Meet Nicolas Jaques, founding director of the Horizons Nouveaux agency

Why Bhutan?

Nicolas Jaques - It's a very gentle approach to the Himalayas, with comfortable hotel conditions that are a far cry from neighbouring countries such as Tibet or Nepal. What's more, it's a very lively country, with a rich Buddhist culture. This small kingdom is the perfect place to discover these very high mountains and the civilisations that inhabit them.

For what type of customer?

N. J.- For a clientele that is keen on culture, but which is also very active; an epicurean clientele that doesn't mind trekking, rafting or mountain biking, for example. In any case, people who are scared of mass tourism.

And what about corporate customers?

N. J.- To be honest, it's not an incentive destination in the strict sense of the word, and certainly not a destination for large groups. The infrastructure, in the style of the Amankora boutique hotel, would never allow that. On the other hand, small groups of a dozen or so people, or even a little more if you choose the right locations, are interested. In any case, it's very upmarket, very exclusive. They land in Bhutan via Calcutta, New Delhi or Bangkok. Which are quite close, in fact.

They say it's very expensive...

N. J.- It's true that the destination isn't exactly cheap. But it's a decision taken by the Bhutanese government, which has opted for this style of tourism and favours 10 visitors at 250 dollars a day rather than 25 backpackers at 10 dollars. This is a political choice designed to protect the country's culture, as top-of-the-range tourism, because of its limited numbers, has much less impact on the local population.

What is the typical programme?

N. J.- It's quite easy: Paro, Thimphu, Punhaka and Gangthey. For the culture, of course, but also for all the activities that the different sites have to offer.