Despite its proximity to the capital, Thimphu and Paro International Airport and reputation for rich culture, pristine environment, and distinctive cuisine, Haa Valley remains one of the least visited districts in the country by both international and domestic tourists. To change this narrative and position Haa as a unique and marketable travel destination, the district administration is partnering with branding experts to develop a new identity with the launch of a campaign.
Key stakeholders convened in Thimphu today for a strategic meeting to realise the vision of transforming Haa into a travel destination.
The meeting brought together officials from Haa, the Department of Tourism, tour operators, branding experts, and local tourism representatives to assess Haa’s tourism potential, identity, and market fit.
To promote Haa as a desirable tourist destination, the district administration is collaborating with branding experts to brand the valley under the campaign “Haa Ley-Me Ley”.
The campaign is expected to be ready by December this year.
The brand aims to spotlight elements that are unique to Haa, including its distinct dialect, cuisine, white poppy, cultural landmarks, and hiking trails, among others.
“This branding strategy will put things together in terms of what Haa has to offer in terms of tourism assets. It will highlight what the unique offerings which are not available in other districts,” said Melam Zangpo, Haa Dzongda.
Local tour guides and homestay owners shared firsthand insights into the district’s day-to-day tourism experiences, highlighting both the deep cultural richness of Haa and the challenges related to low visibility.
“As a homestay coordinator, I shared with the travel agents today about the kinds of food we serve, our local culture, and the experiences we offer. I’m glad they showed interest and support, and I hope to see more visitors coming to Haa in the future,” said Kinley Wangchuk, Homestay Coordinator, Haa.
“Right now, most tourists only travel as far as Chelela. Many say there is nothing to see in Haa, but that is not true. We have so much to offer. I urge all tour operators to bring tourists beyond the pass and into Haa itself, so they can truly experience what Haa has to offer,” said Wangdi Tseten, Chairman, Haa Visitor Information Centre.
According to the Department of Tourism, Haa receives six to ten times fewer visitors compared to popular districts like Punakha, Wangdue, and Bumthang.
The event is expected to pave the way for a more coordinated and targeted promotional campaign for Haa, reinforcing its appeal to both domestic and international visitors.
Namgay Wangdi
Edited by Phub Gyem
