𝐒𝐞𝐫𝐬𝐡𝐨𝐧𝐠 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐲 𝐅𝐢𝐧𝐝𝐬 𝐍𝐞𝐰 𝐈𝐧𝐜𝐨𝐦𝐞 𝐎𝐩𝐩𝐨𝐫𝐭𝐮𝐧𝐢𝐭𝐲 𝐓𝐡𝐫𝐨𝐮𝐠𝐡 𝐃𝐫𝐞𝐬𝐬 𝐑𝐞𝐧𝐭𝐚𝐥 𝐈𝐧𝐢𝐭𝐢𝐚𝐭𝐢𝐯𝐞

…𝒍𝒐𝒄𝒂𝒍𝒔 𝒄𝒓𝒆𝒂𝒕𝒆 𝒏𝒆𝒘 𝒆𝒄𝒐𝒏𝒐𝒎𝒊𝒄 𝒐𝒑𝒑𝒐𝒓𝒕𝒖𝒏𝒊𝒕𝒊𝒆𝒔 𝒘𝒉𝒊𝒍𝒆 𝒂𝒍𝒍𝒐𝒘𝒊𝒏𝒈 𝒕𝒐𝒖𝒓𝒊𝒔𝒕𝒔 𝒕𝒐 𝒆𝒙𝒑𝒆𝒓𝒊𝒆𝒏𝒄𝒆 𝒈𝒉𝒐 𝒂𝒏𝒅 𝒌𝒊𝒓𝒂

By Kezang Choden

The residents of Sershong Gewog under Sarpang Dzongkhag have come up with an initiative to promote Bhutanese culture while creating new economic opportunities. They are offering traditional Bhutanese dresses to tourists at a reasonable charge, allowing visitors to dress up and experience the elegance of the national attire. The initiative has quickly gained popularity among tourists, who are eager to try different styles of the Gho and Kira, the national dress of Bhutan. Many visitors have expressed delight not only in wearing the attire but also in learning about its cultural significance. For some, the opportunity provides memorable photographs, while for others it deepens their understanding of Bhutanese identity and way of life.

Community members say the initiative is more than just a business idea. It is a way of showcasing Bhutanese culture to the outside world while keeping traditions alive. Locals explained that by sharing their attire and stories connected to it, they feel a sense of pride in their heritage. At the same time, it has opened a sustainable source of income for families in the gewog, particularly benefiting women and youth who are directly involved in the activity. Residents believe such initiatives can inspire similar projects in other gewogs, where culture and tourism can complement each other. By blending tradition with creativity, the people of Sershong are not only strengthening their livelihoods but also contributing to the broader vision of promoting community-based tourism across the country.

Rinchen Nima, the Mangmi of Sershong Gewog, shared that the introduction of traditional dress rental services marks a new and innovative initiative for the community. He noted that until recently, the gewog had only a few clothing shops, but this initiative now offers tourists a chance to experience Bhutanese culture by trying on the national dress. At the same time, it creates a valuable source of income for local residents. He pointed out that the new business idea has gained momentum largely because of the Gelephu Mindfulness City (GMC), which has attracted increasing numbers of tourists to the area. With more visitors making their way to Sershong and nearby places, the demand for such cultural experiences has grown, opening opportunities for locals to diversify their livelihoods.

“This is not just about wearing our national dress. It is about creating sustainability for our people. Until now, agriculture has been the primary source of livelihood, but with this, residents can find additional income while preserving and promoting our culture,” he said. The initiative is seen as an important step toward building self-reliance for the community, allowing people to benefit directly from the changing economic landscape brought by GMC. It has also been welcomed by tourists, who are excited to immerse themselves in local traditions through attire, photographs, and cultural experiences. The gewog leadership expressed hope that such creative ideas will continue to complement farming and encourage more locals to explore ventures that balance tradition with modern economic opportunities.
Leela Ghalley, a resident of Sershong Gewog in Sarpang, has been running her traditional dress rental business for more than two years. What began as a small initiative has now become a sustainable source of income for her family and a way to promote Bhutanese culture among visitors. Leela shared that she earns an average income of Nu. 40,000 every month through this venture. The earnings have enabled her to support her four children and provide them with a better livelihood. “Most of the tourists, especially from India, are excited to try on our traditional dresses. They feel delighted to experience Bhutanese culture in this unique way,” she said.

For many residents of Sershong, agriculture was once the main source of income. However, increasing challenges from human-wildlife conflict have forced people to look for alternative livelihoods. In this context, Leela’s business has not only supported her family but also served as an example for others seeking new opportunities. She explained that in recent years, several other residents have started similar ventures, creating healthy competition within the community. “We try to support one another instead of treating each other as rivals. At the end of the day, the goal is to provide good service and showcase our culture to visitors,” Leela said. The GMC project has also played a significant role in attracting more tourists to the area. With the rise in visitors, opportunities for businesses like Leela’s have expanded, giving local communities renewed hope for economic growth. What started as a simple idea to rent out national dresses has now grown into a livelihood that connects culture with income generation. For Leela and many like her, such ventures are proving to be a practical way to sustain their families while preserving Bhutanese tradition.

Local entrepreneurs and vendors operating in Sershong have voiced strong appeals to the government to provide proper sheds and facilities for selling their goods. Many of them, including those running the newly popular traditional dress rental business, face seasonal challenges that make it difficult to operate. Currently, most traders work in the open, exposed to harsh weather conditions that often discourage both sellers and buyers. They believe that if the government could help with adequate sheds and market space, their businesses would run more smoothly and attract more visitors.

Another pressing concern raised by the community is the lack of proper waste management in the area. Although some business owners have volunteered to clean the surroundings daily, they admit that their efforts are not enough. They are calling for a structured waste management system to maintain cleanliness and preserve the environment, which is also vital for tourism. Adding to the vibrancy of the local economy, many youths engage in small-scale businesses during vacation periods. Selling oranges and other local produce, they not only support their parents but also earn pocket money for themselves. Residents view this as a positive trend that keeps young people productively engaged while instilling in them the value of hard work. They emphasize that such support will uplift the local economy and enhance the experience of visitors, thereby promoting culture and tourism in the region.

At just 22 years old, Dechen Tshering has already shown determination in supporting his family. Living with his single mother, he expressed that the income from his small business has enabled him to contribute to household expenses and ease his mother’s burden. Dechen shared that running a business at a young age has not only given him financial independence but also taught him the value of responsibility. “I am happy that I can help my mother whenever she needs support at home,” he said, adding that it motivates him to work harder every day. Looking ahead, Dechen is determined to expand his business and create more opportunities for himself and others. He hopes that by growing his venture, he can provide employment for local youths who, like him, are eager to find ways to support their families while pursuing their own goals.

The initiative in Sershong Gewog demonstrates how tradition and economic opportunity can coexist. By connecting culture with income generation, residents are preserving heritage while creating livelihoods, providing a model for community-based tourism across the nation.