The inaugural Bhutan International Travel Mart (BITM) 2026 has officially begun in Thimphu, drawing more than 200 international tourism buyers from 15 countries, marking a major step in the country’s efforts to strengthen global tourism partnerships and promote high-value travel experiences.
The majority of participating buyers are from key source markets including India, China, Nepal, Singapore, and Thailand, alongside delegates from Europe and other international destinations. The three-day event is being seen as a strategic platform for Bhutan to expand its tourism footprint and attract quality travelers through direct engagement with global travel trade stakeholders.
Major Tourism Networking Platform Backed by Government Support
The travel mart, valued at over Nu 5 million, is supported by Bhutan’s Economic Stimulus Programme and organized by the Department of Tourism under the Ministry of Industry, Commerce and Employment, in collaboration with the Association of Bhutanese Tour Operators (ABTO).
Over the course of the event, international buyers will engage in business meetings with Bhutanese tour operators, hoteliers, airlines, and tourism service providers to explore partnership opportunities and develop new travel products tailored for global markets. Officials said the initiative is designed to reduce dependence on overseas trade fairs by bringing global buyers directly into Bhutan’s tourism ecosystem.
Global Buyers Explore Bhutan’s Unique Tourism Model
For many international delegates, Bhutan International Travel Mart (BITM) 2026 offers a rare opportunity to experience Bhutan firsthand before promoting it in their respective markets. A delegate from India, Santosh Singh, Director of Spiritual Tour, said the event provides a valuable platform for direct collaboration with Bhutanese partners and a deeper understanding of the country’s tourism system.
“We came to Bhutan specifically for collaboration. There are unique travel systems here, including guided tourism and visa processes that we want to better understand,” he said. Meanwhile, travel professionals from Europe and Asia highlighted Bhutan’s appeal as a new and emerging destination. Kseniya Winska, Tour Organizer from Form and Matter Travel, Ukraine, said Bhutan offers a fresh experience for international travelers seeking unique cultural destinations. Another Ukrainian travel advisor, Svitlana Havrylenko, described Bhutan as “a mesmerising destination that feels special from the moment of arrival.”
Over 50 National Exhibitors Showcasing Bhutan’s Tourism Products at Bhutan International Travel Mart (BITM)
According to the Department of Tourism, more than 50 national exhibitors are participating in the Bhutan International Travel Mart (BITM), representing a wide range of sectors including hotels, tour operators, helicopter services, airlines, cultural institutions, and community tourism projects. Media focal representative Dawa Yangchen said the exhibition also includes participation from organizations such as the Gelephu Mindfulness City initiative, Embassy of India, Drinchengang village, Wangduechhoeling Palace, Tarayana Centre, and Bhutan Textiles, reflecting the country’s diverse tourism offerings beyond mainstream destinations.
Strengthening Direct Market Access for Bhutanese Operators
Tourism stakeholders in Bhutan say the event provides a cost-effective opportunity for local businesses to engage directly with international buyers without the need to travel abroad for trade fairs. ABTO Vice Chair Chencho Wangdi emphasized that hosting buyers in Bhutan allows operators, airlines, and service providers to build direct relationships with global partners while showcasing authentic experiences. “When international buyers come here, it creates direct benefits for airlines, tour operators, and the entire tourism sector,” he said.
Tourism Growth and Future Outlook
Bhutan welcomed nearly 210,000 international tourists last year, while more than 76,000 visitors have already arrived this year, according to the latest Tourism Bulletin. With increasing global interest in sustainable, cultural, and wellness tourism, Bhutan is positioning itself as a premium travel destination focused on controlled tourism and high-value experiences.
Officials believe that Bhutan International Travel Mart (BITM) 2026 will play a crucial role in converting discussions into future bookings and strengthening Bhutan’s presence in the global tourism market. As the Bhutan International Travel Mart (BITM) continues over the next three days, Bhutan is actively showcasing its tourism offerings directly to global decision-makers, aiming to shape the country’s future visitor flow and international partnerships.
