Tourist arrivals to Bhutan witnessed a substantial year-on-year increase in July 2025, reflecting the country’s strengthened tourism strategy and growing international visibility. According to the Department of Tourism (DoTr), a total of 4,851 tourists entered Bhutan in July 2025, more than doubling the 2,224 arrivals recorded in the same month of 2024.
Indian tourists were a major driver of this growth, with 3,006 arrivals in July 2025 compared to 1,845 in July 2024. The average length of stay for Indian travelers was reported at four days, underscoring Bhutan’s appeal for short-stay regional tourism.
Overall, arrivals in 2025 have shown a consistent upward trajectory, with approximately 29,876 tourists recorded between January and July, compared to around 20,000 during the same period in 2024. Growth was seen among both Indian and international visitors, with non-Indian markets continuing to represent a substantial share of arrivals.
An official from the DoT attributed the growth to Bhutan’s “High Value, Low Impact” tourism policy, combined with strategic branding, streamlined procedures, and proactive engagement with global travel markets.
“The increase in arrivals is a result of Bhutan’s commitment to high-value tourism, the implementation of simplified policies, improved infrastructure, and enhanced services across transport, accommodation, and hospitality,” the official stated.
The department also highlighted other factors like upgraded tourism infrastructure, including better transportation and accommodation facilities. active global marketing campaigns and participation in international travel fairs and refined data methodology, with current figures now incorporating both tourists paying the Sustainable Development Fee (SDF) and those exempted, unlike in earlier years.
According to the July 2025 Tourism Bulletin, India continues to be the leading source market, followed by China, the United States, Bangladesh, Thailand, Japan, and others.
Border entry points also played a critical role. Samdrup Jongkhar recorded 3,006 arrivals, making it one of the busiest entry points. Paro reported 67 arrivals, supported by international flight connectivity.
Other important markets included Singapore, Spain, Australia, and the Republic of Korea, reflecting Bhutan’s growing global reach. The data underscores the importance of regional markets in driving visitor flows while highlighting the need for continued cross-border facilitation.
The growth in arrivals has been matched by a notable expansion in Bhutan’s hospitality sector. The DoT bulletin reports that the country now boasts 15,004 hotel beds across 568 establishments, spanning from five-star luxury hotels to traditional village homestays.
Thimphu has 5,039 beds, leading with the largest share and home to multiple five-star and four-star establishments. Chhukha has 1,400 beds, driven by proximity to Phuentsholing. Bumthang has 1,121 beds, reflecting strong cultural tourism activity. There are 171 village homestays offering authentic local experiences.
Some districts, such as Zhemgang and Samdrup Jongkhar, currently lack formal hotel infrastructure but are projected to see growth as tourism initiatives expand into emerging destinations.
In addition to accommodation growth, Bhutan’s tourism workforce has also expanded. As of July 2025, there are 2,966 licensed tour guides, and 2,800 registered tour operators,
Playing a critical role in delivering quality visitor experiences while ensuring that Bhutan’s tourism remains aligned with its cultural and environmental values.
The continued growth in tourist arrivals, combined with expanding hospitality infrastructure, highlights Bhutan’s strategic balancing of tourism promotion with sustainability principles. The DoT emphasized that further collaboration with regional partners, investment in infrastructure, and innovation in tourism products will be central to maintaining momentum while safeguarding the country’s natural and cultural heritage.
“The rise in arrivals is not just about numbers; it reflects Bhutan’s success in positioning itself as a high-value, sustainable destination that delivers meaningful experiences to visitors while benefiting local communities,” the DoT official added.
Sherab Dorji from Thimphu
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