The Bhutan International Travel Mart 2026 | News
The Bhutan Department of Tourism, in partnership with the Association of Bhutanese Tour Operators (ABTO), officially launched the inaugural Bhutan International Travel Mart (BITM) 2026 on 11 June, bringing together international travel buyers, tour operators, hoteliers and tourism stakeholders from around the world.
Held from 11–13 June, the three-day event marks an important step in Bhutan’s efforts to strengthen its position as one of the world’s leading high-value tourism destinations. BITM features business-to-business appointments, destination showcases, networking events, industry discussions and familiarisation experiences designed to connect international buyers with Bhutanese tourism suppliers.
More than 200 international buyers from 15 markets are attending the inaugural event, reflecting growing global interest in Bhutan. The travel mart has also attracted over 50 Bhutanese exhibitors, including tour operators, hotels, airlines and tourism experience providers.
The event comes as Bhutan continues to strengthen engagement with key international travel trade partners, including the UK market, where demand for authentic cultural experiences, adventure travel, wellness tourism and sustainable tourism products continues to grow. BITM provides a valuable opportunity for international operators to develop new partnerships, expand product portfolios and gain first-hand insight into Bhutan’s evolving tourism offering.
For UK travel businesses, the event highlights new opportunities to develop bespoke itineraries and experiential travel programmes that align with growing consumer demand for meaningful, responsible and immersive travel experiences. As interest in lesser-explored destinations continues to rise, Bhutan’s distinctive tourism model offers strong appeal for travellers seeking culture, nature, wellbeing and adventure in one destination
Damcho Rinzin, Director of the Department of Tourism, said:
“BITM is more than a trade event. It is a strategic platform that strengthens Bhutan’s engagement with international markets while showcasing our distinctive approach to high-value, regenerative tourism. By bringing together global buyers and tourism partners, we are creating new opportunities for sustainable growth and long-term collaboration.”
Kinley Gyeltshen, Chairman of the Association of Bhutanese Tour Operators, added:
“The launch of BITM creates a valuable opportunity for Bhutan’s tourism industry to connect directly with international buyers, develop new business relationships and showcase the quality, authenticity and diversity of experiences available across the country.”
Bhutan’s tourism strategy continues to focus on attracting high-value travellers while preserving the country’s culture, heritage and natural environment. Through BITM, Bhutan aims to expand its international reach, strengthen relationships with key travel trade partners and create new commercial opportunities for tourism businesses across the Kingdom.
The Bhutan International Travel Mart is expected to become Bhutan’s flagship annual trade event, providing a dedicated platform for international travel professionals to connect with the country’s tourism industry, discover new products and experiences, and explore long-term business opportunities in one of the world’s most distinctive destinations.
