Things do finally happen in Bhutan – but why does it take years for the Bhutanese Dashos to be “on the ball”? I have been shouting for years that Bhutan should tap into the MICE market – we have the ideal conditions to appeal to corporate honchos around the world… charming places like Paro, Haa, Phobjikha, Bumthang and now the Mindfulness City of Ge-SAR - are all potential destinations of appeal.
Beginning from 2018, I have been writing that we should gear up as a MICE destination:
Finally, this morning I see a mail from the mighty Department of Tourism (DoT) that they are allowing SDF waiver for MICE event participants. I would like to offer them CONGRATULATIONS on this very welcome announcement.
The DoT has finally woken up
However, I would like to suggest that the rules should provide for SDF waiver for the participants’ spouse and one child. After all we have to remember that MICE events are corporate sponsored events and the officials attending the events would want to take advantage of the corporate sponsorship and bring along their spouses and children to experience a new country and culture.
With the right amount of broadening of their minds, the DoT cannot fail to see the benefit in doing so. As I said often, the indirect benefits are more substantive than the direct ones.
Also, something that the DoT needs to clarify is that the MICE participants are allowed to overstay beyond the MICE designated period of 4 nights – but with full SDF payment, for the additional days beyond the MICE period.
Few months back a friend sought my advice – whether he should continue and complete the construction of his tourism class hotel, or reconfigure it to serve as something else. I told him that he definitely should stay the course --- because I told him that NOTHING but NOTHING, can prevent tourism from happening in Bhutan. Ofcourse – other than the lousy government’s tourism policy ….. and the exorbitant fare of the near monopoly Druk Air - the national flag carrier of Bhutan!
For example, the Rotary International is a mammoth global humanitarian organization that has over 46,000 clubs spread over 200 countries across the globe. Its global membership is in excess of 1.4 million individuals. The Rotary Club of Thimphu has already organized 2 international Rotary conferences – another one is scheduled to be organized soon.
2018: Conference of the Rotary International District 3292
2017: A throng of Rotarians from around the glob: 7 RI Districts, 38 Clubs and 108 Rotarians
In addition to being the world’s most populous countries, India and China are two countries that are in close proximity to Bhutan – they are provably the world’s second and third largest economies with thousands of corporate giants seeking new venues to host their Annual General Meetings.
In November of 2022, India’s Travel + Leisure sector awarded Bhutan “Editor’s Choice Award in the ‘Best Emerging Destination’ (international)”.
Last December, Bhutan was awarded the "Outstanding Destination Excellence Award" in the Chinese travel market.
With all that under our belt, what is preventing Bhutan from grabbing a slice of the pie?
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