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  Bhutan, between imperviousness and cultural integration : how to open up to tourism while defending one's cultural identity ?

Mr. Lathu WANGCHUK - Tourism Director for Royal Government of Bhutan

 

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INTRODUCTION

The preserved state of the country

Modernization came to Bhutan late. Since then rapid growth has taken place. Fortunately, it has not adversely affected the deep-rooted tradition. Bhutan's rich culture and its values are very much in tact. Bhutanese people have proud sense of belonging and zealously protect their rich and varied heritage.

The "Middle Path"

While the vibes of the new age and rapid changes are making their way into almost every facet of contemporary Bhutanese life, the Royal Governement is sparing no efforts in its determined drive to balance its rapid progress with an emphasis on the preservation of its rich and distinctive culture.

Vision and foresight of His Majesty The King

Bhutan is blessed with a wise and dynamic King. The credit rests solely on the vision, foresight, wisdom and gracious efforts of His Majesty, whose guiding principles have directed aIl policies of the Kingdom.

BHUTAN'S DEVELOPMENT PHILOSOPHY

Gross National Happiness

The philosophy resides in the belief that the happiness is the ultimate desire of every human being and that development has many more dimensions than those associated with economic growth. The concept calls for a multi-dimensional approach to development that seeks to maximize happiness and harmony.

Underlying constituents - 4 pillars of GNH

=> Balanced economic development

Economic growth or income growth does not necessarily bring about lasting happiness unless it is balanced with other elements.

=> Preservation & promotion of Cultural Heritage

We believe that culture brings about sense of belonging and cohesion in the community. Preservation of spiritual values is considered as an important component of the GNH.

 => Environmental preservation

Good environmental ethics is necessary to minimise selfishness and self-interest & think about common good. Respects for nature is considered as most important.

=> Good governance

Good govemance is of paramount importance; a govemment whose sole purpose is to serve the nation & its people - a govemment which works for social and political harmony.

TOURISM POLICY

Development Policy - based on GNH

The development policy of tourism in Bhutan is influenced by the national development philosophy of GNH. We have adopted a cautious, value-based approach to tourism development, which is epitomised by the slogan "high quality/value-low negative impact".

The objectives of tourism development

The objectives of tourism development in Bhutan are to :

• Project correct image of the country and improve relations with other countries to promote global peace & share happiness with fellow beings
  • Tourism if promoted prudently could generate goodwill among the peoples of the world and contribute to peace & understanding.
• Generate employment for the ever increasing youth of Bhutan
  • Tourism industry being labour intensive by nature is expected to generate employment.
• Generate Revenue
  • Tourism industry is expected to become an important source of foreign exchange
• Contribute to the preservation/conservation and promotion of culture and environment

CULTURAL HERITAGE

A living and vibrant cultural heritage

The rich cultural heritage of Bhutan has remained remarkably unblemished. It is not remnants of the past but a living culture, where age-old traditions are vibrant and still continue to have clear significance in every clay life of the Bhutanese people.

Foundation of a sovereign nation

Our unique cultural heritage is considered the foundation upon which the identity of the Bhutanese people and the sovereign independence of Bhutan are built.

The National Commission for Cultural Affairs

The NCCA oversees the preservation and promotion of the cultural heritage of the Kingdom. Much importance is given to this end.

Guiding development principle

The very concept of the GNH is rooted in the compassionate tenets of the spiritual foundation, placing happiness over everything else.

SIGNIFIANCE ON BHUTANESE PEOPLE'S LIVES

Tangible expressions

• Social structure and customs
• Architecture
• Historical and religious artefacts, arts and crafts
• Traditional sports
• Textiles
• Music and rituals

Intangible aspects

The rich set of values, norms, traditions (both spiritual and temporal) providing guidance and growth to the people and the Kingdom' s future process of development.

Social structure & customs

The traditional social structure and customs

The social structure and the customs of the everyday conducts of the Bhutanese carry the attributes of the age-old systems, beginning with the joint family system. The fabric of Bhutanese society continues to remain close knit.

Changes

Recognizing that culture is dynamic/evolutionary; reasonable changes have been incorporated to fit the changing needs without undermining the central foundations.

Architecture

Architectural tradition

From the ordinary dwelling houses to the most impressive public structures such as Dzongs, aIl architectural structures are strictly based on the unique architectural designs of Bhutan, thereby preserving them in their finest forms.

Preservation efforts

There are strict bylaws to ensure that every bouses or buildings, whether government or private owned, conform to the traditional architecture. Every effort is being made to preserve ancient structures and sites.

Significance

Buddhism has dominant influence in the life of the Bhutanese people. The artifacts, arts and crafts are an integral part of aIl religious practices in the everyday life of our people.

Colours and Patterns

The contemplation and visualization of colours and patterns in arts and crafts isconsidered an integral part of worship and spiritual practice. Thus" aIl forms celebrate colour and patterns in its most vivid and expressive form.

School of Arts and Crafts (Zorig Chusum)

The establishment of training lnstitute of Zorig Chusum (13 arts and crafts) bas been a further step to ensure continuance, preservation and promotion of the traditional arts and crafts.

Traditionnal sports

The national sport

One of the most popular traditional sports is archery. Although there are many traditional sports, archery by far is the most popular. lncidentally, archery is the only sport Bhutan participates in the Olympics at present.

Other sports

Though other modern sports are played with much enthusiasm, the majority of the people indulge in traditional sports and aIl celebrations are accompanied by traditional sports played in festive spirit. Wining the competition is not as important as enjoying the mere participation.

Textiles

Textiles are also a vivid symbol of the Kingdom.

The national dress

Bhutan is weIl known for its most exquisite hand-woven textiles. AlI Bhutanese wear the national dress, with no discrimination of the design from the one worn by the King to the one worn by ordinary Bhutanese.

Textiles as gifts

Apart from home consumption and for supplementary income, it is a social custom to present hand-woven textiles as gifts during many occasions.

Weaving at home

Weaving does not belong to the any particular social group and is woven in almost aIl Bhutanese homes.

Promotion

Because of its importance, weaving receives Royal patronage and in order to help keep the tradition alive, competitions are held and prizes awarded. A Textile Museum bas recently been established to generate interest and display the rich collection of most intricate fabrics.

Music and rituals

Religious rituals and music

Folk music and dances

The religious rituals and dances and folk music and dances form an important part of aIl celebrations and social activities. No functions are begun without a ritual to seek blessings.

Royal Academy of Performing Arts

The Royal Academy of Performing Arts train professionals in the field of Bhutanese music, dances (both religious and folk) and gongs. The Academy is instituted by the government under the National Commission for Cultural Affairs to preserve the traditional performing arts.

TOURISM INDUSTRY

Young industry

Bhutan opened its doors to tourism as late as 1974 with a very cautious approach to safeguard against adverse impact to its rich and vibrant cultural heritage. Today, Bhutanese have better understanding of the industry because of the deliberate awareness created by the Royal Government.

Ranked revenue earner

Tourism today ranks as the nation's third highest foreign exchange eamer and the firth largest revenue eamer.

Priority on the sector

Recognizing the potential of tourism to project correct image of the country and promote international goodwill and relations, generate employment and revenue, and contribute to the preservation and promotion of our culture and environment, the government of Bhutan has accorded high priority to tourism sector in the 9th Fiver Year Plan. We are in the first year of the 9th 5-year plan.

TOURISM AND CULTURE

Culture as the main tourism product

Since the start of tourism industry, culture has been the main product apart from trekking. The two continue to be the main products with the cultural tourism accounting for around 75% of the business.

Promotion and preservation of culture through tourism

The heritage thus preserved allows Bhutan to be an exclusive destination, while the industry in tum now assists the promotion and further preservation of our heritage.

CULTURAL PRODUCTS

• Festivals -known as Tsechu
• Dzongs, monasteries and religions centres
• Health and traditional medicine
• Handicrafts and textiles
• Village family lodge
• Spiritual tourism, meditation, retreats

Festivals

• Tsechus and Domchoes

Religious festivals are known as Tsechu and Domchoe. Although, Thimphu Tsechu and Paro Tsechu have so far been the attraction of the maximum tourist arrivaIs in Bhutan, accounting for more than 50% of the arrivaIs, there are many similar festivals throughout the different regions of the country. Gradually, Tsechu and religious festivals in other regions of the country are also being promoted.

• Losar and other festivals

Losar or New Year and other social festivals are always accompanied by traditional sports, which the visitors can witness. Folk dances are integral part of the games and are performed while the games are going on.

Dzongs & religious sites

• Dzongs

Dzongs were built as fortresses on strategic locations in the past for security reasons and are the finest examples of the Bhutanese architecture. The Dzongs now house bath the administrative and the religious wings of the district headquarters.

• Monasteries

Religious sites and monasteries built by the proponents of Buddhism in Bhutan are popular in the tour programs. The most prominent among them is the Taktsang Monastery, known as "Tiger's Nest" (in literal translation) perched high on a sheer cliff overlooking the Para valley.

• Stupas

Stupas (chortens) are the most common sights dotting the landscape - built to house sacred relics or commemorate important events. The Memorial Chorten built in memory of the Late King Jigme Dorji Wangchuk is a landmark in the capital city of Thimphu.

Health and traditional medicine

• The hot springs

Hot springs provide relaxation and health treatment for most Bhutanese and are also popular visit sites for the trekking tourists. Gasa hot spring in western Bhutan and the Dhur hot spring in central Bhutan are most visited.

• Traditional Medicine

Traditional medicine is now an integral part of the health services in Bhutan. Along with modern medicine there is a traditional medicine wing in aIl the hospitals clown to the basic health units. Though not yet promoted as tourism product, there exists a great potential.

• National Institute for Traditional Medicine

The NITM train traditional doctors known as "Dungtso" and also produce medicines in its plant in Thimphu, which is visited by tourists and has become popular over the years.

Handicrafts, Textiles & Museums

• Emporiums

A number of emporiums for handicrafts, textiles and other souvenirs are sustained mainly by the tourism industry.

• Textile Museum

Located in the heart of Thimphu, the museum showcases finest Bhutanese textiles and production techniques. The museum not only preserves the textile history but also dedicates to promote and revive the old weaving techniques and to introduce new innovations.

• National Museum

Managed by the National Commission for Cultural Affairs, the National Museum in Paro is a treasury of Bhutan's rich artifacts.

• National Library

The National Library, established in 1967, houses a large collection of ancient Buddhist and historical texts and volumes.

• Folklore Heritage Museum

An old village house built with traditional methods and materials is converted to a heritage museum exhibiting the whole gamut of traditional Bhutanese lifestyle and implements.

Village and family lodge

• Present situation

Though tourists on their personal request are given opportunities to stay in village houses to experience the community lifestyle, community tourism is not fully developed and promoted.

• Potential cultural product

Community/Village tourism and family lodges in communities are considered as potential product that Bhutan can offer and promote community participation for equitable distribution of benefits from tourism.

However, Bhutan wishes to proceed with caution that tourism should be considered only as a supplementary means of income to the communities and avoid dependence to the industry.

Spiritual tourism

• Buddhist Tourism

A fair number of tourists with solely religious purpose visit Bhutan to practice and experience Buddhism.

• Meditation/Retreats

More and more requests are coming in by visitors seeking permission to learn and practice meditation/retreats. The matter bas been receiving some attention both from the Department of Tourism and the National Commission for Cultural Affairs.

ECOTOURISM

Bhutan's Status

The National Ecotourism Strategy document developed with technical consultants from WWF, in its chapter on defining ecotourism states :
"Bhutan' s cautious approach to tourism development already has many hallmarks of ecotourism, particularly in respect to the strong concern to conserve natural and cultural integrity in the face of potential impacts of tourism. ln this sense, aIl of Bhutan' s tourism can be said to be a type of ecotourism."
Bhutan has one of the most pristined nature in the world.
72.5 percent of the Kingdom is under forest cover. It has one of the richest biodiversities.

Definition appropriate to Bhutan

The document also states that a definition ofecotourism appropriate for Bhutan is :
" ...tourism that positively enhance the conservation of the environment and/or cultural and religious heritage, and respond to the needs of local communities."

CONCLUSION

These three sentences sum up my presentation :

• Prudent and cautious approach to tourism development, constantly guided by the GNH philosophy
• Cultural preservation and promotion will always preceed outright development
• Social concerns shall always be considered first in developing new products

Thank You & Tashi Delek!

Slideshow