When I received an invitation via email to attend the inaugural Bhutan International Travel Mart (BITM) 2026, I accepted without hesitation. For over a decade, I have had the pleasure of promoting Bhutan as a tourism destination, and introducing travelers to its remarkable landscapes and spiritual traditions. Furthermore, I have always found the country’s unique approach to tourism fascinating. Attending the country’s first international travel mart was an opportunity I simply could not miss.

The event was held in Thimphu, at Zhichenkhar – Centre for Bhutan & GNH Studies, from 11th to 13th June 2026 and brought together tourism professionals, tour operators, hoteliers, and international buyers from across the globe. From the moment I arrived, the organizers ensured that participants were well looked after. Accommodation, airport transfers, transportation between the hotel and venue, and several meals were provided. This allowed guests and delegates to focus entirely on the event and the opportunities it presented.

The first evening began with a welcome dinner, where delegates had the chance to meet one another in a comfortable location before the official proceedings commenced. It was an excellent occasion to reconnect with long-standing industry partners, meet new faces, converse with old friends, and exchange ideas about the future of tourism in Bhutan and the rest of the Himalayan regions.

The following day marked the official opening ceremony of the Bhutan International Travel Mart (BITM). One of the highlights was the address delivered by Hon’ble Lyonpo Namgyal Dorji, Bhutan’s Minister of Industry, Commerce and Employment. In his speech, he emphasized that Bhutan is open to tourism and ready to engage with international markets while remaining committed to its values and development philosophy.

A key theme of the minister’s address was Bhutan’s Gelephu Mindfulness City (GMC), an ambitious project that aims to create a new economic and development hub while incorporating Bhutanese values of sustainability and mindful living. It was clear from the discussions throughout the event that GMC is expected to play a significant role in Bhutan’s future and may open up new possibilities for tourism and international collaboration.

Following the opening ceremony, the official B2B sessions commenced. These meetings formed the heart of the travel mart. Tour operators, destination management companies, hotels, and tourism service providers gathered to discuss partnerships, exchange market insights, and explore opportunities for future business.

The second day was dedicated almost entirely to B2B appointments, running from morning until evening. The sessions were productive and offered valuable opportunities to strengthen existing relationships while establishing new connections within Bhutan’s tourism industry. It was encouraging to see the enthusiasm among Bhutanese tourism stakeholders and their commitment to delivering high-quality visitor experiences while preserving the country’s cultural and environmental heritage.

What impressed me most was the collaborative spirit throughout the event. While discussions naturally touched on business opportunities, many conversations revolved around sustainable tourism and responsible growth. What I found particularly inspiring was the shared commitment among operators to creating meaningful experiences for travelers. In a world where profit often takes center stage, I have always believed that tourism remains one of the few industries where the well-being and satisfaction of the traveler still come first. This philosophy was evident throughout the event and demonstrated the values that have long set Bhutan apart as a destination. It is, without doubt, one of the country’s greatest strengths.

The final day concluded with a farewell dinner, providing delegates with one final opportunity to celebrate the success of the event and contemplate on the connections made during the travel mart. The evening included a lucky draw, and to my surprise, I won a 15-minute helicopter ride! Unfortunately, I was unable to take advantage of the prize as I had already committed to traveling to Haa.

Looking back, the Bhutan International Travel Mart was a significant milestone for Bhutan’s tourism sector. The event successfully brought together international buyers and Bhutanese tourism stakeholders, and created a platform for partnership and future growth. For those of us who have worked to endorse Bhutan over the years, it was reassuring to witness the country’s continued commitment to quality tourism and its enthusiasm to engage with the global travel community.

I would like to extend my appreciation to the kind people of Bhutan, the organizers, participating tourism stakeholders, and everyone who contributed to making the event a success. I returned home with valuable new contacts, fabulous memories, fresh insights, and an even deeper appreciation for Bhutan’s vision for the future.

I look forward to seeing how the Bhutan International Travel Mart evolves in the years ahead and to continuing my efforts to promote this extraordinary destination to travelers from around the world.