I just completed teaching the foundations of Buddhism to the Desuups in Punakha. They are the 8th cohort I taught. And the experience is always rewarding for me since I know that unlike many courses I teach, this will be put into use right away as they go out in the market.
I have, however, not limited my class to the Buddha Dharma. I also gave them some insights and trends in the global travel industry and how they could prepare themselves to be ahead in the game. This knowledge of the industry comes from the research I have done. Before teaching any course, one needs to have a deep knowledge of the industry itself.
Here, I happily share the findings for the benefit of all sentient beings in the tourism industry since it is holy Saka Dawa month.
- Intentional versus Informational.
These days information is everywhere. Tourist guides need to provide more than just information. They need to move beyond what is already there in Wikipedia. That can be achieved by making the tours more intentional and not an information session—in the sense that we need to move away from rushing from one cultural site to another to a more meaningful and mindful exploration of a place. It is quality over quantity, more human connections, and local impact.
At the very least, don’t treat temples like museums where you just walk through. Make them sit and let the blessings sink in.
- Travel versus tourism.
Post-COVID, there are fewer tourists but more travelers. One must know the difference. People’s taste is shifting from fulfilling the bucket list to filling the bucket. So, don’t pack too many things in the itinerary. Make it honest. Host them well. And take it slow. That is what Bhutan can be naturally good at. Turn our weakness into a product.
- The Quiet Escapes.
The world is burnt out. As if the capitalistic and market-driven life was not already fast enough, Silicon Valley has made it faster, and life is now traveling at breakneck speed. People are sick of running, tired of capitalism, and exhausted with everything happening in the world. They are overwhelmed with being smacked on the face with everything happening everywhere every time.
Hence, demands for wellness retreats will surge. People will just come to Bhutan to slow down, sleep, and do nothing. Believe me!
- Gen Z from the region.
The world’s economic center of gravity is shifting towards Asia. China and India will join Japan, South Korea, and Singapore as countries filled with the nouveau riche. With that, of course, the ills and ailments from overconsumption and being consumed will creep in to their society.
Bhutan can offer some quiet time for them to recover from the stress and strains of the newfound wealth and reset their life and recharge their battery. Welcome them with open arms. It is a big market.
- Specialize and expand.
The world and the skills market will keep changing. And things will change very fast. So, on one hand, you need to specialize in areas such as food trails, river guiding, trekking, birding, skydiving, or agro-tourism. Do not stick to one skill, one product.
And on the other hand, you need to expand to, or base out of, Gelephu, where you can venture into other travel-related enterprises like food, yoga, meditation, medicines, and even laundry and transport services.
Lastly, don’t forget to have fun!
















