Re-Pricing Happiness: Brand Bhutan’s High Value, Low Volume Tourism Policy

This case examines Bhutan’s changes to their tourism tax through the lens of strategic pricing, nation branding and policy economics. Anchored in the country’s Gross National Happiness (GNH) philosophy, the Bhutanese government increased its Sustainable Development Fee (SDF) from $65 to $200 per night for non-regional tourists, removed seasonal discounts, unbundled the formerly all-inclusive tour package, and began charging regional travelers for the first time. This move invites debate on the efficacy of pricing solutions in public policy and the communication of purpose-driven prices