The Jomolhari Mountain Festival concluded today with record attendance. The festival this year drew more than 800 visitors, with around 400 international tourists. The two-day festival has generated over Nu 265,000 in income for Soe Gewog’s highland communities.
On the first day alone, the event welcomed 230 international guests, over 800 participants in total, and generated more than Nu 150,000.
The second day saw over 170 international tourists and about 400 Bhutanese visitors, contributing another Nu 115,000.
Among this year’s visitors are 75-year-old Martin and 56-year-old Janet, a couple from the United Kingdom with a long-standing connection to Soe Gewog.
They first visited the area in 1996, and their return after 29 years was described as a nostalgic journey back to where it all began.
A tourist from the United Kingdom, Martin said, “When we came here 29 years ago, I met my wife. She was on the same trip as me, or perhaps my future wife, if I may say so. Over time, we got to know each other, developed feelings, and stayed in touch while back in the United Kingdom. We eventually married and had children. This is truly our first opportunity to return to the place where we first met, and we wanted to do so with respect for Bhutan.”
The couple said they were glad to learn about the festival’s theme, which was introduced in 2013, and expressed their support for efforts to conserve not only the snow leopards but also the traditional way of life of Bhutan’s highland communities.
“It reflects the importance of snow leopards to Bhutan and the world. It enables all the people to come together and respect that wonderful animal,” added Martin.
“What’s wonderful about this initiative is that it serves nature while encouraging villagers to remain in the mountains. Very often, people migrate to towns, so it’s great to have a festival like this that brings everyone together to celebrate the unity between people and nature—a core value of Bhutan. That is partly why we returned,” said Janet, another tourist from the United Kingdom.
Meanwhile, the festival has also brought together entrepreneurs from highland communities in Soe to showcase their products. These local entrepreneurs say the rising turnout has brought more business opportunities for them.
Tshewang Chodrup, an entrepreneur from Soe Gewog said, “Visitors feel happy and proud when we showcase our culture during the festival. Not just that, when we get to exhibit our products and sell them, it gives us villagers a great opportunity to grow our businesses.”
“I think the festival has changed a lot in the last 11 years. The festival is setting a great example for the world. Since the festival started, it has also provided a lot of opportunities for us highlanders,” said Soe Gup Kencho Dorjee.
Held annually at the base of Mount Jomolhari, the two-day festival continues to celebrate Bhutan’s highland culture, promote conservation efforts, and strengthen the bond between people and nature
Karma Samten Wangda, Paro
Edited by Phub Gyem
