Targeting the Thai market

Targeting the Thai market

As per the PM’s directions, tour operators are preparing packages for the lean season 

Tourism: Following the prime minister’s instructions, tour operators and hoteliers in the country have begun working on developing packages to attract Thai tourists during the leaner months of June, July, and August this year.

Some tour operators have already set targets and started appointing marketing representatives in Thailand, while hoteliers are working out discounts they could offer besides Thai specific services.

Last month, lyonchhoen instructed the tour operators to develop packages to attract Thai to commemorate Bhutan’s 25 years of diplomatic relation with Thailand.  The initiative was also expected to help promote tourism during lean seasons and make Bhutan an all year round tourist destination.

The target is to bring in 3,000 to 4,000 Thai tourists in June, July and August this year.  The least visited months of June, July and August in 2012 saw 6,580 tourists, while 3,229 visited Bhutan in January and February.

Tour operators said, although they have just about three months to market, the proximity with Thailand didn’t require much preparation.

“We have to try our best to bring in more Thai tourists,” a tour operator said. “It means competition, unlike the peak season, when we have the protective tariff where our cut is already included.”

Being a new initiative, another tour operator said they have to bring down their profit margins. “The amount of profit will depend on our bargaining power with hotels, guides and transporters.”

But despite the short notice, many tour operators appreciated the initiative, as it would help everyone in tourism to upgrade their services.

For instance, it would help hotels recruit permanent staff even during lean seasons.

“We’re hoping the initiative would help take the weight off the peak season, during which we lack capacity,” said another tour operator, whose agency is targeting 600 Thai tourists.

Hoteliers are working out room charges, depending on the number of tourists tour operators bring in.  All tourists are required to be provided accommodation in hotels rated three-stars and above.

A three star hotel in Thimphu charges Nu 3,000 to 4,000 a night, depending on the facilities.

One of the hoteliers in Thimphu said he would be able to give up to 30 percent discounts during the lean months for Thai tourists. “It’s a good initiative and our business depends on how many tourists we’re able to attract,” he said, adding they were hopeful that the initiative works, so that there is something to look forward to during leaner months.

An official from Zhiwaling hotel said they were preparing for Thai tourists with certain products. “We’re planning to hire a Thai chef, besides providing a lean season discount of about 25 percent,” the official said.

There are 75 tourist standard hotels in the country categorised three-star and above.  Paro has the highest number of hotels, resorts and guesthouse at 37, followed by Thimphu and Bumthang with 27 and 23 each.  Another 63 are currently under construction, records with TCB show.

The association of Bhutanese tour operators’ president, Karma Lotey, said, more than 30 tour operators have signed up with the tourism council to attend a travel fair in Bangkok.

The national airlines, Drukair, is also exploring off-season discounts of more than 30 percent.

Drukair’s chief executive officer, Tandin Jamso, said they would provide a discount of more than 30 percent from June to August to attract Thai tourists. “In collaboration with local tour operators, packages are also being developed.”

Today, the airfare for foreigners for the Bangkok-Paro sector, inclusive of taxes, is about USD 830 for a round trip, and about USD 420 for a one-way ticket.

From 2,235 Thai tourists in 2011, the country recorded 3,573 Thai tourists in 2012, making Thailand the fourth top source market.  Last year, there was a slight drop with 3494 visitors.

Source: Kuensel

By Kinga Dema

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Paro Tsechu

Source: Tourism Council of Bhutan

Paro Tsechu: 25th March - 2nd April, 2013

The Paro tsechu in spring is a major attraction in Paro district. People come from neighbouring districts to participate in the festivity. On the final day, the best time to go is early in the morning as the monks of the Paro Dzong prepare to display a giant appliqué thangkha, the Guru Throngdel, inside the dzong.

Day 1: (inside the dzong)

Dance of the Lord of Death and his Consort (Shinje Yab Yum)

Bodhisattva Manjusri – representing the wisdom of all Buddhas – takes on the appearance of the terrifying Lord of Death (Shinje). His wrathful buffalo face guards the four continents.

Dance of the Lords of the Cremation Grounds (Durdag)

A dance that takes place in cremation grounds. The dancers wear skull masks and represent protectors of the religion who live in the eight cremation grounds on the periphery of the symbolic Mt. Sumeru.

The Black Hat Dance (Shanag)

The black hat dancers assume the role of yogis with the power to subdue and create life. The dancers wear brocade robes, wide brimmed black hats and aprons with the face of a protective deity. This is an important dance that is also used in purification ceremonies during the construction of dzongs, temples, chortens.

Dance of the Drum from Dramitse (Dramitse Ngacham)

A dance inspired in meditation. The dance is a vision of Guru Rinpoche and his celestial palace, Zangdopelri. Here, Guru’s attendants are transformed into hundreds of peaceful and terrifying deities. The dance originated in Dramitse Monastery in eastern Bhutan and is considered a Bhutanese heritage.

Dance of the Eight Kinds of Spirits (Degye)

A dance of the gods of the three worlds (sky, earth, underground). The gods protect the doctrines of the Buddha and subdue the spirits who make the world unhappy. Endless happiness is recovered. The dance is performed by the gods (believed to be incarnated in the dancers themselves) to renew faith and wisdom.

Religious song (Chhoeshay)

This commemorates the opening of the gateway to the pilgrimage site of Tsari in eastern Tibet by the founder of the Drukpa School of Buddhism, Tsangpa Jarey.

Day 2: (outside the dzong)

Dance of the Lord of Death and his Consort (Shinje Yab Yum)

Bodhisattva Manjusri – representing the wisdom of all Buddhas – takes on the appearance of the terrifying Lord of Death (Shinje). His wrathful buffalo face guards the four continents.

Dance of the Black Hats with drums (Shanag Nga Cham)

A dance to signify the victory of religion over enemies. The sound of the drum represents religion itself.

Dance of the Three Kinds of Ging with sticks (Gingsum)

A dance signifying the subjugation of demons that are obstacles to religions. It takes place in Zangtopelri, the heavenly palace of Guru Rinpoche.

Dance of the Lords of the Cremation Grounds (Durdag)

A dance that takes place in cremation grounds. The dancers wear skull masks and represent protectors of the religion who live in the eight cremation grounds on the periphery of the symbolic Mt. Sumeru.

Dance of the Three Kinds of Ging with drums (Driging)

After the demons are vanquished, the gings with the drums dance with happiness. They beat the drums of religion and the dance is performed to bring good luck to all beings and to wish them happiness. This dance brings blessings to all who watch it.

Dance of the Stag and the Hounds (Shawa Shachi) – 1st part

The dance tells a favourite tale of Milerepa who converts a hunter to Buddhism.



Day 3: Dance of the Lords of the Cremation Grounds (Durdag)

A dance that takes place in cremation grounds. The dancers wear skull masks and represent protectors of the religion who live in the eight cremation grounds on the periphery of the symbolic Mt. Sumeru.

Dance of the Terrifying Deities (Tungam)

Dressed in beautiful brocade and terrifying masks, this is a deeply symbolic dance where a sacrificial murder is performed. Guru Rinpoche appears in a wrathful manifestation to save the world. The dance is meant to show all beings the way to salvation.

Dance of the Heroes with six kinds of ornaments (Guan Drug Pawo)

The heroes hold six ornaments – five rings of bone ornaments and a small drum and bell in their hands. By their gestures and the sound of their melodies, the heroes lead sentient beings from the wheel of reincarnation along the path of liberation.

Kyecham is an accompanying dance to the next dance. The kyecham dancers wear knee-length yellow skirts, and animal masks.

Dance of the Noblemen and Ladies (Pholeg Moleg)

A comical play that depicts the life of King Norzang. The play is full of bawdy and rustic humour as two princes and two princesses, and old couple and clowns enact a story of misbehaviour, deceit, and mistrust. The story ends happily with the princes marrying the princesses and reconciliation takes place as a lesson to life.

Dance of the Stag and the Hounds – 2nd part

This is a conclusion of the dance began on the second day. The saint Milarepa appears in a long white dress and converts the dogs, stag and the hunter with a song. The conversion is symbolised by the hunter and his dogs jumping a rope.



Day 4:

Dance of the Lord of Death and his Consort (Shinje Yab Yum)

Bodhisattva Manjusri – representing the wisdom of all Buddhas – takes on the appearance of the terrifying Lord of Death (Shinje). His wrathful buffalo face guards the four continents.

Dance of the Four Stags (Sha Tsam)

A dance that depicts Guru Rinpoche subduing the God of Wind who is believed to have created unhappiness on earth. Dancers dress as stags in yellow knee length dress and masks of the deer. The stag represents the mount of the God.

Dance of the Judgement of the Dead (Raksha Mangcham)

This dance is based on the Bardo (Book of the Dead). When beings die they wander in an intermediate state known as the bardo. They cross the bardo to meet their judgement by the Lord of Death. Also present is the white god and black demon who have been with every being from birth. The dance is like a play which depicts the judgement of a sinner and a virtuous man who goes to heaven. The rakshas are the helpers of the Lord of Death.

Dance of the Drums from Dramitse (Dramitse Nga Cham)

A dance inspired in meditation. The dance is a vision of Guru Rinpoche and his celestial palace, Zangdopelri. Here, Guru’s attendants are transformed into hundreds of peaceful and terrifying deities. The dance originated in Dramitse Monastery in eastern Bhutan and is considered a Bhutanese heritage.

Day 5:

The great thangkha (thongdrel) is shown early in the morning followed by the Shugdrel ceremony.

Dance of the Heroes (Pacham)

A dance to lead believers in the human world into the presence of Guru Rinpoche.

Dance of the Ging and Tsholing

Guru Rinpoche initiated this dance during the consecration of the ancient Samye Monastery in Tibet. The dance is a purification ceremony. People whistle to chase away bad spirits. The ging, dressed in orange skirts and a terrifying mask, use their drumsticks to hit everyone on the head to drive out impurity. The tsolingrepresent protectors of the religion and are dressed in long colourful dresses and terrifying masks.

Dance of the Eight Manifestations of Guru Rinpoche (Guru Tshen Gye)

This dance is one of the highlights for Buddhist practitioners. The Guru appears in eight different forms in a dance that is also a play.

Dance of the Sixteen Fairies

After all eight manifestations appear, 16 fairies sing and perform two dances in front of the Guru. The fairies are Goddesses of Offerings who perform a dance to bring happiness. They are dressed in brocade dresses with carved bone ornaments. After these final songs, the manifestations go out in a long procession.

Religious Song (Chhoeshay)

This commemorates the opening of the gateway to the pilgrimage site of Tsari in eastern Tibet by the founder of the Drukpa School of Buddhism, Tsangpa Jarey.

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Bhutan Festival Dates 2013

SL#	FESTIVAL	PLACE	DATES
1	PUNAKHA DRUBCHHEN	Punakha Dzong, PUNAKHA	15th – 19th February
2	PUNAKHA TSHECHU	Punakha Dzong, PUNAKHA	20th – 22nd February
3	CHHORTEN KORA	Chorten Kora, TRASHI YANGTSE	25th February & 11th March
4	GOMPHUKORA	Gom Kora Lhakhang, TRASHIGANG	20th – 22nd March
5	PARO TSHECHU	Rinpung Dzong, PARO	23rd – 27th March
6	CHHUKHA TSHECHU	Chhukha Dzong, CHHUKHA	25th – 27th March
7	URA YAKCHOE	Ura Lhakhang, BUMTHANG	21st – 25th April
8	NIMALUNG TSHECHU	Nimalung Dratshang, Chummi, BUMTHANG	16th – 18th June
9	KURJEY TSHECHU	Kurjey Lhakhang, Choekhor, BUMTHANG	18th June
10	THIMPHU DRUBCHEN	Tashichho Dzong, THIMPHU	9th – 13th September
11	WANGDUE TSHECHU	Wangdi Dzong, WANGDUEPHODRANG	12th – 14th September
12	TAMSHING PHALA CHHOEPA	Tamshing Lhakhang, Choekhor, BUMTHANG	13th – 15th September
13	THIMPHU TSHECHU	Tashichho Dzong, THIMPHU	14th – 16th September
14	THANGBI MANI	Tangbi Lhakhang, Choekor, BUMTHANG	18th – 20th September
15	JAMBAY LHAKHANG DRUP	Jambay Lhakhang, Choekhor, BUMTHANG	18th – 22nd October
16	PRAKHAR DUCHHOED	Prakar Lhakhang, Chummi, BUMTHANG	19th – 21st October
17	CRANE FESTIVAL	Gangtey Gonpa, Phobjikha, WANGDUEPHODRANG	11th November
18	MONGAR TSHECHU	Mongar Dzong, MONGAR	9th – 12th November
19	PEMAGATSHEL TSHECHU	Pemagatshel Dzong, PEMAGATSHEL	9th – 12th November
20	TRASHIGANG TSHECHU	Trashigang Dzong, TRSASHIGANG	10th – 13th November
21	NALAKHAR TSHECHU	Nga Lhakhang, Choekhor, BUMTHANG	17th – 19th November
22	TRONGSA TSHECHU	Trongsa Dzong, TRONGSA	9th – 11th January 2014
23	LHUENTSE TSHECHU	Lhuentse Dzong, LHUENTSE	9th – 11th January 2014

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