Frequently referred to as the "land of rivers", Bangladesh is interwoven by over 700 rivers and produces breath-taking views, as well as an ecology that sustains a thriving biodiversity. If you leave the natural beauty aside though, then there is the abundance of historical sites, a cultural legacy and all that translates to unrealised tourism potential. But even with all its charm, Bangladesh does not draw nearly as many foreign visitors as its neighbours in South Asia.

Increasing inbound tourism just might unlock a catalyst for global awareness, cultural interchange, and storming economic progress. With careful planning and teamwork, the country might have the opportunity to make its tourist industry a significant economic pillar.

Why is inbound tourism so important?

Inbound tourism acts as a critical catalyst for economic growth across the world. The World Travel and Tourism Council (WTTC) claims that the global tourism industry was able to accomplish a staggering USD 9.9 trillion, which is equivalent to 9.1 per cent of the global GDP, in the year of 2023. This portrays how the travelling and the tourism industry can stimulate local economies, create new jobs, and improve the standard of living.

Bangladesh has a lot of opportunities, but for some reason, this is not fully utilised. In 2022, more than 529,000 foreign travellers entered Bangladesh, which is a sign of gradual improvement following the COVID-19 pandemic. This number, however, pales in comparison to countries like India that hosted over 17 million international tourists in 2019.

Tourism makes up around 3-4 per cent of Bangladesh's GDP, according to Bangladesh Tourism Corporation, which is far less than the average 10 per cent that the rest of the world enjoys, and heavily suggests untapped development opportunity.

Numerous aspects of the economy are directly impacted by inbound tourism. Jobs in a variety of industries, like retail, food services, transportation, and hospitality, are facilitated by tourism.

Bangladesh may experience substantial employment with a growing tourist industry, especially in its rural or underdeveloped areas. Inbound tourists also contribute significant foreign currency to the economy, bolstering national reserves and promoting trade. Beyond this, tourism also enhances Bangladesh's reputation outside by showcasing the country's beauty, history, and legacy, and promoting international ties.

Success stories across the border

You do not have to look far to understand the contribution that inbound tourism makes to a nation.

Thailand, for example, which was previously ranked as a low-income country, became a star in the tourism industry by marketing its world-class beaches, heritage, and local experiences. It earned around 11 per cent of its GDP from tourism in 2019, which welcomed 39.8 million tourists. Thailand's success is in its ability to provide a range of experiences at various price points, while promoting itself as a safe and unique travel destination.

"Bangladesh has similar potential," states Shehrina Wahid, Director Public Relations at Amari Dhaka Hotel, a renowned five-star hotel in the capital.

"We have been ineffective at promoting our beautiful country. If we could do proper promotions, especially with spots like Cox's Bazar, Saint Martin's Island, the Sundarbans, and all other lesser known but equally beautiful sites, we have the potential to become global attractions. We think these places are quite well-known, but that's mostly locally, and many foreigners remain unaware of them, and this needs to change," she adds.

Necessary building blocks

Any tourism sector relies heavily on dependable and effective infrastructure. For Bangladesh, this means spending money on utilities, lodging, and transportation. Our road and rail connections to popular tourist destinations are also lacking. Although, recent projects like the railway line that connects Dhaka and Cox's Bazar, and the Padma Bridge, are encouraging initiatives. Travel for foreign tourists can be made easier by growing these networks and enhancing airport amenities, especially at Hazrat Shahjalal International Airport.

While major centres such as Dhaka and Chattogram have luxury hotels, tourist destinations that are further out of these developed zones frequently lack quality lodging. It's possible to accommodate a range of travellers' tastes by promoting investments in eco-resorts, budget accommodations, and even homestays.

"Five-star hotels like Amari Dhaka can organise any kind of tour for our foreign guests to visit any tourist destination within Dhaka, so that they can actually enjoy their stay," says Shehrina Wahid. "These guests come here for work on month-long, sometimes yearly contracts, and they soon exhaust their destination options. They frequently express interest in venturing outside the capital. Improving infrastructure, and more importantly, safety at out-of-city destinations would allow us to perhaps, partner with agencies and offer more comprehensive tourism experiences."

Cox's Bazar, the darling of tourist destinations in Bangladesh, would greatly benefit from the inclusion of more entertainment alternatives after the sun sets, and the beach's appeal subsides.

Raxy Dominic Gomes, Senior Manager, Sales & Marketing at Mermaid Eco Tourism Ltd, shares his opinions on the matter.

 "Cox's Bazar has a strong global appeal, being the longest unbroken beach in the world, and we see that in the number of tourists that visit here. Plus, the Marine Drive road joins the ranks amongst some of the most beautiful roads in the world, because on one side, you have hills, and on the other, the sea. However, once night falls, activities that tourists can take part in drop sharply. At Mermaid Beach Resort, we try to alleviate this with movie nights, games, and more importantly, our Full Moon Parties, where guests can enjoy themselves by the seaside with music."

"We also feel that if there was a mall or movie theatre, foreign guests wouldn't be so bored once night falls here, because these tourists are used to such facilities in other countries they visit. It only seems to be lacking here."

Getting the word out about Bangladesh

In this day and age, having a great online presence is essential for drawing foreign tourists. To establish itself as a distinctive vacation destination, Bangladesh needs a well-coordinated marketing plan. Our traditional cuisine, natural beauty, and cultural festivals can be promoted on social media platforms like Instagram, YouTube, and TikTok. Working together with famous travel-focused influencers to produce interesting content can blow up online and become trending all over the world.

"For further promotion to a worldwide audience, we must take a more proactive presence at international travel fairs like ITB Berlin and WTM London, both of which, we attended last year to great fanfare," says Wahid.

The Sundarbans Mangrove Forest, the Ruins of the Buddhist Vihara, and the historic mosque city of Bagerhat are UNESCO World Heritage Sites, a fact oblivious to many Bangladeshis and the global audience. We can also pull in eco-conscious tourists if we focus on much-needed sustainable tourism practices, while history buffs may be drawn to heritage tourism. Creating guided tours that visit, say, Dhaka's Old Town, or perhaps, Paharpur's historic ruins, and even Sylhet's tea fields and waterfalls, could result in unforgettable experiences.

Steps for the government

The government can do a lot to improve the influx of inbound foreign travellers to Bangladesh.

"The government, more precisely, the Ministry of Civil Aviation and Tourism could maybe take the initiative of distributing promotional materials, such as brochures and leaflets listing attractions and shopping destinations, to public transport like taxis and ride-shares that are parked near hotels," remarks Shehrina Wahid. "This practise has already been implemented in Thailand, and we could take a page out of their book. This would help out guests when they board these vehicles."

"We also have a good Tourist Police force, but despite that safety remains a prevalent concern, especially when you factor in foreign tourists. Safety is the top concern for many foreign visitors. No matter how attractive a destination is, visitors need to feel secure. Our security force is often underutilised in less popular, but equally stunning locations. That also needs to change," she adds.

We also have a cleanliness issue. A walk down our beach, trekking through a hillside, or even visiting our many beautiful waterfalls will show you the amount of littering we do, and just how much disregard our citizens have towards cleanliness or preservation. This requires an in-depth involvement by the government, first by educating the masses, and secondly, by maintaining an active cleaning programme.

"It's crucial to maintain these spots," Shehrina Wahid notes. "Improved clean-up processes and environmental policies are essential to preserving our country's beauty for future visitors."

Additionally, if the government created an interactive, bilingual tourism website with detailed itineraries, virtual tours, and safety recommendations, it would make it simpler for foreign visitors to plan their vacations.

The tourist industry of Bangladesh is both an unrealised opportunity and a challenge. We can develop our tourism into a substantial economic contributor by making infrastructural investments, rebranding our country in the eyes of potential foreign tourists, and marketing our ecological and cultural riches.

Besides the economic benefit, inbound tourism shall take Bangladesh to the world, showcasing all its beauty, hospitality, and rich cultural heritage. The country has the potential to become the leader in tourism in South Asia with governmental, corporate, and local sector cooperation. Now is the time to do it because everyone who visits this nation, takes back home more than memories — they carry a piece of a country ready to welcome the world.

Photo: Shahrear Kabir Heemel

Location: Mermaid Beach Resort