“BHUTAN – The new tag line of Bhutan is BELIEVE!!”

The difference between “Believe” and the earlier tagline is authenticity.

With “Happiness is a place”, they suggest that when visitors come to Bhutan,

they would be happy. However, the reality is that this is not really guaranteed.

The concept is abstract. On the other hand, “Believe” is holistic and realistic.

There are five themes to the new brand:

Believe in the future

Believe in self

Believe in good values

Believe in the work

Believe in the nation

Bhutan often revered as the ‘Land of the Thunder Dragon’ or 'Druk Yul', is still regarded as one of the last ‘Shangri-La' in the Himalayan region because of its remoteness, its spectacular mountain terrain, varied flora and fauna and its unique ancient Buddhist monasteries.

This country of rolling hills and towering crags certainly exudes charm. The mountains are magnificent, the forests are dense, the people are delightful, the air is pure, the architecture inspiring, the religion exciting and the art superb. Like timeless images from the past, the traveler encounters the full glory of this ancient land through its strategic fortresses known as Dzongs, numerous ancient temples, monasteries and stupas which dot the countryside, prayer flags which flutter along the high ridges, foamy white waterfalls which are the ethereal showers, and the warm smile of its friendly people.

The tiny kingdom of Bhutan shares with Nepal the world's greatest concentration of mountains and living heritage of Buddhism. With its beautiful and largely unspoiled Himalayan setting, its rich flora and fauna and its vibrant Buddhist culture, Bhutan has become an increasingly popular destination for travelers. In an effort to safeguard its rich natural and cultural environment, the country has consciously adopted a regulated tourism and development policy..