It sounds like something out of a fairytale.. a beautiful, remote land, with an enlightened king adored by his subjects.. a place with tall mountains, lush forests, flowing rivers and clean air..

Swaminathan S Anklesaria Aiyar is consulting editor of The Economic Times. He has frequently been a consultant to the World Bank and Asian Development Bank. A popular columnist and TV commentator, ...

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Bhutan can be converted into a spiritual destination in the world by branding and marketing aggressively. It is possible to do so since Bhutan is a spiritual nation and a home for peace and happiness.

25 years after Bhutan first applied to join the WTO, recent developments seem to be giving Thimphu a final push. A Buddhist kingdom where GDP has been replaced by an index of Gross National Happiness: ...

The new brand campaign is supposed to “both reflect and appeal to the values and spirit of Bhutan, its people, and the conscious traveler”. On October 3 earlier this year I had written a piece in the ...