Bhutan and Thailand have launched a new tourism initiative designed to boost high-value travel between the two nations, marking the 36th anniversary of their diplomatic ties.
The “Two Kingdoms, One Destination” campaign aims to promote sustainable tourism, employing a Two-Way Marketing strategy to attract high-end travellers from Europe, the Americas, and the Middle East.
On 8 March 2025, Thailand’s Minister of Tourism and Sports, Sorawong Thienthong, and the Governor of the Tourism Authority of Thailand (TAT), Thapanee Kiatphaibool, led an official delegation to Bhutan. The visit, which included Thai officials, business leaders, and media representatives, was at the invitation of Bhutan’s Prime Minister, Tshering Tobgay.
A key feature of the campaign is the introduction of a “Bundle Package”, offering travellers the opportunity to spend 5–10 days in Bhutan, with the option to extend their journey to Thailand for an additional 5–15 days. This initiative aims to create a seamless travel experience, enabling tourists to immerse themselves in Bhutan’s natural beauty and Thailand’s vibrant cultural landscape.
Discussions during the visit also focused on advancing sustainable tourism practices. One significant topic was Bhutan’s Sustainable Development Fee (SDF), a USD 100 per day levy on foreign visitors under its High Value, Low Volume policy. Thailand is considering the introduction of a similar Tourism Fee to enhance the visitor experience while supporting sustainability efforts.
The delegation also met with Bhutan’s Minister of Industry, Commerce, and Employment, H.E. Lyonpo Namgyal Dorji, to discuss strategies for expanding tourism and economic cooperation between the two countries. Plans include joint promotional activities, such as participation in Thailand Travel Mart Plus 2025, B2C events in Thailand, and media delegations to raise awareness of both destinations. Thai performing arts groups will also visit Bhutan to showcase Thai culture and further strengthen bilateral ties.
For a traveller, both Bhutan and Thailand offer similar travel experiences, including stunning natural landscapes, rich cultural heritage, and a focus on wellness and spirituality.
Bhutan attracts visitors with its serene monasteries and Buddhist traditions, while Thailand draws tourists with its vibrant temples, festivals, and tropical beaches. Both destinations provide a sense of exoticism and adventure, making them ideal for those seeking meaningful, transformative travel experiences.
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The “Two Kingdoms, One Destination” campaign marks a significant milestone in the continued development of tourism and diplomatic relations between Thailand and Bhutan.
In 2024, Thailand welcomed over 35 million foreign visitors, while Bhutan attracted 145,065 tourists.
Both nations rely heavily on the tourism sector to drive their economies and make a significant contribution to their GDP.
