How to develop a sustainable
Bangladeshi tourism industry
Speaker Majbritt Thomsen, The Views On Tourism Project
Organised by TOAB at Hotel Washington, Dhaka
22th June 2010
Personal profile
Majbritt Thomsen
• MA Tourism
– Marketing, policy, organisation
• Danish expat since late 2007
• BD travel experience
• Royal Danish Embassy, DANIDA
report on BD tourism potential
• Business studies BD tourism
• Interaction tourism sector
– Huge number of visionary
people, resources, organizations
and initiatives in Bangladesh
• Views On Tourism Project
Photo: Up-comming Panigram Eco-resort, Jessore
The Views On Tourism Project
Voluntary initative since 2008
• Vision
– Encourage an active sustainable
tourism movement in Bangladesh
– All players can make an impact!
• Online blog
– Tourism knowledge and inspiration
– National, regional and international
resources
– This presentation is available
www.viewsontourism.info
• Online group
– Tourism network and discussion
forum for people interested in a
sustainable tourism development in
Bangaldesh
– LinkedIn an international
professional network
www.viewsontourism.info/about/
Agenda
World best practice and theory
• Understanding tourism
challenges
• Sustainable tourism
– Practices and lessons
• Bangladesh
– Status and sustainable tourism
potential
– How to develop national
tourism through knowledge
and network
• Summing up
Understanding tourism demand
Without tourists no tourism!
World tourism demand since 1950
Push-factor – why leave home? Regional outbound anno 2008
• Economic factors
– More wealth
• Social factors
– More time
• Demographic changes
– Family size, population
increase, urbanisation,
increased life expectancy
• Technological factors
– Transportation
• Political factors
– Freedom of mobility
• Western Europe Dominates
Tourism Flow Outbound
• Strong Outbound Flow from
Asia-Pacific
• Economic Stability in
Eastern Europe Favors
Outbound Flows
• Wealthy North Americans:
Passionate Travelers
Source: Euromonitor International's
‘Tourism Flows Outbound – World’
(2008)
World tourism destinations
Pull-factor – where to go?
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Accessibility to markets
Affordability
Availability of attractions
Availability of services
Cultural links
Geographical proximity to
markets
• Peace and stability
• Positive market image
• Pro-tourism policies
International arivals 2008
• France 79.3 milion
• USA 58.0
• Spain 57.3
• China 53.0
• Italy 42.7
• United Kingdom 30.1
• Ukraine 25.4
• Turkey 25.0
• Germany 24.9
• Mexico 22.6
Source: UNWTO
Understanding travel motivation
• Physical motivators
– Refreshment of body and mind;
health, sport and pleasure.
• Cultural motivators
– Desire to see and know more about
other cultures
• Interpersonal motivators
– Meet new people, visit friends or
relatives
• Status and prestige motivators
– Personal development or education
Theory: McIntosh, Goeldner and Ritchie (1995)
A new world view
Dominant western
environmental paradigm
Source: Weaver & Lawton (2002)
Green paradigm
Humans are
separate from nature
superior to nature
Humans
are part of nature
and nature are equal
Reality
is objective
can be compartmentalised
Reality is
subjective
integrated and holistic
The future is predictable
The future is unpredictable
The universe has order
The universe is chaotic
The importance of rationality and reason
The importance of intuition
Hierarchical structures
Consensus-based structures
Competitive structures
Cooperative structures
Emphasis on the individual
Emphasis on the communal
Facilitation through capitalism
Facilitation through socialism
Linear progress and growth
Maintenance of a steady state
Use hard tecnology
Use soft tecnology
Patriarchal and male
Matriarchal and female
The new traveler stereotype
• Green consumer
• Searches for authentic and
• Knowledgeable about
meaningful experiences
environmental issues
• Searches for physical and
• Conscious of social justice
mentally challenging experiences
concerns
• Wishes to have a positive impact
• Motivated by a desire for selfon the destination
fulfilment and learning
Source: Weaver & Lawton (2002)
• More independent-minded and
quality conscious
• Carefully assesses tourism
products in advance
• Preferes flexible and spontaneous
itineraries
• Sensitive to local cultures
Changed world demand for nature
Historical tourism development
• 1980s increased tourism
demand for more naturebased travel adventures
• 1994: 40-60 % international
tourists (528.4 million) were
nature tourists
• Now: Nature-based tourism
is one of the fastest growing
sectors of the world's
largest industry
Eco-tourism demand
More than a niche market!
• Environmentally minded
travelers
• ’Hard core’ eco-tourism
– Nature - the reson to go!
– Nature professionals or people
with serious interests
• ’Soft’ eco- tourism
– Nature important, but not main
holiday motivation or activity
Understanding tourism sector
Most important supporters of tourism demand and supply
• Attractions
• Tour operators/planers
– Often motivation for visit
• Accommodation
– Most visible sub-sector
• Transportation
– Most important element in
destination development
• Public sector and policy
– Crucial management
organisations
– Almost exclusively product
packaging and distribution
– High influence on tourism
demand and hence sector
succes and failure
• Multiple SME’s and tourism
related stakeholders
– Different agendas, resources
and focus on tourism
Tourism development is complex!
• Tourism often praised as an
effective development tool,
especially in rural areas and
the developing world
• Positive and negative
destination impact on:
– Environment
– Society and culture
– Economy
Tribal people in Bandarban
Positive tourism impact
• Economy
Source: ‘Why Tourism Matters’ campaign Washington State, USA
– Direct / indirect revenue for
country, community and private
sector
• Nature
– Protect environment and preserve
nature
• Society / Culture
– Preserving local culture and
heritage
– Social wellbeing and stability
– Promotion of cross-cultural
understanding
Negative tourism impact
• Economy
– Increased local living cost
– External money flow
• Nature
– High pressure on
environment ressources
– Disturb fauna and flora
• Society / Culture
– Lost of cultural values and
traditions
– Prostitution and crime
Destination impact from tourism
• Most vulnerable destinations
– less developed areas
– rapid tourism development
• Tourism in developing world
– Industry focus often inbound
tourism (expect high income)
– Inbound tourism
• Few in numbers
• Potential negative social
implications when huge
cultural gab
– New discussion: Long-term
social and economic benefit
best from national tourism?
Sustainable tourism is the solution!
• One definition: “Tourism
that meets the needs of
present tourists and host
regions while protecting
and enhancing opportunity
for the future” Source: UNWTO
• A tourism value
• Development: Balancing the
needs of tourists and
destination
• New tourism management:
cooperation government,
tourism sector and all
stakeholders
Sustainable
tourism values
and principles
Economic goals
Economically viable industry
Economically viable businesses
Economic benefits to locals and other
stakeholders
Environment
economy
integration
Environment and
Social goals
ressource goals
Participation
Maintain or expand biodiversity
Minimal resource degradation
Resource benefits
Conservation
With
Equity
Planning
Education
Health
Acceptance of resource values
Employment
Matching of supply and demand
Community benefits
Intergenerational equity
Visitor satisfaction
Adaptive design
Source: Hall (1998)
Community
based
economics
Best case: Bhutan national strategy
• National tourism status:
– Successful poverty alleviation
through tourism development
• Core development values:
– Brutto National Happiness
– Pro-poor tourism development
– Long-term sustainability
– Restricted level of tourist activity
• Management: Department of Tourism Coordination
– Tourism advisor since 2002: SNV (Dutch NGO)
– Department of Tourism, Regional Trade and Industry Office,
Association of Tour Operators, Nature Conservation Division
Eco-tourism - a sub-category
• One definition
– “Ecotourism is a responsible
travel to natural areas that
covers the environment and
sustains the well being of
local people”
(Epler Wood, 1996)
• Goal
– Ecotourism can become an
important tool to preserve
and develop remote areas
7 characteristics of eco-tourism
• Involves travel to natural destinations
• Minimizes impact
• Supports human rights and
democratic movements
• Respects local culture
• Provides financial benefits and
empowerment for local people
• Builds environmental awareness
• Provides direct financial benefits for
conservation
Source: The International Ecotourism Society (TIES)
Best case: Ecotourism in China
Meilixueshan Conservation Area
• Principle tourist attractions
– Mountain, glaciers and
waterfalls along a Tibetan
pilgrimage route
– Tibetan cultural and religious
heritage
• Activities
– Trekking through forest and
traditional Tibetan villages
– Tibetan-run guesthouses or
homestays
– Local Tibetan guides
• Development partners
– Deqin County Government
– The Nature Conservancy,
world conservation
organization
South Asian tourism cooperation
Regional tourism status in 2007
• Inbound tourism India, Nepal and Bangladesh
– Total arrival: 5,7 million
– Total income 12,3 billion UD$
• Already a multicountry activity
– 1/3 Indian tourists, visit primerly Nepal
– 46 % Bhutan tourists also visit Nepal
and/or Indian
Source: ADB (2009)
• The South Asia Travel & Tourism economy 2010 is:
– Number 10 in absolute size worldwide
– Number 1 in long-term (10-year) growth
Source WTTC (2010)
Best case: Regional cooperation
Asian Development Bank project
• Target markets
• Subregional tourism
– Thailand, Korea, China, UK,
cooperation 2009-2014
France, Germany, Italy,
– India, Nepal & Bangladesh
USA, Canada and Australia
– Governments co-investment
– Sustainable heritage tourism
development (UNESCO)
• Bangladesh: Heritage Highway
– Site access and condition
– Protect, manage and
promote heritage
Bangladesh - tourism demand
• Forecast WTTC ‘Travel & Tourism
economic Impact – Bangladesh 2010’
– 3,9 to 4,1 % GDP from 2010 to 2020
– 2010: 265,9 billion Taka
– 2020: 788,4 billion Taka
• Who are the present tourists?
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National / international tourists
Demographic and geographic profile
Travel motivation and satisfaction
Product consumption
• Who are welcome?
– National, regional or international
tourists
– Mass tourists, high spenders, long time
travelers
– Leisure or business tourism?
– Who supports positive development?
Photo: a group of tourists in Sundarbans
International tourism image?
•
Destination image: “Sum of beliefs, ideas
and impressions that a person has of a
destination” Kotler et al. (1994)
Different image sources
• News/NGO:
– Only focus on the negative stories?
•
International tourism focus:
– New7Wonders
– Lonely Planet: 2009 top ten interesting
travel destination
– 2 new travel guide books
•
The personal experience:
– Hear stories from people who lived in
Bangladesh
– Travel Bangladesh: visit, business, expat,
work, tourist
Best tourist attractions
• Sustainable products
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Eco tourism
Cultural tourism
Nature tourism
Heritage tourism
Religious tourism
Adventure tourism
Volunteer / study tourism
Pro-poor tourism
The everyday life
• Sustainable world icons?
– Cox’s Bazar - not likely
– Sundarbans – potential
– Other possibilities
The tourism industry
National status:
“Bangladesh is still one of
the countries in the South
Asian region with the
fewest arrivals and the
lowest revenue earned
from the tourism industry.
Never the less, tourism has since the 1990s been a
small but rapidly growing sector of the Bangladeshi
economy.” Royal Danish Embassy (2008)
New sustainable tourism visions
• ADB: Heritage Highway
• USAID/IPAC: Teknaf
Peninsula CommunityBased Ecotourism Strategy
• Katalyst: Tourism capacity
development
• Government
– National tourism policy
– National Tourism Board
• Succes depend on longterm sustainable tourism
strategies, knowledge and
cooperation!
Present tourism organisation
• Bangladeshi tourism is a
scattered industry
– Huge competion for the existing
markets
– Lack of cooperation on all levels
– Goal fast economic industry groth
– Focus existing problems
– Blame between government and
tourism industry
• Many isolated sustainable
tourism resources, visions and
initiatives
• United forces will make a
sustainable tourism movement
Cooperation in tourism!
Advise
• The stakeholders must truly
want sustainable tourism
development and be
prepared to cooperate and
communicate
• When setting up partnerships
structures share income and
risk
• Invite an expert on tourism to
participate at the earliest
posible date
Source: GTZ ’Sustainable Tourism as a Development Option’
Cooperation in tourism
- an overview of the stakeholders
Organisations
of
the
Private sector:
multilateral and
Tour operators
bilateral co-operation
Travel agencies
Public sector:
Incoming agencies
Tourism officials
Employees in tourism
Community and regional
Tourism experts
administrations
Business associations
Ministries of Economic and
Suply industry, souvenirs
Foreign Affairs
Advertising and marketing
Ministry for Environmental
Hotels, B&B
Tourists
Affairs and Nature
Transportation compagnies
Conservation Agriculture
Restaurents
Agriculture
NGO/SHO (Non-governmental and self-help organisations):
International nature conservation organisations
Guides
National NGO’s
Organisations of indigenous peoples
Source:
Local NGO’s
GTZ ’Sustainable Tourism
Local SHO’s/co-operatives
as a Development Option’
New tourism management
Industry should:
• Adapt strategic thinking to
develop tourism with
benefits for everyone
• Extend and diversify
product offerings to
improve return on
investments and social
value
• Lead innovative
management and help
spread best practice
through corporate social
responsibility Source: WTTC (2003)
Potential Bangladeshi players:
• International
– SKAL, WTTC, IATA
• National
– Associations: TOAB, ATAB,
TGAB, Bangladesh Tourism
Foundation
– Best practice players:
Panigram, Guide Tours
– World brands in BD: Radisson,
Emirates, Intrepid Travel
– Individual tourism players
New tourism management
Government should:
Potential Bangladeshi players:
• Show leadership defining
• International
management structures
– UNWTO, UNESCO, OECD,
PATA
• Elevate travel and tourism
• Regional cooperation
to strategic national level
– Bhutah, Nepal, India,
• Add sustainable travel and
Myanmar
tourism into all policies and
• National
decision-making
– Government
• High involvement:
– All relevant ministries
Attractions, regulation,
– Municipalites
research, planning,
– Bangladesh missions abroad
promotion etc.
Source: WTTC (2003)
– National tourism board
– Parjatan
New tourism management
All stakeholders should help:
• Cooperate in identifying
opportunities for growth
• Focus on building travel and
tourism that opens up
prospects for people
• Work together to remove
obstacles to growth
Source: WTTC (2003)
Potential Bangladeshi players:
• International
– Bimtec, SNV, USAID
• National
– Development: Grameen,
Katalyst , SCIB
– Conservation: Urban Study
Group, Nishorgo, Contic
– Media: tourism and general
– Private sector: Chambers of
commerce and industry,
investors and banks
– Higher education: service
schools and universities
Summing up
• Status
– General sector obstaceles
– National tourism obstacles
• Tourism development goals
– Sustainable tourism values
– National and regional cooperation
• Active sustainable movement
– Long-term sustainable values
– Knowledge sharing and
cooperation on all levels
– Goal: new tourism management
• The Views On Tourism Project
– Communication platform for
sustainable tourism movement