Known for its sweeping landscapes, serene environment, and distinctive culture, Bhutan’s Haa Valley has long remained an overlooked gem in the country’s tourism circuit. Despite its proximity to Thimphu and Paro International Airport, Haa continues to lag far behind other districts like Punakha, Wangdue, and Bumthang in tourist arrivals. Now, in a renewed push to change that narrative, a new branding campaign is underway to reintroduce Haa as a must-visit destination.
At a strategic meeting held in Thimphu today, officials from Haa district joined forces with the Department of Tourism, tour operators, branding consultants, and local tourism stakeholders to discuss the valley’s untapped potential. The outcome: a comprehensive campaign titled “Haa Ley-Me Ley”, set to launch by December this year.
The initiative marks a collaborative effort to carve out a strong, marketable identity for the valley by highlighting its unique offerings—ranging from its distinct dialect and traditional cuisine to rare flora like the white poppy, sacred cultural landmarks, and scenic hiking routes.
“This branding strategy will unify and showcase what makes Haa truly special,” said Melam Zangpo, Dzongda of Haa. “We want to emphasize the experiences here that cannot be found anywhere else in Bhutan.”
Local voices added powerful perspectives to the dialogue. Homestay Coordinator Kinley Wangchuk shared his optimism following the meeting. “I told the tour operators about the local foods we prepare, our customs, and the experiences we offer. They seemed genuinely interested. I’m hopeful this will bring more visitors to our valley.”
The concern over low visibility remains a persistent issue, with many tourists choosing to stop at Chelela Pass—without venturing further into Haa itself. “There’s a misconception that Haa has nothing to offer,” said Wangdi Tseten, Chairman of the Haa Visitor Information Centre. “But that’s far from the truth. I urge travel agencies to bring their guests beyond the pass so they can witness the charm and richness of our valley.”
Data from the Department of Tourism reinforces this disparity, showing that Haa receives six to ten times fewer visitors compared to Bhutan’s more frequented districts.
The new campaign aims to reverse this trend by giving Haa a compelling narrative that appeals to both domestic and international travelers. With input from those who know the valley best—its residents, guides, and hosts—the campaign hopes to build not just a brand, but a community-led tourism movement.
As Haa prepares to unveil Haa Ley-Me Ley, its people are ready to welcome the world—not just to visit, but to experience the valley’s quiet magic firsthand.
