Bhutanese Entrepreneur Transforms Quarry into Tourism Landmark in Trongsa

After nearly a decade of working with the United Nations, Bhutanese entrepreneur Pema Namgyel returned to his native village of Willing in Trongsa to pursue a vision of community-led development through sustainable tourism.
His efforts led to the establishment of the Willing Waterfall Café and Willing Resort, two attractions that have become popular destinations for domestic and international visitors. Built on the site of a former stone quarry during the COVID-19 pandemic, the café has transformed an industrial landscape into a scenic stop along Bhutan’s east-west highway.
The nearby Willing Resort, a Bhutanese-owned luxury boutique property, offers traditional architecture, panoramic views of Trongsa Dzong and the Mangde Chhu valley, wellness facilities, and locally inspired cuisine. The resort also promotes cultural and nature-based experiences, including heritage tours, hiking trails, village activities, and festival visits.
Beyond tourism, the Willing Brand supports local employment, sources produce from nearby farmers, promotes sustainable practices, and has introduced community initiatives such as Bhutan’s first Farmers Festival and a weather information service for farming families.
With plans to expand to Dagana, Gelephu, and Bumthang, Pema Namgyel says the Willing Brand will continue to focus on building locally while showcasing Bhutan’s culture and hospitality to the world.