Phuentsholing, Bhutan’s bustling southern gateway town bordering India, is set for a major tourism transformation. On June 20, 2026, the Office of the Prime Minister and Cabinet’s Advisory Team for the Phuentsholing Thromde Enhancement Programme (PTEP) signed a contract with XCEED Studio to develop a comprehensive destination branding strategy and digital promotion platform.
The initiative aims to reposition Phuentsholing as a clean, safe, and experiential destination rather than merely a transit point for visitors entering Bhutan. Under the project, XCEED Studio will create branding materials, a dedicated tourism website, and a suite of digital media tools highlighting local attractions, cultural experiences, and visitor services. The platform will make it easier for tourists to plan stays, discover nearby sites, and engage with the town’s offerings.
Officials hope the new branding will encourage longer visitor stays, boosting local businesses, hotels, and the broader economy. “Phuentsholing is a gateway, but we need to make it more vibrant… letting people spend overnight there,” said Damcho Rinzin, Director of the Department of Tourism. Ngawang Chojey Rai, CEO of XCEED Studio, noted that insights gained could be replicated across other districts to strengthen national destination marketing.
This branding project forms one of six priority clusters under Phase I of PTEP (March 2026–March 2027), alongside infrastructure developments like sports ground redevelopment, park construction, youth skilling programs, regulatory enhancements for SDF waivers, and major events.
As Bhutan continues to promote high-value, sustainable tourism, Phuentsholing’s evolution into a vibrant cultural and commercial hub signals a strategic push to maximize the economic potential of its prime border location while preserving its unique identity. The project is expected to be completed within three months, promising a fresh digital gateway for travelers and renewed opportunities for residents.
