𝐙𝐡𝐞𝐦𝐠𝐚𝐧𝐠 𝐏𝐨𝐬𝐢𝐭𝐢𝐨𝐧𝐞𝐝 𝐅𝐨𝐫 𝐆𝐫𝐨𝐰𝐭𝐡 𝐓𝐡𝐫𝐨𝐮𝐠𝐡 𝐂𝐮𝐥𝐭𝐮𝐫𝐚𝐥 𝐀𝐧𝐝 𝐍𝐚𝐭𝐮𝐫𝐞-𝐁𝐚𝐬𝐞𝐝 𝐓𝐨𝐮𝐫𝐢𝐬𝐦

…𝒊𝒏𝒇𝒓𝒂𝒔𝒕𝒓𝒖𝒄𝒕𝒖𝒓𝒆 𝒈𝒂𝒑𝒔 𝒂𝒅𝒅𝒓𝒆𝒔𝒔𝒆𝒅 𝒂𝒔 𝒌𝒆𝒚 𝒇𝒂𝒄𝒕𝒐𝒓 𝒊𝒏 𝒖𝒏𝒍𝒐𝒄𝒌𝒊𝒏𝒈 𝒕𝒐𝒖𝒓𝒊𝒔𝒎 𝒑𝒐𝒕𝒆𝒏𝒕𝒊𝒂𝒍

By Tashi Tshewang

Thimphu recently hosted the Dzongkhag Tourism Marketing and Consultation Meeting, attended by 15 tour operators, officials from the Department of Tourism, the Association of Bhutanese Tour Operators, and other stakeholders. The meeting’s aim was to promote Zhemgang Dzongkhag as a unique destination for domestic and international visitors.
The discussion centered on upcoming events including the 2025 Bhutan Bird Festival and the Winter Manas Festival, and the potential for nature-based and cultural tourism in Zhemgang. Stakeholders exchanged insights on marketing strategies and explored partnerships to improve visibility, visitor experiences, and sustainable tourism growth in the region. The consultation also identified challenges and sought coordinated solutions aligned with Bhutan’s sustainable tourism goals.

Norbu Jamtsho, Planning Officer of Zhemgang, said, “Zhemgang is one of Bhutan’s richest biodiversity zones. We have natural wonders such as Duenmang Tshachhu, Buli Tsho, Twin Falls, Buli Cultural Village, and Trong Heritage Village. Visitors can enjoy rafting and flyfishing at Berti and Manas. Our district is home to rare species like the golden langur and the white-bellied heron. But to truly tap into our tourism potential, we need better infrastructure and support.”
Despite these assets, Zhemgang faces challenges including insufficient roadside amenities, a lack of tourist-standard hotels, and limited skilled service providers. Plans are underway to upgrade facilities by building eco-trails, museums, cafés, and footpaths. Efforts to engage investors and seek government incentives for eco-friendly infrastructure are ongoing.

Jamtsho added, “We are promoting two important festivals to position Zhemgang on Bhutan’s tourism map. The Bhutan Bird Festival on November 12 and 13 celebrates our avian diversity and honors the Fourth King’s conservation efforts. The first Manas Winter Festival held in February attracted hundreds of regional and local tourists. These events promote sustainable and community-based tourism, a key focus in our 13th Five-Year Plan. We now seek stronger partnerships, marketing support, and investment to take our tourism to the next level.”

Kinley Gyeltshen, Chairperson of the Association of Bhutanese Tour Operators, highlighted the role of tour operators in promoting destinations like Zhemgang. “ABTO plays an important role representing tour operators who promote and brand tourism products across Bhutan. For Zhemgang, rich in ecotourism, tour operators connect with foreign operators who then reach international clients interested in ecotourism. This is how marketing and branding begin and tourist arrivals are encouraged. ABTO can advocate and encourage members to actively promote destinations like Zhemgang.”

Gyeltshen also stressed infrastructure challenges. “There are no proper hotels or necessary facilities yet. More investment in infrastructure is urgently needed. Initiatives like the Bird Festival and the Winter Manas Festival have potential but must be coordinated with all stakeholders. If festivals are organized only by the Dzongkhag and local residents, their impact remains limited. It is essential to involve all relevant stakeholders to ensure broader participation and national visibility.”

Phurpa Lhamo, Project Manager of ABC Tours, outlined plans to include natural trails, river rafting, village visits, and historic sites such as Trong village and Bjoka house in ecotourism packages. “We also plan to include bird watching opportunities wherever possible. These activities offer tourists an immersive and authentic experience highlighting Zhemgang’s unique beauty.”

She noted accommodation challenges. “The biggest challenge is accommodation. Existing facilities do not provide proper services and are not maintained to meet our client standards. However, we see opportunities to promote local products, encourage use of homestays, and hire local guides. These steps enhance visitor experience and benefit local communities.”

Thinley Tenzin, Operation Manager of Rainbow Tour and Treks, described customized tours including cultural, adventure, nature, birding, and hiking options. “Zhemgang is ideal for birdwatching, eco-trekking along the Nabji Korphu Trail, and wildlife safaris in Royal Manas National Park. These attract birders, photographers, and nature lovers. Cultural tours such as village homestays in Bjoka or Korphu and bamboo craft workshops offer authentic experiences.”
He pointed to infrastructure and visibility issues limiting tourism. “To change that, we need better facilities and training for guides, homestay operators, and youth. Sustainable tourism models such as community-run services, eco-lodges, and partnerships with conservation groups can help. If developed responsibly, Zhemgang can become a leading ecotourism destination in Bhutan.”

Ugyen Wangda of Little Bhutan Tour said the company plans to schedule Royal Manas National Park visits around the Bird Festival on November 13 and 14 and the Manas Winter Festival on February 22 and 23. “These festivals provide opportunities to showcase Zhemgang’s biodiversity and culture to guests.”

He also mentioned logistical challenges including high food and lodging costs even at eco-lodges, limited sightseeing due to long travel distances, and lack of proper restaurants. “There is also no standard government itinerary for new operators entering less-explored areas like Zhemgang.”
Wangda concluded, “We plan to work closely with Dzongkhag officials and focal persons in each chiwog to design new community-focused programs and itineraries that benefit guests and local people.”