“Bhutan Believe” Wins Silver Award at 2025 US International Awards
June 26, 2025 — Bhutan’s national branding film “Bhutan Believe” has won the Silver Award in the Best Tourism Video category at the 2025 US International Awards, one of the world’s most prestigious festivals honoring excellence in corporate, educational, and public service media. The film’s compelling portrayal of Bhutan’s values and its captivating cinematography have earned it international recognition among submissions from over 35 countries.
Produced by Bhutan’s Department of Tourism in collaboration with the London-based creative agency Studio Khonsu, “Bhutan Believe” is part of Bhutan’s soft-power campaign to share its philosophy and unique identity with the world. Directed by acclaimed filmmaker Jamyang Jamtsho Wangchuk, the film weaves together stunning visuals of Bhutan’s landscapes, spiritual life, and cultural heritage with a poetic narration that conveys Bhutan’s belief in Gross National Happiness, harmony with nature, and the power of kindness.
The film’s message—to believe in small nations with big ideas, in values over volume, and a future shaped by mindfulness—resonated strongly with the jury. Its success underscores Bhutan’s commitment to redefining tourism not as mass travel but as a transformative journey rooted in respect, sustainability, and human connection.
Speaking about the award, Brand Bhutan spokesperson Sherab Lhamo expressed pride in the achievement. “Bhutan Believe has won the Silver Award in the Best Tourism Video category. This recognition is a reflection of Bhutan’s soul, of who we are and what we stand for,” she said.
The US International Awards jury praised the film for its clarity of purpose, emotional depth, and strong branding message. Bhutan’s success in this global arena is seen as a major milestone in its broader efforts to promote sustainable tourism and cultural diplomacy on the world stage.
Following the announcement, the film has gained renewed attention across international platforms, including screenings at tourism expos and cultural forums. As Bhutan reopens to international travelers and strengthens its presence in global conversations on climate and happiness, “Bhutan Believe” will serve as a cinematic ambassador for the nation.
The Silver Award is not only a recognition of artistic excellence, but also a celebration of Bhutan’s identity and vision. In an increasingly divided world, Bhutan’s message—simple, sincere, and deeply rooted in timeless values—is a reminder that belief in compassion, nature, and community still matters.
