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Bangladeshi tourism - network strategy for sustainable tourism

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Presentation on theme: "Bangladeshi tourism - network strategy for sustainable tourism"— Presentation transcript:

1 Bangladeshi tourism - network strategy for sustainable tourism
A Views On Tourism Project presentation Jagannath University 9th June 2010

2 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

3 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 Online group Tourism network and discussion forum for people interested in a sustainable tourism development in Bangaldesh LinkedIn an international professional network

4 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

5 Understanding tourism demand Without tourists no tourism!

6 World tourism demand since 1950
Regional outbound anno 2008 Push-factor – why leave home? 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)

7 World tourism destinations
Pull-factor – where to go? 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 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 Source: UNWTO

8 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)

9 environmental paradigm
A new world view Dominant western environmental paradigm 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 Source: Weaver & Lawton (2002)

10 Increased world demand for nature
Historical tourism view 1980s increased tourism demand for more nature-based travel adventures 1994: % 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

11 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

12 The new traveler stereotype
Green consumer Knowledgeable about environmental issues Conscious of social justice concerns Motivated by a desire for self-fulfilment and learning More independent-minded and quality conscious Carefully assesses tourism products in advance Preferes flexible and spontaneous itineraries Sensitive to local cultures Searches for authentic and meaningful experiences Searches for physical and mentally challenging experiences Wishes to have a positive impact on the destination Source: Weaver & Lawton (2002)

13 Understanding tourism sector
Most important supporters of tourism demand and supply Attractions Often motivation for visit Accommodation Most visible sub-sector Transportation Most important element in destination development Public sector and policy Crucial management organisations Tour operators/planers 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

14 Tourism development is complex!
Tourism often praised as an effective development tool, especially in rural areas and the developing world Tourism always cause environmental and socio-cultural as well as economic impacts on destinations Tribal people in Bandarban

15 Positive tourism impact
Source: ‘Why Tourism Matters’ campaign Washington State, USA Economy 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

16 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

17 Destination impact from tourism
Less developed destinations are vulnerable, especially to rapid tourism development! Tourism in developing world Industry focus often inbound tourism (expect high income) Often huge cultural, which may cause large negative social implications New discussion: Long-term social and economic benefit best from national tourism?

18 Sustainable tourism is the solution!
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

19 Sustainable tourism values and principles
Economic goals Economically viable industry Economically viable businesses Economic benefits to locals and other stakeholders Social goals Participation Planning Education Health Employment Community benefits Visitor satisfaction Environment and ressource goals Maintain or expand biodiversity Minimal resource degradation Resource benefits Acceptance of resource values Matching of supply and demand Intergenerational equity Adaptive design Sustainable tourism values and principles Environment economy integration Community based economics Conservation With Equity Source: Hall (1998)

20 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

21 Eco-tourism - a sub-category
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

22 7 characteristics of eco-tourism
Involves travel to natural destinations Minimizes impact Respects local culture Builds environmental awareness Supports human rights and democratic movements Provides financial benefits and empowerment for local people Provides direct financial benefits for conservation Source: The International Ecotourism Society (TIES)

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24 Best case: Ecotourism in China
Meilixueshan Conservation Area Principle tourist attractions Majestic views of the Meilixueshan mountain Trekking through forest and traditional Tibetan villages Glaciers and waterfalls along a Tibetan pilgrimage route Tibetan cultural and religious heritage Tibetan-run guesthouses or homestays Local Tibetan guides Development partners Deqin County Government The Nature Conservancy, world conservation organization

25 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 The South Asia Travel & Tourism economy 2010 is: Number 10 in absolute size worldwide Number 1 in long-term (10-year) growth Source: ADB (2009) Source WTTC (2010)

26 Best case: Regional cooperation
Asian Development Bank project Target markets Thailand, Korea, China, UK, France, Germany, Italy, USA, Canada and Australia Subregional tourism cooperation India, Nepal & Bangladesh Governments co-investment Sustainable heritage tourism development (UNESCO) Bangladesh: Heritage Highway Site access and condition Protect, manage and promote heritage

27 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? National / international tourist numbers? Demographic and geographic profile? Travel motivation and satisfaction? Product consumption? Who are welcome? National, regional or international tourists? Mass tourists, high spenders, long time and travelers? Leisure or business tourism? Who supports positive development? Photo: a group of tourists in Sundarbans

28 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 (tourism guide books): 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

29 (International) product potential?
Sustainable products 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

30 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)

31 New sustainable tourism initiatives
ADB: Heritage Highway USAID/IPAC: Teknaf Peninsula Community-Based Ecotourism Strategy Katalyst: Tourism capacity development Government National tourism policy National Tourism Board Succes depend on long-term sustainable tourism strategies, knowledge and cooperation!

32 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

33 Networking in tourism Advise
The partners 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’

34 Network in tourism - an overview of the stakeholders
Organisations of the multilateral and bilateral co-operation Private sector: Tour operators Travel agencies Incoming agencies Employees in tourism Business associations Suply industry, souvenirs Advertising and marketing Hotels, B&B Transportation compagnies Restaurents Agriculture Guides Public sector: Tourism officials Community and regional administrations Ministries of Economic and Foreign Affairs Ministry for Environmental Affairs and Nature Conservation Agriculture Tourism experts Tourists NGO/SHO (Non-governmental and self-help organisations): International nature conservation organisations National NGO’s Organisations of indigenous peoples Local NGO’s Local SHO’s/co-operatives Source: GTZ ’Sustainable Tourism as a Development Option’

35 New tourism management
Industry should: Potential Bangladeshi players: Adapt strategic thinking to develop tourism with benefits for everyone Include less powerful individual providers and sectors! Extend and diversify product offerings to improve return on investments and social value Spearhead innovative management and help spread best practice through corporate social responsibility 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 Source: WTTC (2003)

36 New tourism management
Potential Bangladeshi players: Government should: International UNWTO, UNESCO, OECD, PATA Regional cooperation Bhutah, Nepal, India, Myanmar National Government All relevant ministries Municipalites Bangladesh missions abroad National tourism board Parjatan Show leadership defining management structures that can efficiently drive New Tourism Elevate travel and tourism to strategic national level with senior level policy-making Factor travel and tourism into all policies and decision-making, to promote sustainable tourism High involvement: Attractions (nature and culture), regulation, research, planning, promotion etc. Source: WTTC (2003)

37 New tourism management
All stakeholders should: Potential Bangladeshi players: Cooperate in identifying opportunities for growth Focus on building travel and tourism that opens up prospects for people Work together to remove impediments to growth International Bimtec, SNV, USAID National Development: Grameen, Katalyst 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 Source: WTTC (2003)

38 Summing up Status Tourism development goals
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 A sustainable tourism movement communication platform?


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