Haa Dzongkhag Launches ‘Haa: Lay Mi Lay’ Tourism Brand

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Haa Dzongkhag Launches ‘Haa: Lay Mi Lay’ Tourism Brand

HAA, Bhutan | March 1, 2026: Haa Dzongkhag has unveiled its official tourism brand, “Haa: Lay Mi Lay” (Beautiful Haa), along with a dedicated website, becoming the first dzongkhag in Bhutan to introduce its own independent brand identity and digital tourism platform.

Built around the vision “Where Spirits Still Roam,” the campaign presents Haa as Bhutan’s “Last Frontier” — a destination for travelers seeking untouched landscapes, ancient traditions, and authentic cultural experiences. Despite its proximity to Paro International Airport, the valley remains one of the country’s least explored regions.

The branding highlights Haa’s mystic heritage, including the legend of Ap Chhundu, the valley’s guardian deity, along with its rich shamanistic traditions. It also promotes the district’s ecological treasures such as the rare Red Panda, the White Poppy, and over 119 bird species recorded in the Tergola corridor.

The newly launched website, www.haatourism.com, serves as a digital gateway offering travel guides, folklore archives, and information on local stays and experiences.

Aligned with Bhutan’s national “Bhutan Believe” vision, the initiative aims to diversify tourism by showcasing Haa’s unique festivals like Lomba, nomadic yak herder lifestyles, and traditional delicacies including Hoentey and Philu cheese.

With this launch, Haa steps forward as a distinctive and spiritually rich destination, inviting visitors to discover a side of Bhutan that remains raw, intimate, and deeply rooted in tradition.