Bangladesh's journey towards green tourism

Farhan Khan, research associate, NSU. Sketch: TBS

When we think of the word "tourism," the first things that come to mind are the gentle breeze against our faces as we bask in nature's tranquillity, the vibrant colours of valleys and oceans, the thrill of adventure, the mouth-watering flavours of national and international cuisines, and the warm hospitality of hotels.

In today's globalised world, tourism has become a crucial driver of social and economic networks, both within and beyond national borders. With its diverse activities, trade potential, and numerous economic benefits, the tourism industry is now recognised as one of the most significant contributors to economic growth in many countries.

Bangladesh boasts a wealth of tourist destinations, including the world's longest sea beach, captivating mangrove forests, and serene rivers. Visitors can unwind and escape their hectic daily routines by spending time on the sandy shores of Cox's Bazar—the longest sea beach in the world—exploring the mystical Ratargul Swamp Forest, or immersing themselves in the breathtaking landscapes of Bandarban and the tea gardens of Sylhet.

The country's tourism industry began to gain momentum around 2007, as reflected in its steadily increasing contribution to GDP. According to the World Bank, the implementation of a revised national tourism policy in 2010 led to a significant rise in Bangladesh's average tourism revenue from 2013 onwards. Tourism is considered one of the country's key industries due to its strong forward and backward linkages with other sectors and its alignment with the Sustainable Development Goals (SDGs). Although the COVID-19 pandemic severely impacted the industry, strategic stimulus initiatives have helped it recover and regain its previous trajectory.

However, the tourism sector faces pressing sustainability challenges that must be addressed. Among these, four major concerns stand out:
i) Pollution
ii) Unplanned urbanisation
iii) Waste management
iv) Loss of biodiversity

Experts in tourism economics suggest that these issues could be mitigated through a shift towards green tourism. In simple terms, green tourism involves environmentally sustainable tourism practices that do not compromise social, economic, or cultural contexts.

Tourism, more than any other industry, has the power to impact—both positively and negatively—the very resources it depends on. This raises two critical questions about green tourism:

Is the transition to green tourism feasible?

What factors could drive this transition?

The answer to the first question is a resounding yes. Due to its interconnectedness with various industries on both national and international levels, tourism can influence a broad spectrum of public and private stakeholders. For example, when tourism businesses adopt greener practices, they can significantly impact supply and distribution chains—whether local, regional, or global—by encouraging or requiring suppliers and distributors to follow suit.

The transition to green tourism can be driven by multiple factors, with innovation being a widely recognised catalyst. Economic growth literature suggests that an industry's potential for long-term success is determined more by its capacity for innovation than by its current productivity levels. Innovation broadly refers to the introduction of new or significantly improved products, processes, or strategies. In essence, it encompasses a range of activities that may be novel to a business, a market, or the world at large.

In recent years, there has been growing interest in non-technological innovation, such as marketing and organisational changes, and their impact on a firm's long-term success. This trend is particularly evident in countries where industrial structures and specialisations limit the expansion of high-tech, R&D-driven innovations.

Interestingly, sustainability-focused innovation in tourism is not solely about new technology. In fact, non-technological innovations have proven highly effective in this sector. Given tourism's labour-intensive nature—a common characteristic across most countries—innovations in management, business models, and marketing strategies can play a crucial role. Examples include implementing environmental management systems, integrating Environmental, Social, and Governance (ESG) principles into tourism business models, and adopting new marketing and organisational approaches. Additionally, innovation in social and institutional structures can further promote sustainable tourism practices.

So, what role should the government play in fostering a thriving green tourism sector in Bangladesh?

A strategic approach is needed, encompassing both medium- and long-term measures. First and foremost, the government should revise existing tourism policies and introduce institutional reforms along with monitoring mechanisms. For instance, updating tourism policies to include greener destination planning, sustainable standards, and stakeholder engagement frameworks can facilitate green innovation. Additionally, regulatory reforms—such as strengthening the tourism board's institutional authority—could help oversee and guide the sector's transition. Furthermore, establishing clear evaluation and monitoring frameworks would ensure continuous progress in green tourism initiatives.

Another crucial step is increasing government engagement with tourism-related businesses to identify obstacles to sustainable development and understand local market dynamics. This would enhance the effectiveness of green tourism adoption. Additionally, introducing fiscal incentives—such as tax breaks, subsidies, seed funding, or credit facilities for small tourism enterprises—could help stimulate environmentally responsible market activities.

Ultimately, transitioning towards green tourism requires a collaborative effort involving businesses, policymakers, and local communities. With the right strategies in place, Bangladesh can harness the full potential of its tourism industry while ensuring long-term environmental sustainability.