Bhutan’s tourism industry is experiencing a remarkable resurgence as the country recovers from the impact of the global pandemic. In 2024, Bhutan saw a 41% increase in tourist arrivals, reaching 145,065 visitors, up from the previous year. This upward trend has continued into 2025, with 73,892 arrivals recorded by May, further reinforcing Bhutan’s growing appeal as a leading destination for travelers seeking unique and enriching experiences.
The country’s tourism growth is not just a recovery but a sign of its increasing prominence as a favored travel destination. One notable development is the growing number of repeat visitors. Although formal data on repeat tourists is still being compiled, feedback from tour operators and local stakeholders suggests that an increasing number of visitors are returning to Bhutan.
Many of these repeat travelers are long-haul tourists drawn by Bhutan’s spiritual, wellness, and cultural offerings. This segment, though not yet dominant, is an emerging and important factor in Bhutan’s tourism landscape.Repeat visitation is viewed as a key pillar in Bhutan’s tourism strategy.
These visitors tend to stay longer, explore more remote regions, and contribute more economically, spending more on local goods, services, and cultural experiences. In turn, this helps to disperse the flow of tourists across various regions, preventing overcrowding in popular areas and contributing to the overall sustainability of the tourism industry. Bhutan is ke.
