Visitors to Bhutan’s southern gateway may soon find a wider variety of traditional vegetarian dishes on restaurant menus, as a new initiative seeks to revive authentic Bhutanese recipes and strengthen the town’s appeal as a cultural and culinary destination.
Under the programme, hotels, restaurants and eco-tourism establishments in Phuentshogling are being encouraged to move beyond familiar favourites such as ema datshi and kewa datshi and introduce guests to lesser-known dishes prepared with locally available ingredients.
Fifteen chefs recently completed a week-long training programme covering traditional cooking methods, sustainable kitchen practices and the presentation of Bhutanese cuisine for international visitors. Recipes prepared during the programme have been compiled into a cookbook titled Bhutanese Vegetarian Cuisine of Phuentshogling.
The initiative responds to concerns that several traditional dishes have gradually changed under the influence of modern cooking and fusion cuisine.
Kelzang, Regional Secretary of the Bhutan Chamber of Commerce and Industry’s Regional Office in Phuentshogling, said that while Bhutanese food is already available in the town, many recipes no longer retain their original character.
He said offering authentic dishes would allow tourists to experience flavours they may not encounter elsewhere and leave Bhutan with a stronger memory of the country’s culinary heritage.
The programme forms part of the Destination Phuentshogling campaign, which promotes the border town through its culture, heritage and cuisine. Organisers believe the expanded menus could also benefit local farmers by increasing demand for regional and organic produce.
Chorten Dorji, Executive Director of the Handicrafts Association of Bhutan, welcomed the initiative, noting that many traditional dishes are rarely served in Phuentshogling despite the town receiving a large number of visitors.
He said the effort could simultaneously enhance the tourist experience and generate greater economic opportunities for local businesses and producers.
Tourism representatives from neighbouring India have also expressed support. Harish Morwani, Secretary of the Jaigaon Travel Association, said many visitors currently associate Bhutanese cuisine primarily with ema datshi and red rice, although the country has a much broader vegetarian food tradition.
He said travellers from India are increasingly interested in tasting food that is distinctive to the destinations they visit. The availability of more than 20 vegetarian preparations, many made with organic ingredients, could therefore become an important attraction for tourists entering Bhutan through Phuentshogling.
The training was conducted by the BCCI Regional Office in collaboration with relevant agencies. According to Krishna Lepcha, Executive Chef at Mani Ratna Resort in Thimphu, the sessions focused on helping chefs prepare a greater variety of authentic vegetarian dishes without depending on ingredients brought from outside the region.
The participating chefs have since formed a hospitality sub-association under the Hotel and Restaurant Association of Bhutan. The group is expected to continue collaborating on the preservation, standardisation and promotion of traditional recipes.
A common menu featuring the newly developed dishes is now being prepared and is expected to be introduced at participating hotels and restaurants across Phuentshogling.
Stakeholders hope the initiative will establish the town not merely as an entry point into Bhutan, but as a destination where visitors can encounter the country’s diverse food traditions while supporting farmers, chefs and hospitality businesses.
