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Bangladeshi tourism - network strategy for sustainable tourism
A Views On Tourism Project presentation Jagannath University
9th June 2010
Personal profileMajbritt Thomsen• MA Tourism
– Marketing, policy, organisation
• Danish expat since late 2007• BD travel experience• Royal Danish Embassy,
DANIDA report on BD tourism potential
• Business studies BD tourism• Interaction tourism sector
– Huge number of visionary people, resources, organizations and initiatives in Bangladesh
• Views On Tourism ProjectPhoto: Up-comming Panigram Eco-resort, Jessore
The Views On Tourism ProjectVoluntary initative since 2008• Vision
– Encourage an active sustainable tourism movement in Bangladesh
– All players can make an impact!
• Online blog– Tourism knowledge and inspiration– National, regional and international
resources – This presentation is available
• Online group– Tourism network and discussion
forum for people interested in a sustainable tourism development in Bangaldesh
– LinkedIn an international professional network
www.viewsontourism.info
AgendaWorld best practice and theory
• Understanding tourism challenges
• Sustainable tourism – Practices and lessons
• Bangladesh– Status and sustainable tourism
potential– How to develop national
tourism through knowledge and network
• Summing up
Understanding tourism demand Without tourists no tourism!
World tourism demand since 1950Push-factor – why leave home?• Economic factors
– More wealth
• Social factors – More time
• Demographic changes– Family size, population
increase, urbanisation, increased life expectancy
• Technological factors– Transportation
• Political factors– Freedom of mobility
Regional outbound anno 2008• Western Europe Dominates
Tourism Flow Outbound• Strong Outbound Flow from
Asia-Pacific• Economic Stability in
Eastern Europe Favors Outbound Flows
• Wealthy North Americans: Passionate Travelers
Source: Euromonitor International's ‘Tourism Flows Outbound – World’ (2008)
World tourism destinationsPull-factor – where to go?
• Accessibility to markets• Affordability• Availability of attractions• Availability of services• Cultural links• Geographical proximity to
markets• Peace and stability• Positive market image• Pro-tourism policies
International arivals 2008• France 79.3 milion• USA 58.0• Spain 57.3• China 53.0• Italy 42.7• United Kingdom 30.1• Ukraine 25.4• Turkey 25.0• Germany 24.9• Mexico 22.6
Source: UNWTO
Understanding travel motivation• Physical motivators
– Refreshment of body and mind; health, sport and pleasure.
• Cultural motivators– Desire to see and know more
about other cultures
• Interpersonal motivators– Meet new people, visit friends or
relatives
• Status and prestige motivators– Personal development or
educationTheory: McIntosh, Goeldner and Ritchie (1995)
A new world viewDominant western
environmental paradigm Green paradigm
Humans are separate from naturesuperior to nature
Humans are part of natureand nature are equal
Realityis objectivecan be compartmentalised
Reality issubjectiveintegrated and holistic
The future is predictable The future is unpredictable
The universe has order The universe is chaotic
The importance of rationality and reason The importance of intuition
Hierarchical structures Consensus-based structures
Competitive structures Cooperative structures
Emphasis on the individual Emphasis on the communal
Facilitation through capitalism Facilitation through socialism
Linear progress and growth Maintenance of a steady state
Use hard tecnology Use soft tecnology
Patriarchal and male Matriarchal and female
Source: Weaver & Lawton (2002)
Increased world demand for nature
Historical tourism view
• 1980s increased tourism demand for more nature-based travel adventures
• 1994: 40-60 % international tourists (528.4 million) were nature tourists
• Now: Nature-based tourism is one of the fastest growing sectors of the world's largest industry
Eco-tourism demand
• Environmentally minded travelers
• ’Hard core’ eco-tourism– Nature - the reson to go!– Nature professionals or people
with serious interests
• ’Soft’ eco- tourism– Nature important, but not main
holiday motivation or activity
More than a niche market!
The new traveler stereotype • Green consumer• Knowledgeable about
environmental issues• Conscious of social justice
concerns• Motivated by a desire for self-
fulfilment and learning• More independent-minded and
quality conscious• Carefully assesses tourism
products in advance• Preferes flexible and spontaneous
itineraries • Sensitive to local cultures
• Searches for authentic and meaningful experiences
• Searches for physical and mentally challenging experiences
• Wishes to have a positive impact on the destination
Source: Weaver & Lawton (2002)
Understanding tourism sectorMost important supporters of tourism demand and supply• Attractions
– Often motivation for visit• Accommodation
– Most visible sub-sector• Transportation
– Most important element in destination development
• Public sector and policy– Crucial management
organisations
• Tour operators/planers – Almost exclusively product
packaging and distribution– High influence on tourism
demand and hence sector succes and failure
• Multiple SME’s and tourism related stakeholders– Different agendas, resources
and focus on tourism
Tourism development is complex! • Tourism often praised as an
effective development tool, especially in rural areas and the developing world
• Tourism always cause environmental and socio-cultural as well as economic impacts on destinations
Tribal people in Bandarban
• Economy– Direct / indirect revenue for
country, community and private sector
• Nature– Protect environment and preserve
nature
Positive tourism impact
• Society / Culture – Preserving local culture and
heritage– Social wellbeing and stability– Promotion of cross-cultural
understanding
Source: ‘Why Tourism Matters’ campaign Washington State, USA
Negative tourism impact
• Economy– Increased local living cost– External money flow
• Nature– High pressure on
environment ressources– Disturb fauna and flora
• Society / Culture – Lost of cultural values and
traditions– Prostitution and crime
Destination impact from tourism • Less developed destinations
are vulnerable, especially to rapid tourism development!
• Tourism in developing world– Industry focus often inbound
tourism (expect high income)– Often huge cultural, which may
cause large negative social implications
– New discussion: Long-term social and economic benefit best from national tourism?
Sustainable tourism is the solution!• Definition: “Tourism that
meets the needs of present tourists and host regions while protecting and enhancing opportunity for the future” Source: UNWTO
• A tourism value• Development: Balancing the
needs of tourists and destination
• New tourism management: cooperation government, tourism sector and all stakeholders
Sustainable tourism values and principles
ConservationWith
Equity
Environment economy
integration
Community based
economics
Source: Hall (1998)
Best case: Bhutan national strategy• National tourism status:
– Successful poverty alleviation through tourism development
• Core development values: – Brutto National Happiness– Pro-poor tourism development– Long-term sustainability– Restricted level of tourist activity
• Management: Department of Tourism Coordination– Tourism advisor since 2002: SNV (Dutch NGO)– Department of Tourism, Regional Trade and Industry Office,
Association of Tour Operators, Nature Conservation Division
Eco-tourism - a sub-category• Definition
– “Ecotourism is a responsible travel to natural areas that covers the environment and sustains the well being of local people” (Epler Wood, 1996)
• Goal– Ecotourism can become an
important tool to preserve and develop remote areas
7 characteristics of eco-tourism• Involves travel to natural destinations• Minimizes impact• Respects local culture • Builds environmental awareness• Supports human rights and
democratic movements• Provides financial benefits and
empowerment for local people• Provides direct financial benefits for
conservation
Source: The International Ecotourism Society (TIES)
Best case: Ecotourism in ChinaMeilixueshan Conservation Area
• Principle tourist attractions– Majestic views of the
Meilixueshan mountain– Trekking through forest and
traditional Tibetan villages– Glaciers and waterfalls along
a Tibetan pilgrimage route– Tibetan cultural and religious
heritage– Tibetan-run guesthouses or
homestays– Local Tibetan guides
• Development partners– Deqin County Government– The Nature Conservancy,
world conservation organization
South Asian tourism cooperationRegional tourism status in 2007 • Inbound tourism India, Nepal and Bangladesh– Total arrival: 5,7 million– Total income 12,3 billion UD$• Already a multicountry activity– 1/3 Indian tourists, visit primerly Nepal– 46 % Bhutan tourists also visit Nepal and/or Indian
• The South Asia Travel & Tourism economy 2010 is:– Number 10 in absolute size worldwide– Number 1 in long-term (10-year) growth
Source: ADB (2009)
Source WTTC (2010)
Best case: Regional cooperationAsian Development Bank project• Subregional tourism
cooperation 2009-2014– India, Nepal & Bangladesh– Governments co-investment– Sustainable heritage tourism
development (UNESCO)
• Bangladesh: Heritage Highway– Site access and condition– Protect, manage and
promote heritage
• Target markets– Thailand, Korea, China, UK,
France, Germany, Italy, USA, Canada and Australia
Bangladesh - tourism demand • Forecast WTTC ‘Travel & Tourism
economic Impact – Bangladesh 2010’– 3,9 to 4,1 % GDP from 2010 to 2020– 2010: 265,9 billion Taka– 2020: 788,4 billion Taka
• Who are the present tourists?– National / international tourist
numbers?– Demographic and geographic profile?– Travel motivation and satisfaction?– Product consumption?
• Who are welcome?– National, regional or international
tourists?– Mass tourists, high spenders, long time
and travelers?– Leisure or business tourism?– Who supports positive development?
Photo: a group of tourists in Sundarbans
International tourism image• Destination image: “Sum of beliefs, ideas
and impressions that a person has of a destination” Kotler et al. (1994)
Different image sources • News/NGO:
– Only focus on the negative stories?• International tourism focus:
– New7Wonders– Lonely Planet (tourism guide books): 2009
top ten interesting travel destination – 2 new travel guide books
• The personal experience: – Hear stories from people who lived in
Bangladesh– Travel Bangladesh: visit, business, expat,
work, tourist
(International) product potential?• Sustainable products
– Eco tourism – Cultural tourism– Nature tourism– Heritage tourism– Religious tourism– Adventure tourism– Volunteer / study tourism– Pro-poor tourism– The everyday life
• Sustainable world icons?– Cox’s Bazar - not likely– Sundarbans – potential– Other possibilities
The tourism industryNational status:
“Bangladesh is still one of the countries in the South Asian region with the fewest arrivals and thelowest revenue earnedfrom the tourism industry.
Never the less, tourism has since the 1990s been asmall but rapidly growing sector of the Bangladeshieconomy.” Royal Danish Embassy (2008)
New sustainable tourism initiatives• ADB: Heritage Highway• USAID/IPAC: Teknaf
Peninsula Community-Based Ecotourism Strategy
• Katalyst: Tourism capacity development
• Government– National tourism policy– National Tourism Board
• Succes depend on long-term sustainable tourism strategies, knowledge and cooperation!
Present tourism organisation• Bangladeshi tourism is a
scattered industry– Huge competion for the existing
markets– Lack of cooperation on all levels– Goal fast economic industry groth – Focus existing problems – Blame between government and
tourism industry
• Many isolated sustainable tourism resources, visions and initiatives .
• United forces will make a sustainable tourism movement
Networking in tourismAdvise• The partners must truly want
sustainable tourism development and be prepared to cooperate and communicate
• When setting up partnerships structures share income and risk.
• Invite an expert on tourism to participate at the earliest posible date
Source: GTZ ’Sustainable Tourism as a Development Option’
Network in tourism- an overview of the stakeholders
Private sector:Tour operatorsTravel agenciesIncoming agenciesEmployees in tourismBusiness associationsSuply industry, souvenirsAdvertising and marketingHotels, B&BTransportation compagniesRestaurentsAgricultureGuides
Private sector:Tour operatorsTravel agenciesIncoming agenciesEmployees in tourismBusiness associationsSuply industry, souvenirsAdvertising and marketingHotels, B&BTransportation compagniesRestaurentsAgricultureGuides
Public sector:Tourism officialsCommunity and regional
administrationsMinistries of Economic and
Foreign AffairsMinistry for Environmental
Affairs and Nature Conservation Agriculture
Public sector:Tourism officialsCommunity and regional
administrationsMinistries of Economic and
Foreign AffairsMinistry for Environmental
Affairs and Nature Conservation Agriculture
Organisations of the multilateral and bilateral co-operation
Organisations of the multilateral and bilateral co-operation
NGO/SHO (Non-governmental and self-help organisations):International nature conservation organisationsNational NGO’sOrganisations of indigenous peoplesLocal NGO’sLocal SHO’s/co-operatives
NGO/SHO (Non-governmental and self-help organisations):International nature conservation organisationsNational NGO’sOrganisations of indigenous peoplesLocal NGO’sLocal SHO’s/co-operatives
Tourism experts
Tourists
Source: GTZ ’Sustainable Tourism as a Development Option’
New tourism management Industry should:• Adapt strategic thinking to
develop tourism with benefits for everyone• Include less powerful individual
providers and sectors!
• Extend and diversify product offerings to improve return on investments and social value
• Spearhead innovative management and help spread best practice through corporate social responsibility
Potential Bangladeshi players:• International
– SKAL, WTTC, IATA
• National– Associations: TOAB, ATAB,
TGAB, Bangladesh Tourism Foundation
– Best practice players: Panigram, Guide Tours
– World brands in BD: Radisson, Emirates, Intrepid Travel
– Individual tourism playersSource: WTTC (2003)
New tourism management Government should:• Show leadership defining
management structures that can efficiently drive New Tourism
• Elevate travel and tourism to strategic national level with senior level policy-making
• Factor travel and tourism into all policies and decision-making, to promote sustainable tourism
• High involvement: Attractions (nature and culture), regulation, research, planning, promotion etc.
Potential Bangladeshi players:• International
– UNWTO, UNESCO, OECD, PATA
• Regional cooperation– Bhutah, Nepal, India,
Myanmar • National
– Government– All relevant ministries– Municipalites– Bangladesh missions abroad– National tourism board– ParjatanSource: WTTC (2003)
New tourism management All stakeholders should:
• Cooperate in identifying opportunities for growth
• Focus on building travel and tourism that opens up prospects for people
• Work together to remove impediments to growth
Potential Bangladeshi players:• International
– Bimtec, SNV, USAID • National
– Development: Grameen, Katalyst
– Conservation: Urban Study Group, Nishorgo, Contic
– Media: tourism and general– Private sector: Chambers of
commerce and industry, investors and banks
– Higher education: service schools and universities
Source: WTTC (2003)
Summing up• Status
– General sector obstaceles– National tourism obstacles
• Tourism development goals– Sustainable tourism values– National and regional cooperation
• Active sustainable movement– Long-term sustainable values– Knowledge sharing and
cooperation on all levels– Goal: new tourism management
• The Views On Tourism Project– A sustainable tourism movement
communication platform?