Chinese tourists become one of most important source markets for Bhutan

From just 19 Chinese tourists coming to Bhutan more than 10 years ago, Chinese tourists have now become one of the most important source markets for Bhutan and took the top position in 2015, constituting 19.3 percent of the total arrivals.

The newly released annual Bhutan tourism monitor report said Tuesday the number of Chinese tourists increased to 9,399 in 2015 from 8,111 in 2014, 4,827 in 2013 and 722 in 2010. Over the last five years, Chinese tourists have shown continuous increase in arrivals.

Tourism officials told Xinhua on Wednesday that a wedding of a Hong Kong actor-couple in Paro district of Bhutan in 2007 has helped in promoting Bhutan as a tourist destination, and since then the country has attracted many Chinese tourists.

In 2010, about 21 Bhutanese travel companies visited China for marketing and promotion, officials said. With the increasing number of Chinese tourists visiting Bhutan, the Tourism Council of Bhutan along with the guide Association of Bhutan jointly conducted a Chinese basic language course for the guides and hotel staffs.

While Chinese visitors streamed in throughout the year, about 32.81 percent of the the tourists visited the country between March and May and 30.83 percent visited during September-November.

Pema Tashi, general manager of Happiness-kingdom-travel, a travel agent dealing with Chinese tourists said Bhutan's concept "Gross National Happiness" and its rich Buddhist culture and traditions are the main attraction for the Chinese tourists.

He said Buddhist lifestyle, the Bhutan Royal Family, unique culture and festival, and foothills of the Himalayas are also some factors that attract the Chinese tourists. Majority Chinese visitors to Bhutan are highly educated and less than half are second and third times visitors.

Language barrier is one of the challenges the Chinese tourists face while visiting Bhutan. Since many Chinese can't speak English, the company has eight Chinese language guides to cater translation service to the Chinese tourists, said Pema. There are around 25-30 Chinese language guides in Bhutan.

"Although many Chinese tourists enjoy Bhutanese culture, not having enough shopping sites in Bhutan often upset some Chinese tourists," said Ninda, a tour operator.

While rise in Chinese visitors to Bhutan is viewed as a threat on Indo-Bhutan friendship by experts and observers, tour operators said that one should not judge it through political view but rather count as business opportunities and consider it positively.

Tourism is the second income generator for the country of 750, 000 populations after hydropower. Tourism has high employment ratio and is considered as an open opportunity business for all youths.

The country has carefully opened to tourism and attracts only the high-end tourists.

(APD)