CIRCUIT TOURISM DEVELOPMENT PLAN for TRASHIGANG, PEMA GATSHEL, SAMDRUP JONGKHAR (TPS CIRCUIT) Prepared and Submitted by: Pelden Dorji Tourism Consultant Sustainable Bhutan Solutions Thimphu, May, 2013. ! TCB,%Circuit%Tourism%Plan%for%the%TPS%Circuit% % Page%1% ! 1 Executive Summary The Circuit Tourism Development Plan for the Trashigang, Pema Gatshel, and Samdrup Jongkhar circuit (hereafter referred to as TPS circuit) is developed by the Tourism Council of Bhutan in consultation with the respective Dzongkhags and other stakeholders, both public and private. This is an initiative towards decentralizing tourism planning and management at the circuit level, as espoused in the National Tourism Policy, and the Tourism Strategy 2013-2018. The decentralization process is to foster community participation and resource management at the destination level so that tourism can be developed and managed in a sustainable manner. Respective tourism plans for each of these 3 Dzongkhags is deemed redundant given the limited attractions, and the small proportion of visitors in these Dzonkhags. Therefore, in order to enhance the marketability and the brand of the destination, the attractions in the 3 Dzongkhags have been combined to form a circuit. Tourism planning and management will be at the circuit level and will be governed by the Circuit Tourism Committee (CTC), an executive body comprising of public and private member representatives from the 3 Dzongkhags. The Tourism Council of Bhutan will guide the CTC, in implementing the Circuit Tourism Development Plan (CTDP). Although eastern Bhutan receives a small proportion of annual tourism arrivals, a destination appraisal conducted on the TPS circuit confirms its potential to become a competitive destination and attract visitors in the years to come. This would however require concerted efforts and budget commitment especially from the national level policymakers to implement a series of initiatives to develop the destination. The circuit has been identified as a priority destination to contribute significantly towards spreading tourism benefits to an increasing number of people, and to strengthen the carrying capacity to accommodate the ambitious targets during the 11th FYP period. Eastern Bhutan only received 3.61% of the total international leisure visitors’ bed nights in 2012. Out the 6 eastern Dzongkhags, the 3 Dzongkhgs in the TPS circuit received only 1.66% of the total bed nights, thus illustrating a substantial disparity in geographical spread. The TPS is not presently a destination that is considered by the bulk of visitors as meriting even a brief stopover. Such a situation arises from a combination of, on one hand, a lack of significant attractions and quality facilities and, on the other, a low level of market awareness of the natural and cultural heritage resources. The circuit needs to realize its tourism potential given its pristine natural resources, an extensive and varied cultural heritage, good roads and the new domestic airports. Even though it can be said that the opening of the Samdrup Jongkhar gateway and the Merak Sakteng Community based trek in 2009 has resulted in increased arrivals, it has not been at a level expected. This study has shown that visitation indeed is determined TCB,%Circuit%Tourism%Plan%for%the%TPS%Circuit% % Page%2% ! by a host of other reasons and not just having an attractive product in the circuit. A clear synergy of interventions is needed in the following focus area to turn the TPS circuit into a preferred destination. • Developing the products the market wants - development of product offerings in the form of attractions and facilities that are targeted at, and meet the needs of, the primary market segments including regional visitors. • Encouraging investment in tourism - provision of appropriate and added incentives and other inducements to persuade prospective investors and developers to commit resources to tourism attraction and facility development. • Enhance visitor experience through unique product offerings to attract new and repeat visitors. The product development strategy proposed is intended not to compete with other popular destinations, but rather focus on its USPs. Develop it as a destination ideal for winter visitation (November – December) and make use of its rural and natural setting to attract visitors. • Deliver Quality - Combine the rural charm of Bhutan with technical excellence in service through tailored programs of human resource development. • Good Infrastructure and Road Side Amenities - Provide excellent quality services by enhancing air and road accessibility, standard accommodation and through RSAs such as farmhouses, restaurants, cafeterias, signage, information counters with comfort rooms etc. • Working together on an integrated tourism plan - between TCB, NRED and other tourism enterprises – both within the circuit and with stakeholders at the national as well as international areas, including tour agents in North East India for possibility of extended circuits. • Getting the word out – by creating a strong brand and implementing a robust marketing and promotional campaign aimed at the primary market segment targets that create greater awareness of, and interest in, the circuit, leading to a deeper market penetration – i.e. more visitors spread over a spread over the year, staying longer and spending more etc. In consultation with the multi-stakeholders, a vision for the circuit was developed to guide the overall destination development and help implement the CTDP. TCB,%Circuit%Tourism%Plan%for%the%TPS%Circuit% % Page%3% ! “ To promote a unique ecotourism experience within a rural context to position it as a “Must See” winter destination in Bhutan”. The product development, investment, infrastructure and marketing strategies outlined in this report are designed to meet the goal of achieving the transition from being a weak to a superior competitor in respect of visitors interested in experiencing ecotourism products within a rural context. Assessments on local communities’’ attitude towards tourism illustrate high levels of interest with a majority agreeing that tourism would bring economic benefits. While this is a positive attitude, the high expectations often become the bane of sustainable tourism products as experienced in CBT treks such as Nabji-Korphu and Merak Sakteng. It is strongly recommended that tourism superstructures should be first private sector-led by facilitating entrepreneurs through proper incentives. In absence of any investors, then the cost-sharing model should be followed to still retain ownership at the destination level. As experienced in the CBT treks, 100% Government’s investment in tourism superstructures such as campsites, toilets, kitchens etc. does not create ownership in the communities as no party or individual takes responsibility to maintain the infrastructures. Tour operators need to be empowered and encouraged to market the TPS circuit. The mindset of the steering stakeholders should be first geared towards increasing visitor arrivals more than the social and environmental aspirations at the moment. Tour operators indicated that a system of industry recognition system through awards by the government (TCB) would encourage them to engage in activities that promote corporate social responsibility. The CTDP for the TPS circuit should be implemented at the earliest possible given the aspirations of the Tourism Strategy 2013-2018, for the 11t FYP period. TCB,%Circuit%Tourism%Plan%for%the%TPS%Circuit% % Page%4% ! 2 Abbreviations and Acronyms ABSD Accelerating Bhutan's Socio-Economic Development AEC Agriculture Extension Centre APPA Appreciative Planning and Partipatory Action BTTF Bangladesh Tourism and Travel Fair BoB Bank of Bhutan BHU Basic Health Unit BCCI Bhutan Chamber of Commerce and Industry BDBL Bhutan Development Bank Limited BLSS Bhutan Living Standards Survey BNB Bhutan National Bank CBT Community-based Tourism CF Community Forests CSR Corporate Social Responsibility CTDP Circuit Tourism Development Plan DANTAK Border Roads Organisation DoA Department of Agriculture DoFPS Department of Forests and Park Services DMO Destination Management Organisation DYT Dzongkhag Yargye Tshogdu ECB Election Commission of Bhutan FYP Five Year Plan FDI Foreign Direct Investment GYT Gewog Yargye Tshogchung GSTC Global Sustainable Tourism Council GDP Gross Domestic Product GNHC Gross National Happiness Commission GAB Guide Association of Bhutan HAB Hotel Association of Bhutan ICDP Integrated Conservation and Development Program IFAD International Fund for Agricultural Development ITB International Travel Berlin JATA Japan Association of Travel Agents KWS Khaling Wildlife Sanctuary LEC Livestock Extension Centre LAP Local Area Plan LG Local Governance MICE Meetings Incentives Conferences and Exhibitions MSME Micro Small and Medium Enterprises MoAF Ministry of Agriculture and Forestry Services MoEA Ministry of Economic Affairs TCB,%Circuit%Tourism%Plan%for%the%TPS%Circuit% % Page%5% ! MoHCA Ministry of Home and Cultural Affairs MoWHS Ministry of Works and Human Settlement NRED Nature Recreation and Ecotourism Division SNV Netherlands Development Organisation NGO Non-Governmental Organisation ORC Out Reach Clinic OTM Outbound Travel Mart PATA Pacific Association of Travel Agents PHCB Population Housing and Census of Bhutan PAAR Poverty Assessment and Analysis Report RNP Road Network Project RSTA Road Safety and Transport Authority RGOB Royal Government of Bhutan RITH Royal Institute