(Thimphu, 24 September 2026): The Department of Tourism, Ministry of Industry Commerce and Employment, Bhutan and the Tourism Authority of Thailand (TAT) launched the “Healing and Happiness” campaign today at the Tourism Expo Japan (TEJ) 2026 in Tokyo, strengthening the two countries’ ongoing tourism cooperation under the “Two Kingdoms, One Destination” partnership.

The launch was attended by the Hon’ble Minister of Industry, Commerce and Employment, Lyonpo Namgyal Dorji, accompanied by His Excellency V. Namgyel, Ambassador of the Kingdom of Bhutan to Japan. The Hon’ble Minister joined TAT Governor Ms. Thapanee Kiatphaibool for the launch of the “Healing and Happiness” campaign, marking another milestone in the ongoing tourism partnership between the two countries.

The campaign brings together the distinct tourism experiences of Thailand and Bhutan, inviting travellers to discover journeys centred on wellness, culture, nature, spirituality and meaningful experiences. Through the campaign, the two destinations seek to showcase how travellers can experience the contrasting yet complementary character of Thailand and Bhutan as part of a connected journey.

Thailand offers a diverse range of wellness, cultural, coastal and experiential tourism experiences, while Bhutan provides opportunities to reconnect with nature, culture and spirituality through its Himalayan landscapes, living traditions and distinctive approach to tourism. The campaign presents these complementary experiences as part of a broader journey of healing, wellbeing and happiness.

The launch builds on the continued cooperation between the two countries, which has included reciprocal familiarisation programmes for tourism operators and media in 2026. These exchanges have focused on wellness and sustainable tourism, cultural and experiential travel, and the development of tourism products that can connect the two destinations.

“Thailand and Bhutan share a strong foundation of friendship and cooperation, and tourism provides an important platform for bringing our people and experiences closer together,” said Damcho Rinzin, Director of the Department of Tourism, Bhutan. “Through the Healing and Happiness campaign, we hope to present the complementary experiences of our two destinations and encourage travellers to discover journeys that connect wellbeing, culture, nature and meaningful experiences.”

The campaign also reflects the broader Two Kingdoms, One Destination cooperation between Thailand and Bhutan, which has been developed to promote joint marketing, tourism exchanges and connected travel experiences between the two countries. In 2026, the two sides continued this cooperation through reciprocal familiarisation trips involving tourism operators and media from both countries.

The Healing and Happiness campaign will be presented to the Japanese travel trade and visitors at TEJ 2026, providing an opportunity to introduce the complementary tourism offerings of Thailand and Bhutan to the Japanese market.

For Bhutan, the campaign further highlights the Kingdom as a destination where wellbeing is closely connected with its natural environment, cultural heritage and spiritual traditions. Visitors can experience Bhutan through journeys that include nature and outdoor activities, traditional wellness practices, spiritual experiences, cultural immersion and encounters with local communities.

The campaign reflects the shared aspiration of Thailand and Bhutan to promote tourism experiences that are meaningful, sustainable and mutually beneficial, while strengthening tourism and people-to-people connections between the two kingdoms.

About the Department of Tourism

The Department of Tourism of Bhutan is dedicated to fostering sustainable tourism, showcasing the Kingdom’s extraordinary places, people, and experiences to conscious travelers. It operates under the guiding principle of High-value, Low-volume tourism, ensuring that Bhutan’s unique identity and resources are preserved for future generations.

Bhutan Believe

Bhutan’s national brand, “Bhutan Believe,” reflects the nation’s confidence in its future, rooted in the wisdom of its past. The tagline underscores Bhutan’s potential, possibilities, and the collective optimism of its people. It calls on all citizens and visitors to embrace Bhutan’s aspirations and contribute to its continued growth and resilience.

Visitor Information

Travelling to Bhutan requires a visa or permit, which can be easily obtained online or through a Bhutanese tour operator. The processing time is approximately five days. All international visitors, except those from India, Bangladesh, and the Maldives, must pay Bhutan’s Sustainable Development Fee (SDF) of USD 100 per person per night. A one-time visa application fee of USD 40 also applies. Indian visitors pay an SDF of Nu/INR 1,200 per person per night. These contributions support vital cultural, environmental, health, and education initiatives in Bhutan. More details are available at www.bhutan.travel

Tourism Service Providers

Bhutan’s tourism services are delivered by certified tour operators, accommodation providers, and guides, licensed and regulated by the Department of Tourism. These providers adhere to national standards on service quality, safety, sustainability, and cultural sensitivity. A comprehensive list of certified tourism service providers is available at services.bhutan.travel

Getting to Bhutan

Bhutan is accessible by air through Paro International Airport, served by Drukair – Royal Bhutan Airlines and Bhutan Airlines, with direct connections from key regional hubs including Bangkok, Delhi, Kolkata,  Guwahati, Kathmandu, Singapore, Dhaka and Dubai. Overland entry is available for regional travellers through designated border points in Samdrup Jongkhar providing access to central and eastern regions by road.

Things to Do in Bhutan – Key Highlights

Bhutan offers a diverse range of experiences for visitors, from adventure and outdoor activities such as hiking, motorbiking, rafting, and fly-fishing through its mountains, forests, and river valleys, to wellness and spiritual journeys that include visits to ancient monasteries, traditional hot stone baths, and immersion in Bhutan’s living spiritual culture. Nature lovers can explore protected landscapes and biodiversity-rich regions through ecotourism experiences, while heli-tours provide scenic flights over remote valleys and Himalayan peaks. Astro-tourism allows visitors to stargaze under some of the clearest night skies in the Himalayas. Bhutan’s vibrant festivals and events, including colourful Tshechus, the Black-Necked Crane Farewell Festival, and Rhododendron Week, offer rich cultural encounters. Culinary experiences further enhance the journey, with opportunities to savour local favourites such as chilli and cheese (ema datshi), butter tea, buckwheat pancakes, and hoentay.

Best Time to Visit Bhutan – A Year-Round Destination

Bhutan is a year-round destination, with each season offering its own distinct character and experiences. In spring, flowers bloom and valleys come alive with colour. Summer transforms the landscape into a lush, green expanse, showcasing Bhutan at its wildest and most vibrant. Autumn brings clear skies, golden harvests, and some of the country’s most celebrated festivals, while winter offers crisp air, snow-capped peaks, and a quieter Himalayan magic ideal for cultural travel and nature appreciation.