It is a commodity for sale at a cheaper rate to earn a great amount of foreign exchange. The initial period of growth occurred in the late 1960's and 1970's, when tourism was perceived as a key activity for generating foreign exchange and creating employment opportunities through private and government organisations.
Efforts for employment generation and poverty reduction,. related to tourism sector, have been continuing in a dynamic way in developed and developing countries because of their tourism promotional campaign.
Inter-cultural awareness and cross-boarder face-to-face gathering are made possible through tourism. As such, it is a powerful tool for improving international understanding, thus, contributing to peace among all the nations of the world.
From an ancient period, Bengal was well known for its loveliness as well as its industrial base. Tourism in Bangladesh can also be developed as a productive industry like in many other countries. We can earn foreign exchange from this sector as well as create large employment opportunities. Tourism is an integrated sector, depending on the cultural heritage, scenic beauty of spots, archaeological and historical sites, socio-political and infrastructural development of a country. For effective development of the tourism industry, balanced development is needed. It is also related to current affairs and economic diplomacy. Security of the tourist spots is vital for arranging tour programmes. However, when violence and political instability prevail, then tourism will not prosper.
'Tourism 2020' vision is the World Tourism Organisation's long-term forecast and assessment for the development of tourism up to the first 20 years of the new millennium.
An essential outcome of this vision is quantitative forecasts covering a 25-year period, with 1995 as the base year. Bangladesh is also trying to attain 'Tourism 2020' vision. Bangladesh Parjatan Corporation or BPC (2004) in its study report on this vision aimed at harnessing the potential of tourism as a contributor to overall development of the country, in terms of job creation, poverty reduction, accelerated national gross domestic product (GDP) growth, overall development and conservation of nature.
When tourism sector is developed, it will have a positive impact on GDP growth performance. This will, in turn, help develop the economy as a whole.
Tourism marketing depends on strategic planning. Vision and mission to increase tourism should work together.
The activities for attracting local and foreign tourists to tour different areas of Bangladesh should cover proper maintenance of the archaeological, historical and natural scenic beauty spots and launching of effective advertising and promotional campaign.
Tourism sector as a whole encompasses diverse organisations including tourism spots, easy communication and transportation facilities, provision of accommodation starting from world class to those catering to poorer income groups of people, security arrangement, rescue system, diversified quality food items for multiple groups of people at different prices depending on the nature of the tourists, tax free shops, tour operators, travel guides, multiple languages etc.
Economicc diplomacy can be used to explore production, exchange of products and services from one place to another, movement of labour and foreign direct investment (FDI).
Global economic issues have a vast impact on local issues and in this process, economic diplomacy can help to attain fulfillment of the basic needs of a country. Due to international phenomena, a wide area, covering new dimensions and strategies, has been created for economic diplomacy. Activities for enhancement in sequence, larger precision and more advertising, have positive impact on world tourism.
The current situation is directly related to world tourism.
If we consider the history of world civilisation, we find that during the times of peace and prosperity, mobility of tourists from one place to another, rises. The same thing is happening in the twenty-first century. Tourism activities are getting a boost in the countries having political stability and also being free from terrorist activities.
The member-countries of South Asian Association for Regional Co-operation (SAARC) do have many promising spots to attract tourists but they lack in proper infrastructural development. And for security problems tourists are not positive about visiting such areas.
Though some measures have been taken in these countries, but these efforts are yet to segregate to attract tourists. In this area, systematic planning for developing tourism culture and environment through regional cooperation may be developed.
The second summit of the BIMSTEC emphasised on the need for mutual cooperation among the members countries for promotion of tourism.
On the other hand, all the member countries of ASEAN are well developed in the tourism sector. They have jointly developed this field from beginning to closing stages -- promotion and creation of market not only within their region but also worldwide.
In Bangladesh, tourism spots can be divided into three categories from a broader viewpoints -- archaeological, historical and natural beauty. Most potential areas of Bangladesh include the Sunderbans forest, Rangamati, St. Martin's Island, sea beach resort in Cox's Bazar, Himchari, Patenga sea-beach, Boga lake, Foy's lake, World War II Cemetery in Comilla, Madhabkunda and tea plantation in Sylhet area, Bhawal national park at Gazipur and bird watching tours in the Jahangiranagar area.
Cultural tourism, based on Buddhist and Islamic archaeological and historical monuments, general interest features in the Dhaka region especially Sonargaon, Maynamoti at Comilla region, Mahastangar in Bogra district, Rajshahi, Shat Gombaj Mosque at Bagerhat and Barisal region have also the potential for attracting tourists. Paharpur Buddhist Vihara was included in the world heritage list.
Bangladesh is the country where language movement took place.
It also became independent in 1971, following a bloody war of independence. Tourists can visit Central Shahid Minar, National Memorial etc. They can also visit the head office of the Grameen Bank.
The entrepreneurs associated with hotel business and other tourism-related activities suffer heavily in Bangladesh when law and order situation causes any sort of disturbances. This, in turn, has negative impacts on other sectors of the economy. Furthermore, security and safety problem, lack of tourist guides, rent seeking activities, language problem for communication and overall law and order situation in the existing tourist spots are creating problems to attract tourists to this country on a sustained basis.
For lack of mutual cooperation, SAARC and BIMSTEC member-counties are not playing any positive role to facilitate the arrival of more tourists in Bangladesh.
The amount of foreign exchange earnings as well as the number of international tourists visiting Bangladesh are negligible. Marketing strategy is not appropriately developed in Bangladesh.
Though BPC was established in 1974, yet its effective role in the tourism sector is to be seen. Furthermore, advertisement and promotional activities remain very narrow and have little impact.
This is largely due to lack of strategic marketing policies and practices. There are no research and development works about how to attract new tourists and retain the existing ones. Dissemination of proper tourism-related information is also absent.
Our research findings, thus, show that Bangladesh is at an infant stage of development relating to its tourism sector.
This stage should be pushed upward. Spots, cost of services etc., have a positive impact on tourism sector. Spots should be more lucrative for the tourists. Beautification of the sites and easy communication system will facilitate tourism.
Though cost of services is somewhat justified in the consideration of foreign tourists coming from the developed nations but it is much higher for most domestic tourists as well as those from the member countries of the SAARC and BIMSTEC.
And also, most of those who visit from the developed nations, do not belong to the affluent class.
As such, cost of services should be kept at a minimum level without compromising quality. This cost of services should be calculated, starting from arrival of Bangladesh to the departure from the country. At each stage, cost should be kept low so that total cost of visiting tourist spots, including staying at hotels, transportation charges from one place to another etc., remains reasonable and competitive for most tourists, from within and outside.
Advertisementt and promotional campaigns should be used to attract more tourists. Media can play an important role in creating a good hospitable environment and promoting tourism culture. Integrated marketing communications channels need to be used in this respect.
Moreover, Bangladeshi embassies, located at different countries, can be used to arrange personalised marketing to attract tourists as well as connecting hub for international travel agencies. Special wings may be opened in each embassy to promote tourism.
Properr safety and improvement of law and order situation are necessary to develop tourism sector in Bangladesh.
The behaviour of the law enforcing personnel should be more polite. However, extra care should be taken about the negative impacts of tourism on the domestic economy, as incidence of foul activities might rise due to the increase in number of tourists.
Tourism needs to be recognised as an important catalyst for development. For this, there has to be a synergy between tourism marketing plan and its implementation. Integrated marketing communications can help develop this sector. In today's extremely competitive market-place, the strategy should ensure a dependable approach to offering tourism products or services to supercede competitors.
High quality products at low prices, appropriate arrangements for entertainment, development of infrastructure, improved security and accommodation facilities, aggressive promotional campaign etc., are all needed in a well-coordinated manner. Growth of tourism industry largely depends on national and global conditions.
Pricing strategy of the tourism sector is important so that all categories of tourists including those among the high-income groups and also the low-income ones may get the opportunity to tour. Product differentiation techniques should be used to attract tourists and fulfill their demands. Tourism industry should be encouraged to adopt all courses of action for raising efficiency and effectiveness through strategic marketing.
Tourism developments may affect adversely the people's access to land, water and natural resources. Adverse social impacts may also include poor working conditions, low wages, child labour and sex tourism. These negative aspects should also be properly taken care of.
This is an edited version of the findings of a study by the writers. Professor Muhammad Mahboob Ali is Chairman, Dept. of Business Administration and Economics, Atish Dipankar University of Science and Technology and Chowdhury Sifat-e-Mohsin is Assistant Professor, School of Business, State University of Bangladesh
Source:thefinancialexpress-bd.com
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