𝐏𝐑𝐄𝐒𝐒 𝐑𝐄𝐋𝐄𝐀𝐒𝐄

𝐇𝐚𝐚 𝐃𝐳𝐨𝐧𝐠𝐤𝐡𝐚𝐠 𝐌𝐚𝐤𝐞𝐬 𝐇𝐢𝐬𝐭𝐨𝐫𝐲 𝐰𝐢𝐭𝐡 𝐋𝐚𝐮𝐧𝐜𝐡 𝐨𝐟 “𝐇𝐚𝐚: 𝐋𝐚𝐲 𝐌𝐢 𝐋𝐚𝐲”—𝐚 𝐔𝐧𝐢𝐪𝐮𝐞 𝐓𝐨𝐮𝐫𝐢𝐬𝐦 𝐁𝐫𝐚𝐧𝐝 𝐚𝐧𝐝 𝐃𝐢𝐠𝐢𝐭𝐚𝐥 𝐆𝐚𝐭𝐞𝐰𝐚𝐲

𝐇𝐀𝐀, 𝐁𝐇𝐔𝐓𝐀𝐍 – 𝐌𝐚𝐫𝐜𝐡 1𝐬𝐭 2026 – In a milestone move for regional tourism, Haa Dzongkhag officially launched its new tourism brand, “𝐇𝐚𝐚: 𝐋𝐚𝐲 𝐌𝐢 𝐋𝐚𝐲” (𝐁𝐞𝐚𝐮𝐭𝐢𝐟𝐮𝐥 𝐇𝐚𝐚), and its dedicated tourism website today. This launch marks a historic first for Bhutan, as Haa becomes the first Dzongkhag to establish its own independent brand identity and digital platform, setting a new benchmark for destination marketing.

𝐓𝐡𝐞 𝐕𝐢𝐬𝐢𝐨𝐧: “𝐖𝐡𝐞𝐫𝐞 𝐒𝐩𝐢𝐫𝐢𝐭𝐬 𝐒𝐭𝐢𝐥𝐥 𝐑𝐨𝐚𝐦”

The brand “Haa: Lay Mi Lay” is built upon the vision of Haa as Bhutan’s “𝐋𝐚𝐬𝐭 𝐅𝐫𝐨𝐧𝐭𝐢𝐞𝐫.” Unlike mainstream destinations, Haa positions itself as a sanctuary for true explorers—those seeking raw, untouched natural landscapes and ancient stories. Considering how close to Paro International Airport the Dzongkhag is, there’s so much about this district that most travelers know nothing about. The Branding explores a unique theme based on this observation thereby “unraveling a mystery.”

𝐖𝐡𝐚𝐭 𝐌𝐚𝐤𝐞𝐬 𝐓𝐡𝐢𝐬 𝐁𝐫𝐚𝐧𝐝𝐢𝐧𝐠 𝐔𝐧𝐢𝐪𝐮𝐞?

The “Haa: Lay Mi Lay” campaign moves away from generic tourism narratives, focusing instead on the district’s “unfiltered” and “untapped” treasures:

● A Living Mystery: The brand highlights Haa’s unique mysticism, centering on the lore of Ap Chhundu (the valley’s protector deity) and ancient shamanistic traditions that remain

largely unrecorded in mainstream media.

● The Last Frontier: As the last Dzongkhag to open to tourism, the branding celebrates its status as the least commercialized valley in the country, appealing to high-value travelers who prioritize authenticity over luxury.

● Digital Innovation: The launch includes www.haatourism.com, the first Dzongkhag- specific tourism website in Bhutan. This central digital gateway provides travelers with travel guides, folklore archives, and detailed information on where to stay and things to do.

● Eco-Cultural Richness: The campaign showcases Haa’s biodiversity, from the elusive Red Panda and the White Poppy to its status as a premier birding destination with over 119 species recorded in the Tergola corridor.

𝐀 𝐍𝐞𝐰 𝐀𝐝𝐝𝐢𝐭𝐢𝐨𝐧 𝐭𝐨 “𝐁𝐡𝐮𝐭𝐚𝐧 𝐁𝐞𝐥𝐢𝐞𝐯𝐞”

This initiative aligns perfectly with the national “Bhutan Believe” vision by diversifying the country’s tourism portfolio. By showcasing Haa’s deeper layers—such as the Lomba festival, nomadic yak herder lifestyles, and specialized culinary habits like Hoentey and Philu cheese— the brand invites the world to see a side of Bhutan that is intimate, rugged, and deeply spiritual.

“Haa: Lay Mi Lay” is more than a slogan; it is an invitation to tread onto ancient trails and immerse oneself in a realm where nature and the ancient meet on ethereal untouched mountain peaks.