Project Overview

The SHINE project is funded by the EU SWITCH-Asia Programme and implemented in Bhutan from 2020 to 2024 for sustainable tourism development with active engagement of the agri-food and the handicraft sectors. The project is targeted in eastern and southern parts of Bhutan, including Trashigang, Pemagatshel, Trashiyangtse, Mongar, Lhuntse, Dagana and Zhemgang.

Tourism Potential


The place got its name from the historic Daga Trashiyangtse Dzong which was established in 1651 by Zhabdrung
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The Dzongkhag takes special prides in being an ancestral home of kings and with splendid Jigme Namgyel Nagtshang
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Mongar denotes the beginning of the eastern district. The district is well known for the pilgrimage site.
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Pemagatshel meaning “Blissful Land of the Lotus”, is located in the southeastern part of Bhutan. The district is well known for the
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Trashigang dzongkhag is located in the eastern Bhutan bordering with the Mongar Dzongkhag
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The district has numerous cultural products and very unique natural products that most other dzongkhag
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Zhemgang has enormous potential for community based/ eco-tourism development because of its rich biodiversity.
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Latest News

CategoriesLatest News

More Success To Come

SHINE's first success story has been shared with EU SWITCH-Asia stakeholders worldwide, together with the endorsement of Daniel Hachez, Minister…

CategoriesLatest News Zhemgang

Zhemgang: Gem of Natural Tourism in East Bhutan

The SHINE team went to Zhemgang and met Agriculture (fruits and vegetables), Livestock (dairy), Non-Wood Forest Products (NWFP), Handicraft, and…

SHINE during COVID-19

Before the pandemic brought the Bhutanese tourism industry to a standstill, the kingdom had an ambitious goal of an annual…

CategoriesLatest News Product Development

Handicrafts Training & Catalog

Different handicrafts and product packaging solutions can broaden the perspective of designers in Bhutan and inspire them.

CategoriesLatest News Uncategorized

Visa applications put on hold as TCB readies the service sector

"The Tourism Council of Bhutan (TCB) will not accept tourist visa applications until the Council is ready with its preparations…

Lead implementing partner


Local Implementing Partners