𝐁𝐡𝐮𝐭𝐚𝐧 𝐒𝐞𝐞𝐬 𝐓𝐨𝐮𝐫𝐢𝐬𝐦 𝐒𝐮𝐫𝐠𝐞 𝐢𝐧 𝐄𝐚𝐫𝐥𝐲 𝟐𝟎𝟐𝟒, 𝐒𝐩𝐚𝐫𝐤𝐢𝐧𝐠 𝐇𝐨𝐩𝐞 𝐟𝐨𝐫 𝐇𝐚𝐧𝐝𝐢𝐜𝐫𝐚𝐟𝐭 𝐈𝐧𝐝𝐮𝐬𝐭𝐫𝐲 𝐑𝐞𝐯𝐢𝐯𝐚𝐥

…𝒗𝒊𝒔𝒊𝒕𝒐𝒓 𝑵𝒖𝒎𝒃𝒆𝒓𝒔 𝑫𝒐𝒖𝒃𝒍𝒆 𝒇𝒓𝒐𝒎 𝑷𝒓𝒆𝒗𝒊𝒐𝒖𝒔 𝒀𝒆𝒂𝒓, 𝑩𝒐𝒐𝒔𝒕𝒊𝒏𝒈 𝑳𝒐𝒄𝒂𝒍 𝑨𝒓𝒕𝒊𝒔𝒂𝒏𝒔 𝑨𝒎𝒊𝒅 𝑺𝒑𝒓𝒊𝒏𝒈 𝑭𝒆𝒔𝒕𝒊𝒗𝒂𝒍𝒔 𝒂𝒏𝒅 𝑪𝒖𝒍𝒕𝒖𝒓𝒂𝒍 𝑪𝒆𝒍𝒆𝒃𝒓𝒂𝒕𝒊𝒐𝒏𝒔

By Pema Chozom

During the period from January 1 to March 31, 2024, Bhutan experienced a notable influx of 25,003 guests, showcasing a remarkable surge compared to the 12,696 arrivals documented in the same timeframe in 2023. Specifically, March 2024 emerged as a standout month with 14,822 arrivals, positioning it as the third most bustling month following the reopening phase, just below the peaks of May 2023 (16,609 arrivals) and October 2023 (16,465 arrivals).

Tourism has historically played a pivotal role in Bhutan’s economy, where the fusion of cultural heritage and breathtaking natural landscapes attracts visitors worldwide. However, the COVID-19 pandemic dealt a severe blow to the tourism sector, particularly impacting local businesses like the Made in Bhutan handicraft stores at Chubachu, plunging them into financial uncertainty. Despite these challenges, the arrival of spring brings a glimmer of hope for both tourists in search of adventure and cultural enrichment, and Bhutanese handicraft vendors and artisans aiming to revitalize their nation’s economy.

Spring emerges as the prime season for tourism in Bhutan, drawing visitors to witness the vibrant hues of this time of year. Alongside the enchanting weather and azure skies, springtime ushers in traditional festivities such as Punakha Drubchen and Paro Tshechu. These celebrations are magnets for both foreign and domestic tourists, eager to immerse themselves in Bhutan’s rich cultural tapestry. Local handicraft stores serve as portals to Bhutanese heritage during these events, offering a rich array of handcrafted marvels that captivate visitors, ranging from exquisitely carved woodwork to intricately woven textiles.

The breakdown of visitors in 2024 shows that 60% came from India, with the remaining 40% coming from various markets, including the United States, China, the United Kingdom, Germany, Singapore, France, Italy, Malaysia, Vietnam, Australia, and Canada. In March 2024, Indian tourists constituted 57% of the total, with international visitors accounting for 43%.

Dawa Yangzom, Assistant Tourism Officer of Marketing and Promotion Division, Department of Tourism, said, “The Department of Tourism has implemented a number of strategies to promote Bhutan as a tourist destination and attract more visitors. The department regularly issues press releases (several per month) to share updates and news about Bhutan’s tourism industry. Additionally, we engage in public relations efforts to build relationships with global press and media outlets, facilitating coverage and positive exposure. The department actively promotes the diverse festivals, events, and activities taking place in Bhutan. The department actively supports and plans familiarization trips, press trips, and influencer trips. These initiatives enable industry professionals, journalists, and influencers to experience Bhutan firsthand and promote it to their respective audiences.”

The department also conducts targeted digital marketing campaigns to promote Bhutan as a tourist destination in key markets, using various online channels to raise awareness and attract visitors. The “Bhutan Believe” brand campaign highlights Bhutan’s cultural richness, natural beauty, and spiritual essence to create a compelling destination identity.
Furthermore, to engage with travel industry professionals, tour operators, and potential visitors, the department organizes events and road shows in key markets, providing networking opportunities and showcasing Bhutan’s offerings. Emphasizing high-quality photography and videography, the department aims to capture and share the captivating aspects of Bhutan, often collaborating with local content creators. Additionally, the department has joined exclusive travel networks like Virtuoso, XO, and Serendipians to reach affluent travelers seeking unique experiences. Monthly webinars are also conducted with over 300 global travel agents to educate them about Bhutan and update them on new developments.

Dawa Yangzom added, “Visitors come to Bhutan mainly for vacation and leisure. Others also come to Bhutan seeking spirituality and wellness.” Visitors to Bhutan are drawn to its stunning landscapes, including the Himalayas, lush valleys, and ancient temples. The country’s natural beauty, along with its well-preserved culture and heritage, makes it a popular destination for leisure travel. Tourists explore Bhutan’s rich cultural heritage through its festivals, traditional crafts, and architecture, and engage in outdoor activities like trekking, hiking, and bird watching. Families are attracted to Bhutan for its peaceful environment, safety, and opportunities to spend quality time together away from everyday stress. The country is also renowned for its Buddhist monasteries, meditation retreats, and wellness resorts that offer yoga, meditation, and holistic healing practices.

Kunzang, 38 years old from Wangdue, an owner of one of the Made in Bhutan handicraft shops in Chubachu said, “This shop is our family business started around September 2013. Although we have gone through several financial setbacks in this business, things are currently going well. We deal with traditional boots, Tshoglhams, which are mostly made by my father. The majority of Bhutanese people buy these during holidays and special events like Teacher’s Day, Tsechus, and His Majesty’s birthday. A small percentage of visitors also buy them.”
“I made Nu. 500,000 in revenue in the first three months of this year, compared to only roughly Nu. 50,000 in the same period last year,” she added.

In the past, the government has also provided a lot of assistance to entrepreneurs like us. In an effort to possibly increase our sales, I would like to recommend that our government direct tourists toward the Chubabchu handicraft stores by increasing awareness of the craft bazaar on their websites and social media accounts.
Ugyen Pema, 27 years old from Trashiyangtse, owner of the Bhutanese Crafts store started her business last year. She said, “I deal with kiras, handbags, and jackets. I was able to make a little more than Nu.100,000 in the first three months this year, whereas I wasn’t able to make much sale during the same period last year. This year, I expect a large number of tourists to enter the country. I am pleased and anticipating higher sales in the following months.”

She further said, “I would like to request that our government look into the conditions of the handicraft shops here in Chubachu and, if possible, assist us in renovating and improving the shops.”
Ugyen, 34 years old from Lhuentse, works in one of the handicraft shops called Blue Sky Lapidary, said, “I have been working here for the past five years, since its inception. We deal in jewelry such as brooches (koma), necklaces (bjuru), bangles (dopchu), earrings (sinchu), rings (zuki), and pendants and amulets (sungkhobs). These are difficult to sell and are frequently purchased by tourists, making it difficult to turn a profit during the off-season. I believe there are a lot of tourists visiting the country during this time of year. I have made about Nu. 100,000 in these first three months of the year, whereas it was only about Nu.40,000 during the same period last year. Focusing on promoting the various arts and crafts showcased in Chubachu on various media platforms has the potential to boost our businesses and encourage more entrepreneurs to enter this industry.”

The Department of Tourism and Bhutanese handicraft stores have a mutually beneficial relationship in which both contribute to the other’s success. Enthralled by Bhutan’s distinct charm, tourists visit these shops in search of authentic keepsakes and cultural items. For their part, handicraft vendors are comforted by a constant flow of patrons, as sales rise during the busiest travel season. Beyond just helping individual craftspeople, the economic advantages also strengthen communities and advance rural areas’ socioeconomic development.

“I have always been fascinated by Bhutan’s rich culture and stunning scenery,” said John, a Canadian visitor. “Bhutan has always been a must-see destination for me due to its breathtaking scenery and pleasant climate. I purchased some exquisite handicrafts as mementos to bring back home. The experience has been enlightening.”
Although this season is promising, Bhutanese handicraft stores face difficulties. Local and international market rivalry poses a threat to the stores’ unique products. Furthermore, authenticating and maintaining the quality of the product is necessary to keep customers’ trust. But these difficulties also present chances for creativity and teamwork. Bhutanese handicrafts can become more well-known worldwide by adopting sustainable practices, using digital media for marketing, and taking part in exchange programs.

The resilience of the tourism industry meets the creativity of local artisans as spring brings an influx of tourists and cultural celebrations to Bhutan, igniting hope for an economic revival. A brighter future where tradition and modernity can coexist peacefully is made possible by the symbiotic relationship between tourism and handicrafts, which is fueled by innovation, strategic partnerships, and a shared commitment to preserving Bhutan’s cultural heritage.