To mark the reopening of the kingdom and to look to the future, Bhutan created a whole new identity for the country to inspire a new vision of the future to its citizens. The result reflects Bhutan’s character and landscapes, history and ambitions: bold, vivid, richly storied and utterly distinctive – rebranding it for a new future, both for its people and its guests who are seeking a different travel experience. Few foreigners have experienced Bhutan's extraordinary nature and culture for themselves. This small nation of only 800,000 people has long practised a policy of ‘high value, low volume’ tourism to protect and preserve its peace, its sacred places and its wildernesses. Like many countries, Bhutan closed its borders in March 2020 in response to Covid. During this extended period of closure, the nation reconsidered its relationship with tourism, and developed new policies and plans for the country’s advancement – in particular, for how it can invest in creating sustainable opportunities for its young people. As it reopens to embrace visitors once more, one of the notable changes is the increase in the Sustainable Development Fee (SDF), a daily contribution made by visitors towards Bhutan’s development. The funds raised by the SDF will play an invaluable role in supporting a range of social, environmental and cultural initiatives, as well as Bhutan’s wider aspirations.