfect lighthouse for this transformation.”
Renata Rocha also highlighted that, by moving beyond traditional economic metrics, individuals can better understand their relationships with time, nature, health, education, culture, and governance.
Addressing Language and Cultural Barriers
One significant hurdle will be translating the GNH survey and related documents into Portuguese. CBS plans to first tailor the survey into English to suit Brazil’s unique social and environmental landscape, before engaging translators for the field phase.
“We recognise the challenges,” said CBS President Dasho Karma Ura. “But we also see this as a meaningful step in making GNH accessible across languages and cultures.”
CBS will dispatch a team to Brazil to facilitate the survey process and supervise its implementation. The project’s final report is expected by September 2025, to be published in Portuguese, and will serve as a resource for other regions considering alternative models of progress.
A New Era for Brazil
With its vast population, unparalleled biodiversity, and increasing commitment to sustainability, Brazil is positioning itself as a leader in ecological and social innovation.
According to Renata Rocha, the adoption of the GNH Index marks Brazil’s initial step in bringing Bhutan’s vision to its own shores. She acknowledged that Brazil’s continental scale and diversity offer both opportunities and complexities.
“By adopting the GNH Index, we hope to plant a seed of transformation in our own way, rooted in the wisdom that Bhutan has cultivated for decades,” Renata Rocha said, underlining the potential for a strengthened bond between the two nations and a broader contribution to global well-being.
Global Implications and Future Expansion
For Bhutan, this collaboration signals increasing international recognition of its unique development philosophy, pioneered by His Majesty the Fourth King. For Brazil, it is an important move towards weaving well-being and sustainability into its governance.
Following the launch in Fernando de Noronha, the project will undergo six months of support and evaluation. After this period, CBS and Aguama will assess the outcomes and consider expanding the initiative to other Brazilian communities.
How to travel to Bhutan from Brazil?
1. No Direct Flights—Connect via Asia’s Major Gateways
There are no direct flights from Brazil to Bhutan. Travellers from Brazil will need to connect through major Asian cities such as Bangkok, Singapore, Delhi, or Kathmandu to reach Bhutan’s only international airport, Paro Airport (PBH) via Bhutan's national carrier, Drukair, Royal Bhutan Airlines.
Start your journey by booking a flight from Brazil—most likely from São Paulo (GRU) or Rio de Janeiro (GIG)—to a major Asian city. Popular airlines such as Emirates, Qatar Airways, Turkish Airlines, and Lufthansa offer one-stop or two-stop flights to Bangkok, Delhi, Singapore or Kathmandu, usually via their Middle Eastern or European hubs.
Check out the flight schedules for Drukair, Royal Bhutan Airlines.
2. Flying to Bhutan via Dubai
Alternatively, you can travel to Bhutan via the Middle East. Emirates operates direct flights from São Paulo to Dubai (DXB), with connections from Rio de Janeiro as well. The flight time from São Paulo to Dubai is approximately 14 hours non-stop.
From Dubai, you can take a direct flight to Bhutan via Drukair, Royal Bhutan Airlines.
