“…The ‘high-value, low volume’ tourism policy ensures that the number of tourists arriving is consistent with the absorptive carrying capacity of the natural endowment, socio-cultural values, infrastructure, and services — and does not exacerbate vulnerabilities as a small nation…” Director-General of Tourism Council of Bhutan shares his views on “Brand Bhutan and Tourism in BIMSTEC”. This article is part of the Observer Research Foundation (ORF) series on BIMSTEC in 2021. https://www.orfonline.org/…/brand-bhutan-tourism-bimstec