Tourism Bangladesh

Eng 105
Research paper
Prepared for: Sabahat Jahan Lecturer North South University Prepared by: Shadman Sakib Id : 071 105 0 30 Date of Submission: April 15, 2009
Abstract
Tourism 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. Its fascinating natural beauty has provoked many travelers from far and nears through ages to undertake a journey to this land of the Bengalis. Thus its 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
Introduction Background Hypothesis Research Methodology Data Presentation & Analysis Research Findings Recommendation Conclusion References
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Introduction
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
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 southwestern 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 southeastern 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,
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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.
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.
Hypothesis
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
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Tourist Spots Landmarks Festivals Seasons Literatures Culture Fashions Foods Transportations Media World
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 spots 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 Coxs Bazar & Sundarban is very much highlighted. But these two places were highlighted from before. Rather the other places like Kuakata, St. Matrins 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 Wonders 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 countrys positive & attractive sides & events.
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

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 belowQuestion 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.
Question 2
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.
Question 3
When did you last visit any of the tourist spot of Bangladesh?
The places where my respondents visited, those places are not promoted properly according to 92.5% of the respondents. Though 7.5% of respondents replied that they were satisfied at that places promotion. But still according to thw majoritys opinion we can find the situation.
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Question 4
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.
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Question5
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.
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Question 6
What is your opinion about Governments promotional policy of tourism?
From this chart we can see that majority of the people are not satisfied on the Governments 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.
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Question 7
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.
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Question 8
(If Not) Why do you think they are not attracted?
My respondents answered multiple ponints 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.
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Question 9
What are the latest promotions of any of the tourist spots of Bangladesh 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 yhe Coxs Bazar & Sunadarban other tourist places are still not been exposed.
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Question 10
Do you think other than the Coxs 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 Coxs Bazar & Sundar ban which are already enough highlighted.
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Research Findings
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 Coxs 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 nations 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.
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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 Bangladeshs 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.
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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 the Tourism Industry.
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References
Alim S.F. (2007, September 12). Tourism in Bangladesh, its prospects. The Financial Express
Bashar M. (2003, November 21). Assessing benifits of ecotourism. The Daily Star
Davies R. (2003, February 1). Branding asian tourist destinations - a series, Asia Market Research, Retrieved March 27, 2009, from http://www.asiamarket research.com/columns/tourism-branding.htm
Edward M. M. & Gary R. W. (1987). Tourism marketing. Michigan State University Journals Archive, Retrieved March 27, 2009, from http://web1.msue.msu.edu /imp/modtd/ 33700082.html
Hasan F. (2007, September 27). Development of tourism in Bangladesh. The Daily Star
Islam I. (2008, June 5). Tourism in Bangladesh: Challenges and opportunities. The Daily Star
Islam M. (2007, January 25). Developing tourism. The Daily Star
Islam M. (2007, June 30). The need for enacting tourism law. The Daily Star
Leung M. (2007, December). Captive market. Forum, 2, 10.
Mondal A. (2006, September 27). Tourism enriches. The Daily Star
Morshed A. (2008, May). Thinking Outside thet box. Forum, 3, 5.
Pandey R. (2008). AdAsia 2009 in KLs kitty. Marketing-Interactive.com, Retrieved April 3, 2009, from http://marketing-interactive.com/news/7696
Quader S. (2008, January 31). A land with potential for tourism. The Daily Star
Rahman M. (2007, August 17). Promoting eco-tourism in the Sundarbans. The Daily Star
Appendix
Outline
Thesis Statement:
Although Bangladesh have promising potentiality to the tourism sector, little effort to promote this tourism industry will get us a huge development within a short period. But still no initiative is taken to develop this industry
1. Bangladesh is an ideal tourist destination. a. Deep cultural heritage, a number of ancient monuments and temples, and a rich natural heritage, including tropical forests, beautiful hills and rivers make it perfect for a flourishing tourism industry b. The natural wealth of Bangladesh is not promoted properly. 2. A lack of initiative in promoting the tourism industry. a. Lagging behind in promotion compared to the neighbor countries. b. Irresponsibleness of the organizations. i. Government Organization does less promotion ii. Travel Agencies focuses mainly on their tour programs iii. Sometimes the private organizations convey negative impression about the country. 3. Other factors of not attracting tourist also important. a. Political unrest should be taken care of. b. Natural calamities & disaster management system should be ensured. c. Proper infrastructures should be developed. 4. Tourism industry has to be recovered urgently. a. During world recession it can be a great way nations economic stability b. The long term prospect of tourism is significant.
Interview 1
Taiseer Zaman Director, cam air Tours & Travels Ltd. Telephone: +8801619231865 Email: zamantaiseer@camair.com
Taiseer Zaman is the director of Camair tours & travels, a travel agency with a different vision. As a director of a travel agency Ms. Taiseer tries to run her business with contributing to the country. Taiseer Zaman shared her thoughts & experience about tourism industry of Bangladesh with me. Me: Hello mam, how are you? Taiseer Zaman: Fine, thank you. Me: Madam how long are you into tourism business? TZ: Its been almost 3 years I have started Camair. Me: So Probably you have already get success? Tell me about the achievements of camair. TZ: Oh yes, compared to our duration of business we have really get enough success. During these years we have operated 29 regular tour programs and 4 special tour programs. Me: So you probably have got a huge clients on your list? TZ: Yes of course. Although the maximum of my clients are foreigners or NRBs(Non Resident Bangladeshis) , our local people are not least at all. If I talk about the percentage, probably 30% are local Bangladeshies who took our programs. Rest 70% are from abroad. Me: 70%, thats a huge portion! Can you tell me how did you get this portion of tourist from abroad? What steps actually you have followed? TZ: Actually we have to maintain a channel the people leaving outside Bangladesh. We have designed our brochures & flyers stating our packages. We also use internet for our promotion. We place ads on few online news papers where NRBs usually browse. Me: Can you tell me about your internet promotion in detail. I mean you said about the NRBs, but what about the foreign citizens who do not brows that new paper website?
TZ: Well that is a good point. Actually we also try to keep our online website rating always high. And in fact only the NRBs news papers but also some other travel blog where most of the Asian tourism information are browsed are also used for our promotion. Me: Alright. But I have noticed one thing, that your brochure & flyers for the foreigners are contain Sundarban Tour detail, Coxs bazaar & St Martin & Sylhet. But what about other places & what about other elements of Bangladesh like culture, heritage 7 other? TZ: When I prepared those promotional materials same thing appeared in my mind, and I really wanted to add those on it. But when I went for the market research & found that almost all the companies are following a specific pattern of promotion, we decided that most feasible to sustain on the market. Me: But still do you think that promoting the other elements of the country is a not good idea? TZ: Actually no. I have never believed so. I still think I should have promoted my company differently. But again I had to step behind as if some gets interested to go suppose Birishiri, we might not be able to take him there as the communication system is too bad. And same thing goes for Mahasthan Gaur, Kuakata & many other places which are probably far better than our neighbors, but still undiscovered due to lack of infrastructure.
Me: So it is the lack of infrastructure what is hindering the tourism industry? And if so who is actually you think responsible for this? TZ: Well obviously infrastructure is a major factor. But the main factor is lack initiative to develop the sector. If government do not develop the infrastructure it can be done by private sector also. But at first someone have to take some initative. Me: Thank you madam for your valuable time & opinion. TZ: Thank you too.
Interview 2
M Sadequl Arefeen Managing Director, Spellbound Advertising Telephone: +8801714002345 Email: arefeen@spellboundbd.com
Mr. Sadequl Arefeen is a marketing graduate who is now the managing director of a popular advertising agency named Spellbound. As a marketing specialist Mr. Arefeen have already done some works on Bangladesh Branding & Promoting Bangladesh. Me: Hello Sir, How are you. Sadequl Arefeen Hello Shadman, I am fine thank you. Me: Sir I came to know about that your organization has done some work on tourism industry. My question what is your vision say about this industry? S.A.: Well tourism is undoubtedly the best industry for any country with a natural resource. At the same time can support all the industry to grow. So if I think from the perspective of Bangladesh, it should be put in a rank of top 3 industries and every one should work accordingly to get the best out of it. Me: What is your opinion about the current situation of tourism industry? S.A.: I can not say is bad. But I can not say it up to the mark either. Actually if we consider the situations through which the whole country is passing by, Bangladesh is still doing great in this sector. Me: Can you explain it little more. S.A.: As Bangladesh is regularly facing natural calamities, terrorism and most recently BDR mutiny, after all these incidents people are still come to Bangladesh for enjoying the good portion of it. It is obviously a good sign for us that when with a small or no effort we are gaining this much of tourist, if we truly try someday, we can beat any other country. Me: That is really interesting. So can you Suggest or recommend anything regarding this situation? S.A.: Well we can not make a history overnight. We can not promote the whole country within a month. Although a true nature lover never bothers about the countrys politics or the facilities. Rather he tries to get the original taste of the nature. Siple promotion can
drag them anywhere in the world. But still there are many people for whom actually we have to work for. Rather proper promotion we also have to look after our problems like political unrest, disaster management & facilities developments. Then gradually we might come up with a rich industry. Me: Thank you very much sir for you kind co operation. S.A.: Thanks to you too.
:The Daily Star: Internet Edition
http://www.thedailystar.net/story.php?nid=322
Committed to PEOPLE'S RIGHT TO KNOW

Tuesday, April 14, 2009 05:29 PM GMT+06:00
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Published On: 2007-08-17
Promoting eco-tourism in the Sundarbans

Mohammad Asrafur Rahman
Environment
Mangrove is a peculiar type of ecosystem in the inter-tidal region. Because of its interesting environmental conditions, it offers a wide range of outdoor recreational opportunities. Naturally, mangroves can attract a large number of tourists and be a source of earning through national and overseas tourism. In many countries, tourism in the mangrove environment has been developed. Revenue earned through eco-tourism from one hectare in a wildlife sanctuary in Kenya, exceeds many times the most optimistic projected return from agriculture. There is also evidence that the economic benefits derived from forest-based eco-tourism surpass the revenue earned from timber harvesting. It is important to note that preservation of forests, specially mangroves can be compatible to tourism if well planned. Eco-tourism is a sustainable form of land use, which contributes to environmental conservation, while providing accrued socio-economic benefits to the indigenous people through the non-consumptive uses and indirect values of the natural biological resources. Considering the vulnerable nature of our environment eco-tourism must be encouraged. Eco-tourism should be based on the following principles: (i) optimum multiple use of the resources; (ii) maximum sustainable use; and (iii) conservation and development of natural resources. Obviously, tourist products should be used in such a way that they are not destroyed. Tourists, who unmindfully or without caring litter the spots leftovers cause damage to the local environment and eventually the earth. One way to handle such problems is to regulate tourists visits to each place. Restrictions can be imposed on the number of tourists, and on how they undertake their visit, before a site becomes overcrowded. Without controls, it is obvious that the more tourists visit a place, the more its ecological balance may be threatened or degraded. However, we do not restrict tourism. If we can apply the principles of sustainable development, tourism could be encouraged to grow. More forests could be declared as sanctuaries for tigers, deer, elephants and crocodiles to attract more tourists. There are good laws in Bangladesh to protect the environment but these are rarely enforced. The goal of eco-tourism development in Bangladesh should be to capture a portion of the enormous global tourism market by attracting visitors and using the revenues to fund local conservation and fuel economic development. The Sundarbans is a unique ecosystem. Its exceptional scenic beauty and rich wildlife can be source of attraction to different levels of people and is convenient for outdoor recreation. Eco-tourism may be developed without causing damage to vegetation and wildlife. Because of weather condition tourism may be limited to winter months when the climate is fabourable. The only way to visit the Sundarbans is by water transport. Adequate water transport and accommodation facilities inside the forests are to be created to attract local and foreign tourists. In fact the recreational potentiality of the Sundarbans has never been utilized. Facilities needed for the tourists have not been developed. There is immense potentiality of the Sundarbans for earning through tourism. Eco tourism spots in this World Heritage site can easily attract the tourist from everywhere. Some of these sites are as following: Katka is an eye catching and quiet island located in the north-west part of Sundarbans. Katka is an excellent and favourable spot, where visitors can enjoy bird watching, wildlife
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especially Royal Bengal Tiger and deer, roaming around by country boat through small creeks and canals and also by walking through the forest. One can also enjoy swimming and sun bathing at Katka's desolate white sand beach. Kachikhali is a roaming and breeding ground for the Royal Bengal Tiger and is also known as "Tiger Point". There is a Forest Department resort, which is used by the tourists. Visitors spend their time by walking around the tiger point, Katka-Kachikhali beach and visiting the Egg Island or Dimer Char, a small island close to Kachikhali. Nilkamal is a beautiful place along the Bay of Bengal. The World Heritage plaque was unveiled at Hiron Point of Nilkamal. The combined beauty of sea and green mangroves Nilkamal must attract visitors from the watchtower of Keorasuthi another attractive spot there. Thousands of spotted deer, birds and sometimes a Royal Bengal Tiger can be seen from the tower. Dublar Char is an island famous for drying fish during the month of November-February in the winter season. This place is also famous for religious festival of Hindu community popularly known as "Rashmela" that takes place at the end of November. Visitors come here to see the life of fisherman and their unique fish drying. These dry fish or 'sutki' is exported to domestic and foreign markets as a delicacy. The Sundarbans comprises 45 percent of the total productive forest of the country, contributing about one-half of the forest related revenue. About 50 to 60 thousand people work regularly and continuously for about six months, while the number of people entering the forest in a year can be as high as 3.5 million for minor forest product collection and fishing. Of these about 25 thousand work for fish drying, 200 thousand get engaged in shrimp fry collection in the rivers and creeks around the Sundarbans. About 2.5 million people live in the villages surrounding the Sundarbans, while the number of people within 20km of the forest boundary is 3.14 million. The main forest products are timber, firewood, thatching material, newsprint raw material, honey and wax, fish and crabs, shrimp fry and miscellaneous items. Of all the products the fishery of Sundarban represents the most important non-wood component which constitutes 5 percent of the total fish harvest of Bangladesh. Eco-tourism is a major component of the Sundarban Biodiversity Conservation Project. It comprises a range of integrated activities. Although generally it has been said that tourism in Bangladesh suffers from a poor image, but eco-tourism potential, on the contrary, is rated high. Presently it is in a very early but promising stage of development. The Sundarbans is unique of Bangladesh. This is because of its majestic beauty, richness of biodiversity and tranquillity. There are many aspects to learn and enjoy from this largest mangrove forest. The Sundarbans represents a charming mystery. It is home of the Royal Bengal Tiger. It provides a peaceful and relaxing refuge from the population density of Bangladesh. Every year innumerable people visit this unique forest. But most of them do not have any sound knowledge about eco-tourism. Their actions often harm the environment in many different ways. Sound pollution is one of them. Many visitors like to enjoy music very loudly, which can be upsetting to the quiet and serene environment. The development of eco-tourism in the Sundarbans should be given top priority both by the Forest Department and the Sundarbans Biodiversity Conservation Project.
Mohammad Asrafur Rahman is with the Institute of Forestry and Environmental Sciences, Chittagong University.
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Developing tourism
Mohammad Shahidul Islam
Point Counterpoint
Reams of paper have gone into writing about the prospect of tourism in Bangladesh in all the mediums of reporting. For the last three decades, we have been endeavouring to develop tourism, but the expectations have not always been met. The good news is that many high officials concerned with national development have recently come to understand the importance of tourism. Apart from this, tourism is the world's largest industry and a major source of employment and revenue. It also contributes towards conserving environment. Tourism is the world's largest industry. There are some statistics to justify this assertion, especially for those who give more importance to facts and figures. According to the World Tourism Council, last year tourism alone produced over $6 trillion in revenue. It provided jobs to around 221 million people globally. It is expected that by 2015 it will be providing some 269 million jobs. Between 2006 and 2015, tourism's growth rate is expected to be 4.6 percent on an average per year. Tourism, on a national scale, not only can produce employment but also can be a major source of renewable export. It must be noted, however, that to be a renewable resource, tourism must be developed in a sustainable manner. That means where ecologies are fragile, numbers and activities must be tightly controlled; pollution must be checked, and local cultures protected. Tourism can add to the local economy in a variety of ways. These include revenue earned on spending by tourists in hotels and restaurants, conventions and meetings held, fares paid for transportation, etc. Tourism and economic development go hand-in-hand. Think about what makes a place a good tourism centre. What are the essential ingredients of tourism? Here are a few of the essential points that tourism needs for its future growth in Bangladesh: No one wants to visit a place that is not clean or unhealthy. Tourism cannot survive without a clean and safe environment. In a like manner, communities that do not provide pleasant surroundings and a clean environment have a very hard time attracting business. Tourism requires friendly people and good service. No matter what the attraction may be, a tourism centre that lacks good customer service and friendly people will fail. In the same way, communities that offer poor service not only do not attract newcomers, but, in the end, have a difficult time holding on to their local population, young people and businesses. Tourism requires good restaurants, hotels and recreational facilities. These are the same factors that are essential to any community seeking economic development. Bangladesh can be an ideal destination for community-based tourism. For sustainable progress in poverty eradication, the present time is suitable for considering the implementation of community-based tourism. Bangladesh is a country of thousands of villages. Most of its heritage sites and international tourist spots are positioned around villages. These are intended for education as well as recreation. Sometimes rare plants or animal species are the main attraction, sometimes traditional food, handicraft or historic buildings. A European example of well-developed rural tourism is France. Camping and caravans are the most popular forms of accommodation in rural areas, many of them on farms. Many farmers have developed camping sites on their
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farms. Others prefer to invest in various kinds of short-term rental houses known as "gtes." Bangladesh has huge potential for tourism. The concept of community-based rural tourism and its benefits are still unexplored. Now is the right time to think of rural tourism development. Apart from rural tourism, all general attractions, like archaeological sites, historical places, natural beaches are, more or less, getting importance. But rural tourism can turn into a booming sector for at least two reasons. First, through rural tourism, Bangladesh may rid itself of poverty, and second, the infrastructure of far-off and rural places will be developed. Community-based rural tourism is a must for the economic development of Bangladesh. Its earnings will act as a vehicle for the overall development of Bangladesh. Development of rural tourism will have the following results: Increase in Gross Domestic Product. Human resource development. Poverty mitigation. Promotion of indigenous culture and heritage. Development of river tourism and eco-tourism. Development of rural livelihood. Protection of indigenous rights and resources. Education and training for all. Conservation of environment. Increase in local export. Peace and happiness. Promotion of local cuisine. Women employment, etc. The government and community leaders may also want to take into account that tourism adds prestige to a community. People like to live in a place that others consider worthy of visiting. Such pride in one's nationality or community can become an important tool for developing the economy. People sell their community's best when there is a great deal to see and do in it, when it is safe and secure, and when customer service is not merely a motto but a way of life. Community festivals, traditions, handicrafts, parks and natural settings all add to the desirability of a locale and its ability to sell itself to potential outside investors. The quality of life can also be reflected in a community's museums, concert halls, theatres and uniqueness. Tourism is an important economic development tool for emerging and minority communities around the world. Since tourism is based on the appreciation of other cultures, tourism industries have been especially open to giving disadvantaged groups around the world opportunities that have often been denied to them by other economic sectors. Tourism requires a great deal of construction work and provides large numbers of entry-level jobs. Tourists may infuse additional money into the local economy through shopping. In nations where manufacturing is not developed, the tourism industry can be an essential method for reinvigorating local economies. Sooner or later, Bangladesh will be able to make the optimum use of its existing potential for tourism and, thereby, further develop its economy.
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Mohammad Shahidul Islam is a freelance travel writer and faculty member of National Hotel and Tourism Training Institute-NTO.
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A land with potential for tourism

Shams Bin Quader
Point Counterpoint
THE tourism sector of Bangladesh is pleading for attention. This is the country which has the largest mangrove forest in the world in Sundarbans, the beautiful hills in Rangamati, the exotic tea gardens in Sylhet, the wonderful sights and sounds surrounding the livelihood of the indigenous people in the Chittagong Hill Tracts and Bandarban, the centuries old mansions and villas belonging to the Maharajas of past civilisations, the brilliant natural scenery in Foy's Lake, and the longest natural beach in the whole planet in Cox's Bazaar. And this is just to name a few attractions. Bangladesh has tremendous potential for becoming a superb international tourist hotspot but, in reality, that is not exactly the case. Due to the under-developed sector of tourism, Bangladesh is missing out on colossal amounts of revenue every year. Maybe comparing our tourism sector with that of India, Singapore, Malaysia, Indonesia, and Hong Kong would be unfair, but what about Nepal or the Maldives? Investment into developing and promoting tourism in these South Asian countries has reaped fantastic results. Over the years, the tourism sector in Bangladesh has not, comparatively, made enough progress. The reason is the lack of relevant infrastructure supporting the development and sustenance of tourism in Bangladesh. But, compared to the past ten years, money invested for the development of tourism by the government and private companies has been at an all time high in the recent years. Statistics prove the beneficial outcome. Bangladesh Parjatan Corporation (BPC) statistics show that a little over 11 thousand people came to Bangladesh for various reasons, tourism being one of them, in the year 1992. But by the year 2000, approximately 210 thousand people were coming to Bangladesh, accounting for about Tk 2.65 billion ($ 46 million) in foreign exchange ("Going to Bangladesh," thingsasian.com, 2003). In the year 2007, the government of Bangladesh promised to spend around Tk. 5.7 billion ($ 81.1 million) for the tourism sector, which is 2.1% of the total government expenditure. Choosing the case of Cox's Bazaar as an example, I will focus on its relevant issues in this article. In order to get the proper income from tourist related activities in and around Cox's Bazaar, it is clear that foreign tourists need to be attracted in great numbers. But when we search in popular tourism related websites like "travelsupermarket.com" or "venere.com," there is absolutely no mention of the longest natural beach in the world. When we search "lonelyplanet.com," Cox's Bazaar is mentioned, and there are some rather interesting comments worth mentioning. The first of which states: "Discover how special this country is before the tourist hordes catch on," and something like: "Beware of political instability." Both the comments are interesting because they are true, and I cannot disagree completely with the people responsible for writing them. Cox's Bazaar definitely needs to be advertised properly on the popular tourist related web sites. There should be coordination of information and services between these websites and popular hotels, restaurants, shops and travel services of Cox's Bazaar and Bangladesh. At the moment, there are some local websites, which provide information and services to interested tourists. There are some good hotels and restaurants in Cox's Bazaar, and some absolutely wonderful cafes. But all the leisure activities available at present are daytime activities, but what about after dark entertainment?
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Foreign investors could be invited, who could work with the local entrepreneurs to develop new facilities. Rumours of such plans are heard here and there, but nothing has been implemented till date. But what could the new and improved Cox's Bazaar have for us locals? The private entrepreneurs should definitely invest more money to develop tourist related infrastructure and businesses in and around Cox's Bazaar. I can imagine why they may be sceptical, since tourism is a seasonal business, and most of the tourists go to Cox's Bazaar during the two winter months of January and February only. But tourism is a seasonal business in most parts of the globe anyways. In Bangladesh today, so many people are travelling to neighbouring countries throughout the year for tourism. It may not be illogical to expect that many of them would prefer holidaying in the country, even out of the tourist season, if facilities could be developed. My suggestions to the private entrepreneurs are: Focus should be on developing more fun activities for the tourists, alongside the existing boat rides and dune buggy rents. There should be more high quality non-alcoholic cafes, which would stay open till late. Weekend parties and discos should be organised and held at some of the existing hotels, restaurants and cafes; these can only be held during January and February, which is the tourism period in Bangladesh. Similar parties are held at Cox's Bazaar on New Year's Eve, so why not carry on with that tradition for the whole tourism period. Furthermore, I believe opening a few more shopping centres would help tourism. Efficient security services are another pre-requisite for development of tourism. We cannot say Bangladesh has a good reputation for that. Tourists do not feel safe. This is a distinct roadblock, which discourages not only foreign but also local tourists. We may make new laws with provision to deal promptly with the law order situation at tourist places. This law could have special provisions for arranging protection of all tourists, with additional emphasis on foreign nationals. So far it is known, Thailand has a special law to ensure the safety and security of non-local tourists. Special security forces may be raised for that purpose in Bangladesh. This would increase the confidence of the tourists, which would in turn facilitate development of tourism. In conclusion, I believe that if money is invested properly to improve and organise the travel and residential infrastructure of Cox's Bazaar, if more leisure activities are developed -- some only for the foreign nationals and most for all the tourists, if foreign investors are invited to develop new businesses and facilities, and if Cox's Bazaar is advertised appropriately throughout the world, then it wouldn't be too long before we actually have hordes of tourists visiting the longest natural beach in the world. Special attention should be given to preserving the environment so that the natural beauty and ecological stability of Cox's Bazaar are not impinged upon. The biggest barriers standing in the way of Bangladesh developing into a buzzing international tourist location are political instability and insecurity. In view of tourism's vast potential to become a lucrative business, opening the door for enormous employment opportunities, is it too much to expect that we should be serious about crossing over the existing barriers?
Shams Bin Quader is Junior Lecturer, Department of Media and Communication, Independent University, Bangladesh (IUB).
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Column
Business
Tourism in Bangladesh: Challenges and opportunities

Ifty Islam
Previously I have discussed the importance of defining Brand Bangladesh and perhaps one of the most important aspects of nation branding is as a means of promoting a country's tourism industry. According to the World Tourism Authority since 1950, tourist activity has grown each year at an average rate of about 7 per cent, increasing from 25 million to 808 million in 2005. Some estimates suggest that worldwide receipts for international tourism presently amount to US$ 630 billion per year. In recent years, Asia has done particularly well, with Thailand the undisputed leader with annual tourism revenues per head of US$ 157 (2004). By contrast, Bangladesh has one of the worst performing tourism sectors, with less than US$ 0.5 per capita which compares with Sri Lanka at $ 26 and India at $ 6. Is Bangladesh's disappointing growth in tourism due to poor marketing alone? Only up to a certain point. Although, weak Nation Branding is one factor, there are several others including a lack of attractive hotel resorts, poor infrastructure and disappointing customer service. The National Tourism Policy was set out in 1992 with limited positive impact on developing the sector. This ineffectiveness saw a revision in the National Industrial Policy of 2005 that expanded the tax incentives for foreign investors along with generous repatriation allowances to encourage more FDI. But the impact of this initiative has so far been modest. An excellent paper by Mizan Khan and Mahfuzul Haque (see BIMSTEC-Japan cooperation in Tourism and Environment: Bangladesh Perspective, May 2007) provides a valuable analysis on Bangladesh's tourism sector. They note the strengths, weaknesses, opportunities and threats faced by the sector. On the strengths side, the country possesses some unique archaeological sites, cultural heritage and eco-tourism products like the world's largest mangrove forest, the Sundarbans, the world's longest unbroken sea beach in Cox's Bazar (120 km), the oldest archaeological site in the Southern Himalayas-Paharpur and world's largest terracotta temple - Kantaji Temple in Dinajpur. The weaknesses are the limited budget for tourism promotion overseas; lack of policy direction and volatile staffing at Parjatan and a poor
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country image. As for opportunities, they point to how easy it would be to implement eco-tourism, riverine tourism, and spiritual tourism. The threats are the unstable political environment and natural disasters that re-enforce the poor country image as well as potential objections from the more conservative elements in society to expansion of foreign tourism. But in my mind, before we think about a marketing strategy, we need to have the right product in place. The strongest competitive advantage that the Bangladesh tourism industry has is cheap labour. The challenge is to translate that into a level of customer service that will differentiate a holiday and make it competitive in terms of value per dollar spent with alternatives in Asia. In my previous life as a global strategist, I have been fortunate to travel to 57 countries and have stayed at hundreds of different 5 star hotels. My favourite is the Amanusa resort in Bali and when I visited it I remember that within 10 minutes of my family checking in, I walked past the gardener who said Hello Mr. and Mrs. Islam. How did he know my name so quickly? It transpires that every member of staff is expected to memorise every guests face and name before they check in. Aman resorts are in the ultra-luxury end of the market with only 30 villas per resort and they have a staff to guest ratio of 10:1. Certainly Bangladesh with much cheaper labour can also set up high-end hotels with butlers assigned to each room and nannies for every child. But it's all about the training which is why when Aman opens a new resort, 50 percent of the staff are imported from an operating group hotel for one year to ensure the highest level of training. Bangladesh needs to establish a tourism manpower-training institute with foreign hotelier participation to strive for this level of service. The three key priorities should be 1) More effective targeting of NRBs in Europe and the US to add on a trip to Cox's Bazaar or the Sunderbans rather than stay in Dhaka. This involves targeted advertising in Bangladeshi media abroad as well as effective marketing by Embassies; 2) Develop a joint venture with a foreign marquee chain such as Westin, Hilton or Four Seasons to establish resorts here. The skill transfer and marketing leverage will be considerable; 3) Ensure investment in infrastructure both in terms of the resorts themselves, transport to destinations and things to do when holidaymakers get there. Integration into a Saarc regional tourism strategy whereby holidays to Nepal can be combined with Bangladesh, for example, may also be attractive. A targeted and viable tourism strategy is critical, but I would reiterate the benefits of a strong culture of customer service to the wider economy perhaps tourism could be the catalyst for us to emulate international standards across sectors from retail to leisure. The writer is the managing partner of Asian Tiger Capital Partners and former managing director and head of Global Macro Strategy at Citigroup, London. Ifty.islam@at-capital.com
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Volume 3 Issue 5 | May 2008 Inside Original Forum Editorial Month in Review: Bangladesh Month in Review: International Change the Debate-Farid Bakht Who Will Feed 28 Crore People in 2050?--Shahnoor Wahid The Potential of the Bangladesh Capital Market-- Mamun Rashid How Will the Global Economic Slowdown Effect Bangladesh?--Jyoti Rahman Photo Feature -- Life in Porir Khal --Tanzim Ibne Wahab Checks and Balances-Jalal Alamgir & Asif Saleh Hizbullah: Has Israel Met Its Match?-- M. Shahid Alam The Other Side of Diplomacy-Megasthenes Thinking Outside the Tourism Box -- Adnan Morshed Fighting Corruption: Do We Have a Flawed Approach?-- Mridul Chowdhury Urban Poverty-Ashekur Rahman Science Forum Poem Send your comments
Manisha
Thinking Outside the Tourism Box

Adnan Morshed explains the need to inject some creative juices into Bangladesh's tourism industry
Recently, I took a group of American colleagues and students on a study tour of Bangladesh and India. Four days were all we could spend in Bangladesh, so we decided to devote our whole time to exploring only Dhaka and its vicinity. The trip offered me an anthropological look into the state of tourism in Bangladesh.
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Our primary goal was to study the architectural heritage of the capital city. But then I felt compelled to do a reality check: how would an architectural tour of Dhaka fare, compared to a tour of Delhi, Agra, and Mumbai? Wouldn't it be tricky to limit ourselves to a rather modest range of buildings, mosques, and other heritage sites in Dhaka, knowing that our next destination is India -- a recognised tourist destination filled with spectacular Buddhist biharas, Hindu temples, Mughal mausolea, colonial monuments, and modernist edifices? The exotic "Incredible India" commercial tag-line the Western media has lately sparked off a renewed flow of tourists into India. Was I not risking my country looking architecturally anorexic in comparison to our neighbour's? Still unsure, I decided to do something new: to open windows on things that aren't necessarily aesthetically pretty, but that could perhaps offer insights into the country's cultural, social, and economic mind-sets. I suspected that the team's exclusively Western members would appreciate a nuanced picture of the country by seeing a range of sites spanning from the Parliament Building to a brick-field on the periphery of the capital city. We reckoned that experiencing the dingy yet vibrant life of old Dhaka would be as valuable as visiting the Dhaka University's modernist oasis, TSC, designed by the Greek planner Constantin Doxiadis. Tourism has become the largest industry in the world. Nearly a billion people travelled in 2007 alone, generating 35 per cent of the world's export of services and over 70 per cent for Least Developed Countries. Tourism produced an annual revenue of $733 billion, or two billion a day, in 2006. By 2020, 1.6 billion people are expected to trot the globe. These are staggering numbers. Are we prepared to tap into this burgeoning industry? We are not. We have to think global. Just gauge Cox's Bazar's tourism barometer against those of Agra, Goa, or Phuket -- it's hardly flattering. It would be nave to view a few swanky hotels in Dhaka and a couple of thousand domestic
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tourists in Cox's Bazar as a tourism success story. I felt convinced that to be competitive in the international tourism market, we must come up with creative ideas to attract the world's peripatetic consumers of the travel industry. The scope of conventional natural site-based tourism in Bangladesh is limited. Cox's Bazar, Kuakata, and Rangamati are attractive scenic places to visit, perhaps for someone from Dhaka, Dinajpur, or even Kolkata. But let us be rational: why would Paolo from Rome come to Cox's Bazar, or Susan from Florida, or Hitoshi from Tokyo? The longest-beach-in-the-world tag is just not enough to bring global tourists to Cox's Bazar. Without quality hotels, roads, water sports, night entertainment, varied culinary choices, gender sensitivity, and safety, the longest beach hardly appeals. Besides, where are the advertisements? It would take a microscope to find Cox's Bazar in the world roster of coveted travel spots. Does a tourist family in Spain know anything about Bangladesh beyond her dubious distinction of being the country of natural calamities and chronic poverty? Image matters and, unfortunately, that is the entrenched image of Bangladesh around the world. But in the age of media, image could always be crafted to suit a particular goal (attracting tourists, for example), provided there is a concerted effort by the people who know how to do it. Alas, there is often no sign of such effort in Bangladesh or her embassies around the world. Who are our competitors in the tourism industry? Take India for instance. How are we going to compete with the Taj Mahal or the Red Fort? These are monuments enshrined in the world's collective imagination. Tourists from Argentina to New Zealand to Norway come en masse to see these monuments. Consider Nepal -- tourists flock to this tiny kingdom to witness what is virtually synonymous with human aspirations: the Himalayas. Yet, despite the presence of these daunting sites in our sub-continent, we should keep developing Cox's Bazar or Kuakata as world-class tourist venues. However, that will not be enough in the 21st century. Let us return to the idea of creative thinking. After seeing the Parliament Building -- a major worldwide attraction for architecturally-minded tourists -- we went to Manikganj to see how micro-credit works and hear the gallant stories of rural women entrepreneurs. We participated in a Grameen town hall meeting in which a woman named Rabeya told us how she had invested her meagre first loan to accumulate enough capital to eventually buy a pickup truck. In a nutshell, Rabeya is now the rural equivalent of a corporate CEO. Her one-truck transportation company carries agricultural produce from the village to town. Rabeya's narrative resonated with the rags-to-riches story, the backbone of the American Dream! Being first-time visitors to Asia, the members of my team were stunned. They appeared to have discovered a new Bangladesh, one that is resilient and relentlessly entrepreneurial even in the face of abject poverty. The Grameen experience promised nothing less than a marketable tourism opportunity. I have noticed lately, as I travelled around the world, a fledgling image of Bangladesh as the "birthplace" of micro-credit. Coalesce this image with a well-advertised tourism model, and there will be tourists, plenty of them. The modern tourist loves to be educated about things that are inspirational. The Grameen Bank, Brac, Asha, and other micro-credit agencies can team up with the tourism industry to create a chain of "exhibitable" micro-credit centres, and even launch a global advertisement program. If the appreciative responses of my own team were any indication at all, a new generation of tourists will come here to dig deeper beneath the "Lonely Planet" version of Bangladesh. On our way back from Manikganj, we swung by a brick-field, a fascinating and common industry along the Dhaka-Aricha road. The team learned from local workers how bricks are made with indigenous technologies. Women comprised half the work-force there, an unexpected gender condition that disrupted the Western stereotype of oriental women as passive sideliners. I sensed another tourism opportunity. The next day, the team embarked on an architectural journey from the Curzon Hall to the Art College -- from the early twentieth-century colonial politics of the British Raj to a modern moment in then East Pakistan. We then went to see Shankhari Bazar in the heart of Old Dhaka, a labyrinthine urban enclave that not only makes visual its hybrid history but also reveals how humanity can adapt to extreme urbanity. The living conditions are inhumane, but there is a lot to learn from the way Shankhari Bazar's Hindu community arranges their domestic life and the musical instrument cottage industry in these oppressive linear houses. Organised and informative tours of this area would surely bring foreign tourists and their pocket-books, which would in turn improve the economic health of the area. I remember once paying $80 for a tour of Rio de Janeiro's infamous favelas, one of the largest urban slums in the world. There are other opportunities for attracting tourists. How about organised tours of ready-made garment factories? In the West, a growing number of people can make a
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spontaneous connection between Bangladesh and ready-made garments. If John the American is wearing a crisp shirt made here in Bangladesh, he would pay $20 for a tour of apparel factories here, provided those factories are advertised as a locus of the country's economy. The factory must also then maintain strict safety standards and invest the money from tourism in its workers to improve their living conditions, which would in turn enhance their productivity.
Amirul Rajiv
How about guided tours of factories where rickshaws are made? Such tours can feed the Western appetite for oriental chariots. How about visiting shrimp hatcheries along the coastal belt? Al Gore's crusading documentary An Inconvenient Truth mentions Bangladesh as a battle-ground of climate change. Who knows, eco-tourists concerned with global warming may want to come to coastal Bangladesh to build their case against environmental violence. In other words, we have to stretch the definition of tourism, deliver new models, make them educational, and offer insights into the country's culture, economic strengths, and shifting gender issues, among other possibilities. The educational tour can be neatly complemented by a relaxing eco-tour of the Sundarbans or the canals of Barisal. I see a huge benefit in developing degree programs in tourism across government and private universities in Bangladesh. Irrelevant and trendy MBA programs could be morphed into tourism management degrees. The modern tourist no longer just sees, but listens too. There will soon be a robust need for tourist guides and training centres where future guides will become conversant in key languages of the tourism industry, such as English, Japanese, French, German, Italian, Spanish, Portuguese, Hindi, and Chinese. The future belongs to people who can generate creative ideas. Google began as a simple idea and so did eBay, Amazon, and Grameen. The knowledge revolution that defines our present world suggests that ideas will be the most valuable commodity in the future.
Mikey Leung
As Richard Florida argues in his successful book The Rise of the Creative Class, in the 21st century, creative ideas will be the primary catalyst of economic growth. Are we thinking in these terms about tourism in Bangladesh? As our plane took off from Mumbai on our way back to Washington, I solemnly asked my team members: which city was the most enlightening among Dhaka, Delhi, Chandigarh, Agra, Udaipur, and Mumbai? In Indian cities we mostly followed the touristy trail. Dhaka,
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they said in unison! I gazed down on the fleeting Mumbai landscape below, feeling gratified that my improvised tourism model worked and envisioning a time when plane-loads of tourists would descend into Bangladesh. Dr. Adnan Morshed is Assistant Professor, School of Architecture and Planning, The Catholic University of America, Washington, DC.
thedailystar.net, 2008. All Rights Reserved
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Volume 2 Issue 10 | December 2007 Inside Original Forum Editorial Month in Review: Bangladesh Month in Review: International Exit strategies: The way forward- - Rehman Sobhan
Captive market
Bangladesh will become a traveler's destination, but not the way you imagine, argues Mikey Leung
The number of reasons that travelers avoid Bangladesh cannot even be counted on two hands.
On foreign television screens, riots and floods are the leading actors; their supporting cast is no less extraordinary. Pseudo-Islamic extremism garners a major role, while abject poverty plays like a forgettable soundtrack. Inter-minable corruption adds to the atmosphere of a Shakespearean tragedy: the characters always suffer inescapably under the weight of their own extraordinary gluttony. For a country whose world reputation seems to be constantly drowning, it is hard to imagine that Bangladesh will one day become a traveler's destination on par with its neighbours. How is this possible? In five years, the Bangladesh travel industry will be totally unrecognisable compared to the industry of today. Tourism in Bangladesh is inevitable Consider the Chinese tourism experience, a path this nation already treads. Little more than 10 years ago, Chinese domestic tourism was infantile, in the same way that Bangladeshi tourism is now embryonic. Powered by an upwardly mobile middle class, the industry evolved new tourism products while promoting existing destinations. The market was literally captive: very few Chinese had the means to travel outside China. Even today, very few do.
Politics of 1971--Afsan Chowdhury The continuing rape of our history -- Mashuqur Rahman
1970 Cyclone Special Photo Feature Aftermath Reverse Charges-Jyoti Rahman Betrayal and consequences-- Badiul Alam Majumdar Captive market-- Mikey Leung
Sleepwalking nation-Manzoor Elahi Choudhury
Imran Khan in his own words--Asif Saleh
Playing games-- Kaiser Haq Science Forum Poem Send your comments
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Even if Bangladesh's tourism market wasn't growing, worldwide travel trends, by virtue of their exponential increase, would inevitably prop it up. This is because intrepid travelers can and do hunger for new cultures and unvisited frontiers, as it is in the adventurer's nature to seek both the exotic and the unknown. Each year, more and more travelers are willing to look over India's border and discover what this country is really about. Seen in this light, Bangladesh is truly an unexplored treasure. Responsibility lies with operators to drive the market That being said, it is totally unrealistic to expect Cambodia's overnight success or even India's robust growth. The Sundarbans, as Bangladesh's prime attraction, is simply not spectacular or iconic enough to prop up an entire industry the way that Angkor does. Nevertheless, local operators are now aware that people, both Bengali and otherwise, want to take holidays from their high-pressure urban lifestyles, and that untrammeled beauty lies just outside the atrocious conditions of Dhaka. Like it or not, Bangladesh's interim government now provides travelers with a form of relative stability, which goes a long way when planning trips inside the desh. But as the
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government remains unaccountable to its people, we cannot look to Parjatan, the national tourism organisation, for stewardship. The responsibility to manage and drive the industry forward lies squarely on the shoulder of Bangladesh's tourism operators, who also have the most to gain from this growth. In order for local operators to increase their share of the meagre but lucrative inbound market -- i.e. the market that spends dollars, euros and pounds instead of taka -- a change in priorities is required first. Marketers must realise that Bangladesh can only promote itself as an alternative travel destination and on the grounds of poverty alleviation, using means that go far beyond the slogan: "Visit Bangladesh Before Tourists Come" [sic]. "Responsible Travel" (RT) -- www.responsibletravel.com -- is a philosophy that is redefining the way people travel around the world, and the term is much more broad and encompassing than the well-battered word "eco-tourism." Nowadays, under the auspices of RT, the discerning consumer wants a holiday that minimises his/her impact on the environment and detrimental influence on local cultures, while simultaneously enlightening themselves about the world abroad. Events such as the Banglalink International Coastal Cleanup, held in 2007, are encouraging in this regard.
Travelers, especially the kind that would travel to Bangladesh, aren't content to lie like beached whales for weeks at a stretch. People want trips that broaden their life perspective and teach them far more about the diversity and cultures of our world. Bangladesh offers plenty of life lessons and eye-opening experiences, none of which top any of the "best of" or "top ten" lists -- so why bother focusing on that humdrum market? Local operators must strengthen themselves on the responsible travel niche market and brief themselves on its requirements. Serious perception changes are needed Speaking of markets, the industry lacks marketing professionalism, which is severely crippling the industry's inbound tourism growth. Because international travelers have a much higher service expectation than most domestic travelers, they judge operators (and hence destinations) on the basis of their professionalism. And although there may be many professional operations in Bangladesh, both large and small, there is a terrible lack of connection between their products and the discerning dollar-spending traveler. Marketing is all about influencing the consumer's perception of the product, and Bangladesh should stop leaving the determination of its image to the world's merciless mainstream media. Instead, local operators should begin providing truthful, well researched and easy-tounderstand information on what a journey to the country will be like, and why it will be memorable (see the Bangladesh section of www. undiscovered-destinations.com for an example of good, straightforward marketing). Most operators have also seriously overlooked how to capture the captive market, i.e. locally based expatriates, and decent marketing would also help in this regard. Most of these expatriates suffer from a lack of knowledge on what to do and how to do it, as there is very little local or up-to-date info on the nuts and bolts of a journey in Bangladesh. Many perceive travel in the country to be inconvenient, unsafe and/or insecure, a perception that is mostly unfounded because of a lack of objective and adequate travel information. At this point, you may have noticed the use of the term "traveler" instead of "tourist," and this demonstrates the subtleties of effective marketing. A tourist is the kind seeking an ordinary holiday, where as the traveler seeks unique experiences that broaden their world. Because most expatriates who live in Bangladesh have already had the benefit of living outside their home nations, most consider themselves "travelers" and have more sophisticated tastes than the simple Thailand tourist.
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Focus on strengths To recap: thus far we've established that a) Bangladesh has a terrible world reputation that must be changed, and b) there already exists a captive market in Bangladesh (i.e. locally-based expatriates). So the question thus becomes: how do we change the perception of this target market? A good start would be to improve Bangladesh's already existing "drawcards" in the eyes of those who live here already. The Sundarbans should be the first and foremost target of this image improvement. But it would help to actually improve the visitor experience of the Sundarbans first. Such initiatives need not be difficult, costly nor complicated. A visitor information centre, even one with the most basic of facilities such as posters and photographs, would go a long way in assisting the curious visitor to understand the unique eco-system at work in the mangrove forest. It would also help tourists to envision the lives of understandably shy wildlife, especially that of the Royal Bengal Tiger. As tourism growth occurs in Bangladesh, its impact needs to be carefully managed in the Sundarbans, lest the tourists destroy what they've come to experience. The Chittagong Hill Tracts (CHT) could also use a perception adjustment, as most local people who live there will tell you that it is safe to travel inside the tracts and that the security risk is terribly overblown (of course, there are some caveats depending on where you go). However, most foreign countries advise against travel to the CHT (or all but essential travel, depending on which country). Again, the truth is that the CHT is one of Bangladesh's most beautiful regions, and quite a treat to visit on the basis of its cultural, geographical and culinary diversity. When taking local advice, a journey to Rangamati and Bandarbans can be quite safe and very much a highlight of a visit to Bangladesh. Perhaps adventurous travelers are willing to look deeper, ask more questions and learn the truth about potential visits to the CHT. But, like it or not, the great majority of people are content to listen to their government's advice, which in turn takes the advice of the Bangladesh government when creating its advisories. It is a shame that the Bangladesh government and its military still has so much to hide about the hill tracts, which makes visitor arrivals all the more important and necessary. A not-so-obvious suggestion: Focus on the captive audience Draw-cards aside, the tourism industry needs to create and aggressively market new products that focus solely on the expatriate market, as there are a tremendous number of expatriates who rarely leave Dhaka, and so their perception of Bangladesh is based solely on their impressions of the capital city. Not only is this a serious and grave error, these are the impressions that expatriates take to other countries around the world. The fact is that expatriates are the springboard for accessing new tourist markets as one can never underestimate the power of the word of mouth. It is very rare to meet short-term visitors to Bangladesh, and the ones that do visit for less than a month are usually here as guests of people that already live here. Currently, this same expatriate market generates a section of people who mostly choose to take their holidays outside Bangladesh instead of inside, which once again demonstrates the terrible lack of linkages between Bangladesh's professional operators and the proposed target market.
It will be expensive and ineffective for local operators to reach the worldwide market at the current time, so this is why operators should focus on the captive audience. The goal of these initiatives is to create a buzz that will generate new visitor arrivals in the country and eventually drive the tourism market forward. But operators need to convince the captive market first, before it can do any kind of job reaching the outside world.
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Forum
For all of its downsides, Bangladesh does have extraordinary tourism potential. Opportunities for exploration abound, the countryside is beautiful and Bangladesh's economy is plodding forward despite some unfathomable hindrances. In order to progress to another level in the worldwide tourism playing field, the country must go about the difficult task of changing its world image, a process that first begins from within. Mikey Leung is a freelance travel journalist. He is currently researching a new book on Bangladesh (www.joybangla.info) for Bradt Travel Guides, a UK-based alternative guidebook publisher. He is also a former tour leader with Australia-based Intrepid Travel (www.intrepidtravel.com). Photos: Mikey Leung
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Law and Our Rights
http://www.thedailystar.net/law/2007/06/05/index.htm
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All Citizens are Equal before Law and are Entitled to Equal Protection of Law-Article 27 of the Constitution of the Peoples Republic of Bangladesh Issue No: 26 June 30, 2007 This week's issue: Law Vision Star Law analysis Star Judgement Review Human Rights Investigation Law campaign Rights Corner Law Week Back Issues Law Home News Home
Law Vision
The need for enacting tourism law

Mohammad Shahidul Islam angladesh has very diverse and distinctive flora and fauna, which include a mixture of species at the Sundarban and Chittagong Hill Tracts. Many of them are unique to Bangladesh and largely unknown to the rest of the world. In fact, numerous globally threatened and endangered species inhabit Bangladesh. Combination of diverse landscapes, unspoiled habitat, and some rare wild plant and animal species have become a subject of growing international attention and conservation efforts. Tourism is always proud of having inherited all resources of environment. Besides all measures, tourism law may effectively come forward to contribute to over all conservation of environment. Deforestation and poaching of birds and animals are a threat to the development of tourism. This is the right time to initiate a long-term plan to develop Bangladesh as an internationally competitive tourist destination supported by mid-term plan to enhance tourism in the region and short-term plan to develop new tourism destinations, products and attractions. And this is time to adopt measures for tourism development through enacting strict tourism law. To denote tourism as the world's largest industry, there is some statistics for those who like facts and figures against the belief of real scenario. A according to the World Tourism Council, last year tourism generated revenue over US$6 trillion. It provided around the world 221 million jobs, with an expectation that by 2015 it will be providing some 269 million jobs. Between 2006 and 2015, tourism's growth rate is expected to average 4.6 percent per year. Law for tourism industry in Bangladesh would definitely result in a great success for controlling deforestation and conserving environment. The cardinal objectives of tourism law may be: a) To drive economic and social development in the country, while respecting its forest, fauna, flora, mineral, archaeological and heritage, sites, which should be preserved and passed on to future generations; b) To preserve historical and cultural values and promote national pride; c) To contribute to the harmonious and balanced development of the country; d) To contribute to job creation, economic growth and relief from poverty; e) To stimulate the domestic private sector to participate in the promotion and development of tourism resources; f) To establish mechanisms for inter-institutional coordination and participation; g) To promote the conservation of biodiversity and marine and land ecosystems; h) To improve the standard of living of local communities, encouraging their active participation in the tourism sector; i) To encourage measures for the safety and tranquillity of tourists, consumers and suppliers of tourism services; j) To ensure equal rights and opportunities for all those subject to this law. Tourism Law is eclectic and can be divided into two broad parts: first, the general laws which apply to this industry often in unexpected ways because of its peculiar characteristics, eg damages for disappointment. Second, the industry specific laws from the ancient common innkeepers and carriers doctrines to the labyrinth of local, state, federal and international regulations which now govern this industry. Travel, by definition, involves cross border social, cultural and commercial transactions, which arguably raise more regulatory challenges for this industry than perhaps, any other. To establish Bangladesh as a land of tourism" beside Land of birds and rivers, the enactment of tourism law is urgent for action. Tourism in Bangladesh has strengths to play a significant role in expanding domestic demand, increasing earnings in foreign currencies, eliminating poverty and providing jobs. The existing rules and regulations on tourism service cannot meet the needs for the development for the tourism industry in the context of present era. So, the Tourism Law should be enacted as soon as possible in order to standardize the development of tourism industry. The law should define the status of tourism industry in the national economic and social development, and the government policy and measures on expanding the tourism industry. The law should decide on the system for the rational development and scientific utilization of tourism resources and environmental protection, and provide for the protection of tourists' rights and interests. There is an increasing recognition by industry, government and international agencies that effective laws and institutions are fundamental to achieving upshot. The writer is programme officer, National Tourism Organisation
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Marketing, AdAsia 2009 in KLs kitty, MALAYSIA, Advertising, Event ...
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Published: Jul 15, 2008
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Security concern is stated as the reason for the change in venue. The AdAsia 2009 will now be held in Kuala Lumpur from the 22- 25 October 2009 at the Kuala Lumpur Convention Centre. The city is also hosting the World Federation of Advertisers meet in October this year. Preparations for the event are underway. "The original host country was given four years to plan and we are now about 15 months away from the event. AFAA members will be in KL in October this year for site inspection and a brief on plans for the congress," Peter Anthony Das, president of Malaysian Advertisers Association and chairman AFAA said. Malaysia - The Asian Advertising Congress (AdAsia) 2009 will now be held in Kuala Lumpur instead of Lahore as previously planned by the Asian Federation of Advertising Associations (AFAA).
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The Daily Star Web Edition Vol. 4 Num 177
http://www.thedailystar.net/2003/11/21/d31121180189.htm

Vol. 4 Num 177 Fri. November 21, 2003
Environment
Assessing benifits of ecotourism

Dr. M. A. BASHAR In a broad sense, the word 'environment' embraces all the conditions or influences under which any individual or thing exists, lives or develops. Environment is a combination of various physical and biological elements that affect the life of an organism. Environment may vary in scale from microscopic to global and may be subdivided according to their attributes. The aquatic environment for example, is that of rivers, lakes, and oceans, the terrestrial environment has been applied to areas such as cities created by human activity. Forest is a large area of uncultivated land covered by trees, undergrowth and underwood. A man who lives in the city is habituated with his urban daily life, and that is why, he always wants to go out of the city to the forest areas even for a while. Not only the city dwellers, everybody needs to utilize his leisure time in a minimum distance of travel or travel involving at least a one-night stay away from home. That travel takes a man to tourism; and if this tourism is involved in an orientation of natural beauties and scenaries, especially towards the attractiveness of wild plants and animals; wild animal behaviours. The situation appears to man as an ecotourism. Now let us see how the various thinkers and scientists have involved the ecotourism with environmental soundness and economic welfare for the concerned people. Many definitions of "ecotourism" have been emerged since the term was coined in 1987. In 1991, The Ecotourism Society (TES) developed the following definition: "responsible travel to natural areas that covers the environment and sustains the well being of local people" (Epler Wood, 1996). Expanding on this definition, TES has developed seven basic principles of ecotourism: -Avoids negative impacts that can damage or destroy the integrity or character of the natural or cultural environments being visited. -Educates the traveler on the importance of conservation. -Directs revenues to the conservation of natural areas and the management of protected areas. -Brings economic benefits to local communities and directs revenues to local people living adjacent to protected areas. -Emphasizes the need for planning and sustainable growth of the tourism industry, and seeks to ensure that tourism development does not exceed the social and environmental "capacity". -Retains a high percentage of revenues in the host country by stressing the use of locally-owned facilities and services. Ecotourism places many demands on a wilderness area, foremost being the ability to accommodate tourists while still providing the experiences the seek. The advantage for the wilderness area is that "because (ecotourism) is primarily resource-based, protection of these natural and archeological resources is essential for sustained ecotourism" (Kusler, 1990). Many conservation organizations and governments see ecotourism as the means to both preserve and develop remote areas. The term "ecotourism" (which blends 'ecology' and 'tourism'), covers the scope of tourism that draws upon natural, human-made and cultural
In Sitakundo Forests,the researchers of "Envionment biology and biodiversity lab" of Dhaka University are working on Plant-Animal association (Jan.-2003).
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environments. The term is most commonly used to describe any theme of travel to experience natural environments or settings. However, the ecotourism society adds social responsibilities to define ecotourism as "purposeful travel to the natural areas that creates an understanding of cultural and natural history of the environment, safeguarding the integrity of the ecosystem while producing economic opportunities that make the coversation of natural resources beneficial to local people". Some refer to ecotourism as nature based tourism. Even if the details vary, most definitions of ecotourism mean a special form of tourism that meets three criteria like: 1. It provides for conservation measures. 2.It includes meaningful community participation; and 3. It is profitable and can sustain itself. Ecotourism, or nature tourism, is just one component of the tourism industry. A precise definition of tourism is exclusive because of its complex nature, involving a combination of attractions, transport, accommodation, supporting facilities and infrastructure. It is generally defined by its spatial dimension, and is thus often characterized by criteria such as a minimum distance of travel or travel involving at least a one-night stay away from home. The lack of a common definition results in multiple interpretations, nevertheless ecotourism should support the concepts and principles that contribute to integrating social, economic and environmental goals. Therefore, ecotourism should have the following: * To attract tourists to natural environments which are unique and accessible. * To be used to improve nature conservation through education. * To lead to changing of attitudes in local people and government. * To provide employment and entrepreneurial opportunities to local people. * To generate revenue. The idea behind ecotourism is to offer expeditions to unspoiled, inaccessible parts of the world that would interest natural history enthusiasts, or tourists looking for learning through adventure (Jordan, 1995). Ecotourism is nature oriented tourism, which based on the use of natural resources, including scenery, topography, water features, plant life and wildlife, in a relatively undeveloped state. It is also possible to realize the "attraction value" of biodiversity through the income generated by 'ecotourists'. Ecotourists pay to experience the biodiversity of a country or national park and will pay more, and expect less by way of facilities, then conventional tourists. For example, the Monteverde cloud forest in Costa Rica receives 15,000 visitors per year who pay an entrance fee which contributes to the costs of running the reserve. At another park, Rara Avis, a combination of sustainable use selective logging, farming paces (small rodents) for food, rearing butterflies for export to collectors and medicinal plants increases income and further reduces the dependency on outside funding. Ecotourism often combines elements of scientific investigation, education, recreation, and adventure. However, it is very difficult to define ecotourism, particularly with the diversity, combinations, and degrees of orientations and interests involved. According to consideration of Laarman (1987) and Durst (1994) ecotourism has two dimensions like hard and soft, with the first distinction being whether or not the interest in natural history is dedicated or causal. Dedicated ecotourism and natural history travel is practiced by ornithologists, botanists, and other professionals, as well as by people with serious interests in natural history areas. This can be considered "hard core" natural history travel. On the other hand, "soft" ecotourism, or natural history tourism, combines nature-oriented travel with beaches, deep-sea fishing, shopping, culture, etc. Tourism and trips in this category tend to try and combine a variety of motivations and activities in single trip, e.g. viewing tropical forest scenery, watching birds and wildlife, visiting archeological ruins etc. The second hard soft distinction refers to the physical rigor of the experience. Will the visitors have to walk miles into undeveloped wilderness, sleep in a tent or crude shelter, and to tolerate primitive sanitary conditions?. Or will the visitor stay in quality accommodations, eat in good restaurants, and be conveyed in comfortable transport? Some of hard tourism, from the standpoint of dedication to natural history, falls into the soft category of physical rigor. The inverse also occur when causal devotees seek (or
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unwillingly endure) rigorous travel experiences. It could be noted that there are some varying degrees and overlapping of both hard and soft ecotourism in orientations and combinations. Both types may incorporate some ecological aspects and techniques. With the ecological and environmental interests today, ecological themes and aspects are growing more and more popular in tourism. On sustainable and long-term basis on the macro level, ecotourism can generate economic returns that supersede the potential revenue to the national treasury that is "lost" by foregoing timber harvesting or other exploitive uses on a short term basis. In Costa Rica, an organization of American States (1987) study reported that even 10 years ago, a single national park, Corcovado, generated over US$ 1 million a year in foreign earnings. Prior to the recent social and political strife in Central Africa, over 6,000 people visited Rwanda's Park National Des Volcans each year, generating over a million dollars in much needed foreign currency through park entry and gorilla watching fees. It has also resulted in the government of Rwanda stopping the exportation of gorilla habitat from the park to donate native farmers, while the presence of tourists apparently drove off poachers who were making serious inroads in the gorilla population. According to Brockleman and Dearden (1990) ecotourism along with the cultural and adventure (which are often compatible and incorporated with ecotourism) can be considered one of the fastest growing areas of tourism today. It is estimated that US$ 25 billion per year flow from developed countries in the North to less developed countries in the South through ecotourism. Further, ecotourism is able to establish a more symbiotic (compatible helpful) relationship with conservation than the more traditional forms of tourism. Ecotourism could present itself as a very viable benefit with a great deal of potential for villages on the borders of national parks and, in some cases, reserves. Ecotourism could support local employment of villagers as guides, porters, constructions workers, merchants, as well as through food, lodging, and handicraft facilities in villages. A major problem of most development programmes in developing countries is that few socioeconomic benefits actually reach the local people. Ecotourism presents the opportunity to directly benefit local populations. Ecotourism in developing countries with tropical forests has become big business. The growing demands for ecotourism present numerous opportunities for increasing sustainable, rural and national development, while still protecting tropical forests and their biodiversity. On the other hand, the present deforestation and degradation patterns for tropical forests in Asia and other countries of the South may well remove these opportunities in the very near future. There are many important spots and places in Bangladesh to be used as the designated ecotouristic purposes. Including Sundarban areas, the entire Chittagong and Chittagong Hill Tracts forest area is belonging to the place of such importance. Among the places, typical examples could be acoounted for the Sitakunda Ecopark and the Fashiakhali Safari park. In the Sitakunda ecopark some wild plants and animals are kept free for tourist's view and observation and for their enjoyment. Similarly, the Fashia Khali Safari park is made specially for deer breeding purposes and to show how the wild animals could make association with their related wild plants for their survival and multiplication more or less in natural conditions. In these areas what are to be ensured for making the ecotourism successful is the persistence of Plant- Animal Association and Relationships. Preservation of such Plant-Animal behavioural association sustains the attractiveness of tourists to the places. The next one is the persistence of security of the tourists and their free movements in the touristic areas. Here one is scientific and natural attractiveness and the other is administrative responsiveness. These two different aspects (scientific and administrative) are to be considered with highly interrelated form and simultaneously in sophisticated ways. Dr. M. A. BASHAR is Professor, Department of Zoology, Dhaka University and Pro-Vice Chancellor, Bangladesh Open University.
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Vol. 5 Num 831 Wed. September 27, 2006
Point-Counterpoint
Tourism enriches
M. Abdul Latif Mondal September 27 is observed as World Tourism Day. "Tourism enriches" has been selected as the theme of the WTD 2006 by the World Tourism Organization (WTO).The theme has been chosen to launch an awareness campaign stressing the importance of tourism as a powerful economic and cultural instrument which enriches individuals, families, and communities throughout the world. According to WTO, the aims of the "tourism enriches" campaign are: To promote tourism as a basic human right, and way of life which enriches individuals, family, societies and nations; To stimulate communication about the benefits of tourism as the most prospective economic activity for the local communities and countries; To enhance cooperation between destinations, and the tourism industry with the local, regional and international media; and To link individual tourism entities to the larger community of international tourism. Economic enrichment International tourism is the world's largest export earner, and an important factor in the balance of payments of many countries. According to a report of the WTO, the contribution international tourism makes to world exports stands at 8 percent, which is more than the respective contributions of the automotive industry, chemicals, or food and fuels. The advantage of tourism as an export industry is that it earns foreign exchange, which is so vital for development, without encountering the multitude of problems that other export industries experience. WTO sources reveal that tourism is one of the top five export categories for as many as 83 percent of the countries, and is the main source of foreign exchange earnings for at least 38 percent of the countries. In the Maldives, in 2003, foreign exchange earnings from tourism accounted for over 90 percent of the services receipts of the balance of payments. Foreign exchange earnings from tourism in India have shown phenomenal growth, achieving an increase of 35 percent in 2004, and 20 percent in 2005 over the previous year, taking India's foreign exchange earnings from $3. 5 billion in 2003 to $5.7 billion in 2005. In 2000, foreign exchange earnings from tourism in Tanzania represented around 40 percent of the country's total earnings from the export of goods and services. The Malaysian tourism industry is one of the major foreign exchange earners, second only to its manufacturing industry. More such instances may be cited. Tourism is an important job factor, employing millions of people around the world. For example, tourism generates about 19 million direct and above 25 million indirect jobs in India. In 2004, nearly 3 million persons were employed, directly or indirectly, by the tourism industry in
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Thailand. In Gambia, 30 percent of the workforce depends directly or indirectly on tourism. WTO sources suggest that tourism supports some 7 percent of the world's workers. What is important to note is that there is a greater uptake of jobs by women than in any other sector. The percentage of female employment in tourism industry varies enormously country-wise, ranging from over 60 percent in Bolivia to fewer than 10 percent in some countries. Rural opportunities Tourism jobs and business are usually created in the comparatively less developed regions of a country, helping to equalize economic opportunities throughout a nation and providing an incentive for residents to remain in rural areas rather than move to overcrowded cities. Tourism can help create important opportunities to diversify the local economy. It can often be developed in poor and marginal areas which have few other export and diversification options. Tourists are often attracted to remote areas because of their high cultural, wildlife, and landscape values. Tourists, local or international, prefer economy accommodation, with security and satisfactory hygienic conditions, at the tourist spots. In a well established developing country destination like Gambia an increasing number of tourists stay in locally owned accommodation. In Thailand, the government and the NGOs have undertaken projects aimed at community involvement in tourism through "home stays" as a tool for equitable income distribution and poverty alleviation. Zambian tourism is primarily rural based, therefore, its growth has a great impact on the development of the rural areas in that country. Travel and tourism stimulate enormous investments in new infrastructure, most of which helps to improve the living conditions of local residents as well as tourists. Infrastructural improvements such as roads, electricity, telephone, public transport networks, better water and sewerage systems, waste disposal etcetera can improve the quality of life for residents as well as facilitate tourism. The tourism industry provides governments with a huge amount of tax revenue each year, which adds to the national GDP. According to World Travel and Tourism Council (WTTC), contribution from tourism to GDP in Thailand will increase from 11.7 percent in 2005 to 12.6 percent in 2014. In 2004, earnings from the Malaysian travel and tourism industry contributed 14.7 percent to the national GDP. In Tanzania, earnings from tourism contributed 9 percent to the national GDP in 1999 compared with only 1. 5 percent in 1990. The WTTC estimates that travel and tourism's direct, indirect, and personal tax contribution worldwide was over $ 800 billion in 1998 -- a figure it expects to double by 2010. Cultural boost But enrichment is not just economic. The local culture receives a boost when authorities restore monuments, open museums and establish natural parks to lure visitors. More importantly, tourism is a human history. Fa-Hien (405-411) and Hiuen-Tsang (629-649), the earliest Chinese travelers to visit the Indian sub-continent during the rule of Chandragupta II and Harshavardhana, respectively, have left us reliable accounts of the politico-socio-economic and religious conditions of the sub-continent during the period of their visits. Marco Polo (1254-1324), a Venetian traveler, journeyed through Asia for 24 years, reached China and became a confidant of the Chinese ruler Kublai Khan (1214-1294). He traveled the whole of China and returned to tell the tale, which became "the greatest travelogue." More examples may be cited. Tourism enriches with cultural, environmental and social awareness. Tourism brings peace and cooperation among nations, and builds
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bridges. While speaking to more than 60 tourism ministers from Muslim countries in Baku, Azerbaijan in the second week of this September, Francesco Frangialli, WTO secretary general, called on world leaders for strengthening tourism links to promote cross cultural understanding, and to use the power of tourism to build new global bridges of understanding between states. Now, let us have a look at the tourism sector in Bangladesh. It does not present a pleasant picture. International tourist arrivals in 2001 stood at 207,199. Available sources suggest that the number stood at 207,662 in the year 2005. This means an addition of only 463 foreign tourists in four years. The meagre foreign exchange earnings due to low arrival of foreign tourists, particularly western tourists, represent one percent of Bangladesh's total export economy. Direct and indirect employment in the tourism sector is slightly over 100,000 and 200,000 respectively, and this is a discouraging figure against the country's total labour force of 75 million or so. The question that arises is: why is there such a low arrival of foreign tourists in spite of the existence of tourism products such as the world's longest unbroken beach, the world's largest mangrove forest, riverine beauty, third century BC archaeological sites, etc. The answer to the question may be found in the problems and constraints faced by the country's tourism sector, and these are: (a) Bangladesh's image problem abroad as a tourist destination; (b) lack of knowledge among the planners and policy makers about the fast growing tourism industry in the world, and of its role as an important earner of foreign exchange; (c) discontinuity in the implementation of policies and programs for tourism promotion with the change of governments; (d) insufficient infrastructural facilities such as roads, railway, air and riverine communication, and lack of coordination among the government agencies responsible for their improvement; (f) poor investment from private sector; (g) lack of encouragement to foreign investors to develop tourism in isolated islands such as Saint Martin's, Sonadia, etc (especially for the foreign tourists); (h) lack of appropriate steps for promotion of rural based tourism; (h) lack of skilled and professional manpower; and (i) lack of easy availability of visa for regional and international tourists. If Bangladesh can solve the above problems and constraints on a priority basis, provide incentives to foreign investors to develop island tourism, and promote rural based tourism, she will shortly become an important destination for regional and international tourists. Tourism will enrich Bangladesh, and the observance of WTD 2006 will be meaningful.
M. Abdul Latif Mondal is a former Secretary to the government and former Chairman, Bangladesh Parjatan Corporation.
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Tourism in Bangladesh, its prospects
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EDITORIAL LETTER TO EDITOR COMPANIES & FINANCE
POLITICS & POLICIES

Syed Fattahul Alim A lot has been written about tourism and its prospects in Bangladesh. The Bangladesh Parjatan Corporation, (BPC), which we would call Parjatan for short, is a huge public sector corporation created to promote the tourism sector of the country. But compared with its size, manpower and cost, the corporation could produce little. There are, however, some tourism ventures like hotels, motels, restaurants and curio shops and some vehicles to carry tourists operated by Parjatan. How far these facilities operated by the state-run costly behemoth are contributing to the tourism industry is an open question. However, the overall condition of the tourism sector shows what a plight this service industry is in, if one is considering only the government body that looks after it. What is the picture of the private sector-run part of this service industry? It is still in a state of nascence to be labelled as an industry proper in its own right. The number of tourists visiting the country during the last four years between 2003 and 2006 does not at all portray a very cheering scenario. Taking 2003 as the base year when about 244,000 tourists visited Bangladesh, in 2004 the number increased by 12.5 per cent to 271,000, while in the year that followed (2005), the number of visitors fell by about 15 per cent to 208,000. However, last year (2006), the figure rose slightly (around 4.5 per cent) in comparison to the base year to 255,000, though it remained below the 2004's level. Do the above noted figures showing the number of tourists, who entered the country during the past four years, bear comparison to any South East Asian or some Middle Eastern destinations? Thailand, for example, draws around 20 million visitors annually, while Dubai pulls around 10 million visitors. India is unhappy that it gets a very small share (about 4.5 million) of this huge tourism market, despite its colossal size and potential as a tourist destination. Where does Bangladesh stand vis--vis its eastern and western neighbours when one is counting the number of tourists it is able to attract? Not to speak of countries like Thailand, Singapore, Malaysia, Dubai or even India, Bangladesh is lagging behind even the Maldives Islands in attracting foreign tourists. The government and local tourist operators on various occasions, seminars and events organised by them often talk about developing this service industry in a big way, but nothing happened during all these years since the nation became independent. The answer to the question as to why we have failed to make any progress in this regard is again the same old story that have been retold again and again in the case of other sectors of economy. The importance of the tourism sector in newly emerging economies need not be overemphasised. But to develop this sector, aggressive marketing of the country's tourist potential is necessary. The tourists are travellers who want to spend their money just for the pleasure of their eyes, minds and hearts. They want to enjoy their time and to their heart's content at that during such sightseeing tours. And, of course, they would like to have their money's worth. So, to project the spots of natural beauty, heritage, history, the cities, hotels, beaches and whatever of interest the country has before our guests, we have to go for an aggressive marketing. Since tourism has a lot to do with the country's image before the world at large, the government has a big role to play to create a very positive and glamorous image of the country and highlight its most interesting points. To develop tourism, the first thing that comes into consideration is the relevant infrastructure. The places of historical interest should be made accessible and hospitable to the visitors. The roads leading to those places should be in good order; transports of all modes should be available in plenty and at reasonable costs. A change in perception and attitude in this connection is necessary. Foreigners on tour do not always mean that they are very rich and want to blow their money. Not at all. Most tourists, whether from home or abroad, have a tight budget. So it is a damper on a tourist's spirit when the transport operators, the food shops, the curio shops, etc, put exorbitantly high charges on their articles or services on offer. The first condition to satisfy before we go for making the places of tourist attractions of the country really attractive to the eyes of the visiting guests is to bring those within their reach in terms of their accessibility, cost and the qualities of being hospitable. The road, rail, river, sea and air transport services will have to go through a complete overhauling to attract foreign tourists. The related physical infrastructures need to go through similar renovation. Being a landscape crisscrossed by a thousand rivers, streams, lakes, ponds and water bodies, cruises on the waterways can be a source of great attraction to the visitors. Both the government and the private sector have to come in a big way to invest and develop the water transport sector as well as make the water ways more navigable and attractive. The traditional boats can have a boost and their operators can have a new lease of life if the water routes of the country can be made more accessible and attractive to the foreign tourists. It is said that the Cox's Bazar has the longest sea beach in the world. But what is that to a foreign or even a local tourist if that beach continues to remain an unattended, inhospitable and unpredictable wilderness? People visiting the beach are not supposed to risk their lives while having a fun. The Kuakata is another place of extraordinary beauty on Bangladesh's shores. But to make them touristfriendly a lot of work has to be done and investment made both by the government and the private sector. The Tour Operators' Association of Bangladesh (TOAB) in a recently held press conference said that they have adopted a strategy to promote tourism in the country. It is a very timely step while economies are growing at a very fast pace in neighbouring India and China. The World Tourism Organisation has predicted that by 2012, about 73 per cent of the tourists in the global market will come from India and China. And most of them will visit their neighbouring countries. To get hold of that great opportunity in the tourism business opening up before us in the near future, Bangladesh's tourism sector must start taking all the preparations from this moment. At the same it must not also ignore the increasing prospect of the domestic market of this sector. As has been said earlier, it is not enough that the country possesses a potential for becoming a covetable tourist destination. To turn that possibility into reality, marketing is a pre-condition. One
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Tourism Educational Materials - 33700082 06/06/02
TOURISM MARKETING
Source: Michigan State University ID: E1959 Authors: Mahoney, Edward; Warnell, Gary Year: 1987 By Edward M. Mahoney and Gary R. Warnell The marketing mix-the 4 Ps-target audience-segmentation-objectives-evaluation. These and other terms are all used in the process of "marketing." In tourism and tourism related industries, success means understanding this process. This bulletin is designed for those in the tourism industry who may not be completely familiar with marketing or who may simply wish to refresh their basic marketing skills. Covered will be important concepts used in marketing, the relationship of marketing to tourism, and a process for developing a marketing plan for tourism/recreation businesses and/or communities. It will be impossible to cover in detail all the aspects of marketing within the scope of this bulletin. There are, however, other bulletins in this series that will provide more in-depth information on the different components of a marketing plan. WHAT IS MARKETING People hold a variety of misconceptions about marketing. Most common is its confusion with selling and advertising. Selling and advertising are actually types of promotion which is only a component of marketing. Marketing involves much more, including product/service development, place (location and distribution), and pricing. It requires information about people, especially those interested in what you have to offer (your "market"), such as what they like, where they buy and how much they spend. Its role is to match the right product or service with the right market or audience. Marketing, as you will see, is an art and a science. According to the American Marketing Association, marketing is "the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives." Simply stated it is creating and promoting a product (ideas, goods or services) that satisfies a customer's need or desire and is available at a desirable price and place.
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Modern marketing is a way of doing business, heavily based on the "marketing concept" which holds that businesses and organizations should: (1) design their products/services to meet customer needs and wants; (2) focus on those people most likely to buy their product rather than the entire mass market; and (3) develop marketing efforts that fit into their overall business objectives. By adopting this concept you not only provide your customers with better products, you will avoid wasting valuable time and money developing and promoting a product or service nobody wants. RECREATION AND TOURISM MARKETING Earlier it was mentioned that a product can be "ideas, goods, or services." Since tourism is primarily a service based industry, the principal products provided by recreation/tourism (R/T) businesses are recreational experiences and hospitality. These are intangible products and more difficult to market than tangible products such as automobiles. The intangible nature of services makes quality control difficult but crucial. It also makes it more difficult for potential customers to evaluate and compare service offerings. In addition, instead of moving the product to the customer, the customer must travel to the product (area/community). Travel is a significant portion of the time and money spent in association with recreational and tourism experiences and is a major factor in people's decisions on whether or not to visit your business or community. As an industry, tourism has many components comprising the overall "travel experience." Along with transportation, it includes such things as accommodations, food and beverage services, shops, entertainment, aesthetics and special events. It is rare for one business to provide the variety of activities or facilities tourists need or desire. This adds to the difficulty of maintaining and controlling the quality of the experience. To overcome this hurdle, tourism related businesses, agencies, and organizations need to work together to package and promote tourism opportunities in their areas and align their efforts to assure consistency in product quality. THE MARKETING PLAN One of the most important steps a business or community can take to improve the effectiveness and efficiency of their marketing efforts is to develop a written marketing
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plan. This plan will guide their marketing decisions and assist them in allocating marketing resources such as money and personnel time. The plan should include: (1) the overall business objectives--what you want to accomplish; (2) an assessment of the market environment--what factors may affect your marketing efforts; (3) a business/community profile--what resources are available, (4) market identification (segmentation)--the specific groups or clientele most interested in your product; (5) the marketing objectives for each segment; (6) the marketing strategies (or mixes) for different markets you target--the best combination of the 4 Ps (product, price, place, promotion) for each segment; (7) an implementation plan--how to "make it work;" (8) the marketing budget-how much you have to spend; and (9) a method for evaluation and change. Figure 1 shows a framework which can be used to develop a marketing plan. Each component will be briefly discussed in the remainder of the bulletin. For more information regarding different components of the plan be sure to consult other bulletins in this series.
OVERALL BUSINESS OBJECTIVES Businesses, agencies, and communities should develop overall objectives and regularly monitor their progress. The objectives should provide guidance for all decisions including finances, personnel and marketing. They should be quantitative and measurable statements of what the business or community wants to accomplish over a specified period of time. Business objectives are often stated in terms of sales, profits, market shares and/or occupancy rates. Communities frequently establish objectives relating to such things as increasing the number of tourists, developing or changing their image, facility and activity development, cooperation among tourism related businesses and increasing length of stay and local expenditures. It is important that the objectives be reasonable given the market conditions and the firm's or organization's resources. Establish a few reasonable objectives instead of a long, unrealistic "wish list." This is especially
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true for new businesses or communities which do not have much experience in tourism development and/or marketing. MARKET ENVIRONMENT ANALYSIS The next step in developing a marketing plan is to assess the impact of environmental factors (such as economic, social and political) on present and future markets. Changes in these factors can create marketing opportunities as well as problems. Demographic and Lifestyle Trends Changing demographics and lifestyles are having a major impact on R/T participation. An assessment of these trends is important to understand how they will likely affect your business or community. Some of the important trends that bear watching: (1) population growth and movement; (2) rural community growth compared to metropolitan areas; (3) number of adult women employed outside the home; (4) the number of households is growing, especially non family and single parent households, but family size is decreasing; (5) the impact of two wage earner households on real family income; (6) the number of retired persons with the financial ability to travel; (7) better health to an older age; and (8) continued aging of the population (we are becoming a middle aged society). Economic Conditions Overall economic conditions can have significant impacts on recreation and tourism markets. A marketing strategy that is effective during periods of low unemployment rates may have to be significantly adjusted if unemployment increases. Businesses and communities should monitor and assess the likely impact of factors such as unemployment rates, real family income, rate of inflation, credit availability, terms and interest rates. Consideration should also be given to the prices of complementary products, such as lodging, gasoline and recreation equipment. Laws and Government Actions
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As a complex industry, tourism is significantly affected both positively and negatively by laws and by actions of governmental agencies. For instance, rulings on such things as liability issues or decisions regarding building and health codes may change or possibly prevent the construction of a proposed facility. If a public facility changes the prices of its services, this could affect the service offerings of associated private businesses. These actions may have both positive and negative effects on the marketing efforts of the business and community. To avoid wasting valuable resources it is important that R/T businesses, agencies, and communities continually monitor and evaluate governmental actions. Technology Technological developments are increasing rapidly. New recreation products, such as all-terrain vehicles and wind surfers, provide new ways for people to satisfy their recreational preferences. New production technologies and materials offer recreation and tourism businesses ways to reduce costs and improve the quality of their products/services. Advances in telecommunications have and will continue to create new promotional opportunities. Technological innovations, in relation to jobs and the home, have resulted in increased leisure time for many people. Competition Businesses and communities must identify and analyze existing and potential competitors. The objective of the analysis is to determine the strengths and weaknesses of the competition's marketing strategies. The analysis should include the competition's: (1) product/service features and quality; (2) location relative to different geographic markets; (3) promotional themes and messages; (4) prices; and (5) type of customer they are attracting. BUSINESS AND COMMUNITY PROFILES Too many communities attempt to market themselves as tourist destinations without accurate information about their resources (facilities, services, staff), image (projected vs. actual), and how well their customers are satisfied. Without this information, it is difficult to make other decisions in the planning process. Included should be such things as recreational and entertainment facilities, cultural and historic sites, overnight accommodations, restaurants, shopping
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opportunities, special events and activities, staff size, and transportation. Each item of the "inventory" should also be assessed in terms of quality and availability. MARKET SEGMENTATION (IDENTIFICATION) Recreation and tourism businesses and communities often make the mistake of attempting to be all things to all people. It is difficult, and risky, to develop marketing strategies for the mass market. Strategies designed for the "average" customer often result in unappealing products, prices, and promotional messages. For example, it would be difficult to develop a campground that would be equally attractive to recreational vehicle campers and backpackers or promote a property to serve both snowmobilers and nature oriented cross country skiers. Marketing is strongly based on market segmentation and target marketing. Market segmentation is the process of: (1) taking existing and/or potential customers/visitors (market) and categorizing them into groups with similar preferences referred to as "market segments;" (2) selecting the most promising segments as "target markets;" and (3) designing "marketing mixes," or strategies (combination of the 4 Ps), which satisfy the special needs, desires and behavior of the target markets. There is no unique or best way to segment markets, but ways in which customers can be grouped are: (1) location of residence---instate, out-of-state, local; (2) demographics---age, income, family status, education; (3) equipment ownership/use---RV's, sailboats, canoes, tents, snowmobiles; (4) important product attributes---price, quality, quantity; and (5) lifestyle attributes---activities, interests, opinions. To be useful, the segment identification process should result in segments that suggest marketing efforts that will be effective in attracting them and at least one segment large enough to justify specialized marketing efforts. After segments have been identified, the business or community must select the "target markets," those
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segments which offer them the greatest opportunity. When determining target markets, consideration should be given to: (1) existing and future sales potential of each segment; (2) the amount and strength of competition for each segment; (3) the ability to offer a marketing mix which will be successful in attracting each segment; (4) the cost of servicing each segment; and (5) each segment's contribution to accomplishing overall business/community objectives. It is often wiser to target smaller segments that are presently not being served, or served inadequately, than to go after larger segments for which there is a great deal of competition. MARKETING OBJECTIVES FOR EACH SEGMENT Marketing objectives which contribute to the accomplishment of the overall business objectives should be established for each target market. Objectives serve a number of functions including: (1) guidance for developing marketing mixes for different target markets; (2) information for allocating the marketing budget between target markets; (3) a basis for objectively evaluating the effectiveness of the marketing mixes (setting standards); and (4) a framework for integrating the different marketing mixes into the overall marketing plan. The target market objectives should: (1) be expressed in quantitative terms; (2) be measurable; (3) specify the target market; and (4) indicate the time period in which the objective is to be accomplished. For example, increase the number of overnight stays by people from the Chicago market over the next two years by five percent.
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Remember, rank objectives by priority and carefully evaluate them to ensure that they are reasonable given the strength of the competition and resources available for marketing. MARKETING STRATEGY (MIX) The marketing strategy, or mix, should be viewed as a package of offerings designed to attract and serve the customer or visitor. Recreation and tourism businesses and communities should develop both external and internal marketing mixes for different target markets. External Mix The external marketing mix includes product/service, price, place/location, and promotion. Product Earlier we said the principal products that recreation and tourism businesses provide are recreational experiences and hospitality. The factors that create a quality recreational experience often differ among people. A quality experience for one skier might include an uncrowded, steep slope. To another it might be a good restaurant and a chance to socialize. Decisions on what facilities, programs and services to provide should be based on the needs and desires of the target market(s). They should not be based on the preferences of the owner/manager or necessarily on what the competition is providing. Recognize that a recreational/tourism experience includes five elements: trip planning and anticipation; travel to the site/area; the experience at the site; travel back home; and recollection. Businesses should look for ways to enhance the quality of the overall experience during all phases of the trip. This could be accomplished by providing trip planning packages which include maps, attractions en route and on site, and information regarding lodging, food and quality souvenirs and mementos. Recreation and tourism businesses should also view their service/product in generic terms. Thinking of products/services in this manner helps focus more attention on the experiences desired by customers and also the facilities, programs and services that will produce those experiences. For example, campgrounds are the business of providing recreational "lodging" not just campsites to park an RV or set up a tent. Marinas should provide recreational "boating" experiences, not just slippage. Location and Accessibility---Place
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Too many tourism businesses and communities fail to recognize their role in improving travel to and from their areas. They focus instead on servicing the customer once they arrive at the site/community. A bad experience getting to or leaving an R/T site can adversely affect a person's travel experience. Ways to help prevent this include: (1) providing directions and maps; (2) providing estimates of travel time and distances from different market areas; (3) recommending direct and scenic travel routes; (4) identifying attractions and support facilities along different travel routes; and (5) informing potential customers of alternative travel methods to the area such as airlines and railroads. Potential businesses should also carefully assess alternative locations for: (1) distance and accessibility to target markets; (2) location of competitors with respect to target markets; (3) modes of travel serving the area; and (4) other attractions and activities that might induce travel to the area. Pricing Price is one of the most important and visible elements of the marketing mix. When setting prices it is important to take into consideration all of the following: (1) business and target market objectives; (2) the full cost of producing, delivering and promoting the product; (3) the willingness of the target market to pay for the product or service you provide; (4) prices charged by competitors offering a similar product/service to the same target market(s); (5) the availability and prices of substitute products/services (for example, campgrounds, motels, and bed and breakfast are all substitutes for lodging);
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(6) the economic climate (local and national); and (7) the possibility of stimulating high profit products/services (such as boats) by offering related services (such as maintenance) at or below cost. When establishing prices, R/T businesses should give attention to pricing strategies which may encourage off season and non-peak period sales, longer stays, group business, and the sale of package plans (combination of room, meals, and recreational facilities). For additional information on pricing, see Extension bulletin E-1999. Promotion Promotion provides target audiences with accurate and timely information to help them decide whether to visit your community or business. The information should be of importance and practical use to the potential or existing visitor and also accurate. Misrepresentation often leads to dissatisfied customers and poor recommendations. Don't make claims you cannot live up to. Developing a promotional campaign is not a science with hard and fast rules. Making decisions regarding which type or combination of promotion types to use (personal selling, advertising, sales promotions, or publicity) is not always easy. If, however, you follow a logical process and do the necessary research, chances for success will be improved. It will be necessary to make decisions regarding: (1) Target audience---the group you are aiming at; (2) Image---that which your community or business wants to create or reinforce; (3) Objectives---those of the promotional campaign; (4) Budget---the amount of money available for your promotion; (5) Timing---when and how often should your promotions appear; (6) Media---which methods (television, radio, newspaper, magazine) will most effectively and efficiently communicate your message to the target audience; and (7) Evaluation---how can the effectiveness of the promotional campaign be determined. More detailed information on tourism promotion is contained in Extension bulletins E-1939, E-1957, and E-2005.
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Internal Mix As stated, marketing services such as recreation and tourism differ from marketing tangible products. Recreation and tourism businesses must direct as much attention at marketing to customers on site as they do to attracting them. In this respect, internal marketing is important because dissatisfied customers can effectively cancel out an otherwise effective marketing strategy. The success of internal marketing is dependent on creating an atmosphere in which employees desire to give good service and sell the business/community to visitors. To create such an atmosphere requires the following four important elements: (1) Hospitality and Guest Relations---An organization wide emphasis on hospitality and guest relations, including a customer oriented attitude on the part of the owners and managers as well as the employees. If the owner/manager is not customer sensitive, it is unlikely the lower paid employees will be. (2) Quality Control---A program which focuses on improving both the technical quality (the standards associated with what the customer receives) and the functional quality (the standards associated with how the customer receives the service). All employees who come into contact with customers should receive hospitality training. (3) Personal Selling---Training the staff in the selling aspects of the property (business) or community. This also includes rewarding them for their efforts. By being informed about the marketing objectives, and their role in accomplishing those objectives, they can help increase sales. (4) Employee Morale---Programs and incentives aimed at maintaining employee morale. The incentives can be both monetary and non-monetary. A customer oriented atmosphere usually results in customers that are more satisfied, do less complaining and are more pleasant to serve. This helps build employee morale, their desire to provide good service and their efficiency. MARKETING BUDGET Successful marketing requires that sufficient money and personnel time be made available to implement activities comprising the marketing strategy. A marketing budget is a financial plan which shows the total amount to be spent on marketing during different times of the year and how
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it is to be allocated among alternative activities. Separate marketing budgets should be developed for each marketing mix strategy. The separate budgets should then be aggregated to develop an overall marketing budget. If the total amount is too great it will be necessary to modify the overall objectives and the target market objectives, narrow down or drop target markets, or adjust marketing mixes. The final budget should be realistic given your objectives. When deciding on a marketing budget, consideration should be given to the job that needs to be done as defined by the objectives. Basing marketing budgets on some percent of sales or what the competition spends usually leads to over spending or under spending. Decisions should also be based on the costs, projected revenues, and desired profitability of different activities, not just costs alone. Successful marketing activities will generate additional revenues which can be projected based on the marketing objectives (such as increase off season stay by 5%). Although budgets should be viewed as flexible plans, every effort should be made to adhere to them. Revisions in the budget should only be made after careful consideration of the likely impact of the change on the marketing mix and accomplishment of your objectives. IMPLEMENTATION Many well designed marketing plans fail because they are poorly executed. Businesses, agencies, and communities can increase the likelihood of successful implementation if they: (1) identify specific tasks which must be accomplished; (2) assign people or departments specific responsibility for different tasks; (3) provide employees with information on the marketing plan (rationale, objectives, strategies); (4) develop time lines and deadlines; (5) adhere as much as possible to the budget; and (6) regularly monitor and evaluate progress. EVALUATION It is important that marketing efforts be continually evaluated. This will improve the effectiveness of marketing strategies by quickly identifying differences between actual results and expected performance and determining likely reasons for the success or failure to realize objectives.
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A framework for evaluation would include: (1) determining which elements of the different marketing mixes are most important to evaluate.----It is rarely possible or cost effective to evaluate all elements; (2) establishing performance standards to compare against actual results.---Marketing objectives, if properly formulated, should serve as performance standards; (3) development of formal and informal methods for collecting data on actual results.---There are many ways different elements of the marketing mix can be evaluated. For example, promotions can be evaluated with money off coupons. Special information request forms, telephone numbers to call or post office box numbers to write to can identify the area the request is coming from. Also, formal (written) and informal (face-to-face) surveys can be used to determine the promotional material the customer used in planning the trip; (4) comparison of results with objectives; (5) determination of needed change(s). CONCLUSION Customer satisfaction in tourism is greatly influenced by the way in which the service (hospitality) is delivered and the physical appearance and personality of the business. It is critical that these elements be communicated in the best possible manner to convince people to come and experience what your business or community has to offer. Equally important is the ability to generate repeat business because of your efforts. Thus, marketing becomes the method to reach potential visitors. It is a vital part of tourism management and can be done effectively and well, with sophistication and tact, or it can be done poorly in a loud, crass and intrusive manner. Hopefully, this bulletin has given you the basics for the former rather than the latter. Remember that to do an effective job at marketing: (1) adopt a strong customer orientation which includes regular research and assessment of their needs, wants and attitudes; (2) allocate sufficient resources and time to marketing; (3) assign formal responsibility for marketing to one person or department; and (4) develop and regularly update a marketing plan.
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SELECTED REFERENCES "A Service-Oriented Approach to Marketing of Services." Christian Gronroos. European Journal of Marketing, Vol. 12, No. 8, 1978, pp. 588-601. "Advertising Management." David A. Aaker and John G. Myers. Prentice-Hall, Inc., Englewood Cliffs, New Jersey. 1975. "Goods Versus Services Marketing: A Divergent Perspective." E. Brown and E. F. Fern, in Marketing of Services. Eds. James H. Donnelly and William R. George. American Marketing Association, Chicago, Illinois. 1981. "Managing Customer Satisfaction in Consumer Service Businesses." John A. Czepiel. Marketing Science Institute, Cambridge, Massachusetts. 1980. "Marketing: A Managerial Approach." William H. Cunningham and Isabella C. M. Cunningham. South-Western Publishing Company, Cincinnati, Ohio. 1981. "Marketing Decision Making: Concepts and Strategy." David W. Cravens, Gerald E. Hills and Robert B. Woodruff. Richard D. Irwin, Inc., Homewood, Illinois. 1976. "Services Marketing Is Different." Leonard L. Berry. Business, May/June, 1980. pp. 24-29. "The Concept of the Marketing Mix." Neil H. Borden. Journal of Advertising Research, June, 1964. pp. 2-7. "Tourism Marketing and Management Issues." Donald E. Hawkins, Elwood L. Shafer, and James M. Rovelstad. George Washington University, Washington, D.C. 1980. Produced in Cooperation with the Michigan Travel, Tourism and Recreation Resource Center, Michigan State University TOURISM INFORMATION SERIES The Tourism Information Series is for those interested in tourism development. To obtain the series, contact your county Extension office. Look in the white pages under County Government. 1. E-1937, Tourism and Its Significance in Local Development 2. E-2004, Tourism Planning 3. E-1958, Developing A Tourism Organization
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4. E-1959, Tourism Marketing 5. E-1992, Feasibility Analysis in Tourism 6. E-1939, Developing A Promotional Strategy 7. E-1957, Creating A Promotional Theme 8. E-1940, Information and Traveler Decision Making 9. E-1938, Managing Tourism Information Systems 10. E-2005, Selecting Promotional Media 11. E-1999, Pricing Tourism Products and Services 12. E-1960, Direct Marketing of Agricultural Products to Tourists Series Editor: Maureen H. McDonough, Associate Professor, Department of Park and Recreation Resources. MSU is an Affirmative Action/Equal Opportunity Institution. Cooperative Extension Service programs are open to all without regard to race, color, national origin, sex, or handicap. Issued in furtherance of Cooperative Extension work in agriculture and home economics, acts of May 8, and June 30, 1914, in cooperation with the U.S. Department of Agriculture. W.J Moline, Director, Cooperative Extension Service, Michigan State University, E. Lansing, Ml 48824. This information is for educational purposes only. Reference to commercial products or trade names does not imply endorsement by the Cooperative Extension Service or bias against those not mentioned. This bulletin becomes public property upon publication and may be reprinted verbatim as a separate or within another publication with credit to MSU. Reprinting cannot be used to endorse or advertise a commercial product or company. 1P-2M-9:86-TCM-SP, New Price $1.00, For Sale Only. File 33.70
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This information is for educational purposes only. References to commercial products or trade names does not imply endorsement by MSU Extension or bias against those not mentioned. This information becomes public property upon publication and may be printed verbatim with credit to MSU Extension. Reprinting cannot be used to endorse or advertise a commercial product or company. This file was generated from data base TD on 09/30/03. Data base TD was last revised on 06/06/02. For more information about this data base or its contents please contact alexande@msue.msu.edu . Please read our
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Graph 1: Asian tourism Market Share

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How did you get the information about the places?

Have you ever availed any tourism company?

How did they promote the tourist places?

What is your opinion about Governments promotional policy of tourism?

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

Islam M. (2007, January 25). Developing tourism. The Daily Star

Leung M. (2007, December). Captive market. Forum, 2, 10.

Mondal A. (2006, September 27). Tourism enriches. The Daily Star

Morshed A. (2008, May). Thinking Outside thet box. Forum, 3, 5.

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A land with potential for tourism

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Tourism in Bangladesh: Challenges and opportunities

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The Daily Star Web Edition Vol. 4 Num 177

Committed to PEOPLE'S RIGHT TO KNOW

Assessing benifits of ecotourism

The Daily Star Web Edition Vol. 4 Num 177

The Daily Star Web Edition Vol. 4 Num 177

The Daily Star Web Edition Vol. 4 Num 177

The Daily Star Web Edition Vol. 5 Num 831

Committed to PEOPLE'S RIGHT TO KNOW

The Daily Star Web Edition Vol. 5 Num 831

The Daily Star Web Edition Vol. 5 Num 831