Bhutan to host first International Travel Mart

Bhutan is set to launch a new initiative aimed at strengthening its position in the global tourism market with the debut of the Bhutan International Travel Mart (BITM) 2026.

Scheduled to take place in Thimphu from June 11 to 13, 2026, the three-day event will bring together international buyers and Bhutanese tourism businesses for business-to-business (B2B) meetings, networking, and collaboration.

Framed as a strategic effort to elevate the country’s international profile, BITM is designed to position Bhutan as a premier high-value travel destination while generating tangible economic benefits at home. 

Officials say the event will serve as a platform to convert growing global interest into local prosperity by connecting influential international buyers directly with Bhutanese tourism stakeholders.

By facilitating these engagements, the initiative is expected to drive revenue into local communities, create employment opportunities, and support a more resilient tourism-driven economy focused on value rather than volume.

A key highlight of BITM 2026 will be the introduction of Gelephu Mindfulness City (GMC) to the global travel trade. 

Organisers aim to showcase the project’s long-term vision and invite international partners to engage with what is being presented as the next chapter in Bhutan’s development story.

The event is being jointly organised by the Department of Tourism under the Ministry of Industry, Commerce and Employment, along with the Association of Bhutanese Tour Operators (ABTO). 

As the inaugural edition, it marks a significant milestone in Bhutan’s tourism sector.

Organisers say BITM will focus on fostering long-term partnerships while highlighting Bhutan’s tourism model, which emphasises sustainability, authenticity, and high-value experiences rooted in regenerative practices.

Key objectives of the event include strengthening Bhutan’s position as a distinctive high-value destination, creating a dedicated platform for international and local tourism stakeholders, showcasing tourism products and services, expanding market linkages with established and emerging markets, and providing a venue for new product launches and partnership announcements. “As Bhutan’s tourism continues to evolve guided by the principles of ‘High value, Low volume’ tourism, platforms like BITM become increasingly important. BITM is not merely an exhibition. It is a declaration of Bhutan’s  leadership in leading a new era of mindful, regenerative, sustainable and deeply transformative tourism on the global stage. They allow us to tell our story directly to the world, strengthen partnerships, and create meaningful business linkages right here in Bhutan. It makes it possible to showcase Bhutan through our partners to our international partners. A defining feature of BITM will be our dedicated focus on Gelephu Mindfulness City (GMC). GMC is the heart of our future - a visionary blueprint that will become a living sanctuary for mindfulness which will become the primary driver for high-value tourism,” said Damcho Rinzin, Director, Department of Tourism Bhutan.

“We want BITM to grow into a globally recognised platform that showcases Bhutan’s unique value proposition to the world.” With regard to the launch of the BITM website, he said “In today’s digital age, no international tourism mart can achieve its full potential without a strong online presence. By being online, we take our proposition to their doorsteps. The launch of the BITM website is crucial for the success of BITM. At the same time, BITM will significantly benefit the tourism industry, particularly Bhutanese Tour operators. It also creates a valuable platform for our partners to connect directly with international buyers here in Bhutan, build strong business relationships, and secure meaningful partnerships,” said Kinley Gyeltshen, Chairman, Association of the Bhutanese Tour Operators (ABTO).  -TradeArabia News Service