Bhutanese traditional arts and crafts, despite their authenticity, face threats from commercialization due to mass imports from Nepal and India, compromising their skill and authenticity. The tourism industry is causing the false marketing of imported crafts as authentic Bhutanese products, thereby compromising the country’s cultural heritage and compromising its true narratives. Bhutanese artisans face competition from low-cost imports, sacrificing authenticity for marketability. Resources, raw material costs, and consumer preferences influence choices, making it challenging to sustain local businesses. Bhutanese artisans face diminishing institutional and financial support, struggling to compete with Nepali craftsmen in high-value metal statues and adapting designs to market demands. Traditional arts and crafts in Bhutan face financial constraints, making it difficult for young artisans to establish sustainable careers.
HAB, DoMCIIP, and HAB are working on a “Collective Mark” certification system. HAB’s e-commerce platform helps artisans sell their products, but long-term survival of Bhutan’s traditional arts requires collective action, policies, branding, certification, consumer awareness, import restrictions, financial support, and social media promotion. Digital abilities are essential for artisans to efficiently promote their goods. The preservation and promotion of Bhutan’s traditional arts and crafts must also be a top priority for those working in the tourism industry. This entails acknowledging and rewarding their contribution while offering comprehensive instruction on the meaning, legends, and methods of Bhutanese handicrafts.