Niall Murtagh and Álvaro Moreno, members of the UNWTO volunteer corps, have been selected to support the Tourism Council of Bhutan (TCB) in the implementation of marketing strategies that will contribute to the overall sustainable development of tourism and to sustainable tourism operations in Bhutan. Their work is also supported on-line by another UNWTO Volunteer based in Japan, Yoneko Itosu.

In Bhutan, they will support TCB in developing and executing the marketing strategy for key European, North American and Asian source markets for Bhutan. They will also identify cost-effective means of promoting Bhutan worldwide and they will also provide input on product mix options to be offered to various high-end tour operators, in support of Bhutan's long-term 'high-value low-impact/volume' tourism policy.

The initiative in Bhutan is the result of an agreement between the UNWTO Themis Foundation, through its UNWTO.Volunteers Programme and UNWTO’s Regional Representation for Asia and the Pacific.