Bhutan's influencer marketing spend has grown steadily, reaching approximately USD 2.8 million in 2026. This increase reflects Bhutan's expanding digital landscape and the rising influence of social media personalities across the country. Brands are leveraging local influencers to target younger demographics and promote tourism, culture, and products more authentically.
Instagram remains the dominant platform for influencer campaigns, accounting for 65% of all influencer marketing activities. The engagement levels are high, driven by Bhutan's vibrant social media community. As digital infrastructure improves, Bhutan's influencer marketing ecosystem is expected to become more sophisticated, attracting regional brands seeking authentic local narratives.