𝐁𝐫𝐞𝐚𝐤𝐢𝐧𝐠 𝐂𝐨𝐧𝐯𝐞𝐧𝐭𝐢𝐨𝐧𝐚𝐥 𝐁𝐚𝐫𝐫𝐢𝐞𝐫𝐬, 𝐁𝐡𝐮𝐭𝐚𝐧’𝐬 𝐓𝐨𝐮𝐫𝐢𝐬𝐦 𝐄𝐦𝐛𝐫𝐚𝐜𝐞𝐬 𝐒𝐮𝐫𝐠𝐞 𝐨𝐟 𝐅𝐞𝐦𝐚𝐥𝐞 𝐆𝐮𝐢𝐝𝐞𝐬

…𝒆𝒎𝒑𝒐𝒘𝒆𝒓𝒊𝒏𝒈 𝒅𝒊𝒗𝒆𝒓𝒔𝒊𝒕𝒚 𝒂𝒏𝒅 𝒆𝒙𝒄𝒆𝒍𝒍𝒆𝒏𝒄𝒆 𝒓𝒆𝒅𝒆𝒇𝒊𝒏𝒆 𝒗𝒊𝒔𝒊𝒕𝒐𝒓 𝒆𝒙𝒑𝒆𝒓𝒊𝒆𝒏𝒄𝒆𝒔, 𝒅𝒓𝒊𝒗𝒊𝒏𝒈 𝒂 𝒔𝒉𝒊𝒇𝒕 𝒕𝒐𝒘𝒂𝒓𝒅𝒔 𝒊𝒏𝒄𝒍𝒖𝒔𝒊𝒗𝒆 𝒕𝒐𝒖𝒓𝒊𝒔𝒎

By Sangay Tshering Choden,

In a significant development, Bhutan’s tourism sector is witnessing a rise in female guides, inspiring and empowering Bhutanese women. Since Bhutan reopened to tourism in September 2022, the number of certified female guides has increased by over 25%, marking a notable shift in the traditionally male-dominated field. As of May 2024, the Department of Tourism has officially recognized and certified more than 122 women as guides out of a total of 1,809 certified guides in Bhutan. This surge in female participation is not just a numerical increase but a societal transformation, challenging preconceived notions about gender roles in the tourism sector.

In interviews with some of these pioneering women guides, they shared their personal journeys and the challenges they’ve encountered along the way. Many cited their deep love for Bhutan’s culture, history, and natural beauty as the driving force behind their decision to become guides. Inspired by a desire to share their passion for their country with others, these women embarked on their journey into the world of tour guiding.

Among them is Tashi Choden, who is 35 years old and has 10 years of experience in guiding. She discovered her love for storytelling and connecting with people while guiding tourists through Bhutan’s breathtaking landscapes. “I was inspired to become a guide by my love for Bhutan’s culture and landscapes,” said Tashi Choden.

Another inspiring figure is Pema Wangmo, who is 26 years old and has 6 years of experience in guiding. Her fascination with Bhutan’s rich cultural heritage led her to pursue a career in guiding, despite facing skepticism from some quarters about women’s ability to excel in the field. She said, “Throughout my years as a tour guide, I have formed countless connections with people from diverse backgrounds. These interactions have broadened my perspective and enriched my life in ways I could never have imagined. I am grateful for the opportunity to make a positive impact on others’ lives while enjoying the personal and professional growth that comes with this rewarding career.”

Despite facing initial obstacles and stereotypes, these women have persevered, driven by their passion for showcasing Bhutan’s rich culture and heritage to travelers from around the world. Pema Wangmo highlighted one significant challenge, stating, “Accommodation becomes one of the challenging aspects for us; some hotels don’t provide separate rooms, forcing us to share accommodations with coworkers of the opposite sex. If hotels could provide this, it would greatly help female guides.”

Lhamo, aged 26 with 8 years of guiding experience, said, “Being a woman tour guide has also given me the opportunity to inspire others, especially young girls and women who may be considering a career in the tourism industry. I believe that by sharing my experiences and successes, I can help break down barriers and encourage more women to pursue their passions in this field. Being a woman tour guide in the tourism industry has been an incredibly fulfilling experience. My story, I hope, serves as an inspiration to others, demonstrating that with determination, passion, and a commitment to excellence, women can excel in any field they choose.”

Sonam Choki, 24 years old with 3 years of guiding experience, shared her memorable experiences. Sonam said, “Throughout my years as a tour guide, I have formed countless connections with people from diverse backgrounds. These interactions have broadened my perspective and enriched my life in ways I could never have imagined. I am grateful for the opportunity to make a positive impact on others’ lives while enjoying the personal and professional growth that comes with this rewarding career.”

In an interview with the Guide Association of Bhutan (GAB), their commitment to promoting women’s participation in the tourism industry was evident. According to Keshap Pradhan, Acting Director of the GAB, “We always encourage women’s participation.” They have implemented reserved quotas for women in various training programs, meetings, and seminars. Notably, the GAB Secretariat boasts a 1:1 female to male working ratio.

The GAB emphasizes continuous learning and up-scaling for guides beyond their initial licensing. They advocate for periodic training to maintain professionalism and quality in guiding services. According to Keshap Pradhan, “Firstly, we need to understand the guiding profession. After completion of their course and getting the license, the learning process doesn’t stop here. It is very important that they are periodically provided with up-scaling trainings at different levels. And these, we have always request the concern agencies. And we believe this is one way to ensure professionalism and quality in guiding services in tourism.”

When addressing any setback feedbacks or concerns raised by female guides, the GAB stressed the importance of understanding the depth of the issues. Keshap Pradhan added, “If their concerns are really genuine then we submit them to the Department of Tourism for resolution.”

Feedback from tourists regarding female guides has been exceptionally positive, highlighting their excellent service delivery and behavior. Keshap Pradhan stated, “Well, if we look at the feedback from the tourists with regard to the guiding services provided by our female tourist guides – it’s exceptionally good. Be it in terms of ‘content delivery’, their behavior – all we can say is we have received remarkable feedback. Coming to your first question, though comparatively less in number, some of our female tourist guides have an excellent service record. Some of them have been providing guiding service to some Very Important Persons (VIPs), Very VIP, and top international companies as well.”

Several female guides have achieved notable success, including participating in prestigious events like the ‘snowmen run’ and being featured in international magazines. According to Keshap Pradhan, “We also have some of our female tourist guides who can speak other languages such as Chinese, French, German, Japanese, Korean, and Thai, etc. And not to forget that about 50% of our validated female tourist guides have completed their Desuung training program. We also have a bunch of regular female tourist guides who participate in observing ‘zero waste hour’ every month paving their presence in creating social-environment change and working towards being responsible towards waste management.”

While acknowledging the challenges faced by female guides in Bhutan’s tourism industry, the GAB highlights performance as the key determinant of success, regardless of gender. According to Keshap Pradhan, “Irrespective of gender, if an individual performs better than her/his colleague, the chances are that she/he will have more advantage on the ground.” The Guide Association of Bhutan remains steadfast in its commitment to fostering gender equality and professionalism within the tourism industry. Through targeted initiatives and support, they continue to empower female guides and pave the way for their success. As Bhutan’s tourism industry continues to evolve, the growing presence of female guides not only enriches the sector but also paves the way for a more inclusive and equitable future. With their passion, dedication, and determination, these women are leading the way, inspiring empowerment and driving positive change in Bhutan and beyond.