As part of efforts to reposition Phuentshogling as a clean, safe and experiential destination for travellers entering Bhutan, a contract was signed to develop tourism branding and digital media tools for the border town. The initiative is expected to enhance urban aesthetics, strengthen Phuentshogling’s position as a vibrant commercial and cultural gateway, and support local economic growth.
The Office of the Prime Minister and Cabinet’s Advisory Team for the Phuentshogling Thromde Enhancement Programme signed the contract with XCEED Studio, a digital solutions company.
The contract signing marks the start of a major tourism branding and digital promotion initiative under the Phuentshogling Thromde Enhancement Programme, or PTEP.
Under the project, XCEED Studio will develop destination branding materials and a digital media platform to promote Phuentshogling and enhance visitors’ experiences.
The company will also create a dedicated tourism website featuring key destinations, attractions and visitor information, making it easier for travellers to discover and explore Phuentshogling and its surrounding areas.
“It will be much easier to do a lot of things from that website itself and also to gain information. Through the website and brochures, it will help people, especially locals, better understand their destination. Eventually, the work we do for Phuentshogling can be replicated in other districts and contribute to stronger destination marketing across the country,” said Ngawang Chojey Rai, the CEO and founder of the XCEED Studio.
According to the organisers, the company is expected to complete the development and branding components within three months.
Officials say the initiative is expected to encourage visitors to spend more time in Phuentshogling and explore its tourism offerings, generating benefits for businesses and other sectors of the local economy.
“It’s very critical because Phuentshogling is a gateway, but we need to make it more vibrant, create a lot of economic opportunities and also tourism will benefit largely, letting people spend overnight there. And when they spend overnight there, there are other economic sectors that benefit. So that’s why this XCEED branding company is crucial in the sense of understanding what Phuentshogling has to offer under the brand proposal of brand Phuentshogling, of Phuentshogling being a safe, clean and experiential destination,” said Damcho Rinzin, the director of the Department of Tourism.
The destination branding project is one of six priority delivery clusters under Phase I of the Phuentshogling Thromde Enhancement Programme, which runs from March this year until March next year.
The other clusters include the redevelopment of the Phuentshogling Sports Association ground, the construction of the Kaja Throm Changyul Park, youth skilling and placement programmes, the implementation of a regulatory sandbox to expand SDF waiver beyond the current Thromde jurisdiction, and the hosting of major events.
Once completed, officials expect the new branding platform and tourism website to help attract more visitors, encourage longer stays, and strengthen Phuentsholing’s role as Bhutan’s gateway town.
Namgay Wangdi
Edited by Phub Gyem
