Beyond Mass Tourism Targeting for less to get more

Transcription

1 Selamat Datang Ke Welcome to Beyond Mass Tourism Targeting for less to get more Thuji D. Nadik, Acting Managing Director, Tourism Council of Bhutan World Tourism Conference, Melaka, Malaysia

2 Outline 1.Introduction on Bhutan 2.Tourism Vision 3.Guiding Principle - GNH Pillars 4.Tourism Development Focus 5. Long Term Strategies 6. Community Based Tourism Principles 7.Tourism Growth 8. Conclusion 2

3 Source: 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) 4

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6 GNH Pillars 1. Preservation and conservation of the natural environment 2. Cultivation and promotion of culture 3. Good Governance 4. Sustainable and equitable socio-economic development 6

7 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). 7

8 Guiding Principle High Value, Low Impact Value-led tourism development: we intend to use tourism and not be used by it 8

9 Tourism Development Focus 1. Responsible Tourism 2. Bhutanese Authenticity 3. Royalty Fee 4. Limits of Acceptable Change 9

10 Long Term Strategies Tariff System Quality Control (Accommodation Standardization & Classification System) Product Diversification (New products) Human Resource Development 10

11 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 11 TOURISM COUNCIL OF BHUTAN

12 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 12 TOURISM COUNCIL OF BHUTAN

13 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) 13

14 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) 14

15 Beyond Mass Tourism Targeting for less to get more Tourism Growth Year/Growth Arrivals (no.) 40, Direct earnings (USD million) Gross receipts (USD million) Average spend (USD per person per night)

16 Beyond Mass Tourism Targeting for less to get more 120,000 Arrivals (no.) 100,000 80,000 60, ,407 Arrivals (no.) 40,000 64,028 20,000 40,

17 Targeting for less to get more Tourism Growth Average length of stay decreased from 7.53 days in 2011 to 6.9 days in Tourism tariff increased from US$200 to US$$ Average spend (USD per person per night) Gross receipts (USD million) Direct earnings (USD million)

18 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 18

19 Terima Kasih Thank-you Beyond Mass Tourism Targeting for less to get more Thuji D, Nadik, Acting Managing Director, Tourism Council of Bhutan World Tourism Conference, Melaka, Malaysia 21st October 2013