Sustainable tourism in Bangladesh - development potential

and the role of a tourism policy

A Views On Tourism Project presentation

November 2009

Agenda

• Introduction

• National tourism status

• Tourism development– General obstacles

– Destination impact

– Sustainable tourism

– BD tourism potential

• How to become sustainable– New Tourism management

– Policy instruments and role

• Conclusion

Personal profileMajbritt Thomsen

• MA TourismMarketing, policy, organisation

• Danish expat since 2007

• Royal Danish Embassy, DANIDA report on BD tourism potential

• Business studies BD tourism

• Interaction tourism sector

• BD travel experience

• BD tourism has potential, but lack sustainable development through knowledge and cooperation.

Photo: Up-comming Panigram eco-resort, Jessore

Views On Tourism Project

Voluntary initative

• A sustainable tourism movement in Bangladesh

• Tourism capacity building for a sustainable tourism development

• Knowlege and network services– Web-page: knowledge pool

articles, link, player overview www.viewsontourism.info

– Group: network, discussion

– Near future: Seminars

– Long-term player Photo: The Views On Tourism web-page

National tourism statusDANIDA report

“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.”(2008)

National tourism status Demand

• Forecast WTTC – 4 % BNP 2009-2019– 2009: 244,8 billion Taka– 2019: 711,3 billion Taka– Real GDP growth 3.5% in 2009 – Real GDP increase to average – 6.0% per annum in 2019

Source: ‘Travel & Tourism economic Impact – Bangladesh 2009’

• How to increase demand?– The number of visitors– Their average lenght of stay– Their average daily expenditure

• Which markets should Bangladeshi tourism target?– Lack of access to international and national market data– Who, when, where, why, ’reason to go’, consumption, satisfaction etc.

Photo: a group of tourists in Sundarbans

National tourism status Tourism product

• Attractions– Main lessure destinations Rajshahi,

Sylhet, Chittagong and Khulna– 3 UNESCO sites – 5 sites on UNESCO tentative list– Low focus maintenance, inovation,

sustainability– Potential: nature, culture, history,

handicraft, everyday life

• WTTC (2008): Travel & Tourism Capital investment out of total investment 2009-2019– Bangladesh: 4,1% > 3,9%– South Asia: 7,7% > ?– World: 9,4% > 9,3%

National tourism status Supply

• Tourism industry– Similar products – Varying quality and service

• Organisation– Scattered sector with many

players– Lack sector strategy,

cooperation, investment

20/80 rule

20% big players 80% SME

80% income 20% income

International National

High innovation Low innovation

National tourism status International destination image

• Definition: “Sum of beliefs, ideas and impressions that a person has of a destination” Kotler et al. (1994)

• News/NGO: – poor population, corruption, natural disasters

• Tourism: – International attention: New7Wonders, 2009

top ten interesting travel destination, new travel books

– National branding lack of consistence message and strategy

• Personal experience: – Meet people with Bangladeshis experience– Travel BD: visit, business, expat, work, tourist

• Exact Bangladeshi destination image in different targetmarkets?

General obstacles: Tourism planing system

Source Mill & Morrison (1985)

Market

Travel

Destination

Marketing

The travel purchase

Reaching the marketplace

The selling of travel

The shape of travel demand

General obstacles: Destination lifecycle

Source: Butler 1980

Tourism development

• Tourism is often praised as an effective development tool, especially in rural areas and the developing world.

• The presence of tourism in any destination always brings with it environmental and socio-cultural as well as economic impacts.

• Less developed destinations are vulnerable – long term positive development is a challenge. The tribal people should be heard to obtain a

sustainable tourism development in Bandarban

• Economy– Direct / indirect revenue for

country, private sector and local community

• Nature– Protect environment and preserve

nature

Positive tourism impact

• 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 resources

– Disturb fauna and flora

• Culture– Lost of cultural values and

traditions

– Prostitution and crime

A new world view?Dominant 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)

Sustainable tourism• Definition: “Tourism that

meets the needs of present tourists and host regions while protecting and enhancing opportunity for the future.” Source: UNWTO

• A value integrated into all aspects of tourism development and management .

• Achieved by balancing the needs of tourists with those of the destination.

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 tourism practiceBhutan• Core value:

– Brutto National Happiness– Pro-poor tourism development– Long-term sustainable development– Restricted the level of tourist activity

• Tourism status: – The largest earner of hard-currency

foreign exchange– Substantial potential for poverty

alleviation through economic development.

• Department of Tourism coordination– SNV tourism advisor since 2002,

national involved since 1988 – Partners: Department of Tourism,

Association of Tour Operators, Nature Conservation Division, Regional Trade and Industry Office

Best management practiceSNV• History

– Dutch origin– International development organisation– Over 40 years of experience– Work in 32 countries , including Nepal,

Bangladesh and Bhutan

• Focus– Poverty alleviation through

• basic services• increased production, income and

employment

– Increasing presence of national advisors in-country

• Tourism – Integrated Tourism Destination Development– Engagement with the private sector– Partnerships– Tourism Value Chain– Tourism governance; policy and strategy development

Top Ten Ecotourism Destinations

Source: National Geographic (April 2008)

The new traveler stereotype • Green consumer

• Sensitive to local cultures

• Conscious of social justice concerns

• Knowledgeable about environmental issues

• Preferes flexible and spontaneous itineraries

• Carefully assesses tourism products in advance

• Motivated by a desire for self-fulfilment and learning

• Searches for physical and mentally challenging experiences

• More independent-minded and quality conscious

• Searches for authentic and meaningful experiences

• Wishes to have a positive impact on the destinationSource: Weaver & Lawton (2002)

• Ecotourism growing 10 to 30 per cent per year accounts for around 20% of tourists worldwide.

Source: New Scientist (2004)

Bangladeshi tourism potential• Sustainable tourism

– Eco tourism– Cultural tourism– Nature tourism– Heritage tourism– Religious tourism– Volunteer tourism– Pro-poor tourism– Adventure tourism– Regional cooperation:

• Bhutan, Nepal, East India• BD individual tourism image!

• Sustainability?– Sundarbans– Cox’s Bazar– Business tourism

Sustainable tourism management

WTTC New tourism

• Mature response to a more complex world

• Focus: deliver commercially successful products – but in a way that ensures benefits for everyone: travelers, communities, nature, social and environments.

• Long-term considerations.

• Strategy: coherent partnership between the private sector and public authorities.

“Governments have it within their power to unlock the industry's potential to create jobs and generate prosperity.”

“The public sector has a special responsibility to ensure the sustainability of key tourism assets, such as the natural and cultural resources that preserve the attractiveness of tourism destinations and the competitiveness of tourism companies.”

Source: WTTC (2003)

WTTC New tourismIndustry should:

• Adapt strategic thinking so as to develop tourism with benefits for everyone.

• Extend and diversify product offerings to improve yields and social value.

• Spearhead innovative management and help spread best practice through corporate social responsibility.

Important potential players

• International– SKAL, WTTC, IATA

• National– Associations: TOAB, ATAB,

TGAB

– Best practice players: Panigram, Guide Tours

– World brands in BD: Radisson, Emirates, Intrepid Travel

Source: WTTC (2003)

WTTC New tourismAll stakeholders should:

• Cooperate in identifying opportunities for growth.

• Focus on building Travel & Tourism that opens up prospects for people – from employment to development.

• Work together to remove impediments to growth – from infrastructure shortcomings to pollution, and from outdated legislation to unmet health and security concerns.

Important potential players

• International– PATA, Bimtec, SNV, US Aid

• National– NGO: Grameen, Katalyst– Conservation: Urban Study

Group, Nishorgo– Media: tourism, general– Private sector organisations:

CBCCI, – Higher education: Victoria

University of Bangladesh, The Prinston Institute

Source: WTTC (2003)

WTTC New tourismGovernment should:

• Show leadership defining coherent and streamlined management structures that can efficiently drive New Tourism.

• Elevate Travel & Tourism to strategic national level with senior level policy-making.

• Factor Travel & Tourism into all policies and decision-making, to promote growth that respects both business needs and the well-being of citizens.

Important potential players

• International – UNWTO, UNESCO, OECD

• Regional tourism cooperation– Bhutah, Nepal, East India

• National– Government

– All relevant ministries

– Municipalites

– Bangladesh missions abroad

– National tourism board

– Parjatan

Source: WTTC (2003)

4 typical ’pillars’ in tourism policy

Branding and marketing

• Market analysis

• Economic support for enterprises’ marketing activities

• Coordination of marketing

• Development of branding concepts

• PR from foreign representations

• Etc.

Foreign Exchange Earnings form Tourism & Other Travels 2005Source: Parjatan, latest online statistic 2005

Source: Halkier (2009) inspired by Dahler-Larsen

(2000) and pearce (2000)

4 typical ’pillars’ in tourism policy

Branding and marketing

• Pro arguments– Matching other countries

– Need for coordination

– Visibility of country in general

– Traditions and competences

– Pressure from industry

• Contra arguments– Oldfashined policy

– Subsidies without any conditions

– Impact undocumentedSource: Halkier (2009) inspired by Dahler-Larsen (2000) and

pearce (2000)

4 typical ’pillars’ in tourism policy

Destination service

• Support for turist offices

• Publication of guidebooks etc.

• Signboards, route signs

• Congress services

• Etc.

Source: Halkier (2009) inspired by Dahler-Larsen

(2000) and pearce (2000)

4 typical ’pillars’ in tourism policy

Destination service

• Pro arguments– Hospitality– Increased sales– Democratic basis

organisation of the tourism industry

• Contra arguments– Requires substantial

resources– Uncertainty about

impacts– Tourists now use other

information sourcesSource: Halkier (2009) inspired by Dahler-Larsen

(2000) and pearce (2000)

4 typical ’pillars’ in tourism policyLegal and physical infrastructure

• Roads, railways, airports, cruise harbours, bicycle trails etc.

• Renovation of towns and tourist districts

• Cultural institutions and services

• Tax policies

• Legal frameworks on the labour market

• Etc.

Source: Halkier (2009) inspired by Dahler-Larsen (2000)

and pearce (2000)

4 typical ’pillars’ in tourism policyLegal and physical infrastructure

• Pro arguments– Benefits for the local

population– No direct subsidy– Affecting industry structures

indirectly– Synergies with other

objectives: environment, regional development etc.

• Contra arguments– Industry exploiting public

investments– Benefits larger enterprises

more than SME’sSource: Halkier (2009) inspired by Dahler-Larsen (2000)

and pearce (2000)

4 typical ’pillars’ in tourism policy

Structural development and innovation

• Subsidies of investments in

interpricses

• Support for taking capacity

out of production

• Advisory services for

enterprises

• Education for the sector

• Support for product development

• Support for industry collaborative structures

• Etc.

Source: Halkier (2009) inspired by Dahler-Larsen (2000)

and pearce (2000)

4 typical ’pillars’ in tourism policy

Structural development and innovation• Pro arguments

– Strategic selection of ’winners’– Affecting of the aggregate quality

of the tourist product– Strategic public ownership and

commitment

• Contra arguments– Resistance from the industry– Uncertainty about cause-effect

relationships– General liberalisation trends– Problem to find high-quality

beneficiaries for subsidies

Source: Halkier (2009) inspired by Dahler-Larsen (2000) and

pearce (2000)

Policy instrumentsResources

Rules

Authority Information Finance Organisation

Mandatory Spatial planing Growth fora

Conditional Permission Partnership Partnership

Voluntary Public Community

• Traditional policy instruments • Soft policy instruments:

– New Tourism: Coherent partnership and cooperation

Source: Halkier (2009) inspired by Hall (2000)

Network impact on policy succes

Strategy

Resourcemobilization

Diverging Common

Weak Ritualistic Composite – a mix

Strong Visionary Innovative

Source: Halkier (2009) inspired by Bozemann (2004)

Innovation through tourism policy

Long-term process!

Political

environment

Public actors

Private actors

Discursive terrain

Implementing

organisation

Political sponsor

Organisation

Policy design

Economic & socio-

cultural

environment

Public actors

Private actors

Cultural patterns

Discursive terrain

Policy target

Firms

Organisations

Public authorities

Tourists

PROBLEM

DEFINITION

POLICY

OUTCOME

• Effect depend on target response/situation• Requiried: shared sustainable values, knowledge and

cooperation.• Repeated policy process based on evaluation

Source: Halkier (2009)

Policy evaluations• Input analyses

– What activities are launched?

– What is the allocation of funds?

• Output analyses– What is purchased for the

funds?

• Result analyses– Indicators of the use of the

purchased facilities

• Effect analyses– Were the objectives reached?

– Are there side effects (expected and unexpected)

• Effectivity analyses– Where the funds well spend

compared to other types of allocation?

• Efficiency analyses– Could the fund have been

spent with higher effects, for example by using other methods or by more careful management?

Source: Halkier (2009) inspired by Dahler-Larsen

(2000) and pearce (2000)

ConclusionBangladesh can achieve a positive tourism development

If players

• are guided by green values and knowledge to develop a sustainable destination

• initiate a long-term development process based on New Tourism concept

Contact information

Majbritt Thomsen

Owner Views On Tourism Project

E-mail: info@viewsontourism.info

Web-page: www.viewsontourism.info

LinkedIn group: http://www.linkedin.com/groups?about=&gid=1968347&trk=anet_ug_grppro

SourcesText

• Halkier, Henrik (2009) lectures in Tourism Policy http://www2.ihis.aau.dk/~ha

lkier/

• DANIDA by Thomsen, Majbritt (2008) ’Introduction to the tourism industry in Bangladesh’ Royal Danish Embassy, Bangladesh

• Weaver, David & Lawton, Laura (2002) ’Tourism Management’, Wiley

• WTTC World Travel & Tourism Council (2003) ‘Blueprint for tourism’ http://www.wttc.org/

• WTTC World Travel & Tourism Council (2008) ‘Travel & Tourism economic Impact – Bangladesh 2009’

SourcesPhotos

• Bangladesh Travel Writer Association, front cover (page 37)

• Bhutan Travel Bureau (page 18 and 19)

• Bradt Travel Guide, front cover (page 9)

• DANIDA report front cover (page 5)

• Mahabub, Emile (page 1 right, 14 bottom and 32)

• Ministry of the Environment and Water Resources, Singapore Government (page 40)

• Magnussen, Casper & Thomsen, Majbritt (1 left and middle,2, 6, 7, 8, 12, 14 top, 16, 21, 22, 33, 38, 39, 41, 46)

• Samia Nazmeen Mishu (page 3)

• Parjatan poster (page 35)