From May 2020, GrAT started a new project in Bhutan, entitled “Sustainable Hospitality Industry Inclusive of Native Entrepreneurs (SHINE)”, with the fund from EU SWITCH-Asia Programme ( More information on the project website: 
Whereas tourism is the second biggest revenue earner in the country, there is a severe imbalance of economic gain. The three cities – Thimphu, Paro and Punakha – hold 65.9% of the Tourism share, all the six eastern provinces combined receive only 2.3% of the tourism influx and the corresponding value (Tourism Council of Bhutan, “Tourism monitor 2017”). To spread tourism benefits to wider sections of the population, innovative and ‘SHINE’-ing product portfolios will be developed.
SHINE aims at developing sustainable tourism models in rural areas of Eastern Bhutan, with emphasis on indigenous food, handicraft, knowledge and culture. Micro-, small- and medium-sized enterprises (MSMEs) in tourism, rural producers, especially women entrepreneurs, handicraft industries, informal self-help groups, communities and disadvantaged youths will be supported to design and develop less polluting and more resource efficient, community-based products and services through rural tourism products. The cooperation between stakeholders along the tourism value chain will be strengthened. In parallel, relevant public authorities and education institutes will be supported to create enable environments for better income generation and employment opportunities.
​The project is going to be implemented in partnership with HAB (Handicrafts Association of Bhutan), BAOWE (Bhutan Association of Women Entrepreneurs) and Stenum Asia. The project will last for 4 years until Year 2024 and the total budget is approximately 2.3 Million Euro.