The Trongsa dzongkhag administration has unveiled an innovative “10-Minute Economy” initiative designed to convert passing transit traffic along the East-West Highway into active economic opportunities for local communities. Rather than attempting to persuade travelers to stay overnight, the strategy focuses on maximizing brief stopovers—such as quick restroom breaks, tea stops, or photography sessions—by ensuring that everything a visitor might need or want to experience is accessible within a ten-minute window. Centered on Trongsa’s vital geographical position linking eastern, southern, and western Bhutan, the plan establishes a network of themed roadside hubs across the region. These designated zones will feature ready-to-eat local foods, affordable handicrafts, QR-code-enabled digital storytelling kiosks, clean public amenities, and rapid vehicle support services operated by local farmers, youth cooperatives, and entrepreneurs. By turning short pauses into memorable micro-experiences, the dzongkhag aims to generate sustainable grassroots revenue while enriching the overall journey for travelers traversing the country’s central hub.