Samdrupjongkhar is making strides to position itself as a gateway to eastern Bhutan’s tourism, unveiling a new brand, “SAMJONG,” aimed at harnessing the dzongkhag’s rich natural and cultural assets to attract more visitors. The initiative comes as the region opens new entry and exit points for international tourists, signaling a renewed focus on tourism development.
A Vision for Sustainable Tourism
The SAMJONG brand, launched by the Samdrupjongkhar Dzongkhag Administration, emphasizes sustainable and community-centered tourism. The dzongkhag has outlined ambitious plans to introduce a variety of tourism products, including the Integrated Borvilla Park, the Tsho Duen Eco-tourism project, the Kalyoen Yongba Hiking Trail, bird-watching packages, eco-friendly campsites, and homestay experiences. These offerings are designed to attract both domestic and international visitors while preserving the environment and benefiting local communities.
Sonam Wangchuk, the Economic Development and Marketing Officer (EDMO) of the dzongkhag administration, highlighted the goals of the new initiative. “Our aim is to increase tourist arrivals by 20 percent over the next five years by enhancing the tourism experience, developing innovative products, and improving marketing strategies,” he said. The dzongkhag has made tourism development a top priority in its 13th Five-Year Plan, with a proposed budget of Nu 298.84 million to support its objectives.
Addressing Challenges, Building Infrastructure
Despite its potential, Samdrupjongkhar faces hurdles in realizing its tourism ambitions. Poor road conditions, limited amenities, and a lack of government-certified tourist-standard hotels have restricted growth. To address these challenges, the administration plans to certify local accommodations, establish eco-lodges, and improve essential infrastructure.
Tour operator Dechen Lhamo noted the importance of developing basic amenities along the Trashigang-Samdrupjongkhar highway to unlock the region’s ecotourism potential. “Samdrupjongkhar’s strategic location as the gateway to eastern Bhutan offers immense opportunities, but the region needs significant infrastructure improvements,” she said.
Aiming for Growth
Tourism numbers in Samdrupjongkhar have historically been modest, with 1,937 visitors in 2018 and 1,721 in 2019. However, the dzongkhag aims to attract 4,000 tourists annually by 2029, with a long-term plan to increase arrivals further. Efforts are also underway to extend the average tourist stay from one night to four, boosting the total number of nights spent by visitors.
In addition to increasing arrivals, the dzongkhag seeks to generate over 170 jobs and expand the number of tourism-related businesses to 40 by the end of the 13th Plan. Revenue growth of 50 percent or higher for local businesses is another key goal.
Promoting Samdrupjongkhar’s Unique Offerings
The dzongkhag is enhancing its promotional efforts with a new tourism brochure, detailed marketing materials, and a dedicated Wikipedia page to boost its digital presence. Tourism products focus on the region’s natural and cultural assets, such as waterfalls, bird-watching opportunities, and locally sourced agriculture and livestock products.
Performance indicators have been identified to measure progress and ensure the success of tourism action plans. “Our efforts aim to create a sustainable tourism model that benefits local communities while preserving our natural and cultural heritage,” said Sonam Wangchuk.
A Promising Future
The SAMJONG initiative has already begun to show promise. As of December last year, 41 international and 113 regional tourists entered Samdrupjongkhar through the Darranga entry point in Assam, paying the Sustainable Development Fee. With ongoing improvements to infrastructure, marketing, and community engagement, Samdrupjongkhar is poised to become a leading ecotourism destination in Bhutan.
By combining strategic planning with a commitment to sustainability, Samdrupjongkhar’s tourism aspirations promise to bring transformative benefits to the dzongkhag and its residents.
