The present situation of tourism campaign should be improved by the strong initiative of the government. Today, campaign activities through the Internet and other electronic media including TV can be utilised
Enhancing the appeal of Bangladeshi tourism
Ferdous Alam
Tourism can be a very paying sector for Bangladesh. But its potentials have been put on a hold due to a host of factors. But lack of understanding of its prospects and taking up proper plans to exploit the same, are the most retarding factors. Proper planning and promotional activities in this sector are the greatest needs.
The western part of the country where the world heritage sites, Sundarbans, Bagerhat and Paharpur, are located, generally have a higher development potential for the international tourism market in Bangladesh. Aesthetically and culturally inclined foreign tourists are more likely to visit these places. On the other hand, the eastern and southern parts, Chittagong hill tract areas, Coxs Bazar, Sylhet and Kuakata also have potentials mainly for the domestic and regional tourism market.
Generally, the best season for the tourists, may be from November to March because of the climatic conditions. How to overcome the off season, will be one of the main tasks in the future. A clear and accurate market segmentation of the international, regional and domestic tourism is quite crucial to the tourism development of Bangladesh. At present, the needs of each market vary considerably. Therefore, it is necessary to clarify the different needs and respond to them properly. The development strategy must be based on the proper market segmentation.
A lot of problems and constraints for the tourism development such as lack of development funds, low priority of tourism development among the various sectors, insufficient financial incentives by the government for the private sector, lack of infrastructure, lack of practical and efficient coordinations among the relevant governmental organisations, etc., have been pointed out separately and sporadically. Bangladesh has plenty of splendid tourism resources, particularly for eco-tourism, cultural and religious tourism, village or community tourism. Generally speaking, however, their values as tourism resource have not been well recognised yet in the society. Some of them are even neglected by the local people. First of all, a detailed inventory survey of tourism resources including natural, archeological, historical, cultural resources should be undertaken.
The survey is a prerequisite for revision of a master plan if one exists, a basic data base and to be used as an essential tool for the future tourism planning and development. The items of the survey may include the following information on each identified tourism resource: location map, picture, classification and evaluation of the resource, size, facilities, accessibility, data on visitors, maintenance and operation including cost, present problem and necessary action for the future,etc. Tourism development has lot of potentials to create job opportunities for the local people, both skilled and unskilled workers, that is to say, to create new income generation opportunities. It will definitely contribute toward poverty alleviation in the society. Importance of role of tourism development should be understood by the policy makers and strong intention of the government to promote the tourism is essential. Then the PPP (Public Private Partnership) will work efficiently and harmoniously for the tourism development.
The role of Bangladesh Parjatan Corporation (BPC) should be reviewed and reformed to strengthen its role as a facilitator and to withdraw from the commercial activities. Tourism is an integrated wide-range industry which consists of various industrial sectors. Therefore, a strong coordination and leadership among the relevant public and private organisations is essential for a successful tourism promotion. BPC is at present an executing agency of tourism development. Its present institutional position under the Ministry of
Civil Aviation and Tourism is not strong enough for coordination and leadership.
For instance, eco-tourism is at present primarily managed by the Department of Forest. Seemingly other relevant organisations
including the Ministry of Civil Aviation and Tourism are subordinate to the department in the field of eco-tourism development.
This situation is not favorable for
well harmonized eco-tourism
development based on the collaboration of the relevant agencies.
The appropriate institutional setting for harmonised tourism development by the various stakeholders must be achieved. To establish a National Tourism Develop-ment Board may be one of options.
The provision of services at the major tourism sites such as Sundarbans, Phaharpur, Bagerhat, etc. are still lacking. These sites are still lacking in some tourism facilities and/or services. In most sites, improvement of suitable access roads is necessary. Furthermore, accommodations and restaurants, well-trained guide, route maps, explanation panels, guideposts to the sites, upgrading of exhibition facilities, night guards for protection of the sites are necessary.
Further financial incentives, such as tax exemption for tourism investments in a certain period and other deregulation to promote the private sectors investment for the tourism development are also necessary. However, at first a simulation study on effects of the possible tourism promotion measures by the government should be carefully undertaken, which is a study investigating positive effects of the measures on revenue growth of the government in the long term. Based on the results of the survey, appropriate and
justified financial incentives should be prepared and given to private investment activities.
More active and efficient promotion and advertising campaign of Visit Bangladesh by the government are necessary. For instance, in Japan Bangladesh is still an unknown country as an international tourist destination and unfortunately most Japanese tourists do not have any special interest in Bangladesh. But with proper information campaign Bangladesh could draw large number of Japanese tourists on a sustainable basis as there are many Bhuddist relics of historical and archaeological importance in Bangladesh. A big part of the population of Japan are Bhuddists.
As for a guidebook written in English there is only one . The present situation of tourism campaign should be improved by the strong initiative of the government. Today, campaign activities through the Internet and other electronic media including TV can be utilised with reasonable costs.
In addition, joint efforts through BIMSTEC and other bodies also should be strengthened to increase the attractiveness of Bangladeshi tourism.
The writer is a contributor to The Independent
