Coinciding with World Tourism Day yesterday, the Tourism Department, in collaboration with the Chhukha District Administration, launched several initiatives. These initiatives aim to strengthen sustainable tourism development. The initiatives are also expected to promote digitalisation, destination promotion and recognition within the tourism sector.
One of the initiatives is the launch of Prosperous Phuentshogling Brand with Media and Communication Strategy to create a distinct identity for Phuentshogling, “from gateway to destination”.
Officials said the vision of a “Prosperous Phuentshogling” goes beyond economic prosperity, encompassing both the inner wellbeing of its people and the outward development of the town.
It is to ultimately revitalise Phuentshogling and restore its identity as a vibrant, orderly and thriving town, one that is welcoming while preserving the spirit that makes Phuentshogling an important gateway to Bhutan.
The initiative introduces a dedicated website and active social media pages, a comprehensive media kit, brand guidelines, promotional materials and digital content, special online payment features and a booking platform. The initiative along with the Phuentshogling Thromde Enhancement Programme Regulatory Sandbox, are two of the six work streams under the programme.
“Today, we inaugurated two of the work streams. Number one is the regulatory sandbox, which is the 24-hour SDF waiver of the Milarepa Lhakhang and the Pachu harvest festival. The other is the media and communication strategy. Basically, we are now transitioning the PTEP’s plans and programmes into actual ground implementation,” said Tenzin Chophel, Chhukha Dzongda.
The Bhutan Tour Guides Network, a digital platform developed to support licensed tourist guides across the country by bringing essential tools, services and information together, was also launched.
“The Bhutan Tour Guide Network system is the brainchild of all the tour guides in Bhutan and their valuable feedback. It is a digital platform that can be accessed on telegram and soon we will have a domain which will help the guides with connectivity and cross-information sharing. Regarding the tourism recognition system, it is an initiative by the Department of Tourism to recognise and appreciate all individuals and communities who have helped develop the tourism sector of Bhutan,” said Tshering Lhamo, Tourism Officer, DoT.
As the Department of Tourism works to promote sustainable tourism across the country, Phuentshogling is regaining its vibrancy as a major commercial hub while developing its potential as a tourism destination.
According to dzongkhag officials, economic activity in Bhutan’s principal gateway town has rebounded strongly since the pandemic. However, they say the benefits of this recovery have not been evenly reflected in the town’s vibrancy, the growth of small and medium businesses, local services, or the day-to-day experience of residents and visitors.
The Thromde Enhancement Programme initiatives are therefore aimed at addressing these challenges and creating a more vibrant and visitor-friendly Phuentshogling.
Kinley Dem
Edited by Tandin Phuntsho
