Bhutan experienced a decline in tourism during February 2025, welcoming 5,499 visitors compared to 5,767 the previous year — a decrease of 268 tourists, raising concern given that the country fell short of its 150,000-visitor target the year before.
Phuentsholing dominated entry points with 2,808 arrivals, followed by Paro International Airport with 2,666. India remained the primary source market with 3,238 tourists, trailed by the USA (637) and the UK (152).
The Ministry of Industry, Commerce and Employment highlighted seasonality issues, geographic concentration in western regions, and noted that the country's online booking and payment systems also need improvement. International flight limitations and high ticket costs further hinder growth.
Tourism officials are pursuing a multi-pronged response: developing attractions across all 20 districts, promoting diverse tourism types (wellness, adventure, cultural), and enhancing air connectivity through partnerships with local and international carriers — aiming for 300,000 visitors by 2026.