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Kesang Wangdi |
Bhutan is contemplating raising its minimum daily tariff to US$300 or
more within the next four to five years, to restrict the profile of
targeted source markets to a select few.
Levied on non-Indian foreign visitors, high season (March-May,
September-November) tariffs were raised from US$200 to US$250 per person
per night beginning this year. Low season tariffs remain at US$200 per
person per night.
Kesang Wangdi, director general Tourism Council of Bhutan, said: “It is
imperative for Bhutan to be a high-end destination. We want to
concentrate on creating sustainable value and benefits for Bhutan in the
long term, rather than pander to mass tourism in the short term. We want to attract visitors for whom price is not the main criteria
when selecting a holiday. Bhutan is an exclusive destination for a
certain type of tourist with a particular mindset,” he added.
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Anthony Wongl |
Anthony Wong, group managing director of Malaysia’s Asian Overland
Services Tours & Travel, said: “Bhutan is right to consider
increasing its tariff as it will protect local businesses, stemming the
flow of revenue exiting the country. Bhutan is a gem and an exclusive
destination, and people should understand that coming here is a
privilege.”
Wong emphasised that Bhutan should explain clearly that the tariff
encompasses a royalty fee used to fund the country’s health and
education sectors. “If this were highlighted to consumers, a fee hike
would have less of a detrimental impact on demand,” he said.
Buyers such as Hannah Methven, product manager for UK-based Explore
Worldwide, and Jenny Campbell from South Africa’s Travel Experts said
the lower end of the market would probably think twice about heading to
Bhutan if tariffs were raised.
“Some clients might choose to go to Nepal or Tibet, which are not as
expensive. Only fairly affluent FITs or the well-travelled will continue
to choose Bhutan,’ said Campbell.
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Sonam Wangmo |
Tshewang Om, operations manager of Thimpu-based Om Travenza, said:
“If the tariff was increased, from a business standpoint, this would
make Bhutan harder to sell. However, it would be good for the
environment and overall wellbeing.”
Sonam Wangmo, founder of Bhutan’s Yu Druk Tours and Treks, said: “It
is more critical to ensure that we put measures in place to manage
numbers and capacity, rather than just think of the bottom line.” |
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