Friday, June 6, 2025
Bhutan recently hosted the South Asian Women’s Conference, a groundbreaking event aimed at driving women’s economic empowerment and setting the stage for the growth of MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism in the region. Held from May 8 to 11, 2025, the conference brought together influential women leaders, policy experts, and changemakers from across South Asia to explore sustainable development pathways and gender equity. The event not only focused on advancing the role of women in economic growth but also showcased Bhutan’s emerging potential as a unique MICE destination. By emphasizing rural tourism as a means of regional integration, strengthening women’s roles in tourism, and highlighting Bhutan’s commitment to sustainability, the conference laid the foundation for increased international collaboration and business events in the country. As Bhutan moves forward with strategic initiatives to support MICE tourism, this conference marks a pivotal moment in positioning the country as a leading destination for impactful, purpose-driven gatherings.
A Visionary Opening: Rural Tourism and Empowerment
The conference kicked off with an impactful panel titled “The Arc of Rural Tourism for Regional Integration, Women’s Empowerment, and Sustainable Development.” Focused on the intersection of tourism and empowerment, the discussion explored how rural tourism in Bhutan, India, and Nepal could foster stronger regional cooperation while elevating the role of women in economic and community development. The panel emphasized grassroots tourism models, inclusive policies, and innovative strategies to promote sustainable development while preserving cultural identities.
Unifying for Sustainable Development and Gender Equality
Organized by influential organizations like the South Asian Women’s Network (SWAN), T-HELP, the International Development Institute (IDI), and the Tarayana Foundation, the conference served as a call to action for cross-border solutions. It underscored the importance of collaborative efforts to enhance women’s economic participation and promote sustainable development in South Asia. The event also featured partnerships with several organizations, including the Bhutan Trust Fund for Environmental Conservation, ICIMOD, and the United Nations, reinforcing a shared commitment to sustainability and gender equity in the region.
Bhutan’s MICE Tourism Potential
A key takeaway from the 2025 Women’s Conference was Bhutan’s emerging role in the MICE tourism sector. While the country has long been known for its high-value, low-volume tourism, the success of this event highlighted its potential to host smaller, impactful international events. Bhutan is positioning itself as an exclusive MICE destination, blending business with its unique cultural and environmental offerings.
Historically, Bhutan’s MICE tourism has been relatively limited, drawing mainly from markets such as Japan, the UK, Germany, and India. Despite its potential, the sector has faced several hurdles, including the absence of sizable indoor event venues, limited connectivity through international flights, and a lack of MICE-specific infrastructure and expertise. In 2019, Bhutan hosted just 904 MICE travelers, underscoring both the untapped growth potential of the sector and the pressing need for continued investment and development to fully realize this opportunity.
Overcoming Challenges with Strategic Support
To address these challenges, Bhutan’s Department of Tourism (DoT) unveiled a strategic initiative in January 2024 aimed at boosting the MICE tourism sector. Central to this plan is the introduction of Sustainable Development Fee (SDF) waivers for MICE participants. Typically, the SDF is applied to international visitors, but under the new initiative, participants attending MICE events organized by certified local operators are eligible for fee exemptions, provided the event includes at least seven attendees. The SDF waiver is applicable for stays of up to four nights, and the government is also simplifying visa processes and improving flight accessibility to make it easier for international delegates to attend events in Bhutan.
The Bhutanese government’s efforts to encourage MICE events are an essential part of its broader strategy to diversify its tourism offerings. By focusing on smaller, exclusive gatherings, Bhutan is building a reputation as a premier destination for high-end conferences, corporate meetings, and specialized events.
Looking to the Future: The Mindfulness City and Other Developments
Looking ahead, Bhutan’s tourism strategy is taking bold steps to enhance its appeal to the MICE market. A key project is the development of the Mindfulness City in Gelephu, which aims to provide an environment focused on ecological sustainability and spiritual well-being. This initiative will attract niche, high-end events, offering a unique blend of cultural, environmental, and wellness-focused experiences. The Mindfulness City will serve as a distinctive destination for MICE events, providing a retreat-like atmosphere for corporate gatherings, conferences, and specialized workshops.
This initiative, coupled with other ongoing development efforts, reflects Bhutan’s long-term vision of integrating tourism with its commitment to sustainability and community-oriented growth. The country’s emphasis on mindful and purposeful events aligns with its broader tourism philosophy, offering travelers an experience that transcends traditional business gatherings.
A Strategic Vision for Inclusive Growth and Global Impact
The 2025 South Asian Women’s Conference was a significant achievement for gender equality and also underscored Bhutan’s increasing role in the global MICE tourism sector. As the country tackles infrastructure challenges, it is poised to establish a unique position in the MICE market by hosting small-scale, impactful events that reflect its core principles of sustainability, mindfulness, and community-focused development.
By investing in infrastructure, forging international partnerships, and reinforcing its commitment to sustainability, Bhutan is poised to become a top destination for exclusive MICE events. This shift will contribute to the country’s economic growth while advancing the global conversation around gender equality, sustainable development, and regional collaboration. Through strategic efforts, Bhutan is positioning itself as a key player in the future of MICE tourism, offering a platform for impactful events that foster empowerment, collaboration, and positive change.
