The dearth of tourists in Haa can be attributed to a number of factors, namely the lack of proper infrastructure, the absence of a brand image for this locale, the lack of an organized marketing strategy, and the general perception that Haa doesn’t have much to offer to tourists. These are, however, merely challenges to the development of Haa as a tourist destination. With sound management and robust policies, it is not at all impossible to achieve this goal. The as-yet untapped tourism potential of Haa arises from its two most significant resources—its culture and the environment. Haa’s unique cultural heritage, which includes fascinating myths and legends, and the local population’s reverence for Ap Chundu, the guardian deity of the valley, can provide rare insights about this particular area of Bhutan. Haa’s surrounding environment, on the other hand, provides visitors with the opportunity to witness a rich biodiversity hotspot, home to several species of flora, fauna and avifauna.