Bhutan is considered as one of the most exclusive travel destinations in the world and enjoys a reputation for authenticity, remoteness along with a well-protected cultural heritage and natural surroundings. Tourism in Bhutan is a growing business with a high potential for further development. The Royal Bhutanese Government strongly believes in the policy of ‘High Value, Low Impact’ tourism. Their vision goes; “To foster a vibrant industry as a positive force in the conservation of environment, promotion of cultural heritage, safeguarding sovereign status of the Nation for significantly contributing to Gross National Happiness.” The tourism industry in Bhutan is founded with the principle of sustainability, meaning that tourism must be environmentally and ecologically friendly, socially and culturally acceptable and economically viable. The Royal government recognizes tourism as an important means of achieving socioeconomic development and achieving these objectives, they have adopted a very cautious approach to growth and development of the industry. With tremendous potential as a truly indigenous industry, the government is promoting Bhutan as a high-end tourist destination in connection with the tenets of Gross National Happiness.