Journey to Bhutan: An Ideals-Driven Culture and Gross National Happiness
- Adam Raelson
- Jan 11
- 4 min read
Updated: Feb 28
In 2018, I had the incredible opportunity to travel throughout Bhutan, a mysterious and fascinating country that is rarely visited. Entry-visa requirements, mandatory daily tourism fees, limited connections, and the inability to travel the country freely without an official guide deter some tourists. However, Bhutan’s approach to tourism emphasizes sustainable, regulated tourism versus mass tourism. Often seen as a sibling of Tibet, Bhutan offers a unique glimpse into a culture that has never been colonized, deeply rooted in tradition, spirituality, and environmental care.
A Land of Challenging Beauty
Bhutan is a small, landlocked constitutional monarchy nestled in the eastern Himalayas, bordered by Tibet to the north and India to the south. Its rugged terrain, with peaks soaring over 7,000 meters (23,000 feet) and deep, meandering valleys, presents significant infrastructure challenges. These challenges are compounded by rapidly changing weather conditions. The country's only airport, with its short and narrow runway, can only be navigated by a select few pilots worldwide, requiring a visual approach and manual maneuvering.
Despite these challenges, Bhutan’s natural beauty and cultural richness make it a destination like no other. Known as the “Land of the Thunder Dragon” due to its roaring mountain storms, Bhutan is home to a population of approximately 750,000, most of whom work in agriculture, though only about 3% of the land is arable. The state religion, Buddhism, profoundly influences the nation’s values, laws, and policies, particularly in environmental conservation and harmonious living.
Resource Orientation: A Unique Cultural Dimension and Its Relation to Bhutan
At CultureComms Consulting, one dimension we advise on is “Resource Orientation,” which examines whether cultures have tendencies to be driven by acquiring material wealth and economic stability (resources) or by ideals such as self-actualization, social freedoms, and environmental care (ideals). This dimension is dynamic and evolves rapidly along with a country’s economic and political standing.
Bhutan stands out globally as exceptionally ideals-driven. While many developing nations show patterns prioritizing resource-drives, Bhutan’s commitment to its groundbreaking Gross National Happiness exemplifies its focus on ideals. Gross National Happiness prioritizes collective well-being, environmental conservation, cultural preservation, and equitable socio-economic development over material wealth.
Buddhist Ideals Embedded in Daily Life
Bhutan’s Buddhist values manifest in every aspect of life. Compassion for all living beings is a cornerstone of the culture. For example, most Bhutanese are vegetarians, and meat production and sale are restricted during certain periods of the Bhutanese calendar. Animals are generally not kept as pets, as they are let to live freely, and there are no zoos, but rather only animal rehabilitation.
As for interpersonal interactions, people are encouraged to speak in soft tones, emphasizing harmony and avoiding conflict.
Prioritizing the Environment
Did you know that Bhutan is the only carbon-negative country in the world? That means it produces more oxygen than it consumes and actually reduces carbon in the atmosphere! This commitment to environmental sustainability is enshrined in the constitution, which mandates that 60% of the country must remain pristine forest for all time.
Other Cultural Dimensions of Bhutan
Collectivism: Bhutan is a deeply collectivist society, with strong communal bonds and a near-tribal sense of unity with almost no immigration. In fact, foreigners were not allowed to enter Bhutan recreationally until 1974! Wearing traditional attire, the gho for men and kira for women, is mandatory in schools and workplaces, reinforcing cultural identity. And all architecture adheres to a national style, preserving the country’s aesthetic heritage.
Uncertainty Avoidance: Bhutan is highly traditional and conservative. The preservation of its cultural and religious practices is paramount. Even television wasn’t permitted until 1999!
High Power Distance: The monarchy is revered, with images of the royal family displayed in public buildings and homes. Bhutanese people often wear buttons featuring the king’s photo, and respect for authority is deeply embedded in the culture. Respect for elders, teachers, and professional superiors is ingrained.
Applying Ideals-Driven Values in the Workforce
In ideals-driven cultures like Bhutan, organizations should align their mission and vision with humanistic and ethical values. Leaders can do this by creating meaningful work environments. Such as:
Communicating a clear and inspiring mission.
Offering volunteer opportunities and fundraisers.
Implementing ethical policies and practices.
Ensuring employees feel a sense of purpose when coming to work.
These initiatives not only resonate with ideals-driven employees but also foster a sense of inner fulfillment in the workplace.
Continue to Explore Cultural Dimensions
A visit to Bhutan is not just a journey to a remarkable destination but an exploration of an extreme ideals-driven culture that will shape new perspectives on life and leadership. Bhutan’s unique blend of spiritual values, environmental commitment, and cultural preservation offers profound lessons for the world. Its focus on Gross National Happiness reminds us that well-being and harmony can be prioritized, inspiring us to create more compassionate and sustainable societies.
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