A new CCAA study of craft retailers in Thimphu and Paro takes a close look at the sector behind
the souvenirs, textiles, and thangkas that shape so much of the tourist experience in Bhutan. With
craft retailing standing as an enduring livelihood – 58% of shops surveyed have been operating
for over a decade – the sector’s health matters not just to retailers and artisans, but to Bhutan’s
tourism brand as a whole.
The findings are candid. Close to half of retailers admit that imported goods are sometimes
passed off as locally made, even as 84% of buyers actively ask to verify a product’s origin.
Nearly all retailers surveyed (94%) pay commissions to tour guides for referrals – a hidden cost
that may help explain why international tourists are commonly charged 10 – 50% more than local
buyers for the same item.
The report doesn’t stop at diagnosis. It sets out a package of recommendations – from a national
craft certification scheme to origin-disclosure rules and guide-commission transparency – aimed
at helping genuine Bhutanese craftsmanship compete on its own terms while protecting
consumers.

Read the full study to see what’s really happening behind the counter: https://ccaa.gov.bt/wp-content/uploads/2026/08/Bhutan-Craft-Sector-Study-Final.pdf