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Bangladeshi tourism

- network strategy for

sustainable tourism

A Views On Tourism Project presentation

Jagannath University

9th June 2010

Personal profileMajbritt Thomsen

• MA Tourism– Marketing, policy, organisation

• Danish expat since late 2007

• BD travel experience

• Royal Danish Embassy, DANIDA • 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 ProjectVoluntary 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 – 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

www.viewsontourism.info

AgendaWorld best practice and theory

• Understanding tourism challenges

• Sustainable tourism – Practices and lessons – 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 1950Push-factor – why leave home?

• Economic factors

– More wealth

• Social factors

– More time

• Demographic changes

Regional outbound anno 2008

• Western Europe Dominates

Tourism Flow Outbound

• Strong Outbound Flow from

Asia-Pacific

• Economic Stability in • Demographic changes

– Family size, population

increase, urbanisation,

increased life expectancy

• Technological factors

– Transportation

• Political factors

– Freedom of mobility

• Economic Stability in

Eastern Europe Favors

Outbound Flows

• Wealthy North Americans:

Passionate Travelers

Source: Euromonitor International's

‘Tourism Flows Outbound – World’

(2008)

World tourism destinationsPull-factor – where to go?

• Accessibility to markets

• Affordability

• Availability of attractions

• Availability of services

International arivals 2008

• France 79.3 milion

• USA 58.0

• Spain 57.3

• China 53.0

• Cultural links

• Geographical proximity to

markets

• Peace and stability

• Positive market image

• Pro-tourism policies

• 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 culturesother 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

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

Source: Weaver & Lawton (2002)

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

Increased world demand for natureHistorical tourism view

• 1980s increased tourism

demand for more nature-

based travel adventures

• 1994: 40-60 % international

tourists (528.4 million) were 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

• Environmentally minded

travelers

• ’Hard core’ eco-tourism

– Nature - the reson to go!

More than a niche market!

– Nature - the reson to go!

– Nature professionals or people

with serious interests

• ’Soft’ eco- tourism

– Nature important, but not main

holiday motivation or activity

The new traveler stereotype • Green consumer

• Knowledgeable about

environmental issues

• Conscious of social justice

concerns

• Motivated by a desire for self-

fulfilment and learning

• Searches for authentic and

meaningful experiences

• Searches for physical and

mentally challenging experiences

• Wishes to have a positive impact

on the destinationSource: Weaver & Lawton (2002)fulfilment and learning

• More independent-minded and

quality conscious

• Carefully assesses tourism

products in advance

• Preferes flexible and spontaneous

itineraries

• Sensitive to local cultures

Source: Weaver & Lawton (2002)

Understanding tourism sectorMost important supporters of tourism demand and supply

• Attractions

– Often motivation for visit

• Accommodation

– Most visible sub-sector

• Transportation

• Tour operators/planers

– Almost exclusively product

packaging and distribution

– High influence on tourism

demand and hence sector • Transportation

– Most important element in

destination development

• Public sector and policy

– Crucial management

organisations

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

• Tourism always cause • Tourism always cause

environmental and socio-

cultural as well as

economic impacts on

destinations

Tribal people in Bandarban

Positive tourism impact

• 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

Source: ‘Why Tourism Matters’ campaign Washington State, USA

Negative tourism impact

• Economy

– Increased local living cost

– External money flow

• Nature

– High pressure on – High pressure on

environment ressources

– Disturb fauna and flora

• Society / Culture

– Lost of cultural values and

traditions

– Prostitution and crime

Destination impact from tourism • Less developed destinations

are vulnerable, especially to

rapid tourism development!

• Tourism in developing world

– Industry focus often inbound – 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?

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

Sustainable

tourism values

and principles Economic goals

Economically viable industry

Economically viable businesses

Economic benefits to locals and other stakeholders

Environment

economy

integration

Community

based

economics

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

Conservation

With

Equity

integration economics

Source: Hall (1998)

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• Definition

– “Ecotourism is a responsible

travel to natural areas that

covers the environment and

sustains the well being of

local people”

(Epler Wood, 1996)(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

• Respects local culture

• Builds environmental awareness

• Supports human rights and • 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)

Best case: Ecotourism in ChinaMeilixueshan Conservation Area

• Principle tourist attractions

– Majestic views of the

Meilixueshan mountain

– Trekking through forest and

traditional Tibetan villagestraditional 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

South Asian tourism cooperationRegional 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– 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)

Best case: Regional cooperation

Asian Development Bank project

• Subregional tourism

cooperation 2009-2014

– India, Nepal & Bangladesh

– Governments co-investment

– Sustainable heritage tourism

• Target markets

– Thailand, Korea, China, UK,

France, Germany, Italy,

USA, Canada and Australia

– 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?– National / international tourist

numbers?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

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:• 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

(International) product potential?• Sustainable products

– Eco tourism

– Cultural tourism

– Nature tourism

– Heritage tourism

– Religious tourism

– Adventure 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 thefewest 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 initiatives• ADB: Heritage Highway

• USAID/IPAC: Teknaf

Peninsula Community-

Based Ecotourism Strategy

• Katalyst: Tourism capacity

development development

• Government

– National tourism policy

– National Tourism Board

• Succes depend on long-

term 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

Networking in tourismAdvise

• The partners must truly want

sustainable tourism

development and be prepared

to cooperate and communicate

• When setting up partnerships • 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’

Network in tourism- an overview of the stakeholders

Private sector:Tour operators

Travel agencies

Incoming agencies

Employees in tourism

Business associations

Public sector:Tourism officials

Community and regional

administrations

Organisations of the

multilateral and

bilateral co-operation

Tourism experts Business associations

Suply industry, souvenirs

Advertising and marketing

Hotels, B&B

Transportation compagnies

Restaurents

Agriculture

Guides

administrations

Ministries of Economic and

Foreign Affairs

Ministry for Environmental

Affairs and Nature

Conservation Agriculture

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

Tourism experts

Tourists

Source: GTZ ’Sustainable Tourism as a Development Option’

New tourism management Industry should:

• Adapt strategic thinking to

develop tourism with benefits

for everyone

• Include less powerful individual

providers and sectors!

• Extend and diversify product

Potential Bangladeshi players:

• International

– SKAL, WTTC, IATA

• National

– Associations: TOAB, ATAB,

TGAB, Bangladesh Tourism • 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

TGAB, Bangladesh Tourism

Foundation

– Best practice players:

Panigram, Guide Tours

– World brands in BD: Radisson,

Emirates, Intrepid Travel

– Individual tourism players

Source: WTTC (2003)

New tourism management Government should:

• Show leadership defining management structures that can efficiently drive New Tourism

• Elevate travel and tourism to strategic national level with

Potential Bangladeshi players:

• International – UNWTO, UNESCO, OECD,

PATA

• Regional cooperation– Bhutah, Nepal, India,

Myanmar 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.

Myanmar

• National– Government

– All relevant ministries

– Municipalites

– Bangladesh missions abroad

– National tourism board

– ParjatanSource: WTTC (2003)

New tourism management All stakeholders should:

• Cooperate in identifying

opportunities for growth

• Focus on building travel and

tourism that opens up

prospects for people

Potential Bangladeshi players:

• International– Bimtec, SNV, USAID

• National– Development: Grameen,

Katalyst

– Conservation: Urban Study prospects for people

• Work together to remove

impediments to growth

– 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)

Summing up• Status

– General sector obstaceles

– National tourism obstacles

• Tourism development goals

– Sustainable tourism values

– National and regional cooperation

• Active sustainable movement• 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?