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Bhutan's long-term strategy of controlled tourism with a focus on sustainability and quality has secured the country's reputation as an exclusive and distinctive destination while ensuring the long-term sustainability of the industry and its contribution to the economy.
Bhutan has a clearly established framework for the development of tourism underpinned by the country's Gross -National Happiness (GNH). Tourism was introduced to Bhutan in 1974 as part of a visionary modernization and economic development plan introduced by Bhutan's former King, Jigme Singye Wingchuck.
Aware that an unrestricted flow of tourists could negatively impact Bhutan's pristine environment and unique culture, the government adopted a policy of 'high-value, low-volume' tourism in order to control the type and quantity of tourism right from the start.
The principle of high-value, low-impact tourism development, guiding tourism's growth in Bhutan, is highly commendable and has undoubtedly contributed to the unique tourism brand of this country,' said the World Tourism Organization (UNWTO) SecretaryGeneral, Mr. Taieb Rifai, during an official visit to the country in January 2011.
So far, the government's objective of maximizing foreign exchange earnings while minimizuig the potentially adverse cultural and environmental impacts of tourism has paid off. The number of tourist arrivals has increased from just 287 in 1974 to close to 41,000 highend tourists in 2010. There was also a 56% uicrease on 2009 figures in high-end arrivals from neighbouring countries, especially India, highlighting the importance of the regional market. Demonstrating the resilience of the sector, these figures were achieved despite events such as ash clouds in Europe and unstable political situations in the major gateways to Bhutan such as Bangkok.
Conservative figures by the Tourism Council of Bhutan estimate tounsm's contribution to GDP...