In the world of luxury travel, exclusivity, personalized service, and cultural immersion are the cornerstones of an unforgettable journey. Druk Asia, a leader in luxury travel experiences in Bhutan, has made its mark by offering travelers access to one of the world’s most extraordinary destinations. At the helm of this success is Joni Herison, Founder and Managing Director of Druk Asia, who has reinvented how high-net-worth individuals experience Bhutan. In this exclusive interview, Herison reflects on the evolution of luxury travel, the key to selecting bespoke experiences, and the future of Bhutan as a premier luxury destination. Joining and guiding the conversation is Alexander Chetchikov, President of the World Luxury Chamber of Commerce, whose expertise in the luxury sector has shaped the recognition of excellence for over two decades. Together, they explore the innovation, leadership, and vision driving Druk Asia’s continued success and its distinguished place as the Best Luxury Travel Specialist in Bhutan. 

Alexander Chetchikov: Druk Asia has been recognized as the Best Luxury Travel Specialist in Bhutan by Luxury Lifestyle Awards. What does this recognition mean to you personally and for your team, and how does it reflect the core values of Druk Asia? 

Joni Herison: This recognition is profoundly meaningful to us, both personally and as a team. It’s a testament to years of dedication, a deep passion for Bhutan, and a shared dream of connecting travelers to the magic of this extraordinary kingdom. For me, it’s incredibly humbling—this award reaffirms our commitment to excellence, not just in luxury travel but in crafting journeys that touch the soul. 

For the Druk Asia team, it’s a moment of pride. Every itinerary we design, and every interaction we have with our travelers, is driven by our love for Bhutan and our desire to offer an experience that is authentic, transformative, and unforgettable. This recognition reflects our core values: heartfelt hospitality, respect for Bhutan’s rich culture, and a commitment to sustainability. 

At Druk Asia, luxury is about meaningful connections, mindful travel, and creating stories that travelers carry for a lifetime. This award inspires us to continue sharing Bhutan’s treasures with the world, always striving to exceed expectations while staying true to the essence of Bhutanese hospitality. 

AC: Bhutan is known for its unique combination of spirituality, culture, and natural beauty. How do you approach creating bespoke experiences that allow your high-net-worth clients to fully immerse themselves in these elements while ensuring exclusivity and privacy? 

JH: Creating bespoke experiences for our high-net-worth clients begins with truly understanding what draws them to Bhutan—their desire to connect with its spirituality, culture, and breathtaking landscapes. We take the time to learn about their interests, preferences, and travel goals, so every journey feels as personal and unique as Bhutan itself. 

To help our guests immerse themselves fully, we offer experiences that go beyond the surface. For example, we arrange private blessings from revered monks in ancient temples, exclusive access to organizations where they can interact with locals, and serene hikes through untouched valleys that end with a gourmet picnic overlooking the Himalayas. Each moment is curated to blend luxury with authenticity, offering them a deeper connection to Bhutan’s heart and soul. 

Privacy and exclusivity are at the core of what we offer. From handpicked accommodations in secluded luxury lodges to private guides and chauffeurs who ensure seamless travel, every detail is designed to offer comfort and peace. Whether it’s meditating with a monk in a hidden monastery or dining under the stars by a riverside, we aim to create spaces where our guests can feel the profound stillness and wonder that Bhutan naturally inspires. 

Ultimately, our goal is to craft experiences that are as enriching as they are unforgettable. 

AC: The demand for luxury travel has evolved over the years, particularly with the rise of personalized experiences. In your view, what are the most significant trends driving the luxury travel market today, especially in destinations like Bhutan? 

JH: The luxury travel landscape has transformed significantly, with travelers now seeking personalized, immersive experiences that resonate on a deeper level. Today’s discerning travelers desire genuine connections with local cultures. In Bhutan, this translates to participating in traditional ceremonies, engaging with artisans, and experiencing daily life in local communities. Such interactions offer profound insights into Bhutanese heritage and traditions. 

There’s a growing emphasis on travel that nurtures the mind, body, and spirit. Bhutan, with its serene landscapes and spiritual ambiance, provides an ideal setting for retreats focused on meditation, mindfulness, and holistic well-being. The Land of the Thunder Dragon’s serene landscapes and spiritual traditions make Bhutan a sanctuary for the mind, body, and spirit. Through our Neykor retreat, we invite travelers to immerse themselves in the spiritual heart of Bhutan, offering meditation, mindfulness practices, and personal blessings from revered monks. It’s an experience that nurtures not only wellness but a sense of inner peace. 

There’s also a rising interest in combining luxury with adventure. Bhutan offers opportunities for trekking, helicopter rides, river rafting, and mountain biking, all conducted with high-end services that ensure comfort without compromising the thrill of exploration. 

AC: Druk Asia is deeply rooted in Bhutan’s culture, yet you also bring a global perspective to your work. How do you balance maintaining Bhutan’s authenticity while offering international luxury standards to your clients? 

JH: At Druk Asia, we see ourselves as storytellers of Bhutan, entrusted with the responsibility to share its authentic beauty while meeting the expectations of travelers who are accustomed to the highest global standards.  

I believe that the key lies in staying true to Bhutan’s cultural roots. We work closely with local communities and guides to ensure that every experience reflects the genuine spirit of Bhutan. Whether it’s arranging a private audience with a monk, visiting a homestay, or participating in a sacred festival, we design our Luxury Bhutan travel packages to honor Bhutan’s traditions while making them accessible and meaningful to our guests. 

At the same time, we understand that luxury travelers seek comfort and refinement. That’s where our global perspective comes in. From selecting boutique accommodations that blend Bhutanese architecture with modern amenities to offering seamless travel arrangements with private chauffeurs and expert guides, we ensure that every detail reflects international standards of service. Even in remote settings, such as a trek in the Himalayas, we incorporate touches of luxury—like gourmet meals and comfortable campsites—to elevate the experience without overshadowing the natural beauty. 

Ultimately, we believe that authenticity and luxury aren’t mutually exclusive; they complement each other. By presenting Bhutan in its true light while delivering personalized, world-class service, we create journeys that are not only indulgent but also profoundly enriching. This balance allows our guests to experience Bhutan as it is meant to be—raw, majestic, and deeply inspiring. 

AC: Can you share an example of a particularly memorable or unique experience that Druk Asia has created for a luxury traveler? What made that experience stand out, and how did it align with their expectations of a high-end trip? 

JH: Back in 2020, just before Bhutan closed its borders due to COVID-19, we had the privilege of hosting a group of distinguished travelers from 1880, a high-end private members’ club based in Singapore. This was a truly memorable experience, as it allowed us to showcase Bhutan’s unique charm while catering to the refined tastes and expectations of luxury travelers. 

For this private tour, we carefully curated an itinerary that seamlessly blended exclusivity, cultural immersion, and high-end indulgence. To foster meaningful connections, we organized a special networking session between the club members and local communities, creating opportunities for authentic cultural exchanges. The group also visited The Gyalyum Charitable Trust, a local non-profit organization, where they gained insights into Bhutan’s efforts in social development. 

We elevated the spiritual aspect of the journey by arranging private meditation sessions with a revered monk, offering the guests a rare chance to experience Bhutan’s deep-rooted spirituality in an intimate setting. The days were punctuated with exquisite dining experiences at renowned establishments like COMO Uma Paro, where world-class cuisine met Bhutanese hospitality, and nights were spent in the comfort of luxury 5-star hotels that combined modern elegance with traditional Bhutanese aesthetics. 

What made this experience stand out was the balance we achieved—offering the group a glimpse into Bhutan’s authentic way of life while ensuring every moment was infused with the comfort, exclusivity, and attention to detail expected of a high-end trip. The guests left with not just memories of a beautiful country but also a deeper connection to its people, culture, and spirit—something that goes beyond luxury and touches the soul. 

AC: What role does innovation play in your service offering? How do you continually innovate and stay ahead of the curve in the competitive luxury travel market, particularly in a destination as remote as Bhutan? 

JH: We remain attuned to global trends, from the rising demand for sustainable travel to the desire for deeper, more meaningful experiences. By aligning our services with these shifts, we ensure that Druk Asia stays relevant and continues to lead the way in luxury travel to Bhutan.  

Looking ahead, Druk Asia is poised to redefine the Bhutan travel experience with the introduction of fixed departure tours to Bhutan. These thoughtfully curated journeys will cater to small groups, providing an opportunity to explore Bhutan in the company of like-minded travelers. Through these tours, Druk Asia aims to create deeper connections between travelers and the enchanting landscapes, traditions, and spirituality of Bhutan. 

Innovation for us isn’t about replacing what’s traditional—it’s about enhancing it. We aim to provide our guests with transformative journeys that feel both cutting-edge and deeply rooted in Bhutan’s essence, ensuring they leave with memories that are as extraordinary as the land itself. 

AC: Druk Asia’s success in offering private access to Bhutan’s sacred sites and hidden treasures is a key differentiator. How do you manage to secure these exclusive experiences, and why do you think they resonate so deeply with your clientele? 

JH: Druk Asia’s ability to offer private access to Bhutan’s sacred sites and hidden treasures is a reflection of decades of trust, relationships, and a deep-rooted love for this extraordinary country. Having been to Bhutan for over 40 times throughout the past decade, I’ve had the privilege of forming bonds with local communities, spiritual leaders, and remarkable individuals who have welcomed us with open hearts and generously collaborated to make these exclusive experiences possible. 

Securing these opportunities starts with respect and mutual understanding. We don’t see ourselves as merely a travel company—we’re ambassadors for Bhutan’s culture and traditions. Over the years, we’ve supported local communities and worked alongside key figures who recognize our commitment to preserving Bhutan’s heritage while sharing it with the world. 

These experiences resonate so deeply with our guests because they go beyond the surface. They offer a rare chance to step into Bhutan’s soul—to feel its spirituality, connect with its people, and witness its traditions in a way that feels deeply personal and profound. For our guests, many of whom are seeking meaning and connection in their travels, these moments become the highlight of their journey.  

Ultimately, what sets Druk Asia apart is our ability to craft experiences that are both extraordinary and deeply respectful of Bhutan’s essence. It’s a balance we treasure, and it’s one that keeps our guests returning, not just for the luxury but for the profound sense of connection they feel with this magical land. 

AC: As a leader in the luxury travel sector, what do you believe are the most important qualities of a successful travel operator, and how do you cultivate those qualities within your team at Druk Asia? 

JH: At Druk Asia, authenticity, passion, and excellence are values that shape everything we do. We ensure that our guides welcome guests with the warmth and sincerity that defines Bhutanese hospitality. By embodying Bhutan’s way of life, they can share its stories and treasures in a way that feels real and heartfelt.

We prioritize hiring individuals who are deeply passionate about Bhutan and hospitality, and we foster that enthusiasm by sharing our collective vision—to give every guest the trip of their dreams. This passion shines through in how we approach each itinerary, treating every detail as an opportunity to create joy and wonder. 

At Druk Asia, we emphasize meticulous attention to detail when planning for a Bhutan tour, whether it’s ensuring special requests are accommodated, planning seamless logistics, or surprising guests with thoughtful touches that elevate their experience. Excellence is also about adaptability—listening to our guests, prioritizing their needs, and finding creative ways to make their trip truly unforgettable, even in the face of challenges. 

AC: Looking ahead, what’s next for Druk Asia? How do you see the luxury travel market evolving in Bhutan, and what innovations or new services are you exploring to continue providing experiences to your clients? 

JH: Looking ahead, Druk Asia is committed to deepening our impact by aligning luxury travel with purpose. While continuing to deliver exceptional journeys for our clients, we are also embracing a broader mission: to be a catalyst for social impact, cultural preservation, and community empowerment in Bhutan. 

The luxury travel market in Bhutan is evolving, with travelers increasingly seeking experiences that are not only exclusive but also meaningful. They want to feel part of something larger—to contribute to the places they visit and connect with communities in a way that leaves a lasting legacy. This aligns perfectly with our values of collaboration, sustainability, and legacy. 

One of our most exciting developments is our appointment as the official marketing representative for the Building Fund for the Museums of Bhutan. This partnership with Bhutan’s Department of Culture and Dzongkha Development, under the Ministry of Home Affairs, allows us to amplify efforts to preserve Bhutan’s sacred cultural identity. Through this initiative, we aim to protect Bhutan’s rich heritage while inviting travelers to actively engage with its living history. 

In addition to championing the global fundraising campaign, we’re also focusing on creating communal spaces and curating workshops and activities around certain key museums in Bhutan. These spaces are designed to promote multi-generational engagement—where locals and travelers alike can connect through storytelling, art, and cultural exchanges. These initiatives will go beyond our guests, welcoming anyone visiting Bhutan to experience its heritage in a dynamic and interactive way. Through these immersive workshops and community-led experiences, we aim to create moments that inspire connection and a sense of shared purpose. 

Additionally, we’re excited to announce that we are in the process of translating our self-published Bhutan travel guide, Bhutan Travelog, into multiple languages, including Spanish, French, Japanese, and Chinese. This initiative reflects our commitment to making Bhutan’s unique culture and traditions more accessible to a global audience. By sharing Bhutan’s story in languages that resonate with travelers worldwide, we hope to inspire even more people to visit this enchanting land.

Druk Asia’s future is about more than luxury travel—it’s about building bridges between cultures, nurturing Bhutan’s heritage, and leaving a positive footprint. Together with our partners, team, and travelers, we hope to create a legacy that celebrates Bhutan’s timeless beauty while ensuring it thrives for generations to come. 

AC: Finally, Bhutan’s focus on Gross National Happiness is a unique aspect of the country. How does this philosophy influence the way you design luxury experiences for your clients, and how can travelers benefit from experiencing Bhutan’s approach to happiness and well-being? 

JH: Bhutan’s philosophy of Gross National Happiness (GNH) is woven into the fabric of the country—not just a guiding principle but a way of life. At Druk Asia, we embrace this philosophy wholeheartedly, allowing it to shape the way we design luxury experiences. Our goal is to create journeys that offer more than indulgence; we want our guests to leave Bhutan feeling inspired, rejuvenated, and deeply connected to something greater. 

GNH emphasizes balance—between material well-being and inner fulfillment, development and sustainability, tradition and progress. This balance is reflected in the experiences we curate. For example, we pair the comforts of luxury lodges with opportunities to immerse in Bhutan’s spiritual and cultural richness. Guests can meditate in centuries-old monasteries, connect with local communities, and explore Bhutan’s pristine natural beauty—all of which encourage reflection and a sense of harmony. 

Travelers benefit immensely from Bhutan’s approach to happiness and well-being. In a world often focused on achievement and consumption, Bhutan offers a different perspective: the value of slowing down, being present, and finding joy in simplicity. Guests often share how their time in Bhutan feels transformative, be it through the serenity of the landscapes, the kindness of the people, or the wisdom embedded in Bhutanese culture. 

We design our itineraries to allow space for these moments of discovery. Whether it’s a private blessing from a monk, a steaming cup of coffee with a breathtaking view of the Himalayas, or a conversation with youth about their way of life, these experiences encourage guests to reconnect with themselves and the world around them. 

Ultimately, Gross National Happiness isn’t something you can fully explain—it’s something you feel when you’re in Bhutan. 

Under Joni Herison’s leadership, Druk Asia continues to set the standard for luxury travel in Bhutan, combining exclusive experiences with service. The insights shared during this conversation emphasize the company’s devotion to providing tailor-made trips that immerse travelers in Bhutan’s beauty, culture, and spirituality. As Druk Asia charts the future of luxury travel in Bhutan, there will be a series of special interest tours like a private photography tour with a renowned Leica master photographer offering opportunities for deeper cultural engagement and social connections with like-minded travelers. Discover the exceptional world of Bhutan through Druk Asia’s bespoke travel services. Visit www.drukasia.com to begin your personalized adventure and experience the extraordinary that only Druk Asia can deliver.