𝐇𝐚𝐚’𝐬 𝐀𝐫𝐭𝐢𝐬𝐚𝐧𝐬 𝐒𝐞𝐭 𝐭𝐨 𝐌𝐚𝐤𝐞 𝐓𝐡𝐞𝐢𝐫 𝐌𝐚𝐫𝐤 𝐰𝐢𝐭𝐡 𝐔𝐧𝐢𝐪𝐮𝐞 𝐒𝐨𝐮𝐯𝐞𝐧𝐢𝐫 𝐈𝐧𝐢𝐭𝐢𝐚𝐭𝐢𝐯𝐞

…𝑳𝒐𝒄𝒂𝒍𝒍𝒚-𝒎𝒂𝒅𝒆 𝒔𝒐𝒖𝒗𝒆𝒏𝒊𝒓𝒔 𝒕𝒐 𝒃𝒐𝒐𝒔𝒕 𝒕𝒐𝒖𝒓𝒊𝒔𝒎 𝒂𝒏𝒅 𝒔𝒖𝒑𝒑𝒐𝒓𝒕 𝒔𝒖𝒔𝒕𝒂𝒊𝒏𝒂𝒃𝒍𝒆 𝒍𝒊𝒗𝒆𝒍𝒊𝒉𝒐𝒐𝒅𝒔 𝒊𝒏 𝒕𝒉𝒆 𝒓𝒆𝒈𝒊𝒐𝒏

By Tshering Yangden

Haa Dzongkhag, in collaboration with Helvetas Swiss Intercooperation Bhutan, conducted 15-days Souvenir Development Training Program aimed at empowering local communities and fostering economic growth within the region. The program equipped participants with essential skills to create unique, locally made souvenirs to promote Haa’s cultural heritage and generate sustainable employment opportunities.

As part of this initiative, newly formed “Haa Souvenir Groups”. The group makes bags, scarf and traditional belts as of date. This initiative is designed to foster employment opportunities within the region, these groups will continue to receive ongoing support from the Dzongkhag administration to help develop and promote local souvenirs, supporting the region’s growing tourism sector.

Tashi Chozom, Assistant Economic Development and Marketing officer of Haa Dzongkhag said that the Haa Dzongkhag Administration partnered with Helvetas Swiss Intercooperation Bhutan to conduct the Souvenir Development Training Program, building on their two-year collaboration that is part of a three-year project ending in December 2025. As part of the 2024 Annual Work Plan and Budget (AWPB), the administration initiated a capacity-building training focused on Bhutanese textiles for souvenir development. “This training aims to create employment opportunities and enhance the capabilities of the youth and women in Haa,” she said. The long-term benefits of this initiative include livelihood improvements and income generation for the participants.

“The “Haa Souvenir Groups” are expected to contribute significantly to the region’s tourism and cultural industries by offering unique, locally-made souvenirs that will attract tourists and serve as handicraft gifts for foreigners,” said Tashi Chozom.

There are plans to expand and scale up this initiative in the future. The Dzongkhag Administration intends to offer more training sessions to those who are interested. The participants will continue to receive support, including further training materials, to ensure the success of their ventures.

Tshering Dorji, one of the participants said that he joined to celebrate the cultural heritage of Haa while creating employment for our community. He said,“Crafting souvenirs that reflect our traditions not only helps preserve our culture but also attracts more tourists, which benefits local businesses.”

The training proved to be incredibly valuable, equipping participants with key skills in product design, crafting techniques, and marketing strategies. Pema Choden, another participant, said, “The most beneficial knowledge I gained was how to create high-quality products and market them effectively.” She plans to apply these skills by focusing on handcrafted wooden items, particularly traditional Haa wooden masks that reflect the rich customs of the region.

The souvenirs being developed by the group will carry the essence of Haa’s cultural heritage. Tshering Dorji explained, “We are planning to create unique items such as small sculptures and masks that incorporate local craftsmanship and reflect Haa’s folklore. Our goal is for tourists to take home a piece of Haa’s history, something that tells the story of our traditions.”

The group is optimistic about the growth of the “Haa Souvenir Groups.” Pema Choden envisions the cooperative becoming successful: “We hope our group expands and our products will not only showcase Haa’s traditions but also promote our region globally. Eventually, we aspire to create a strong brand identity for our souvenirs, even beyond Bhutan.”

However, they are aware of the challenges ahead. Tshering Dorji acknowledged, “One challenge will be standing out in a competitive market. But we are focused on producing authentic, high quality items that will set us apart.” The group plans to work collaboratively to manage production efficiently and ensure consistency in quality.

Support from the Dzongkhag Administration and Helvetas remains crucial for the success of this venture. Pema Choden expressed, “The ongoing guidance will be vital as we navigate the early stages of product development and marketing, helping us establish a strong foundation and reach a broader market.”

Helvetas, which played a significant role in designing and delivering the training program, aligns with its mission to promote sustainable livelihoods and empower communities. Lhatu, a representative from Helvetas, said, “By equipping the local communities in Haa with skills to create and market traditional souvenirs, we are opening new avenues for economic independence and helping preserve Bhutan’s rich cultural heritage.” This initiative directly supports local artisans and creates economic opportunities that contribute to sustainable development in the region.

Helvetas’ role included providing technical expertise, resources, and tailored guidance to ensure that participants gained valuable skills in product design, business development, and marketing. Sonam Pem, a trainer said, “Our goal was to equip participants with the tools to create high-quality, marketable souvenirs that would appeal to both domestic and international tourists.”

Helvetas sees great potential in creating sustainable economic opportunities through this initiative. Lhatu said, “This program will open up new income sources for the community. As souvenir production grows, it will create jobs in crafting, sales, and marketing, diversifying the local economy and reducing reliance on traditional sectors.”

Despite the optimism, Helvetas representatives also recognize the challenges the souvenir groups face as they grow. Sonam Pem said, “Ensuring consistent product quality while maintaining the traditional aspects of Haa’s crafts will be a key challenge. Moreover, marketing these products effectively in a competitive market will require careful planning and strategy.” The group will need ongoing support to overcome these challenges and succeed in both local and international markets.

Reflecting on the potential of Haa’s souvenir industry, Lhatu expressed confidence in its appeal: “Haa’s unique cultural offerings have immense potential to attract tourists. He said, “The souvenirs we are developing have a deep connection to local traditions, which will make them highly appealing to visitors seeking authentic experiences.”

Dechen Om, a participant in the program, shared that the training has provided valuable knowledge on creating unique and marketable products that reflect the cultural heritage of the Dzongkhag. “This training has not only expanded our understanding of souvenir development but also opened doors to sustainable employment opportunities for our communities,” she said.