Carissa Nimah is the Chief Marketing Officer for Bhutan Tourism, responsible for the ongoing development, promotion, and positioning of tourism in the Himalayan Kingdom. In her role, Carissa leads a team to craft and execute strategic marketing initiatives that showcase Bhutan’s unique cultural heritage, natural beauty, and sustainable tourism practices, with the goal of sustainably increasing visitor numbers. Carissa also serves as a non-executive board member for Druk Air, Bhutan’s national airline, where she contributes to strategic decisions aimed at improving connectivity and service quality for residents and tourists visiting Bhutan. Before joining Bhutan Tourism in 2022, Carissa spent eight years in Asia as the Guardian of the Brand (Chief Commercial Officer) for a global luxury hospitality brand with resorts in Thailand and the Maldives, overseeing their sales, marketing, revenue, and reservations teams globally. Prior to that, she worked for a decade in the UAE in luxury jewellery, PR, and communications. Originally a journalist, Carissa transitioned into marketing and sales, accumulating nearly 20 years of experience with some of the world’s top luxury brands. She is driven by creativity, purpose, and ethical business practices. Carissa holds a Master’s degree in Strategic Marketing and two undergraduate degrees in Politics and Journalism from Australian universities. She is currently studying law part-time. Carissa resides in Thimphu, Bhutan, with her husband and daughter.
Interview by Payal Sahni in travellinkslive and Travel Links Magazine
Can you describe your primary responsibilities as the Chief Marketing Officer of the Department of Tourism in Bhutan?
As the Chief Marketing Officer of the Department of Tourism in Bhutan https://bhutan.travel/, I am responsible for developing and implementing comprehensive marketing strategies to promote Bhutan as a premier travel destination. This involves identifying target markets, setting marketing goals, and creating action plans that align with our brand values. A key aspect of my role is maintaining and enhancing Bhutan’s tourism brand through various marketing campaigns across digital, social media, print, and events, ensuring consistency and effectiveness in all our communications. Collaboration and stakeholder engagement are crucial components of my responsibilities. I work closely with government agencies, local businesses, local tourism affiliations, travel agencies, and international partners to support tourism initiatives and enhance the visitor experience. Additionally, conducting market research to understand trends and preferences allows us to tailor our strategies and improve campaign effectiveness. Organizing and participating in tourism-related events, both domestically and internationally, is also vital for promoting Bhutan through trade shows, exhibitions, and cultural festivals.
Performance analysis is also integral to my role, ensuring that marketing activities are effective and resources are allocated efficiently. We also prioritize the development of creative content development and strong public relations efforts, which further enhance Bhutan’s reputation, attracting more tourists and sustaining our position as an accessible and aspirational travel destination. As a small country with a very unique tourism strategy and a strong focus on sustainability, we must be agile and creative when developing a marketing strategy, and we must constantly ensure that we are achieving the desired results.
How do you prioritize your tasks and initiatives to align with Bhutan’s overall tourism goals?
To prioritize tasks and initiatives in alignment with Bhutan’s overall tourism goals, we start by identifying the short-term, mid-term, and long-term requirements of our guests, the Bhutan tourism industry, and the international travel industry, including travel agents. Based on these insights, we develop relevant B2C and B2B marketing strategies that help us achieve our objectives. Since the inception of tourism in Bhutan in 1974, our vision has been to promote “high value, low volume” tourism, avoiding mass tourism and focusing on attracting high-value visitors in a responsible and sustainable manner. Our commitment to high-value tourism is reflected in the daily Sustainable Development Fee (SDF) charged to guests: USD 100 per person per day for foreigners and INR 1,200 per person per day for Indian nationals. This approach ensures that visitors have high expectations and encourages us to deliver a world-class tourism experience. To meet these expectations, we prioritize initiatives that enhance the quality of the visitor experience from start to finish, ensuring every aspect of their stay in Bhutan meets our high standards. By focusing on responsible tourism and maintaining our high standards, we align our tasks and initiatives with Bhutan’s overall tourism goals. We continually assess and adjust our strategies to ensure they meet the evolving needs of our guests and the industry, while staying true to our vision of sustainable, high-value tourism. This approach not only benefits our visitors but also supports the long-term sustainability and growth of Bhutan’s tourism sector.
What new marketing initiatives have you introduced to promote Bhutan as a top tourist destination?
To promote Bhutan as a top tourist destination, we have introduced several new marketing initiatives:
Content Creation: Recognizing that content is king, we focus on producing high-quality photography and videography that can be leveraged across all our marketing platforms. By showcasing the hidden stories and unique aspects of Bhutan, such as its fascinating people, places, animals, and history, we aim to create a compelling desire for people to visit Bhutan. This content-driven strategy is designed to generate demand and inspire potential visitors. We prioritize collaborating with Bhutanese content creators to ensure authenticity and local perspectives.
Strengthening B2B Partnerships: The Department of Tourism has recently joined exclusive, high-end travel networks like Virtuoso, Serandipians (Traveller Made), and XO Private, which allows us to tap into the luxury travel segment and connect with affluent travellers seeking unique experiences. We conduct weekly webinars with global travel agents to raise awareness about Bhutan and equip them with the knowledge and tools to sell the destination effectively. Additionally, we attend key travel events to build and maintain relationships with top travel agents and conduct sales roadshows in our key source markets.
PR and Media Outreach: Working with PR agencies in our key source markets, we generate news coverage about Bhutan worldwide and secure media interviews to share our stories. We have identified more than 15 different content pillars unique to Bhutan that we regularly share information about, ensuring a steady stream of interesting and lesser-known topics. We also welcome press, travel agent, and influencer visits to Bhutan to experience and promote our destination first-hand.
50th Anniversary Campaign: This year marks the 50th anniversary since foreign tourists started visiting Bhutan in 1974. To celebrate this milestone, we have launched a comprehensive marketing campaign highlighting the rich history and unique experiences Bhutan offers.
Improving B2C Communications: We enhance our direct communications with potential visitors through newsletters, social media activities, digital marketing, events, and collaborations with Bhutan’s friendship societies. These efforts help us maintain a strong connection with our audience and keep them informed about the latest developments and attractions in Bhutan.
Improving industry collaboration: We have focused on proactive collaboration and communication with the local trade partners and industry affiliations. We are a small industry in Bhutan and we need to work together to achieve the best possible results.
Could you share some successful campaigns or strategies that have boosted tourism in Bhutan?
Brand Campaigns (Bhutan Believe): The Government of Bhutan has launched influential brand campaigns such as “Bhutan Believe” to craft a distinctive and captivating identity for Bhutan as a travel destination. Inspired by Bhutan’s unique blend of ancient traditions and forward-thinking policies, this campaign emphasizes the country’s cultural richness, natural beauty, and spiritual essence. The rebranding effort was designed to resonate with a modern, global audience while staying true to Bhutan’s core values of Gross National Happiness and sustainability. The campaign’s innovative approach and authentic storytelling have gained global recognition, attracting more visitors and positioning Bhutan as a must-visit destination for travellers seeking profound and transformative experiences.
Digital Marketing Campaigns: The department implements targeted digital marketing campaigns to promote Bhutan in key source markets. By leveraging various online channels, these campaigns effectively raise awareness about Bhutan and encourage potential tourists to visit. The strategic use of digital platforms ensures a wide reach and engagement with diverse audiences.
PR Campaigns: We consistently secure over 300 tourism-related pieces of coverage about Bhutan globally each month in some of the world’s most prestigious publications. This extensive publicity has significantly increased awareness of Bhutan as a destination and has generated a strong desire among travellers to explore Bhutan in the future.
Bhutan is known for its commitment to sustainable tourism. What specific measures has your Department taken to ensure that tourism development remains sustainable?
The Department of Tourism of Bhutan has implemented several specific measures to ensure that tourism development remains sustainable:
High Value, Low Volume Policy: Bhutan adheres to a “high value, low volume” tourism policy to avoid the pitfalls of mass tourism. By focusing on attracting fewer but higher-spending tourists, Bhutan can better manage the environmental and cultural impact of tourism.
Sustainable Development Fee (SDF): All international visitors to Bhutan are required to pay a Sustainable Development Fee (SDF) of USD 100 per person per day, while Indian nationals pay INR 1,200 per person per day. This fee supports environmental conservation, sustainable development projects, and the preservation of Bhutan’s cultural heritage, ensuring that tourism revenues contribute directly to the well-being of local communities and the protection of natural resources.
Promotion of Local Culture and Heritage: The Department of Tourism places a strong emphasis on promoting and preserving Bhutan’s cultural heritage. By encouraging tourists to engage with local traditions, festivals, crafts, and staying in Bhutanese-owned hotels, the tourism sector helps sustain the cultural fabric of Bhutan while providing economic benefits to local communities.
Environmental Conservation Initiatives: Bhutan has implemented various environmental conservation initiatives to protect its pristine landscapes. These include strict regulations on waste management, promoting eco-friendly accommodations, and supporting reforestation projects. Tourists are also educated about the importance of conservation and responsible travel practices.
Community-Based Tourism: The Department supports community-based tourism projects that empower local communities and ensure they benefit directly from tourism. This includes initiatives that encourage homestays, Bhutanese guiding services, and the development of community-owned tourism enterprises. By involving local residents in tourism planning and operations, Bhutan ensures that tourism development aligns with the needs and aspirations of its people.
Green Building Standards: Tourism infrastructure development in Bhutan adheres to green building standards, promoting energy efficiency, sustainable construction practices, and minimal environmental impact. This commitment ensures that new hotels, resorts, and other tourism facilities are built in harmony with Bhutan’s natural environment.
How do you balance the influx of tourists with the need to preserve Bhutan’s natural and cultural resources?
Recognizing the value of the pristine environment and rich culture, Bhutan implemented various measures and strategies to preserve natural and cultural resources:
Sustainable Development Fee- The minimum fee we are asking our guests to pay is reinvested in Bhutan, the place of our meeting, which has become our shared asset for generations.
High value, Low volume policy– Bhutan adopted a unique approach prioritizing environment conservation and sustainability. With this policy, Bhutan invites and welcomes responsible and conscious travellers seeking authentic experiences.
Cultural preservation: The Department of Tourism (DOT) promotes festivals and cultural events happening across the country. We place strong emphasis on cultural immersion by encouraging visitors to participate in local festivals and traditions while respecting the nation’s customs and way of life.
Eco-friendly initiatives: The travel partners including hotels, tour operators and homestays are encouraged to incorporate green themes and practices, with certifications in place for those meeting ecological standards.
Guided tours: Visitors are required to travel with a licensed tour guide, ensuring respectful interactions with both nature and culture.
Bhutan’s rich cultural heritage is a major draw for tourists. How does your department work to preserve and promote Bhutanese culture and traditions?
By inviting conscious and responsible guests to the country and emphasizing meaningful engagement, Bhutan ensures that cultural treasures are both showcased and preserved. While the guests are welcomed to partake in festivals, local guides educate them on appropriate behaviours and etiquettes. Moreover, Bhutan implemented various strategies to educate visitors about Bhutanese culture, etiquette, and the importance of respecting local customs and some of these are:
- The Department of Tourism trains guides and other travel partners to ensure that our guests will always have knowledgeable and informative guides to educate them about the places they visit, the traditions they observe and the customs they should respect.
- We develop informative materials and visitors are often provided with brochures or other informational materials that highlights do’s and don’ts while in Bhutan. Besides the information about the attractions, how to get into Bhutan, these materials also cover topics like dressing appropriately and preserving the intact culture of Bhutan.
- We also encourage and promote festivals. Attending these events provides visitors with first-hand experience of Bhutanese culture and traditions.
- We also encourage hotels and other star-rated accommodations to ensure that the infrastructure is built in a way that educates and immerses visitors in Bhutanese culture. We also encourage them to feature local and authentic Bhutanese cuisine.
How does your department address the unique preferences and expectations of Indian travellers when promoting Bhutan?
Our department tailors promotional efforts to the unique preferences of Indian travellers. We highlight visa-free entry, and convenient access via road and air. Marketing campaigns are focused on family-friendly activities, culinary tourism, adventure tourism, cultural attractions and other shopping and sightseeing areas, resonating with Indian tourists’ interests. We also address dietary preferences by promoting Indian cuisine availability in Bhutan.
What are your long-term goals for the Department of Tourism, and how do you plan to achieve them?
The long-term goals for the Department of Tourism include achieving our tourism arrivals target, promoting sustainable tourism, enhancing visitor experience, increasing the global reach of Bhutan as a premier destination and preserving Bhutan’s cultural heritage. To achieve these, the department focuses on strategic marketing campaigns inviting responsible and conscious travellers, improving tourism infrastructure, and fostering community-based tourism initiatives.
In what ways do you see the tourism landscape in Bhutan evolving over the next five to ten years?
Over the next five to ten years, Bhutan’s tourism landscape is set to improve with better connectivity through additional domestic airports and upgraded international airports, alongside enhanced infrastructure and enriched visitor experiences. The focus will remain on promoting eco-friendly travel to support environmentally responsible tourism. With the growing global interest in wellness and adventure tourism, Bhutan will capitalize on its unique wellness activities and pristine natural landscapes to attract niche markets, maintaining its appeal as an exclusive and sustainable travel destination. The new Gelephu Mindfulness City will also be a major milestone in the next five to ten years, and this is likely to become a major new tourism, lifestyle, business and economic hub in Bhutan in the near future.
