Benefits and Consequences for Consumers

Bhutan's approach to tourism is unique, and can affect a visitor in several ways, both positively and negatively.

Benefits:

• Travelers receive a genuine cultural experience because they have a local guide. It encourages the traveler to pay attention to, learn from, and ultimately appreciate the culture and the society more than they might if they visited the destination on their own.

• Travelers can be sure that they are making a positive contribution to the economy and that the money that they spend will be used wisely and for the good of the country

• It makes Bhutan an exclusive travel destination. The Tourism Council of Bhutan's vision statement is "To promote Bhutan as an exclusive travel destination based on Gross National Happiness Values"

Consequences:

• This exclusivity is going to exclude certain consumers from being able to take part, and some people might feel unwelcome because they aren't able to pay the high price of a daily tariff. But Bhutan knows that it is expensive and asks a lot of its travelers, but they are willing to exclude those travelers that aren't willing to adhere to their values and philosophy.