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Beyond Mass Tourism Targeting for less to get more

Selamat Datang Ke Welcome to. Beyond Mass Tourism Targeting for less to get more. Thuji D. Nadik , Acting Managing Director, Tourism Council of Bhutan. Outline. Introduction on Bhutan Tourism Vision Guiding Principle - GNH Pillars Tourism Development Focus

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Beyond Mass Tourism Targeting for less to get more

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  1. SelamatDatangKe Welcome to Beyond Mass Tourism Targeting for less to get more Thuji D. Nadik, Acting Managing Director, Tourism Council of Bhutan

  2. Outline Introduction on Bhutan Tourism Vision Guiding Principle - GNH Pillars Tourism Development Focus Long Term Strategies Community Based Tourism Principles Tourism Growth Conclusion World Tourism Conference, Melaka, Malaysia

  3. Source: http://www.worldatlas.com/webimage/countrys/asia/bt.htm accessed on 16August 2011

  4. Facts on Bhutan Location: Asia Status: UN Member Country Capital City: Thimphu Population: 720,679 (2012) Area: 38,394 sq. km Currency: Ngultrum (1USD ± 60 Nu) Languages: Dzongkha (English widely spoken) Religions: Mahayana Buddhism, Hinduism (South) World Tourism Conference, Melaka, Malaysia

  5. GNH Pillars Preservation and conservation of the natural environment Cultivation and promotion of culture Good Governance Sustainable and equitable socio-economic development World Tourism Conference, Melaka, Malaysia

  6. Tourism Vision Foster a vibrant industry as a positive force in the conservation of environment, promotion of cultural heritage, safeguarding sovereign status of the Nation, and for significantly contributing to Gross National Happiness (GNH). World Tourism Conference, Melaka, Malaysia

  7. Guiding Principle “High Value, Low Impact” “Value-led” tourism development: we intend to use tourism and not be used by it World Tourism Conference, Melaka, Malaysia

  8. Tourism Development Focus Responsible Tourism Bhutanese Authenticity Royalty Fee Limits of Acceptable Change World Tourism Conference, Melaka, Malaysia

  9. Long Term Strategies • Tariff System • Quality Control (Accommodation Standardization & Classification System) • Product Diversification (New products) • Human Resource Development World Tourism Conference, Melaka, Malaysia

  10. Community Based Tourism Principles • Tourism will not be operated in the community during its peak primary occupation season so as not to impact their regular work/occupation TOURISM COUNCIL OF BHUTAN

  11. Community Based Tourism Principles • Tourism is not a substitute for their primary occupation but a supplementary source to earn additional income to supplement their livelihood TOURISM COUNCIL OF BHUTAN

  12. Beyond Mass Tourism Targeting for less to get more Major draw cards: Unique culture Natural beauty Gross National Happiness Undiscovered Favorable weather conditions Holiday timing in source countries (Exit Survey, TCB 2012) World Tourism Conference, Melaka, Malaysia

  13. Beyond Mass Tourism Targeting for less to get more 70.98% (16.21% strongly agree, 54.77% agree) indicated that Bhutan represents a “good value for money” destination (Exit Survey, TCB 2012) World Tourism Conference, Melaka, Malaysia

  14. Beyond Mass Tourism Targeting for less to get more Tourism Growth World Tourism Conference, Melaka, Malaysia

  15. Beyond Mass Tourism Targeting for less to get more World Tourism Conference, Melaka, Malaysia

  16. Targeting for less to get more Tourism Growth Average length of stay decreased from 7.53 days in 2011 to 6.9 days in 2012. Tourism tariff increased from US$200 to US$$250 World Tourism Conference, Melaka, Malaysia

  17. Conclusion • Bhutan uses tourism and not to be used by it • Bhutanese Way of Life – our way of seeing the world • culture and environment to the visitors. • Bhutan’s cautious growth in tourism adopts the ‘Limits to acceptable change’ principle World Tourism Conference, Melaka, Malaysia

  18. TerimaKasih Thank-you Beyond Mass Tourism Targeting for less to get more Thuji D, Nadik, Acting Managing Director, Tourism Council of Bhutan

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