Colour, culture and community have come alive in Samdrup Jongkhar as the district hosts its first Summer Festival. The three-day event, which began yesterday, aims to attract more visitors and establish Samdrup Jongkhar as a year-round tourism destination. The Department of Tourism has invested Nu 1.5 M under the Economic Stimulus Programme to organise the festival.
Visitors were treated to Baktsa Mekhu, a traditional delicacy from Orong Gewog, and the rare Yongba Cham performed by the people of Martshala Gewog.
The festival also features locally made bamboo crafts, handwoven textiles, traditional handicrafts, and a wide range of products from across Samdrup Jongkhar and nearby districts.
Beyond the cultural showcase, the festival aims to boost tourism while creating new economic opportunities for local communities.
“Firstly, it aims to introduce the district’s culture, environment, local produce, and hospitality to visitors and guests. Secondly, it seeks to promote tourism and improve the livelihoods of local communities by creating economic opportunities,” said Dorji Gyaltshen P, Samdrup Jongkhar Dzongda.
For local artisans and producers, the festival is more than a celebration. It is an opportunity to reach new customers, build market connections and promote products that are rarely seen beyond their villages.
“We come from remote areas, so many people do not know about our products. By showcasing them in festivals like this, more people get to see and know about our work, and it also helps us receive orders and support our livelihood,” said Sonam Dendup, a resident of Lauri Gewog, Samdrup Jongkhar.
“Events like this are important for us as they provide exposure, help us understand market demand, and also open opportunities to participate in other similar events in the future,” said Animo, a resident of Orong Gewog, Samdrup Jongkhar.
“We can gather in one place, connect, showcase our products to a wider audience, and build useful market linkages,” said Phurba Dorji, Resident, Langchenphu Gewog, Samdrup Jongkhar.
The festival also saw the launch of Samdrup Jongkhar Travel Diary, a new publication highlighting the district’s unique traditions, attractions and tourism experiences.
Despite the summer heat, the festival is attracting a strong turnout, reflecting growing interest in the district’s culture and tourism potential.
The district plans to make it an annual event.
Kinley Wangchuk, Samdrup Jongkhar
Edited by Sonam Pem
