Diethelm enters Bhutan

Diethelm Travel Asia (DTA) has joined forces with one of Bhutan’s leading DMCs (Destination Management Company), Yarkay Tours & Treks. Based in the small Himalayan state, this initiative will focus on promoting the Kingdom’s niche tourism products to key markets in the United States, Europe, and Asia Pacific.

Operating under the name Diethelm Travel Bhutan, the fully licensed agency will be the eighth Asian destination in which Diethelm Travel Asia has established a presence.

“We are delighted with this agreement and are happy to be working with Yarkay to market this stunning destination,” said John Watson CEO, DTA. “Through our extensive network of partners, and with Yarkay’s novel itineraries and local expertise, we are confident that Diethelm can help to boost sustainable tourism in what is undoubtedly one of the world’s last unspoilt travel havens.”

Also known as Druk Yul, or Land of the Thunder Dragon, the Kingdom of Bhutan is making a concerted push to attract high-end tourism. In recent years it has inked a number of agreements with international luxury hotel chains, while its national airline, Druk Air, has expanded its network of regional routes and added two new Airbus to its fleet.

Access to Bhutan has never been easier with the national carrier flying to a number of regional destinations, making it an ideal place to visit in combination with other Asian countries. Visitors to the Land of the Thunder Dragon can fly in from one of four cities - Bangkok, Calcutta, Delhi or Kathmandu.

“In keeping with our history of pioneering new and exciting travel experiences, Diethelm is proud to be one of the first major tour operators to be operating in the Kingdom,” added Watson. “We believe that our Asian expertise will also help to grow the market and establish Bhutan as a ‘must see’ destination on the Asian travel circuit.”

Though tourism arrivals to the Kingdom remain modest with just over 9,400 visitors in 2004, the numbers have grown steadily over the last five years and are predicted to reach 15,000 by 2007. More recently, liberalisation has opened the country up to tourists and interest in Bhutan’s unique culture – steeped in ritual ceremony and myth – has grown dramatically.

“Diethelm Travel’s investment in this destination is also a proactive move to meet what we believe are the wishes of our customers. Travellers today are showing an ever-increasing interest in cultural itineraries, adventure and nature tours, and Bhutan can offer all these in a unique combination,” said Richard Brouwer, Vice President, Marketing, DTA.

Diethelm Travel Bhutan’s key target markets will be the United States, Japan, the UK, Germany, France, Switzerland and other European countries. In 2004, the U.S. was the Kingdom’s top market with 3,243 arrivals, followed by Japan (1,087), the UK (954) and Germany (671). 

In March, King Jigme Singye Wangchuck announced the end of a century of royal rule with the publication of a draft constitution to establish a multiparty democracy.

Last month Bhutan received the ‘Champion of the Earth’ award from the United Nations in recognition of its commitment to environmental development. The judges praised Bhutan’s “excellent environmental track record” with more than 72% of its land under forest cover and 26% designated as protected areas.

In 2007, Bhutan will also celebrate the Centennial anniversary of the Wangchuck Dynasty and will mark the occasion with a number of colourful festivals.

The tiny Buddhist kingdom, which lies between India and China, has few telephones and only acquired television in the late 1990s. It opened its first Internet café in 2001.

See other recent news regarding: Diethelm