Copyright businessbhutan
The Royal Highland Festival is more than just a vibrant celebration of Bhutan’s mountain heritage. It is a lifeline for the highland communities, where culture, commerce, and community converge beneath the crisp Himalayan sky. In the early morning chill of Laya, the festival grounds come alive with the hum of conversation, the clatter of handcrafted goods, and the aroma of traditional dishes. Locals and tourists alike wander between stalls, marveling at the artistry of wooden bowls, handwoven shawls, and the prized cordyceps that highlanders sell with pride. For Kinzang Pemo and her team at the Chorten Kora Shazo Cooperative, the festival is both a showcase and a revelation. By the end of the first day, their sales had already reached Nu 30,000, and anticipation is high for the second day. “The visitors appreciate our work,” Kinzang said, “and it feels wonderful to see our culture valued in this way.” Meanwhile, Pem Tshewang, a cordyceps vendor, experiences the festival as nothing short of transformative. In 2024, his total sales over the festival period reached Nu 200,000. This year, the first day alone brought him Nu 300,000, and by mid-morning of the second day, sales had climbed past Nu 700,000. “The Highland Festival is more than an event now,” he said. “It’s the most important business opportunity for us. It helps sustain our families through the harsh winter months.” From the eastern highlands, Rinchen Dargay and his team from Sakteng brought their locally brewed wines – zoetey, zoetey chang, and wou-dong chang (rhododendron wine) – alongside traditional attire. Their sales may be modest, around Nu 8,000 by the second day, but the impact is profound. “Most of our sales happen at night,” Rinchen explained. “It’s not just about profit. It’s about sharing our culture, connecting with visitors, and feeling seen.” He expressed deep gratitude to His Majesty The King for the opportunity to participate free of charge, emphasizing that such support allows highlanders to thrive while preserving tradition. Over 1,225 domestic tourists and 270 international visitors were recorded on the first day alone. For highlanders, the festival is a rare bridge to wider markets, an opportunity to sell products directly to buyers from across Bhutan and beyond. Leki, a local homestay owner, earned Nu 50,000, while Tenzin made around Nu 21,000 through his homestay business. At the Chhokhar Lanor Namlay Tshogdey stall, sheep wool products sold out in just two days, demonstrating the power of heritage crafts to captivate modern consumers. Wangchen, owner of Wangmo Hotel and Restaurant in Taktse Makhang, reported a festival revenue of Nu 400,000, yielding a profit of Nu 100,000. Across the festival grounds, from cordyceps sellers in Laya to yak product vendors at Langothang, the stories are strikingly similar: renewed hope, economic stability, and pride in local culture. Beyond commerce, the Highland Festival also reflects growing environmental consciousness. Tshewang Tshering, Gup of Sakteng, highlighted a UNDP-supported waste recycling initiative running alongside the festival. Groups like SHE-Cycle displayed recycled and upcycled products, showing how sustainability and innovation can flourish even in remote mountain communities. For many highlanders, the festival is now both a cultural celebration and a critical economic lifeline. Local cooperatives are already planning collaborations, improved packaging, and online sales, envisioning ways to extend the festival’s impact year-round. “The Highland Festival is not just a celebration of who we are,” said Dorji Om, a vendor from the northern highlands. “It’s a reminder that our traditions can sustain us, even in the modern world.” As the festival draws to a close, the sounds of drums, laughter, and yak bells linger in the crisp mountain air — along with a deeper promise: a highland economy that is stronger, more self-reliant, and built on the timeless combination of culture, ingenuity, and resilience. Nidup Lhamo From Laya
