" TOURISM DEVELOPMENT PLAN BHUTANTable of Contents1. Introduction ................................................................................................................................. 22. Significance of Tourism Planning and Development ................................................................. 23. Choice of Tourism Destination ................................................................................................... 43. Sustainable Tourism Development in Bhutan ............................................................................ 53.1 Factors that can affect Future Sustainability and Growth of Tourism in Bhutan ................. 53.2 Steps for Achieving Sustainable Tourism Development in Bhutan ...................................... 74. Conclusion ................................................................................................................................ 10References ..................................................................................................................................... 12 1 | P a g e 1. IntroductionThe term tourism can be significantly defined or expressed as the cultural, economic and socialphenomenon that significantly entails the overall movement of people of individuals from oneplace to another which is outside their habitual environment. With the advent of globalization, ithas now become a necessity to effectively manage and develop tourism. The overallmanagement and development is required to be done in a well integrated, controlled andsustainable way which can be said to be based upon a sound planning and strategy. This overallapproach can significantly result in generation of substantial benefits regarding the economy of aspecific area without any severe social problems or environmental damages. Tourism planningcan be seen to prevail at different levels of growth and development such as national, regionaland international (Smith, 2003). The regional and national level of tourism planning anddevelopment significantly emphasizes on laying out the necessary foundation for development oftourism in a specific country or nation and its subsequent regions. The overall process can beconsidered to establish the institutional and physical structures, polices and standards for thepurpose of enabling the development of tourism in a logical manner. In addition, it also makessome significant contribution towards continuous improvement in the tourism managementsystem which is necessary for success and growth of tourism in the long term. The overall reportwill make an extensive analysis of a sustainable tourism development planning and strategy forthe chosen tourism location of Bhutan (Parida, 2008). The overall report will significantlyemphasize on the significance of tourism planning, development and strategy and will showcasea well structured sustainable tourism development strategy for the chosen location of Bhutan. 2. Significance of Tourism Planning and Development Tourism planning and strategies are significantly necessary for the purpose of achieving asuccessful tourism management and development. It has been observed that a planned approachtowards tourism development can bring about substantial benefits without causing any majorproblems and can maintain or monitor the contented tourist markets. Regions or places whichhave tried to develop tourism without any significant tourism plan or strategy are seen to befacing various different kinds of social as well as environmental problems or issues. Such kind ofcircumstances can be said to be detrimental to the respective residents and are viewed asunpleasant by the tourist. This overall situation can ultimately lead to decreased economic2 | P a g e benefits and other marketing difficulties. The tourism locations without any controlled orplanned tourism approach fails to compete with the tourist destinations that incorporate propertourism planning. Such destinations can be easily redeveloped by incorporation of a well plannedstrategy or approach, but the overall process is time consuming and requires substantial financialinvestment (Richards, 2000). Tourism can be considered to be a complicated activity or processthat significantly overlaps with various different sections or sectors of economy and society.Without implementation of proper planning and strategy it may result in unwanted or unexpectednegative impacts. In many nations or countries the concept of tourism is still relatively new.They significantly lack the necessary experience for proper and proficient development oftourism. An effective tourism planning can significantly provide the much needed guidance fortourism development to the countries or nations lacking in tourism.Tourism planning andstrategy can provide some substantial benefits to the tourism destinations or places. The benefitsand advantages can be significantly listed as follows:? Establishment of the tourism development policies and objectives.? Developing tourism in such a manner that the overall cultural as well as the naturalresources are significantly conserved and maintained for future use. ? Integration of tourism into the development patterns and policies of the respective regionor country and establishment of valuable linkage between economic sectors and tourism.? Facilitating the decision making on development of tourism by private as well publicsectors (Pineda and Brebbia, 2012).? Facilitating the overall coordinated development of different tourism sector elements.These elements significantly include inter-relating of tourist activities, attractions,services and other tourist facilities.? Significant balancing and optimization of the environmental, social and economicbenefits and advantages of tourism and facilitating the equitable distribution of suchbenefits and advantage to the overall society (Pineda and Brebbia, 2010).? Establishment of the various standards and guidelines for the preparation of detailedplans and processes relating to specific or particular areas of tourism development.? Provision of the model or framework for the purpose of efficient coordination of privateas well as public sector investment and efforts for tourism development.3 | P a g e 3. Choice of Tourism DestinationThe tourism destination chosen for this particular report is Bhutan. Officially known by the nameof Kingdom Of Bhutan, Bhutan is locatedin the eastern side of Himalayas. In thenorth the country is bordered by Chinaand is bordered by India to the east, westand south (Cooper, 2001). The country ofBhutan is widely famous withinternational tourist for its picturesquebeauty, rich traditional culture andheritage and spirituality and wellness. Thecountry of Bhutan provides the touristswith a wide range of options starting fromtrekking, adventure sports, observation the scenic beauty of nature to enjoying and experiencingtheir colorful festivals, rich cultural heritage, highly delicious foods and spirituality. Each andevery year a significant number of tourists visit Bhutan for their tours and holidays. Bhutan has asignificant number of tourist attractions. Some o f them includes places like Paro, Thimpu,Punka, Haa Valley and many others. The country has some beautiful and ancient monasteriesand temples in the world with the most famous being the Paro Taktsang or the tiger nestmonastery situated in a cliff of the Paro valley. The monastery is said to be one of the mostancient and sacred monastery in the world. Over the years the rate of tourists visiting Bhutan hassubstantially increased to a great extent. With such a heavy traffic inflow of tourists it has nowbecome a necessity of Bhutan to implement proficient plans and strategies for development ofsustainable tourism. Sustainable tourism will not only enable the respective country to manageits tourism in the most efficient manner but at the same time will enable Bhutan to preserve andminimize the ill or harmful effects on the environment and the society. The report will make anin depth analysis and assessment of the strategies, approaches and planning that are needed to beimplemented for promotion of sustainable tourism development in Bhutan (Solway, 2010). 4 | P a g e 3. Sustainable Tourism Development in BhutanBhutan can be considered to be among the few nations which have taken significant initiativestowards managing a controlled tourism for the purpose of ensuring the overall growth andsustainability of the tourism industry in the extended future run. The initiatives taken by Bhutanhave significantly contributed towards government revenues and foreign exchanges and earningswhich have extensively generated employment, income and regional developments to a greatextent. The overall tourism industry in Bhutan has substantially generated rightful opportunitiesfor the development and growth of various private as well as locally owned enterprises. Over theyears, Bhutan has used its tourism as a significant mechanism for the purpose of publicizing thenation’s rich, colorful and vibrant culturaltraditions and heritage to the world.Thetourism in Bhutan has an immense potentialwith significant comparative advantages orbenefits in various different sectors or areasfor the purpose of ensuring diversificationand all around economic growth anddevelopment. Eco tourism, cultural tourism,sports and adventure tourism which arebased upon the picturesque natural andscenic beauty of the respective nation can beefficiently said to offer substantial opportunities for future development and growth of thetourism industry. In addition, it can b said that the tourism industry in Bhutan has generatedample amount of income and employment for their people which has resulted in the growth anddevelopment of the overall tourism industry (Pineda and Brebbia, 2008). 3.1 Factors that can affect Future Sustainability and Growth of Tourism in BhutanThere are some major problems or issued associated with Bhutan tourism that have the potentialof having a substantial negative impact or influence on the sustainability and future growth oftourism industry of Bhutan. The problems or factors can be extensively summarized as follows:5 | P a g eSeasonality: The arrival of tourists in Bhutan can be said to be subjected to seasonality.There is a heavy inflow tourist in Bhutan for the month of March to April and October toNovember. The above mentioned months are ideal for tourists to enjoy their stay inBhutan and experience trekking, adventure tourism and cultural festivals.However, themonths of January to February and June to July exhibits lowest tourists activities as theweather is not suitable for trekking and adventure sports and there are no significantreligious and cultural festivals taking place in the nation. Thus it can be said that theseasonal nature of tourism results in uneven distribution of tourists which significantlyadds pressure on the overall infrastructure during peak seasons. During the peak seasons,the tourism industry in Bhutan faces the significant problem of inadequate facilities andlow quality of facilities and services offered to the tourists. Regional Imbalance: Another issue that has the potential to affect the overallsustainability and growth of Bhutan tourism is regional imbalance. Improper Diversification of Products: Tourism in Bhutan can be said to be significantlylimited to sightseers, cultural tourists. It is significantly essential for the nation of Bhutanto substantially develop other tourism areas and interests such as adventure tourism,sports and nature tourism (Page and Connell, 2008). Local Community Involvement: It is essential for Bhutan to involve the localcommunities in the tourism industry for the purpose of achieving a significantly highgrowth and development of the overall tourism industry.Weak Institutional Structure: The tourism industry in Bhutan significantly lacks financeand manpower which is essential for the future sustainability, growth and development ofthe tourism industry. Bhutan lacks qualified and skilled manpower specifically in thedepartments of management and entrepreneur.Lack of tourism research foundations: It is needed for Bhutan tourism to have properprocess and system of surveys, research, statistics, feedback and data collection for thepurpose of achieving a high growth and sustainability of the tourism industry (Pearce,2009). Improper Pricing Integrity: In spite of the governmental policies allowing highprofitability margin for the tourism operators, the increased competitiveness in thetourism industry market in Bhutan has substantially lead to undesirable results. This has6 | P a g e resulted in deterioration of services and qualities that are offered to the tourists andvisitors which can have a substantial negative impact on the overall growth anddevelopment of tourism in the nation of Bhutan.3.2 Steps for Achieving Sustainable Tourism Development in BhutanBhutan has a well established model or framework for the purpose of tourism development. Thenation has clear, well planned and structured policies, an expanding and developing privatesector, experienced, skilled and qualified personnel, well developed contacts and marketingchannels. Bhutan has significantly achieved privatization of the tourism industry, development ofthe travel and tourism sector. This overall process has enabled Bhutan to establish itself as adistinctive, exclusive tourism and travel destination (Moscardo, 2008). The future growth anddevelopment of tourism in Bhutan now significantly involves a significant process and system ofrefinement and attempts have been made for the purpose of mitigation of any significant negativeinfluences or impacts on the culture and environment. In addition it is significantly essential forthe tourism industry of Bhutan to substantially develop the niche markets, including that of ecotourism, which can substantially offer some major benefits and growth potential for the traveland tourism industry sector of the country of Bhutan by increasing the overall participation andinvolvement of the various local communities and groups in tourism related operations andactivities. The future growth and development of travel and tourism in Bhutan needs to be guided andnurtured by the idea or concept of a high value tourism. It should significantly include aconstructive and well defined, effective and efficient policy towards sustainable tourism. Such akind of policy is required to advocate control as well as caution instead of an aggressivedevelopment of tourism and is required to follow an inclusive approach rather than an approachwhich is sector based. It is significantly important for the policy to promote and develop theaspects of value consciousness as well as heritage conservation. The nation of Bhutan throughthe support of its government has significantly achieved considerable and substantial resourcesfor tourism. This overall approach must be efficiently applied to the respective policies in regardto the development and growth of the tourism industry in the near future for the purpose ofaligning the approach of sustainable tourism with the overall objectives and goals of cultural andenvironmental preservation (Keyser, 2002). A well defined, planned and structured policy will7 | P a g e significantly enable the periodic monitoring, measurement and evaluation of sustainable tourismdevelopment in Bhutan by mitigation of the negative influences, impacts and ill effects oftourism. Since the concept of tourism significantly involves a wide range and dimension ofeconomic as well as social operations and activitieswhich are by nature multi sectored, such awell crafted and defined policy must essentialinclude and incorporate various ministerialcommittees for the purpose of facilitatingproficient coordination and communicationbetween various agencies, ministries and theoverall industry. The rich and vibrant culture,tradition and religion along with a pristineenvironment and atmosphere have made Bhutan ahighly popular tourist destination. Thus it isnecessary for the country of Bhutan to implementa well defined policy of sustainable tourism that can effectively promote and ensure such valueswhich can turn is necessary for the preservation of its rich cultural and natural heritage.It is substantially important for Bhutan to address the following mentioned issues for the purposeof ensuring and developing of a sustainable tourism development and growth in Bhutan:? Organizational Development: It is significantly essential for Bhutan to have welldeveloped and manufacturing organizational bodies or agencies for the purpose ofmaintain and monitor the growth and development of sustainable tourism in therespective nation or country. In this context, it can be widely said that Bhutan needs todevelop and strengthen the overall capacity and functionality of their TourismDepartment and promoting an effective coordination and communication of thedepartment with that of the private sector organizations and agencies (Harris andWilliams, 2002). ? Product Growth and Development: It is significantly essential for Bhutan to significantlyimprove and enhance the overall quality of services and other facilities offered to thetourists. This overall process will not only enable the development and enrich of theproduct, but at the same time will make significant contributions towards a greater8 | P a g e satisfaction and expectation level of the tourists or visitors. This overall process willmake significant contributions towards the overall sustainability of tourism in Bhutan.This will have a significant positive impact on the overall economy, culture andenvironment which in turn can be said to be significantly essential for the purpose ofreducing the tourism seasonality and spreading of tourism related activities, operationsand benefits to different regions across the country. In addition, it is essential for Bhutanto promote the growth and development of niche and high value market segments such asphotography, ornithology, zoology, rafting, botany and others. In the context of productdevelopment it can be effectively considered that Bhutan must substantially emphasizeon system classification for the purpose of tourism related facilities and minimumstandards specification (George and Reid, 2009). ? Marketing Strategies: It is significantly necessary for the Bhutan government to developand implement proficient and well developed marketing strategies for the purpose ofdevelopment and promotion of sustainable tourism in the nation. For this purpose it isessential to collect as well as process complete and detailed market information and makean in depth analysis of the overall market behavior and characteristics. This overallprocess will effectively and efficiently facilitate the development of future plans andpolicies. In addition, it can also be said that the overall development and growth and newtourism products, services and facilities significantly needs and requires effective andefficient initiatives and measures of joint marketing along with combined private as wellas public resources. Through effective marketing strategies and approaches it is possiblefor Bhutan to effectively promote their sustainable tourism and set a global footprint asone of the most popular international travel and tourism destination.? Development of Human Resource: Human resource can be considered to be an essentialaspect of sustainable tourism development in Bhutan. It is significantly essential forBhutan to increase and maintain their overall manpower through continuous training anddevelopment. In this context, it can be said that a highly experienced, skilled andknowledgeable manpower will enable Bhutan to make substantial progress towardsdevelopment of a sustainable tourism development in the country (Burkart, 2007). If Bhutan is successful in proficient planning as well as management of the overall tourismindustry, and effectively monitor and control the overall inputs, the travel and tourism industry9 | P a g e can achieve a significant economic perspective or status without making any significant harm ordamage to the overall environmental as well as cultural aspects of the nation or country. Thus itis essential for the Bhutan government to address the above mentioned issues for facilitating thegrowth and development of a sustainable tourism industry in Bhutan.In addition to addressingthe above mentioned key elementary issues the following listed initiatives can be undertaken forpromotion and facilitation of sustainable tourism in Bhutan: Building up resources for financing the overall development and growth of tourismindustry (Brebbia, 2006). Drafting of future plans and policies related to the tourism industry. Formation of an effective and efficient industry association for the purpose of promoting,assisting and encouraging the growth and development of sustainable tourism in Bhutan. 4. ConclusionThe location of Bhutan has made the country widely popular among the travelers and tourists.The nation of Bhutan effectively and efficiently preserves its natural as well as culturalenvironment which has enabledthe respective nation to achievea high growth and success in thefield of travel and tourismindustry (Aronsson, 2000). Thegrowth and development of thetourism industry in Bhutan hasprovided some substantialbenefits to its residents in termsof economic opportunities. Buthowever with the growth anddevelopment of the tourism industry, the nation of Bhutan needs to implement certainapproaches, strategies and measures for the purpose of conserving their rich and vibrant culturalheritage, tradition and highly picturesque and natural environment. Thus it is necessary for thenation of Bhutan to promote sustainable tourism which can significantly enhance the overall10 | P a g e growth, development and sustainability of the tourism industry in Bhutan without having anysignificant negative or adverse impacts or influences on its environment and culture(Swarbrooke, 2009). The overall report has significantly addressed the key issues and hasevaluated the steps and measures that can be incorporated by Bhutan for the development andgrowth of a sustainable tourism. 11 | P a g e References? Aronsson, L. (2000). The development of sustainable tourism. London: Continuum.? Brebbia, C. and Pineda, F. (2006). Sustainable tourism II. Southampton: WIT.? Burkart, A. and Medlik, S. (2007). Historical development of tourism. Aix-en-Provence,France: Centre des Hautes Etudes Touristiques.? Cooper, R. (2001). Bhutan. New York: Marshall Cavendish.? Dept, I. (2014). Bhutan. Washington: International Monetary Fund.? George, E., Mair, H. and Reid, D. 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