March 4, 2026
THIMPHU – Haa Dzongkhag received 1,859 tourists in 2025, accounting for a mere 0.9 percent of the country’s total 209,376 arrivals.
To bridge this gap and redefine its place on the tourism map, the dzongkhag launched its own unique destination brand.
The brand, “Haa: Lay Mi Lay” (Beautiful Haa), was launched alongside a dedicated tourism portal, www.haatourism.com .
It is the first time a dzongkhag in Bhutan has established an independent digital gateway and destination identity, setting a new benchmark for regional marketing under the national “Bhutan Believe” vision.
The initiative positions Haa as Bhutan’s Last Frontier, a valley where nature, spirituality, and ancient traditions remain largely untouched despite its proximity to Paro International Airport.
The brand’s vision: “Where Spirits Still Roam” invites travelers to explore the hidden layers of a valley that has quietly preserved its soul.
By focusing on authenticity over mass tourism, “Haa: Lay Mi Lay” targets high-value travelers seeking silence, cultural depth, and connection with the landscape and its stories.
The branding campaign is anchored on four pillars. A Living Mystery draws from Haa’s mysticism, including the ancient lore of Ap Chhundu, the valley’s revered protector deity, and enduring shamanistic practices.
The Last Frontier emphasizes Haa as Bhutan’s least commercialised valley, appealing to explorers seeking untouched destinations.
The dzongkhag-specific tourism website offers curated travel guides, folklore archives, and detailed information on accommodations, experiences, and itineraries.
Eco-Cultural Richness highlights Haa’s biodiversity, including 47 red pandas, 119 bird species in the Tergola corridor, 47 species of rhododendrons, and breeding grounds for black-necked cranes, alongside distinctive cultural and culinary traditions such as the Lomba festival, yak-herder lifestyles, Hoentey, and Philu cheese.
The launch ceremony was attended by Lyonchhen Tshering Tobgay, Minister of Energy and Natural Resources Gem Tshering, Ambassador of India to Bhutan Sandeep Arya, and other senior officials.
Addressing the gathering, Lyonchhen emphasised that the brand must reflect lived values and actionable practices.
“We should, together as residents of the dzongkhag, uphold the brand, turn it into a reputation through practice, and eventually pass it on as a legacy. Tourists are a natural outcome of authentic living,” he said.
Lyonchhen stressed that marketing alone is insufficient. “Tourists must not feel that your brand is a lie. Policies, values, and practices must translate into tangible results.”
He urged the dzongkhag administration to coordinate with communities, businesses, tour operators, and hoteliers to ensure collective ownership of the brand.
Haa Dzongdag, Sonam Tobgye explained that the concept was initiated by the former dzongdag, bringing together relevant agencies to conceptualize a dzongkhag-level tourism brand.
“Haa may be small in size, but it is rich in diverse cultural sites, flora, and fauna. Quality accommodations, trails, and unique traditions make it vital to promote the dzongkhag’s assets for visitors,” Sonam Tobgye said.
He emphasized that while Haa opened to tourism in 2002 and tourist arrivals have improved, there is still significant potential for growth.
The branding initiative aligns with the national vision of Bhutan Believe, contributing to a more nuanced portrayal of the country.
By highlighting Haa’s unspoiled nature, spiritual depth, and cultural richness, the campaign invites travelers to walk ancient trails, engage with local stories, and experience Bhutan in a way that is intimate, rugged, and profoundly spiritual.