Tourism Stakeholders Given First Opportunity to Invest in GMC
Bhutanese tour operators get first chance to invest in Gelephu Mindfulness City, a new hub for culture, wellness, adventure, and spirituality.
Bhutanese tourism stakeholders will be the first to invest in one of the country’s most ambitious projects: the Gelephu Mindfulness City (GMC). Positioned as a transformative hub built on five pillars—adventure, culture, wellness, spirituality, and nature—GMC is set to redefine Bhutan’s tourism landscape.
Familiarisation Tour for Operators
From 9 to 12 September, more than 60 domestic tour operators took part in a familiarisation tour organised by the GMC Tourism Workstream in collaboration with the Association of Bhutanese Tour Operators (ABTO). The programme introduced participants to GMC as a tourism destination and promoted Gelephu as Bhutan’s creative southern gateway. Operators explored sites across Sarpang that have so far received little attention from mainstream tourism.
Priority for Local Investors
Local stakeholders now have a three-month window to submit proposals for tourism-related ventures before opportunities are extended to international investors. Identified prospects include pre-airport attractions such as adventure, wellness, and culture, and post-airport projects like cable cars and onsen-style hot springs, expected to become accessible once Gelephu International Airport is operational in 2029.
Adventure activities under consideration include e-biking, ziplines, and horseback riding. Wellness ventures range from herbal gardens and Sowa Rigpa therapies to upscale dining concepts, while cultural experiences may feature textile exhibitions, whisky tastings, art shows, and fashion events.
Art and Community Engagement
One of the more creative initiatives is “Mindfulness in Colour”, a city-wide gallery of murals that will transform Gelephu’s Old Town walls into vibrant canvases for visual storytelling. Around 20 murals will be created by GMC artists in collaboration with local communities, blending contemporary and traditional art styles. Stakeholders will also have the opportunity to sponsor these murals, which aim to celebrate culture, boost the economy, and raise GMC’s profile.
Certification for Tour Operators
To recognise strong partnerships, GMC will certify Bhutanese tour operators who actively promote its experiences. The first cohort will be designated as “GMC Specialists”, awarded a certificate, digital seal, and website listing. These operators will undergo training modules, pilot GMC itineraries, and provide baseline data on visitor flows. In later phases, certification will extend to selected international agents, with advanced specialisations in wellness, MICE, culture, and biodiversity.
Tour operators must hold valid licences and have at least three years of experience in responsible travel to qualify.
Infrastructure and Conservation Tourism
In preparation for international visitors, 65 hotels in Gelephu will be surveyed to assess readiness in safety, sustainability, and operations. Plans also include developing new spiritual sites, sports adventure zones, heritage trails, and water resilience areas. Nearby conservation areas, such as Royal Manas National Park and Phibsoo Wildlife Sanctuary, are expected to offer high-end, conservation-based tourism experiences.
Towards a New Tourism Model
As the world’s first Mindfulness City, GMC is envisioned as a destination that integrates ecological harmony, cultural richness, and spiritual well-being. Its signature offerings will span national parks, heritage tours, soft adventure, spiritual encounters, and creative expressions—creating what officials describe as “a transformative model for tourism in Bhutan.”
