That Bhutan is a kingdom transformed into a premier, high value, low-impact Himalayan tourist destination is known. So it does come as a surprise that the award of Best Leading Heritage Destination awarded to the Himalayan kingdom at the South Asian Travel Awards (SATA) 2025 in Sri Lanka recently was the first recognition of the country at the event.

Following this recognition, there is much expectation among the tourism stakeholders in the country. The Hotel and Restaurant Association of Bhutan believes this award will lead to an increase in the country’s visibility, at least in the regional tourism market. potentially attracting more visitors interested in cultural and heritage tourism. Additionally, the association hopes that the recognition may lead to increased international partnerships and investments in Bhutan’s tourism infrastructure.

SATA, established in 2016, recognizes excellence in the travel and hospitality industry among the destinations in South Asia.