The Department of Tourism of Bhutan (DoT Bhutan) is responsible for the development and promotion of sustainable tourism in Bhutan. It works to share the Kingdom’s remarkable places, people and experiences with conscious travellers, guided by the principles of high value, low volume tourism.

Representing DoT Bhutan in China, Hong Kong, and Singapore, Petrie PR enhances the brand’s visibility through strategic media collaborations, securing extensive coverage in top-tier publications. In 2024, Petrie PR successfully hosted exclusive media events in Beijing, Shanghai, and Singapore, elevating Bhutan’s positioning in these key markets. Additionally, Petrie PR has facilitated multiple media group trips and KOL visits, providing firsthand experiences that showcase Bhutan’s rich culture and unique tourism offerings. Strengthening partnerships with DoT Bhutan, Petrie PR has also organized exclusive trips with Leica China and renowned designer Uma Wang, further celebrating Bhutan’s cultural heritage. Through these initiatives, Petrie PR continues to drive engagement and inspire affluent travelers to explore Bhutan.

The year 2024 marks the golden jubilee of Bhutan’s tourism since opening its doors to the world in 1974. Since then, Bhutan has upheld its “high value, low volume” tourism policy, remaining steadfast in its commitment to sustainable travel. Petrie PR China hosted exclusive media events with DoT Bhutan representative in Beijing and Shanghai in June 2024 to commemorate this milestone. These events brought together 48 top-tier media participants to celebrate the 50 years anniversary of Bhutan tourism while showcasing the country’s unique attractions and immersive travel experiences. Featuring captivating presentations and engaging media sharing sessions, the events generated significant interest and enthusiasm, paving the way for deeper and more impactful media collaborations in the Chinese market.

• From September 2023 to September 2024, Petrie PR has successfully secured 517 pieces of media coverage, including prominent hero coverages, providing far-reaching and impactful exposure of Bhutan to audiences across diverse markets. In addition, 11 interviews were conducted with key figures, such as Chef Bleu Tshering Dorji; Mr. Tandi Wangchuk, CEO of Druk Air and Film Director Pawo Choyning Dorji.

• Headline online article on Green Bazaar WeChat and National Geographic Traveler WeChat.
  

• Print hero coverages include publications in National Geographic Traveler, Vogue Magazine, Target Magazine, Rayli Herstyle Magazine, PHOE Magazine, OK Magazine and MODERN Magazine.