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efficiencies and value. After a months-long inquisition at each ministry, McKinsey had handed down a wide ranging series of observations and recommendations about how to better "brand" Bhutan. Chief among them was a push to monetize the GNH thing, for GNH was seen as Bhutan's most alluring (and therefore its most marketable) asset. To achieve this, The McKinsey team proposed nixing the $200-a-day tourist tariff
— Apr 23, 2023 10:15PM
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