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)

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?