swot analysis of the bangladeshi tourism sector for development concern

SWOT Analysis of the Bangladeshi Tourism sector for development concern

Decent ( Khulna University BBA-07)

Tourism has become a very important and dynamic sector both in the world economy and particular in the developing countries. Its growth affects not only the activities directly linked to tourism but also other sectors. Tourism is already an important sector in some developing countries and will become so for others. Developing countries have been fast growing in tourism industry terms in the world over the last decade. Tourism is one of the most important sectors in a large number of developing countries. Increases in economic growth, disposable income and leisure time, political stability, and aggressive tourism campaigns, among others factors, have fuelled the significant growth of tourism. Developing countries have some common characteristics, such as extreme poverty and widespread conflict (including civil war and ethnic clashes), extensive political corruption, lack of political and social stability, human resource weakness (human assets index, nutrition, health, education and adult literacy), and economic vulnerability.

Bangladesh is a developing country in Asia, holding high potentiality for tourism. Bangladesh Parjatan Corporation (BPC) plays an important role for the development of tourism. For a long time, Bangladesh has been an attractive destination for tourists. But at present, its position is not significant in terms of

the international tourism market. The overall objective of this research is to identify the strength, weakness, opportunity and threat in tourism development facing Bangladesh. Bangladesh is located conveniently on the east-west air-corridor making it a gateway to the Far East. It is endowed with resources and the potential for a tourism industry. In the south-east the country has a 120 km long

beach of soft silvery sand, perhaps the world's longest, in a Riviera-like setting with crescent-shaped low hills overlooking the Bay of Bengal. The range of the hills clad in lush green thickets are treasured locations for eco-tourists and wildlife watchers. At the head of this terrain is Cox's Bazaar which is as romantic as its name is to the outside world. The Hill Districts to the north and north-east of Cox's Bazaar nestle the Kaptai and Rangamati lakes, a 840 sq.km body of crystal clear water lying in sylvan shadows not far from where a dozen hill tribes follow their traditional life-styles. The Tea District of Sylhet in the far north-east of the country has prospects of tourism, as does the Sundarbans, a large mangrove forest in the South which is home of the Bengal tiger; remains of palaces of old principalities and archaeological sites of Buddhist monasteries. Shrines and holy places, mosques and temples, particularly in the northern part of the country, are among the tourist treasures of Bangladesh.

Explore the Place of Tourist attraction


There are so many places which is enriching for tourism. Those can be mentioned as-

Chittagong: Chittagong, the second largest city of Bangladesh and a busy international seaport, is an ideal vacation spot. Its green hills and forests, its broad sandy beaches and its fine cool climate always attract the holiday -markers. Besides, the longest sea-beach, Cox's Bazar and its adjoing areas have a lot of things to see and places deserve visit by the tourists are Tomb of Sultan Bayazid Bostami , World War II Cemetery , Shrine of Shah Amanat , Court Building Museum, Foy's Lake (Pahartali Lake), Mercantile Marine Academy at Juldia, Patenga and Fouzdarhat Sea Beaches, Port Area, Ethnological Museum, Zia Museum, Sitakunda, Kaptai lake, Other places of interest in the Hill Tract districts include Chandraghona, Khagrachari and Bandarban etc.

Cox's Bazar: Cox's Bazar beach Miles of golden sands, towering cliffs, surfing waves, rare conch shells, colorful pagodas, Buddhist temples and tribes, delightful sea -food--this is Cox's Bazar, the tourist capital of Bangladesh. Having the world's longest (120 kilometers.) beach sloping gently down to the blue waters of the Bay of Bengal, Cox's Bazar is one of the most attractive tourist sport in the country. Other places deserve visit by the tourists like The Aggameda Khyang, Cox's Bazar, Himchari, Inani, Maheshkhali, Ramu,Sonadia Island, Teknaf etc.

Dhaka: The capital of Bangladesh is Dhaka with its exciting history and rich culture known the world over as the city of mosques and muslin. It has history dating back to earliest time. Seven domed Mosque (17th century), Baitul Mukarram National Mosque, Star Mosque (18th century), Dhakeshwari Temple (llth Century), Ramkrishna Mission, Armenian Church (1781 A.D.) St.Mary's Cathedral at Ramna, Lalbagh Fort, It was built in 1678 A.D. by Prince Mohammad Azam, son of Mughal emperor Aurangazeb, National Memorial, Bahadur Shah Park, Bangabandhu Memorial Museum, Mukti Juddha Museum, National Museum, Science Museum, Ahsan Manzil Museum, Banga Bhaban, Bara Katra, Chota Katra, National Art Gallery, Suhrawardy Uddyan (Garden), Balda Garden, Ramna Garden, National Park, Zoological Park, Curzon Hall, Botanical Park, High Court Building, Dhaka Zoo, Central Shahid Minar, National Poet's Graveyard, Buddhist monastery, Sonargaon etc.

Dinajpur: The northern most district of the country, offers a number of attractions to the visitors. The Ramsagar (great sea) lake with rest-houses is a good picnic spot having facilities for fishing and rowing in a serene and quiet green countryside atmosphere.

Khulna: Gateway to the Sundarbans abode of the Royal Bengal Tigers Khulna is an industrial town and Divisional Headquarter. The Mongla Seaport is closeby. Some of the biggest Jute mills in the country are


located here. Khulna is connected with Dhaka by road and boat and by air via Jessore. Accommodation and eating facilities are available

Kuakata: Kuakata, locally known as Sagar Kannya (Daughter of the Sea) is a rare scenic beauty spot on the southernmost tip of Bangladesh. Kuakata in Latachapli union under Kalapara Police Station of Patuakhali district is about 30 km in length and 6 km in breadth. It is 70 km from Patuakhali district h eadquarters and 320 km from Dhaka. At Kuakata excellent combination of the picturesque natural beauty, sandy beach, blue sky, huge expanse of water of the Bay and evergreen forest in really eye-catching.

Rangamati: From Chittagong a 77 km road amidst green fields and winding hills will take you to Rangamati, the headquarter of Rangamati Hill District which is a wonderful repository of scenic splendours with flora and fauna of varied descriptions. The ownship is located on the western bank of the Kaptai Lake. For tourists the attractions of Rangamati are numerous, tribal life, fishing, speed boat cruising, water skiing, hiking, bathing or merely enjoying nature as it is. Some of the Offers: Bangladesh Parjatan Corporation provides suitable hotel and cottage accommodation, catering, speed boat, paddle boat and other facilities at Rangamati.

Rajshahi : Rajshahi has seen the most glorious period of Bengal's Paul dyunasty. It is famous for pure silk, mango and lichi. Attractive silk products are cheaper. A visit to Varendra Research Museum at the heart of the city of rich archaeological finds would be most rewarding. There are also a number of ancient mosques, shrines and temples in and around Rajshahi. Connected with Dhaka by road, rail, river and air, Rajshahi is located on the bank of the Padma River.

Sundarban: In the south-western part of Bangladesh, in the district of greater Khulna, lies the Sundarbans, the beautiful forest. It is a virgin forest which until recently owed nothing to human endeavour and yet nature has laid i t out with as much care as a planned pleasure ground. For miles and miles, the lofty treetops form an unbroken canopy, while nearer the ground, works of high and ebb-tide marked on the soil and tree trunks and the many varieties of the natural mangrove forest have much to offer to an inquisitive visitor. Here land and water meet in many novel fashions, Wildlife presents many a spectacle. No wonder, you may come across a Royal Bengal Tiger swimming across the streams or the crocodiles basking on the river banks. With the approach of the evening herds of deer make for the darking glades where boisterous monkeys shower Keora leaves from above for sumptuous meal for the former. For the botanist, the lover of nature, the poet and the painter this land provides a variety of wonder for which they all crave.

Sylhet: Nestled in the picturesque Surma valley amidst scenic tea plantations and lush green tropical forests, it is a prime attraction for all tourists. Its terraced tea gardens, eye soothing orange groves and


pineapple plantations and hills covered with tropical forests form a beautiful landscape. The Sylhet vally has a good number of haors, which are big natural wetlands. During winter these haors are vast stretches of green land but in the rainy season they turn into turbulent seas. Srimongal in Sylhet, known as the tea capital of Bangladesh, is the main tea center in this region. A stay in one of the rest house of the tea garden is a fascinating one.

Besides that there are several place which might be treat as a tourist spot like Natore, Mainamati , Paharpur etc.

SWOT Analysis of the Bangladeshi Tourism sector

STRENGTHS

What is the current level of patronage, and how does this compare with past trends?

Tourists in Bangladesh are inbound tourists, Bangladeshi middle and high class or expats. There is a lack of knowledge about demand in the Bangladeshi tourism business, particular regarding the Bangladeshi middle and high class and the expatriated community. Inbound tourism registration exist for the period 1996-2005. Average number of inbound tourists in the period was 203.015 tourists. The lowest number of inbound tourists was 165.887 tourists recorded in 1996, the highest was 271.270 tourists in 2004.

What products are accentually and potentially available?

Due to historical isolation Bangladeshi culture and history is distinct from many countries. Bangladesh offers a variety of natural and cultural tourist destinations, some on the UNESCO Heritage List. The national transport, whether it is by air, land or water, is cheap although the existing slow transportation by road, rail and water can be an adventure with the right positive attitude.

A variety of tourist accommodation facilities are offered in rural and urban Bangladesh. Most investment has been done in the business related tourism and the metropolitan cities. Bangladesh is concerned with safeguarding a heritage damaged by increased salinity and climate change. Nevertheless


sustainable commercial use of these resources is often low, which affects the standard for preservation, development and level of international appeal.

Bangladesh is a fairly new and rarely visited inbound tourist destination, which can attract an adventure searching tourist market. The world image of Bangladesh can be inspired by several new sustainable tourist attractions to increase the understanding of the country’s history and developing challenges. The interest in the effects of global warming can affect the inbound travel market in Bangladesh, as the country is one of the 10 countries most vulnerable to a rise in sea level.

The tourism potential in Bangladesh can be developed through implementation of multilateral and interregional projects or co-operation with foreign travel companies.

Who are the customers, and how are they segmented?

Bangladesh attracts inbound tourists from many countries; several pull-factors are expected and the tourist activity is spread throughout the year. South Asia and Europe are the largest inbound regions and India, UK and USA are the largest inbound countries. Local travel market is part of the growing urban population, which lives similarly to their Western counterparts. 12 million passport holders and a decrease in annual working days since 2005 are estimated to have a positive effect on the local travel market.

Expatriated Bangladeshis represent a word of mouth access to several potential national target markets. Moving back to their native country some of them also represent a valuable skilled workforce in the tourism sector. The urban expatriated community in Bangladesh represents a variety of nationalities. The average years of stay are between 2-5 years.

What are the activities and behavior of the costumers?

In terms of existing tourist products, both inbound and home market, Rajshahi, Sylhet, Chittagong and Khulna Division are the main tourist divisions. Sundarbarns, Cox’ Bazar and Chittagong Hill Tracks are some of the most popular tourist destinations.

To what extent are costumers satisfied with the available products?

Several travel experienced expats argue that the best experiences in Bangladesh are to be found outside Dhaka.

What are the available financial and human resources?

The tourism industry has low construction, running and salary expenses. Labor force is reliable and abundant. English is commonly used by the tourism industry. The national aviation industry are expanding, as the Bangladeshi aviation industry followed the globally growth rate in 2007.

WEAKNESSES

What products are available?


Several factors, e.g. amount of garbage and the condition of several attractions, indicate that the existing tourism business is not sustainable. The accessibility to tourist destinations and accommodations is negatively affected by non-availability of adequate infrastructure, including domestic and international transportation. Existing beach life, Bangladeshi style, includes mud flats destinations loathed during high season. This cannot be sold as a typical western mass tourism destination.

The existing low inbound tourism demand indicates that fundamental product and promotion improvement is required. Tourism products should relate to the fact that Bangladesh is a modern Muslim society and a densely populated developing country, which has been historically isolated. Sustainable tourism product is one such solution. Tourists, especially inbound tourists, need a guide or high level of knowledge to travel safely and responsibly (culture and nature awareness) in Bangladesh.

To what extent are costumers satisfied with the available products?

Several tourist products do not live up to a western concept of quality and service. Travelling time and safety are relevant obstacles to the local expat target market. Social insecurity: Local people do not have experience with tourists, so visitors sometime feel uneasy in some places. Several expats, who have no experience with urban Bangladesh, base their perception of rural Bangladesh on their impressions of the capital city.

What are the available financial and human resources?

The Bangladeshi level of investments in travel & tourism is not exceptional, compared with regional and worldwide annual investment. The tourism industry is vulnerable due to a short high season and a large local market share. There is a lack of educated staff. The tourism industry is still quite young in Bangladesh, and its development has been predominantly left to the local market forces. The tourism development is largely uncontrolled as no marketing or developing policy exists, in spite of the fact that the Bangladeshi government and private tourist sector are represented by several organizations (Parjatan and TOAB).

There is a lack of knowledge about the demand, supply and competitors in the Bangladeshi tourism business. There is a low level of co-operation and innovation in the tourism sector. Tourism industry lacks marketing professionalism, which is severely crippling the industry’s inbound tourism growth. In the home market every company is generally on their own when they want to promote the destination. It is expensive and ineffective for local operators to reach the worldwide market at the current time. The inbound tourism marketing is primarily performed by few foreign tour operators. This fact indicates that the Bangladeshi tour operators are losing income to their foreign competitors.


OPPORTUNITIES

Bangladesh is a democratic Muslim state more interested in national development challenges than in the conflicts between the ‘Western’ and ‘Muslim’ world. The country embraces liberal democracy, has a generally homogeneous society and one dominant religion. The interim government pro-vides travellers with a form of relative stability while fighting corruption and bureaucratic procedures.

Despite some unfathomable hindrances national economy is improving and the country is showing positive development. The seasonal weather is relatively stable; especially the cold season is comfortable for travelling. The population speaks Bangla and English – the latter by the well-educated urban people. Strong linguistic, cultural and historical connections exist to England, Pakistan and India.

The number of tourists in Bangladesh is estimated to increase due to generally growing local, regional and world tourism travel activities. Responsible tourism is a growing world market niche.

Inbound travel pattern to nearby tourist countries correspond to the best travel season in Bangladesh. Bangladesh has a strategic stopover position in the region to the largest inbound tourist destination in the region, India, as well as two prominent world ecotourism destinations, Nepal and Bhutan.

THREATS

Infrastructural development is required; especially the state of the roads and rails is a significant obstacle for the tourism sector. Technological development is also required.

The climatic changes throughout the year (and in the future) have considerable implications for travelling in Bangladesh since the country occasionally experiences harsh storms, floods and earthquakes. The country also has a worldwide image of poor land with numerous natural catastrophes and corruption.


The national tourism sector is negatively affected by the lack of social and political commitment. The preservation of natural and historical attractions is just one of the challenges that the Bangladeshi society has to face.


swot analysis of the bangladeshi tourism sector for development concern

Documents