Tag Archives: travel trade

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.


South Korea inspires with its Gangnam Style robots #wtm2012

Korean robots at WTM 2012Collecting tourism slogans at the World Travel Market 2012 (WTM) this year to update my 2009 post meant walking the length and breadth of London’s Excel – four hours’ solid legwork. South Korea’s marketing slogan was ‘Be inspired’. For once, this was backed up by action – a small army of robots takings centre stage on the stand.

These guys actually dance Gangnam Style…

Pretty cute. All part of Korea’s love affair with robots –  cf robot teachers and prison guards – and possibly the only country at WTM to position itself through its technology. Is this an interesting differentiator for travellers?