20100621 prospect of sustainable tourism in bangladesh
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Prospect of Sustainable Tourismin Bangladesh
A Views On Tourism Project presentationUIU / JCI seminar
21th June 2010
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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 visionarypeople, resources, organizationsand initiatives in Bangladesh
Views On Tourism Project
Photo: Up-comming Panigram Eco-resort, Jessore
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The Views On Tourism ProjectVoluntary initative since 2008 Vision
Encourage an active sustainabletourism movement in Bangladesh
All players can make an impact!
Online blog
Tourism knowledge and inspiration National, regional and internationalresources
This presentation is availablewww. views on tourism .info
Online group
Tourism network and discussionforum for people interested in asustainable tourism development inBangaldesh
LinkedIn an internationalprofessional networkwww. views on tourism .info/about/
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AgendaWorld best practice and theory
Understanding tourismchallenges
Sustainable tourism Practices and lessons
Bangladesh Status and sustainable tourism
potential How to develop national
tourism through knowledgeand network
Summing up
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Understanding tourism demandWithout tourists no tourism!
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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 DominatesTourism Flow Outbound
Strong Outbound Flow fromAsia-Pacific
Economic Stability inEastern Europe FavorsOutbound Flows
Wealthy North Americans:Passionate Travelers
Source: Euromonitor International'sTourism Flows Outbound World(2008)
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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
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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)
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A new world viewDominant western
environmental paradigmGreen paradigm
Humans areseparate from naturesuperior to nature
Humansare 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 structuresEmphasis on the individua l Emphasis on the communal
Facilitation through capitalism Facilitation through socialism
Linear progress and growth Maintenance of a steady state
Use hard tecnology Use soft tecnologyPatriarchal and male Matriarchal and female
Source: Weaver & Lawton (2002)
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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 andmeaningful experiences Searches for physical and
mentally challenging experiences Wishes to have a positive impact
on the destinationSource: Weaver & Lawton (2002)
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Changed world demand for natureHistorical tourism development 1980s increased tourism
demand for more nature-based travel adventures
1994: 40-60 % internationaltourists (528.4 million) werenature tourists
Now: Nature-based tourism
is one of the fastest growingsectors of the world'slargest industry
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Eco-tourism demand
Environmentally mindedtravelers
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!
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Understanding tourism sectorMost important supporters of tourism demand and supply
Attractions Often motivation for visit
Accommodation
Most visible sub-sector Transportation
Most important element indestination development
Public sector and policy Crucial management
organisations
Tour operators/planers Almost exclusively product
packaging and distribution High influence on tourism
demand and hence sectorsucces and failure
Multiple SMEs and tourismrelated stakeholders Different agendas, resources
and focus on tourism
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Tourism development is complex! Tourism often praised as an
effective development tool,especially in rural areas andthe developing world
Positive and negativedestination impact on: Environment Society and culture Economy
Tribal people in Bandarban
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Economy Direct / indirect revenue for
country, community and privatesector
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
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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
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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 hugecultural gab
New discussion: Long-termsocial and economic benefitbest from national tourism?
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Sustainable tourism is the solution! One definition: Tourism
that meets the needs of present tourists and host regions while protectingand enhancing opportunity
for the future Source: UNWTO A tourism value
Development: Balancing theneeds of tourists anddestination
New tourism management:cooperation government,tourism sector and allstakeholders
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Sustainabletourism valuesand principles Economic goals
Economically viable industryEconomically viable businesses
Economic benefits to locals and otherstakeholders
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
economyintegration
Community
basedeconomics
Source: Hall (1998)
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Eco-tourism - a sub-category
One definition Ecotourism is a responsibletravel to natural areas thatcovers the environment andsustains the well being of
local people (Epler Wood, 1996)
Goal
Ecotourism can become animportant tool to preserveand develop remote areas
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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 forconservation
Source: The International Ecotourism Society (TIES)
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Best case: Ecotourism in ChinaMeilixueshan Conservation Area
Principle tourist attractions Mountain, glaciers and
waterfalls along a Tibetanpilgrimage route
Tibetan cultural and religiousheritage
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 conservationorganization
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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 Nepaland/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)
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Best case: Regional cooperationAsian Development Bank project
Subregional tourismcooperation 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
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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 internationaltourists Mass tourists, high spenders, long time
travelers Leisure or business tourism? Who supports positive development?
Photo: a group of tourists in Sundarbans
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International tourism image? Destination image: Sum of beliefs, ideasand 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 inBangladesh
Travel Bangladesh: visit, business, expat,work, tourist
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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? Coxs Bazar - not likely Sundarbans potential Other possibilities
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The tourism industry
National 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)
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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 tourismstrategies, knowledge andcooperation!
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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 sustainabletourism resources, visions andinitiatives
United forces will make asustainable tourism movement
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Cooperation in tourism!Advise The stakeholders must truly
want sustainable tourismdevelopment and beprepared to cooperate andcommunicate
When setting up partnershipsstructures share income andrisk
Invite an expert on tourism toparticipate at the earliestposible date
Source: GTZ Sustainable Tourism as a Development Option
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Cooperation in tourism- an overview of the stakeholders
Private sector:Tour operatorsTravel agenciesIncoming agenciesEmployees in tourismBusiness associationsSuply industry, souvenirsAdvertising and marketingHotels, B&BTransportation compagniesRestaurentsAgricultureGuides
Public sector:Tourism officialsCommunity and regional
administrationsMinistries of Economic and
Foreign AffairsMinistry for Environmental
Affairs and Nature
Conservation Agriculture
Organisations of themultilateral andbilateral co-operation
NGO/SHO (Non-governmental and self-help organisations):International nature conservation organisationsNational NGOsOrganisations of indigenous peoplesLocal NGOsLocal SHOs/co -operatives
Tourism experts
Tourists
Source:
GTZ Sustainable Tourismas a Development Option
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New tourism managementIndustry should:
Adapt strategic thinking todevelop tourism withbenefits for everyone
Extend and diversify
product offerings toimprove return oninvestments and socialvalue
Lead innovativemanagement and helpspread best practicethrough corporate socialresponsibility
Potential Bangladeshi players:
International SKAL, WTTC, IATA
National Associations: TOAB, ATAB,
TGAB, Bangladesh TourismFoundation
Best practice players:Panigram, Guide Tours
World brands in BD: Radisson,Emirates, Intrepid Travel
Individual tourism players
Source: WTTC (2003)
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New tourism managementGovernment should:
Show leadership definingmanagement structures
Elevate travel and tourismto strategic national level
Add sustainable travel andtourism into all policies anddecision-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)
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New tourism managementAll stakeholders should help:
Cooperate in identifyingopportunities for growth
Focus on building travel and
tourism that open upprospects for people Work together to remove
obstacles to growth
Potential Bangladeshi players:
International Bimtec, SNV, USAID
National Development: Grameen,
Katalyst, JCIB Conservation: Urban StudyGroup, 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)
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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 forsustainable tourism movement