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To foster a renewed national identity, Bhutan recently launched its brand tagline, ‘Believe’— it is simple yet profound and deep in its meaning. Simply, it calls everyone to ‘Believe’ in us as a small nation determined to make a difference despite the constraints and leap above mediocrity and commonplace. And to ‘Believe’ in us to offer our guests the most distinctive travel experience. It is deep as it requires a collective citizenry effort and participation to realise the central tenet of the very concept, without which it will not only be challenging to inspire the outside world but will indeed be difficult to resonate and connect internally. We must internalise the brand concept and its vision first and take ownership of it if we are to successfully deliver what we promise the world through our nation-branding efforts.

Of the many things, our character, values, and virtues as Bhutanese will reflect and determine how we translate our brand image to the outside world for its long-term success. It may not be enough that we promote the country as an exclusive destination. Instead, individually, we need to be responsible citizens and the main stakeholders in upholding our country's brand image. We must shift our focus inside and ‘Believe’ first that we are a truly unique nation that can make the world ‘Believe’ in our huge potential to stand out and make a difference.

For example, ‘Believing’ in ourselves can start with something as simple and important as managing our waste in shared public spaces and our homes. The recent five-day mega-night event in Phuentsholing drew crowds of thousands from within and outside, and the majority were youth. If anything, as a precursor to many such events in the prospective entertainment hub of the country, the gala event set a positive tone for its success in the future; it could draw more tourists in the years to come. However, the sight afforded from the vantage point at the corner of the ground by the end of the event was most painful and disheartening—taking home convivial memories of the event, the attendees left behind a ground strewn with litter all around. The beautiful turf was fully covered in plastic wrappers, bottles and cans, dirtied with Doma spits and lime stains, and permanently scarred with cigarette burns and chewing gums. We could have done it better. Such behaviour was in total contrast, for example, to how the Japanese charmed the world outside their home country at the Qatar World Cup when Japanese soccer fans picked up litter and cleaned the Ahmed Bin Ali Stadium, and when the Japanese team left their locker room spotless after the match. The coach of the Japanese team was quoted saying that it was normal for the Japanese to be doing that and said, ‘one should leave the place cleaner than before.’ What sets us apart from the Japanese?

Photo Courtesy: Department of Tourism

How people handle their waste can reflect so many things about individuals and countries alike—habits, disciplines, attitudes, culture, values, virtues, ethos, etc. Therefore, at the onset, we need to try and genuinely reflect on the minute yet very important attributes of the new tagline so that each one of us can become a worthy brand ambassador, within and outside, to live up to our brand vision. What seems to be our ‘long-cherished behaviour’ when it comes to managing trash and waste is just a case in point. The way we utilise public infrastructure and properties, including toilets, vehicles, parks, utilities, etc.; throwing empty bottles at the players or performers during certain events; engaging in the physical act of violence during games and sports, exhibiting road rage, engaging in corrupt practices and criminal activities, among many other similar ‘habits’ are issues of grave concern as a small nation that hopes the world will ‘Believe’ in us.

His Majesty expounded a profound analogy to the nation during the opening ceremony of the 8^th session of the parliament: “Consider the increasing amount of litter in our cities and towns. From time to time, we see volunteers from different sections of society carrying out cleaning campaigns, toiling outside to clean up public spaces, driven by a genuine sense of service to the community. At the same time, we also have many people who litter thoughtlessly.” And the powerful figurative expression ends, “If one hand picks up litter but the other hand keeps throwing it, we will always have a problem. Which group do you belong to?” Similarly, where will we be headed if one hand relentlessly promotes the country’s brand image, but the other keeps tainting it?

As much as the new brand tagline is to connect with the world, it is more so for the Bhutanese to ‘Believe’ in ourselves to create an even stronger national identity and a progressive nation that will determine how we perform on our economic, social and democratic indicators. The transformation journey that we have embarked on has sparked a renewed vision and raised the hopes and expectations of our people from the systems we put in place. On several occasions, His Majesty The King stressed the need and importance for Bhutan to have ‘dependable’ people and systems that the world can trust and confide in. Therefore, it will be imperative for us to not lose sight of the bigger picture but to work together towards it.

The manner in which the world and its geopolitics are changing today is truly astonishing. Every day new discoveries are made and great feats achieved in areas of science and technology; wars break out, or truces are called; impacts of climate change have become a harsh reality; international laws and universal rights are being challenged; the race for global supremacy is real with the constant staging of economic and military might. And there are many other issues that we need to be concerned about or contend with. It is about time we trust ourselves to take care of the simple yet significant matters at home.  How can we survive as a small nation squeezed between two emerging global powers if we do not ‘Believe’ in ourselves to do better going forward?

We may say that we have been the ‘Prisoners of Geography’ (if I may quote the title of a book by Tim Marshall) that physically limited our economic growth and contact with the outside world for a very long time. But we are also aware that our geography has been instrumental in shaping our history and geopolitics. As nations before us have challenged and conquered such limits and narratives with cutting-edge technology and brilliant innovations, we are only excited that our transformation journey is all about embracing that and leaping forward on a firm footing despite the challenges. Therefore, for His Majesty The King to bestow such undaunted confidence and faith in the potential of His people, especially the younger and future generations, is truly humbling and a blessing that will take the country to greater heights. This belief in His people and the country for a brighter future is steering us boldly towards our transformation goals with an equal focus on investing in and empowering our future generations.

Some 115 years ago, our ancestors made a very wise decision, almost prescient in their ‘belief’ in crowning Gongsar Ugyen Wangchuck as the first Druk Gyalpo of Bhutan and entrusting Him to lead the nation forward. Since then, our successive monarchs have worked tirelessly to lay forth a strong foundation upon which to build an even stronger national identity today— and that is our biggest asset. Therefore, as we renew our pledge and commitment to serve our country this upcoming national day on the 17^th of December, may we come together in body, speech and mind and rise to the occasion every day. May we be optimistic about the future, committed to our current efforts, and ‘Believe’ in ourselves first—only then will communication with the outside world become more effortless, authentic and meaningful.