'Beautiful Bangladesh' branding falls short of tourist expectations

Branding of a destination is the key to tourism success, but "Beautiful Bangladesh" did not meet the industry's expectations, said World Tourism Network Bangladesh Chapter Secretary General Syed Ghulam Qadir.

"A pragmatic and realistic approach is crucial to make the world believe in the attractiveness of the destination. The industry's urgent needs have always been ignored," he said at a seminar titled "Roadmap for Tourism Recovery: Present Bangladesh Context", organised by the Bangladesh Monitor at the Sheraton Dhaka today (6 October).

During his keynote address, Qadir said, "Women play a crucial role in the tourism industry worldwide. On average, 55% of the engaged workforce in the tourism and hospitality industry in other countries is female. However, in Bangladesh, this percentage is very negligible. Growing tourism means more employment opportunities for women."

He also talked about how the Bangladesh tourism sector suffered in the past due to natural as well as political crises. He also analysed the present situation in the Bangladesh tourism sector following the recent mass uprising.

"Hotel occupancy dropped to 10-15%, which has now improved to 30-35% on average. Many bookings from foreign tourists were cancelled," he said.

In the keynote paper, few recommendations were made for quick recovery of the tourism sector in the country.

The recommendations include adopting a tourism crisis management plan, providing safety assurances for travellers, and ensuring quick dissemination of information.

To promote Bangladesh tourism, it is suggested to engage PR and branding companies, participate in tourism fairs in various countries, organise road shows and familiarisation trips, and establish an e-visa system.

Additionally, appointing tourism officials in Bangladesh missions abroad, involving Biman in tourism promotion, utilising the non-resident Bangladeshis, and recognising inbound tour operators are recommended.

Pacific Asia Travel Association Chairman Peter A Semone was the chief guest during the session moderated by fortnightly journal Bangladesh Monitor Editor Kazi Wahidul Alam.

The session featured discussions with Bangladesh Tourism Board former CEO Akhtaruzzaman Khan Kabir, Pacific Asia Travel Association Bangladesh Chapter President Shahid Hamid, Bengal Tours Managing Director Md Masud Hossain, and Journey Plus CEO Taufiq Rahman among others.