Some see Bhutanese tourism as sitting, today, “at a cross-road”. It probably means that the industry is at a stage when it needs coherent direction, new innovations, and professionalism.

In the past, the industry has been surviving on good fortune rather than design. Tourists have been attracted by the kingdom as a naturally exclusive and exotic destination, not by clever marketing. Tourists pay to visit a unique land, not for the physical amenities they receive. While promoters talk of nature and ecology Bhutan, with its pristine environment, is itself a rich park. The kingdom offers a natural version of eco tourism, today's tourism buzz word.

The tourism department has now drawn up a five-year tourism development plan. Expertise through the Austrian government and World Wildlife Fund has injected some training as well as nature and culture-sensitive concepts. The range of proposals and plans, although still in an initial stage, has raised some hope among those involved in the industry.

The tourism policy which is being developed does not really reflect new ideas. The concept of involving local communities has been discussed now for several years. The need for quality services in this form of tourism was recognised from the start. The government has always accepted its role to provide infrastructures and to assume the basic responsibility for the industry's growth. Even the “high value low impact theme” is not new.

But it does push some new trends. For instance, there is the proposal that the government should take advantage of the experience - or “smart thinking” - gained by the industry. While it has been recognised that the tourism industry must involve a wide cross section of officialdom and of society it is accepted that this range of directly and indirectly related services need better coordination. And it is also significant that the government has approved two joint ventures with well established foreign companies.

So, nearly three decades after its introduction, we have the makings of a tourism policy. If today's professed enthusiasm is an accurate indication we should have a good policy. But, then, what next ?

Even as the tour operators seek a brighter future in this potentially vibrant industry, skeptics cannot help pointing out that there have been many good plans which lie forgotten in ministerial and departmental cabinets. The department of tourism itself drew up a masterplan in the 1980s; it has gathered dust since then.

Although the council of ministers has emphasised the importance of tourism as an important source of revenue and as a major employer of Bhutanese citizens, the department itself has suffered from an identity crisis. So the much-needed balance could be lost to the stronger forces which drive this industry, like the commercial pressures including moves like the recently announced joint ventures.

As the country opens up, we are likely to see a growing spectrum of tourists, from the Indians of the flatlands who are in search of a safer alternative to old summer getaways like Kashmir and Darjeeling to the new up market resorts with their US $ 1000-a-day clients.

And this is why we cannot forget the basic principles of tourism in Bhutan. New innovations, yes, but not at the cost of old values. How do we enjoy the “high value” and ensure the “low impact” ? New jobs will be welcome, especially today, with many youths seeking employment. And the revenue could be substantial, provided Bhutanese officials and operators negotiate the right proportions with their partners.

For us, common citizens, we would like to see the industry thrive but not change the priorities where agriculture, for example, will still be the kingdom's mainstay. And to know that our festivals, institutions, and crafts, our songs and dances, are meant largely for the people and not for tourists

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