Phuentsholing launches initiatives to become a tourism destination

Phuentsholing, Bhutan’s primary southern gateway and trade center, is launching initiatives to transform the town from a mere transit point into a standalone tourism destination. Coinciding with World Tourism Day, the Tourism Department and Chhukha District Administration unveiled the ‘Prosperous Phuentsholing’ brand as part of the Phuentsholing Thromde Enhancement Programme (PTEP).

The strategy focuses on destination branding, digital visitor services, and urban improvements. Key components include a dedicated website, social media presence, and the development of digital tools such as online payment functions and a booking platform. These digital solutions were developed in collaboration with XCEED Studio, a Bhutanese digital solutions company.

The initiative aims to encourage travelers to stay longer in the town rather than using it solely as an entry point to destinations like Thimphu or Paro. Beyond economic growth, the program seeks to improve resident wellbeing and the urban environment. Implementation includes a regulatory sandbox featuring a 24-hour Sustainable Development Fee waiver linked to local attractions like Milarepa Lhakhang and the Pachu Harvest Festival.