Like everybody else, I would have loved to attend the recently concluded Bhutan Innovation Forum (BIF) held at the plush Doongkar Dzong, in Pangbesa, Paro. Regardless, thanks to a number of friends around the world who were also tuned-in into the upcoming event that had the promise of being singularly unique, upon being directed to meet me, I had the opportunity to interact with three of the movers and shakers who came to participate in the Forum.
It was amazing! The list of speakers and participants to the event read like the world’s Who’s Who. It was truly a star-spangled event. I cannot imagine what, and how long, it would have taken to put together a congregation at this level and scale.
In genuine wonderment, I sought the view of one of the participants: what do you think is the reason behind why a galaxy of luminaries came thronging to miniscule Bhutan? He responded by saying that given his limited exposure to Bhutan, he can think of only two reasons:
- Relentless hard work, personal charm and charisma of the King; and
- Brand Bhutan
HIS MAJESTY THE KING
No one is in any doubt that His Majesty has done, and continues to do, what is His penultimate responsibility – to secure and safeguard the Kingdom of Bhutan. As the country’s sovereign, He knows that He is the absolute last stop and that giving up is not in His job description – even if He has to walk the journey alone and without help from those around Him.
We have all seen that in the recent past, His Majesty has been running from pillar to post – drumming up support for the country as a whole and GMC in particular. It is my belief that the recent congregation of world luminaries at the BIF in Paro is, to a very large extent, the result of His Majesty’s relentless hard work and personal interactions with the very best around the world.
BRAND BHUTAN
The mysteriously alluring concept of Gross National Happiness (GNH) came to be identified as THE Brand Bhutan since the late 1970s. The intrigue and appeal of the concept of GNH – a catchphrase that mystified and enamored world leaders for the past many decades was supposedly propagated for the first time by His Majesty the IVth Druk Gyalpo in Bombay, India - on his way back from the 6th Non-Aligned Meeting held in Havana, Cuba during September of 1979. Since then, Bhutan began to draw attention, and sympathy, and support - as a nation that gifted the human society a mindful developmental paradigm to aspire for. The Brand Bhutan was so powerful that when I halted in New York on my return journey from attending a conference in Mexico in 1983, I was introduced to a high ranking official of the US government. I asked him if he knew Bhutan - he said YES! When asked where it was located, his answer: in the Bahamas. He was clueless about Bhutan and yet, he had heard of us!
The second boost to Brand Bhutan came when Prime Minister H E Tshering Tobgay, during a TED Talk in Vancouver, Canada in April of 2016, declared:
“…. Actually, that is not quite accurate ---- Bhutan is not carbon neutral – Bhutan is carbon negative”.
That declaration caught the fancy of the global community and we came to be known as the world’s only carbon negative country - further pushing Brand Bhutan one notch up the popularity ladder!
Thinkers and leaders around the world believe that we have a powerful BRAND BHUTAN. They think, as I do, that we do not need to reinvent Brand Bhutan.
All that we need to do is ensure that we do nothing to jeopardize it – we need to make sure that it remains resounding for all times to come – we must do all we can to protect it from being vandalized through mindless policies and destructive undertakings. We need to ensure that we are mindful about the environment … and that human happiness is at the core of whatever we do.
Pray, tell me, how difficult can it be – to stoke the fire that is already ablaze?
Sadly, we may be losing it already.
It is an indication of waning morality, if any were needed, when we are told that it has been possible for guides and drivers and policemen and DeSuups - to steal hundreds of millions from abodes of Gods …. when we are told that tourists have been robbed and cheated … when tour operators did not receive their just dues … when tour guides are underpaid and ill-treated and denied human dignity …. when the government is deprived of taxes .... when our foreign exchange reserve is not improving because, as mandated by the new rules, only the SDF is required to be deposited with the government.
No one may deny that these immoral behaviors are new to our long-established BRAND BHUTAN. We have hardly ever heard of incidences of such immorality before.
Perhaps it is still not too late to RESET and RESTORE - please consider it.
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