English 105Research PaperBangladesh TourismA potential sector to earn revenue

Prepared for: Deena P. Forkan

Prepared by: Iftekher Ahmed Id : 082 082 030Mob: +8801711984491e-mail: iftekher@yahoo.com

Date of Submission:May 3, 2012

AbstractTourism is a booming industry, worldwide. This industry is quite a new one in our

country perspective. This is the industry which has a huge potential in our country.

Tourism is a small but rapidly growing sector of Bangladeshi economy. Despite of

many prospects, the tourism industry in Bangladesh remains neglected for a long

time. Bangladesh is bestowed with the beauties of nature. It’s fascinating natural

beauty has provoked many travelers from far and nears through ages to undertake a

journey to this land of the Bengalis. Thus it’s the time to start work for making the

Bangladesh known to the people of the world though promoting the whole country,

doing country branding & developing the existing infrastructure.

Table of Contents

Contents Page No.

ƒ Introduction 1

ƒ Background 2

ƒ Hypothesis 5

ƒ Research Methodology 7

ƒ Data Presentation & Analysis 8

ƒ Research Findings 18

ƒ Recommendation 19

ƒ Conclusion 20

ƒ References 21

Introduction

1

Tourism is a leading industry in the service sector at the global level as well as a major

provider of jobs and a significant generator of foreign exchange at the national level. It has

become one of the largest and fastest growing industries in the global economy. Tourism is a

small but rapidly growing sector of Bangladeshi economy. Government statistics state that

171,000 tourists visited the country in 1998, contributing Tk 2.4 billion to the national

economy. Most visitors were from India, Australia, Germany, the United Kingdom, and the

United States.

Although the number of tourist arrivals in Bangladesh has shown an increasing trend over the

years, Bangladesh has not been able to reap the full benefits in the tourism sector up to the

desired level according to its potentiality. Compared to other countries like Malaysia,

Australia Bangladesh is still far behind regarding the effective promotion of the tourism

industry and branding Bangladesh.

By Promoting Bangladesh with each & every element of its culture, heritage & asset the

country branding can be done. And it can surely attract people & create a positive image of

Bangladesh on their mind. And thus the tourism industry of Bangladesh will get fuel to move

forward at a better pace.

Background

2

Bangladesh is home to 140 million people. . The climate of this country is sub-tropical with a

hot and humid summer and a cool and dry winter. Annual rainfall ranges from 160 to 200 cm.

The best period to visit Bangladesh is from November to March when temperature ranges

from 13.50 C to 26.50 C. Bangladesh is surrounded by the Bay of Bengal, Gangetic planes of

India and the hills & forests of Myanmar. The country is primarily a low-lying plane of about

144,000 square kilometers, crises-crossed by in numerable brooks, streams and rivers

including the Padma, Meghna, Jamuna, Kornophuli etc. it's a fertile, deltaic land, mostly flat

except Chittagong Hill Tracts. Our tourist attractions include archaeological sites, historic

mosques and monuments, resorts, beaches, picnic spots, forest and wildlife. Bangladesh

offers opportunities for angling, water-skiing, river cruising, hiking, rowing, surfing, yachting

and sea bathing as well as bringing one in close touch with Mother Nature. Tourism in

Bangladesh is a slowly developing foreign currency earner. The country has everything to

attract international and domestic tourists. In the northern part, comprising of the Rajshahi

division, there are archaeological sites, including the temple city Puthia in Rajshahi; the

largest and most ancient archaeological site, Mahasthangarh in Bogra; the single largest

Buddhist monastery, Paharpur in Naogaon; the most ornamental terracotta Hindu temple in

Bangladesh Kantaji Temple, and many rajbaris or palaces of old zamindars. In the south-

western part, mainly the Khulna Division, there is the Sundarbans, the largest mangrove

forest of the world with Royal Bengal Tiger and spotted deer. The historically and

architecturally important sixty domed mosque in Bagerhat is a notable site. In the south-

eastern part, which is the Chittagong division, there are mainly natural and hilly scenarios

along with sandy sea beaches. The most notable beach is the longest unbroken sandy sea

beach in the world in Cox's Bazaar. In the north-eastern part, Sylhet division, there is a green

carpet of tea plants on small hillocks. Natural reserved forests are great attractions. Migratory

birds in winter, particularly in the haor areas, are also very attractive in this area.

Bangladesh is like a painter's dream come true with a rich tapestry of colors and texture. The

traditional emphasis of the tourist trade has always been on the material facilities offered by a

country rather than on its actual charms. This may be a reason why Bangladesh has seldom

been highlighted in the World's tourist maps. The country is a land of enormous beauty,

hundreds of serpentine rivers, crystal clear water lakes surrounded by ever green hills,

3

luxuriant tropical rain forests, beautiful cascades of green tea gardens, world's largest

mangrove forest preserved as World Heritage, home of the Royal Bengal Tiger and the wild

lives, warbling of birds in green trees, wind in the paddy fields, abundance of sunshine,

world's longest natural sea beach, rich cultural heritage, relics of ancient Buddhist

civilizations and colorful tribal lives, - Bangladesh creates an unforgettable impression of a

land of peace.

The Organizations

Bangladesh Parjatan Corporation (BPC), the national tourism organization of the country,

was established in 1973 with the intention of developing the tourist facilities and promoting

tourism products and created a favorable image of the country. Somewhat later, the Ministry

of Civil Aviation and Tourism was created and brought three agencies together in the

Ministry, namely BPC, the national flag carrier Biman and the Civil Aviation Authority. A

process to integrate tourism planning development through the Ministry of Civil Aviation and

Tourism is already in place. Given the fact that tourism is so diverse and multi-dimensional,

the National Tourism Policy of 1992 states that a multi-dimensional industry as tourism in its

developmental activities at tourist spots and centers will involve programs of work of various

ministries and, therefore, this industry will have to be developed by overcoming

Governmental dilatory processes through effective coordination at the highest level.

Although BPC is one of the few public sector corporations earning profit since 1983-84, it

fails to attract foreign tourists due to some limitations.

Tourism in Asia

For many developing countries, in particular the Least Developed Countries, tourism is

considered to be the one of the fundamental pillars of their Economic Development. Tourism

has become a significant source of foreign exchange revenues for many countries of asia,

including some least developed countries and island developing countries. The following

table presents information about international tourism market share for 10 countries in Asia

and the Pacific.

4

Graph 1: Asian tourism Market Share

Tourism industry has an increasingly vital economic, social, cultural and environmental

impact, both globally and on the national scale, and that the continuing growth of tourism and

tourism-related activities has diverse implications for the attainment of sustainable

development. For many developing countries, in particular the Least Developed Countries,

tourism is considered to be the one of the fundamental pillars of their Economic

Development. It can contribute in three high priority goals of developing countries: the

generation of income, employment and foreign exchange earnings. Accordingly Bangladesh

can be greatly helped during this time of world recession.

5

Hypothesis

Bangladesh can earn a lot of revenue from tourism sector.

Tourism is one of the best industries of a country to help in development. Tourism offers the

opportunity of providing jobs for different classes of people and thereby contributing to the

alleviation of poverty in developing countries. It generates jobs directly through hotels,

restaurants, taxis, souvenir sales and indirectly through the supply of goods and services

needed by tourism-related business. In addition Tourism can induce the local government to

make infrastructural improvements and also make an important contribution to a country's

Balance of Payments. So Tourism is a powerful engine of growth for many developing

countries.

Although we have promising potentiality to the tourism sector, little effort to promote this

tourism industry will get us a huge development within a short period. Promotion provides

target audiences with accurate and timely information to help them decide whether to visit.

The information should be of importance and practical use to the potential or existing visitor

and also accurate. Misrepresentation often leads to dissatisfied tourists and poor

recommendations. And thus country branding comes in to the light.

The term branding refers to Promoting a collection of experiences and associations connected

with a service, a person or any other entity. Thus the branding of Bangladesh will include

Promoting Bangladesh with each & every element of our culture, heritage & asset which can

attract people & create a positive image of Bangladesh on their mind. During the Bangladesh

branding the following area have to be covered for the best exposure of the country-

ƒ Tourist Spotsƒ Landmarksƒ Festivalsƒ Seasonsƒ Literaturesƒ Cultureƒ Fashionsƒ Foodsƒ Transportationsƒ Media World

6

As currently the Governmental organization Parjatan Corporation & some other travel

agencies are trying to promote the country by putting up some advertisement on few very

known tourists spot like Coxs Bazar & Sundarban. But the tourists become interested to visit

Bangladesh by not only seeing the tourist spots, rather getting a positive image of the whole

country. And then fashion, season, culture etc come behind the tourist spot’s promotion.

As Bangladesh is actually incomplete without any of these elements therefore while

promoting the country all the elements should come. And the practice of Bangladesh

branding starts from that point.

After getting into the top seven natural wonders of the world list, our Cox’s Bazar &

Sundarban is very much highlighted. But these two places were highlighted from before.

Rather the other places like Kuakata, St. Matrin’s Island, Tea gardens of Sylhet, Paharpur,

Mahasthan Gaur & many other places are still unknown to the people outside Bangladesh. No

wonder if the places were promoted properly, those also migh come on the Seven Wonder’s

List.

It is the high time to seriously focus on our whole tourism industry. When the textile sectors,

real estate & all other industries are falling down due to world recession, tourism can fill that

position of those industries. But promoting only the tourist spots will not be effective unless

we promote our whole country’s positive & attractive sides & events.

7

Research Methodology

My research was based on both primary & secondary sources.

For primary sources I have conducted a survey of forty people of different age. Besides I have taken

interview of Taiseer zaman, the Director of CAMAIR Tours Ltd., a popular tourism company with a

vision to change the whole industry. Besides I have also met a marketing specialist Mr. Sadequl

Arefeen, the Managing Director of an advertising Agency named Spellbound.

For secondary resources I have taken the different articles published in magazines,

newspapers, internet and some books written on tourism industry & tourism marketing by the

specialists.

Data Presentation & Analysis

8

For the research I had conducted a survey among forty people of different ages & professions

to find what people think about the tourism industry and what their opinion are to make it

better. There were in total ten questions on the questioner, and the analysis of those question

are given below-

Question 1

When did you last visit any of the tourist spot of Bangladesh?

On this question out of my 40 respondent 10% replied that they have visited

somewhere shortly. Where 30% of them said they have went within a month before. It

is to be noted here that this portion of people claimed them as a regular traveler

around Bangladesh. The rest 60% people said it was a year ago, they have went for

travelling.

9

How did you get the information about the places?

From this chart we can find the source of information about the tourist spots where

they have visited. And most of the responders (45%) said that they came to know

about the place from their friends & family. While some other media have also helped

some of the responders, billboard & television played a very small role to let people

know about tourism.

10

Are you satisfied with the facilities you get while you visit a place?

Yes No0

5

10

15

20

25

30

Series 1

The places where my respondents visited, 30% visitors are satisfied with the facilities.

But the major portion of the visitors are not satisfied while they visit different places.

On the following question, there are the reasons behind their dissatisfaction.

11

If no, then what is the reason behind your dissatisfaction?

Accomodation Transportation Food Security0

2

4

6

8

10

12

14

Series 1

From random opinion we find out some major problems they faces while they vitsit. The major problems are Accomodation, Food, Transportation, Security. These four major problems made people dissatisfy to visit a place.

12

Have you ever availed any tourism company?

Among my survey responders only 15 % of them have taken help of any travel

agencies & toursim companys. Although rest 85% never availed one. Its is to be

added here that among the 15% respondents, most of them were aged more than 40.

Therefore it can be assume that the tourism companies are not that much convenient

for younger people.

13

How did they promote the tourist places?

Although some of the respondents availed tourism companies, but most of them were

not much satisfied. Only 16.5% were happy at the promotion & service. On the other

hand 66.5% respondents have marked them poorly.

14

What is your opinion about Government’s promotional policy of tourism

From this chart we can see that majority of the people are not satisfied on the

Government’s policy on tourism industry. 67% replied that the policy is not good at

all. 32.5% replied its moderate, yet change has to be done.

15

Compared to the other countries of ASIA do you think foreign tourists are attracted to Bangladesh?

On this question 85% replied that compared to the other countries bangladesh is still

much behind in tourism sector. compared to their country branding & promotion

material & services for toursits is much better. The other responces against this

argument could not stand as 0% could disagree to this and only 15% somewhat

disagreed.

16

(If Not) Why do you think they are not attracted?

My respondents answered multiple points in this question. Most of them identified

the lack of promotion as the main reason behind less attraction towards bangladesh.

Almost 85% marked lack of promotion. Besied 64% & 79% have marked lack of

infrasructure & political unrest respectively. 17% have marked other issues. That

clearly shows that although we have have enough infrastructure, We need to develop

them. But its not only infrastructure, but the proper way of promotion & controlling

the polical unrest have to be done to attract more tourists.

17

What are the latest promotions of any of the tourist spots ofBangladesh you have seen?

This question refferes to the amount promotion is done on the tourist places. 87% of

the people responded that they have seen some of the promotion of Coxs Bazar

recently. 65% has seen some promoton of Sundarban lately. But the most interesting

is only 7.5% have seen some kind of promotion of Kuakata or Sylhet recently. That

mean beside the Coxs Bazar & Sunadarban other tourist places are still not been

exposed.

18

Do you think other than the Cox’s Bazar & Sundarban, other tourist places of Bangladesh should be promoted?

This is the most interesting part of survey where all the respondent have marked the

same answer. The 100% of the respondent have said that it is necessary to promote all

the tourist spots properly beside Cox’s Bazar & Sundar ban which are already enough

highlighted.

Research Findings

19

• Even though Bangladesh has a lot of potential in tourism industry, the lack of

initiative to promote the country is keeping it behind. No initiative for promoting the

entire country is keeping Bangladesh aloof from the travel lovers mind. Where other

countries are branding their culture heritage blending with their tourism Bangladesh is

still on the scratch.

• The negligence to remove the negative impact of our political unrest situation & other

problems is making them less interested to visit Bangladesh.

• Responsible organizations are more focused to short term profit gaining rather

projecting on the future benefit. The tourism companies are only focusing on the

specific places where they actually conduct their tour programs. And most of the time

it is either Cox’s Bazar or Sundarban. However they never think of to broaden their

vision & plan for next 20-30 years business plan. Because tourism is such an industry

which permanently ensure us a way of earning foreign currencies, which is the only

element of a nation’s economic growth.

• Tourist spots of Bangladesh are better or at same level with other Asian countries. But

there is no initiative taken yet to develop those. Most of the spots are still hard reach

due to bad communication system. Though some places are really outstanding at

tourism standard, enough infrastructures is not developed yet.

20

Recommendation:

• Promotional activities have to be increased & taken to international level in order to

attract more tourists in this region.

• The proper Integrated marketing Campaign can be launched to compete with other

countries.

• Parjatan Corporation & other travel agencies of Bangladesh should guide their client

tourists properly about the Bangladesh’s situation, & project a positive image.

• Proper recreational facilities need to be developed for the tourists.

• A positive image of Bangladesh has to be portrayed in order to secure more tourists

coming to the country.

• Communication networks must be developed and made state-of-the art.

Conclusion:

Tourism industry has an increasingly vital economic, social, cultural and

environmental impact, both globally and on the national scale, and that the continuing

growth of tourism and tourism-related activities has diverse implications for the attainment

of sustainable development. For many developing countries, in particular the Least

Developed Countries tourism is considered to be the one of the fundamental pillars

of their Economic Development. It can contribute in three high priority goals of

developing countries: the generation of income, employment and foreign exchange

earnings.

Tourism development is an important instrument for economic advancement for Bangladesh if necessary initiatives are taken. For overal1 sustainable development of Bangladesh, tourism comprises as one of the key development components. Moreover, the natural and cultural blessings of the country have prescribed numerous attractions and adventure to offer the tourists of al1 kinds and at all seasons. It is common knowledge that tourism cannot grow in isolation as it is a multi-sector industry. Governments are only just starter but effective and active participation between the private and public sectors, non-governmental organizations, institutional bodies, and local communities should be ensured to get the fruitful effects of Tourism Industry. Therefore, committed efforts are needed from both the public and private sectors for full development and utilization of the potentials of t