The SUSTOUR project, funded by the European Union under the Switch Asia Programme, aims to adapt and replicate successful Sustainable Consumption and Production (SCP) practices from the EU tourism industry into a Bhutanese context. Bhutan has prioritized sustainability in tourism as a core element of its Vision 2030, the country’s long-term national development strategy. However, sustainability awareness and implementation among Micro, Small, and Medium Enterprises (MSMEs) in the travel sector remain limited. Although sustainability standards are in place, they are seldom applied due to a lack of market-driven incentives.

At the same time, international B2B and B2C markets are increasingly demanding sustainable tourism options, presenting new opportunities for inclusive and sustainable growth in Bhutan. To support Bhutanese tourism MSMEs in seizing these opportunities, the Association of Bhutanese Tour Operators (ABTO), in collaboration with the Hotel and Restaurant Association of Bhutan (HRAB) and ASR, has launched this initiative. The project is designed through a participatory approach, leveraging the partners’ combined expertise in sustainable tourism, the local business environment, and policy frameworks to address existing challenges and foster the development of green supply chains across the tourism sector.

The project’s overarching goal is to accelerate Bhutan’s transition toward a green economy by enhancing the sustainability and competitiveness of tourism—an essential sector for the country. This contributes directly to the goals of Vision 2030 and aligns with Sustainable Development Goals (SDGs) 8 and 12 by promoting SCP practices within tourism supply chains. The specific objective is to replicate and embed proven SCP approaches into Bhutan’s tourism sector as standard business practices. This will result in greener tourism products, stronger integration of local MSMEs and communities, and supportive government policies that create a competitive advantage in the global tourism market.