Bhutan Hosts Inaugural International Travel Mart to Boost Global Tourism
On 11 June 2026, the Bhutan Department of Tourism, together with the Association of Bhutanese Tour Operators (ABTO), launched the first Bhutan International Travel Mart (BITM). The event, held from 11 to 13 June in Paro at Dungkar Dzong, aimed to bring together international travel buyers, tour operators, hoteliers, and other tourism stakeholders worldwide.
More than 200 buyers from 15 countries participated, showing a rising global interest in Bhutan as a top travel destination. Over 50 Bhutanese exhibitors, including tour operators, hotels, airlines, and experience providers, showcased their offerings during the three-day event.
BITM offered business-to-business meetings, destination showcases, networking opportunities, industry discussions, and familiarisation experiences. The event provided a platform for international buyers to connect directly with Bhutanese suppliers, fostering new partnerships and expanding tourism products.
Bhutan’s tourism focuses on high-value travellers seeking cultural, adventure, wellness, and sustainable tourism experiences. The event attracted particular interest from the UK travel market, where demand for authentic and meaningful travel is growing. BITM allows travel businesses to develop custom itineraries that align with this trend.
Damcho Rinzin, Director of the Department of Tourism, stated that BITM is more than a trade fair. It serves as a strategic platform to strengthen Bhutan’s ties with international markets and promote its unique regenerative tourism model. He highlighted that the event helps create sustainable growth opportunities and long-term collaboration between Bhutan and global partners.
Kinley Gyeltshen, Chairman of ABTO, said that BITM offers the Bhutanese tourism industry a valuable chance to connect with international buyers, build new relationships, and showcase the country’s diverse and authentic experiences.
Bhutan aims to preserve its culture, heritage, and environment while expanding its tourism sector responsibly. BITM is expected to become the Kingdom’s flagship annual trade event. It will provide ongoing opportunities for global travel professionals to discover Bhutan’s offerings and explore business growth opportunities in this distinctive destination.
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