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Prospect of Sustainable Tourism in Bangladesh
A Views On Tourism Project presentation
UIU / JCI seminar
21th June 2010
Personal profileMajbritt 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 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 – 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 networkwww.viewsontourism.info/about/
AgendaWorld 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 1950Push-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
Regional outbound anno 2008
• 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 destinationsPull-factor – where to go?
• 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 viewDominant western
environmental paradigm Green paradigm
Humans are separate from naturesuperior to nature
Humans are part of natureand nature are equal
Realityis objectivecan be compartmentalised
Reality issubjectiveintegrated 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)
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)
Changed world demand for natureHistorical tourism development
• 1980s increased tourism demand for more nature-based 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
• 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
More than a niche market!
Understanding tourism sectorMost 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
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
• Economy– Direct / indirect revenue for
country, community and private sector
• Nature– Protect environment and preserve
nature
Positive tourism impact
• 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
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
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
ConservationWith
Equity
Environment economy
integration
Community based
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• One definition
– “Ecotourism is a responsibletravel to natural areas that covers the environment andsustains 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 ChinaMeilixueshan 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
• 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 cooperationAsian Development Bank project
• Subregional tourism cooperation 2009-2014
– India, Nepal & Bangladesh
– Governments co-investment
– Sustainable heritage tourism development (UNESCO)
• Bangladesh: Heritage Highway
– Site access and condition
– Protect, manage and promote heritage
• Target markets
– Thailand, Korea, China, UK, France, Germany, Italy, USA, Canada and Australia
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 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
– 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 industryNational 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 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!
Present tourism organisation• Bangladeshi tourism is a
scattered industry– Huge competion for the existing
markets
– Lack of cooperation on all levels
– Goal fast economic 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
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
Organisations of the multilateral and bilateral co-operation
NGO/SHO (Non-governmental and self-help organisations):International nature conservation organisationsNational NGO’sOrganisations of indigenous peoplesLocal NGO’sLocal 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
• 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
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
Source: WTTC (2003)
New tourism management Government should:
• Show leadership defining management structures
• Elevate travel and tourism to strategic national level
• Add sustainable travel and tourism into all policies and decision-making
• High involvement: Attractions, regulation, research, planning, promotion etc.
Potential Bangladeshi players:
• International – UNWTO, UNESCO, OECD,
PATA
• Regional cooperation– Bhutah, Nepal, India,
Myanmar
• National– Government
– All relevant ministries
– Municipalites
– Bangladesh missions abroad
– National tourism board
– ParjatanSource: WTTC (2003)
New tourism management All stakeholders should help:
• Cooperate in identifying opportunities for growth
• Focus on building travel and tourism that open up prospects for people
• Work together to remove obstacles to growth
Potential Bangladeshi players:
• International– Bimtec, SNV, USAID
• National– Development: Grameen,
Katalyst, JCIB– 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– 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
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