Bhutan: Land of Gross National Happiness


Land of Gross National Happiness

After documenting 100+ tourism marketing slogans yesterday at World Travel Market (WTM) 2012, Bhutan’s is my pick of the bunch.

The catchphrase Gross National Happiness, or GNH, was apparently introduced by the King of Bhutan in the 1980s and it stands out as unique among the ‘wonders’ and ‘pearls’ of other positioning taglines. Perhaps it feels more authentic for its lack of marketing schmooze but it also still manages to tell us something: that this Himalayan kingdom takes its happiness seriously.

In fact, further research reveals Bhutan to be the only country to use GNH as both an economic measure, similar to GDP, and a guiding principle for its move towards modernisation.

It suggests a unique and fascinating place. But, yes, it also made me laugh – successfully upping GNH as it worked its sly slogan side-effects.

I’ll be posting the rest of the WTM 2012 country slogans… at some point soon.

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