Royal Bhutanese Embassy, Brussels
On 9th July 2025, the Royal Bhutanese Embassy, the Embassy of the Republic of Maldives and the Embassy of the Democratic Socialist Republic of Sri Lanka in Belgium cohosted “The Enchanting Trio” Tourism Promotion event at de Warande Club in Brussels.
The event was attended by members of the diplomatic corps, officials from European Union institutions and professionals from the travel industry and media. It featured opening remarks by the Ambassadors of Bhutan, Maldives, Sri Lanka, along with a special address by the Guest of Honour Ms Paola Pampaloni, Deputy Managing Director for Asia and Pacific, European External Action Services. Country-specific stalls showcased each nation’s tourism offerings, cultural displays, and promotional products. The event also included traditional cuisines from the three countries, complementing the visual presentations and offering guests a well rounded immersive experience of each destination.
Speaking at the event, Kutshab Tshoki Choden spoke about the singular experience of arriving in Bhutan, describing the dramatic descent through the Himalayas and the fresh air and stillness that greets visitors as reflections of the country’s unique character. She highlighted Bhutan as a nation that transcends conventional labels – a way of life deeply connected to nature, rooted in enduring values and guided by a sustained sense of contentment. Referring to Bhutan’s long-standing image as a mystical land, Kutshab emphasized that the country cannot be fully understood from afar but must be personally experienced. She underscored Bhutan’s philosophy of Gross National Happiness (GNH) as a meaningful global contribution – a holistic framework that integrates sustainable development, environmental protection, cultural preservation, and good governance. She stressed that GNH is not about being the happiest country in the world, but about valuing what matters most and living accordingly. In that regard, she noted that visiting Bhutan represents not just a change of place, but a shift in mindset and invited everyone to put Bhutan on their bucket list.
The event concluded with three separate raffle draws, each offering a prize of complimentary hotel stays in Bhutan, the Maldives, and Sri Lanka.
This event is a part of the Royal Bhutanese Embassy’s ongoing efforts to promote inbound tourism to Bhutan and a celebration of the 50 years of tourism in Bhutan.
