In a recently published article, Montes et al. (2019), I work with co-researchers to compare ecotourism experiences in both Phobjikha and Laya. As both locations have unique characteristics and histories, a straightforward comparison is complicated and difficult to find concrete best practices for the sector. Nevertheless, we work to inform the ecotourism literature by highlighting struggles specific to the area of social cohesion, while also contributing to GNH scholarship. While GNH is often appealed to as a rationale for promoting ecotourism in Bhutan, we show that more critical perspectives and adaptions are required in order for ecotourism to “become the hopeful development solution that Bhutan envisions it to be” (p.41).