Haa launched its own tourism brand, “Haa: Lay Mi Lay, Unraveling a mystery,” on Saturday. This makes Haa the first district in the country to introduce an independent brand identity and a dedicated tourism website. The initiative marks a shift in how local governments approach destination marketing, giving Haa direct control over its narrative and outreach. Officials say the move is intended to strengthen the district’s visibility while supporting long-term economic development.
The brand was unveiled alongside the launch of www.haatourism.com, a district-specific digital platform designed to serve as a central source of information for visitors.
The branding positions Haa as Bhutan’s “Last Frontier,” highlighting its late opening to tourism in 2002 and its relatively low visitor numbers despite being close to Paro International Airport.
Tashi Chozom, assistant economic development and marketing officer of Haa said, “Even though Haa opened to tourism in 2002, it has remained raw, untouched and unexplored. With the recent media coverage from BBC, listing Haa as a top 25 destinations, it means Haa has something to offer. Therefore, the dikstrict administration in Haa is pleased to celebrate the launch of ‘Haa: Lay mi lay’. Through this brand, we will be able to compile and organise all information to tell the story of Haa to the world.”
Haa has long been known for its preserved landscapes and strong cultural traditions.
The branding exercise was carried out by a Bhutanese consultant, Yee Getaway, as part of a locally led effort to define the district’s tourism identity. District officials said the process involved identifying Haa’s cultural, historical and ecological features and organising them into a clearer destination narrative.
Pema Choden Tenzin, the brand consultant said, “A regional brand helps translate the national vision into a local reality. So, a lot of content and storyline that can be produced at the district level is a lot more difficult when you look at Bhutan collectively. So, a local tourism branding initiative allows not just the people here but the district to take ownership in their story telling.”
The branding is designed to complement Bhutan’s national tourism strategy by diversifying the country’s offerings under the “Bhutan Believe” vision. By highlighting lesser-known districts, the initiative is expected to ease pressure on high-traffic areas while expanding opportunities for rural communities.
Prime Minister Tshering Tobgay said, “The brand is not enough just to be a reputation, we must leave it as a legacy. If we want to leave a legacy we have to teach our children to celebrate everything that is unique and beautiful about Haa.”
According to district officials, Haa recorded around 1,000 tourists in 2025 — a modest figure compared to more established destinations such as Paro and Thimphu. Despite its accessibility and it being close to the international airport, the valley has remained largely outside mainstream itineraries, with limited marketing and fewer structured tourism products.
Residents and businesses in Haa welcomed the launch with optimism.
Tshewang Nidup, tour operator said, “If we can improve Haa as a tourist destination, Haa is easy to access and cheaper. It is also close to Paro international airport and the capital Thimphu. That’s why we believe this branding and tourism in Haa can thrive.”
Chenba Dorji, a hotelier said, “We have to move past thinking that Haa has nothing to offer as a district. With this brand launch, people will see what Haa is actually like and why it is so much more than what most people think.”
During the launch, the Prime Minister also said the government will work to promote the district’s tourism brand by engaging tour operators from within Bhutan as well as from international markets. He added that efforts will be made to collaborate with Bhutanese and international influencers to help increase awareness about Haa. The engagement, expected to take place sometime in March, is aimed at strengthening market linkages and improving the district’s visibility.
Karma Samten Wangda, Haa
