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 unpredictableThe universe has order The universe is chaoticThe 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 communalFacilitation through capitalism Facilitation through socialismLinear progress and growth Maintenance of a steady stateUse 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

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

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?