Bhutan reopens with new brand identity

Bhutan has reopened its borders, welcoming guests back to the kingdom after more than two years.

Bhutan reopens with new brand identity

Bhutan has reopened its borders, welcoming guests back to the kingdom after more than two years.

To celebrate the reopening, Bhutan has also created a new brand campaign based around sustainability and young travellers as a vital part of the country’s future.

A new visual identity draws on the Bhutanese flag’s vibrant yellow and orange, with inspiration from nature — the cypress green of the forests that cover 70% of the country, the blue of Bhutan’s national flower, the Himalayan blue poppy, and a soft black referencing the natural soot from the fires burning in the country’s hearths.

As it reopens, one of the notable changes is the increase in the Sustainable Development Fee (SDF), a daily contribution made by visitors towards Bhutan’s development. The funds raised by the SDF will play an invaluable role in supporting a range of social, environmental and cultural initiatives, as well as Bhutan’s wider aspirations.

Bhutan is a Buddhist kingdom, perched high in the Himalayas and renowned for its mountains and monasteries, rich biodiversity, pristine forests, rivers, glacial lakes, waterfalls and natural beauty. The only country in the world that uses the happiness of its people as a guiding principle.

Bhutan is carbon-negative. In 2021, Bhutan sequestered 9.4 million tonnes of carbon against its emission capacity of 3.8 million tonnes.

Dorji Dhradhul, the Director General of the Tourism Council of Bhutan, said: “We are so excited that our tourism reopening is timed together with the launch of the new Nation Brand. Inspired by our new brand, and with a renewed focus on our time-tested high value low volume approach to tourism, we aim to offer an elevated experience to all guests who visit Bhutan, while at the same time creating well-paying and professional jobs for our citizens.”

Bhutan.travel

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