The Royal Government of Bhutan adheres strongly to a policy of ‘High Value, Low Impact’ tourism which serves the purpose of creating an image of exclusivity and high-yield for Bhutan. That is, the regulation is done to preserve our rich cultural heritage, unique national identity and pristine environment. Through its restricted tourism policy, Bhutan has emerged as one of the few unexplored tourist destinations and least traveled countries in the world.
Thus, the tourism industry in Bhutan is founded on the principle of sustainability, meaning that tourism must be environmentally and ecologically friendly, socially and culturally acceptable and economically viable. The Royal Government of Bhutan recognizes that tourism is a world-wide phenomenon and an important means of achieving socioeconomic development particularly for a developing country like Bhutan. It believes that tourism, in affording the opportunity to travel, can help to promote a deeper understanding among people and to strengthen ties of friendship based on a deeper appreciation and respect for different cultures and lifestyles.
Towards achieving this objective, the Royal Government, has adopted a very cautious approach to growth and development of the tourism industry in Bhutan. Its tremendous potential as a truly indigenous industry and the clear comparative advantages Bhutan enjoys, are compelling reasons to promote Bhutan as a high-end tourist destination in a manner which accords with the tenets of Gross National Happiness (GNH), which Bhutan sees as more important to it than the Gross Domestic Product (GDP).