Situated at over 2,600 metres above sea level, Haa Valley offers far more than meets the eye. Visitors can immerse themselves in local culture through unique experiences like Bon rituals and enjoy activities such as breakfast in Bhutan’s only strict nature reserve, which is home to rare species like the red panda and snow leopard.

Reacting to this recognition, Haa Dzongrab Dorji Gyeltshen shared that efforts are underway to enhance tourist experiences by improving homestay services, trekking routes, and other attractions.

“The district administration is working to promote tourism. We have trained many homestay owners. We are improving the Panorama Trail and the Nub Tshona Pata Trek. Being picked as one of the best destinations, I think this will have a lot of impact on the number of tourists that will visit in the near future,” he said.

The Department of Tourism is optimistic about Haa Valley’s newfound recognition, expecting it to significantly boost Bhutan’s tourism sector and improve global visibility.

Hidden Gem in Bhutan

“We are very happy that Haa has been chosen and rightly referred to as ‘the best kept secret’ by BBC Travel. Haa dzongkhag has demonstrated remarkable progress and commitment in tourism, especially in sustainable and community-based tourism,” said Kezang Choden, a tourism officer from the Marketing and Promotion Division.

Damcho Rinzin, the department’s Director, also expressed confidence in the valley’s potential. “This will make it easier for international travellers to choose Bhutan among global destinations. The valley remains unexplored as it is off the usual tourist route. This recognition by BBC Travel will undoubtedly help Haa attract more visitors. The department and the tourism industry will fully leverage this invaluable opportunity,” he remarked.

Despite its proximity to Paro International Airport, just a few hours’ drive away, fewer than 2 per cent of international tourists currently visit Haa Valley. Those arriving via Paro are greeted by the revered Meri Puensum, symbolising Jambayang, Chhana Dorji, and Chenri Zig, upon crossing the Chelela Pass. Beyond lie sacred lakes and panoramic sites, many of which remain unexplored treasures.

BBC Travel highlighted Haa Valley’s focus on sustainable tourism, noting its locally managed homestays and hotels that provide an authentic glimpse into rural life. The publication also emphasised Haa’s status as the last district to open to foreign visitors in 2022.

Erin Levi, a contributor to BBC Travel, commended the valley’s attractions, including the 400-kilometre Trans Bhutan Trail, the 11-kilometre Haa Panorama Trail, and the two-day Jou Bay Tsho Trek. With these unique offerings, Haa Valley is set to captivate the global travel community.

If you're keen to explore Bhutan's best-kept secret, check out the 7D6N Haa Valley Tour or the 8-day Haa Summer Festival.