World Tourism Day: Tourism potential remains untapped

• Bangladesh ranked 2nd-lowest in SA for tourism revenue
• Over 1,200 tourist spots remain under-promoted
• Only 10% of aviation ministry budget goes to tourism development

Despite its rich culture, diverse landscapes, and vibrant biodiversity, Bangladesh's potential as a tourist destination remains underutilised, for which tour operators blame poor branding and inadequate infrastructure.

Although Bangladesh Tourism Board data showed the number of foreign tourists welcomed by the country grew to 6,50,000 in 2024 from 6,21,000 in 2019 and 552,000 in 2018, the growth did not translate into higher revenue.

An Asian Development Bank report titled "Key Indicators for Asia and the Pacific 2025" shows earnings from foreign tourists fell to $440 million in 2024 from $453 million in 2023.

The report ranks Bangladesh the second lowest in the region that year by this measure. Among the South Asian countries, India topped the list with $35 billion earning in 2024, followed by Sri Lanka ($3.16 billion).

The World Economic Forum placed Bangladesh in the 109th position in its latest ranking of countries in regard to the size of their tourism industries last year.

Against this backdrop, Bangladesh is celebrating World Tourism Day with the theme "Tourism and Sustainable Transformation".

The government has planned various events to celebrate the day. The civil aviation and tourism ministry will hold a discussion and cultural programmes at the Parjatan Bhaban in Agargaon, following a bicycle rally in the morning.

Speaking about problems in the sector, tour operators and experts said many foreigners remain unaware of Bangladesh's diverse attractions, which causes the country to lag significantly behind its neighbouring countries.

From the ancient ruins of Paharpur in Naogaon and Shat Gambuj Mosque (Sixty Dome Mosque) of Bagerhat to the vibrant folk traditions and diverse ethnic communities in the Chattogram Hill Tracts and Sylhet, the country's cultural landscape is extraordinary, they said.

Home to natural wonders like the Sundarbans, the world's largest mangrove forest, and Cox's Bazar, the longest sea beach globally, Bangladesh is a captivating destination with immense untapped potential among international tourists, they added.

Meanwhile, some tour operators have questioned the accuracy of foreign tourist figures reported by the Bangladesh Tourism Board.

"The actual number of foreign tourists may be significantly lower, as many of them come for business purposes with tourist visas," said Mahadi Hasan, chief executive officer of Bangladesh Eco Adventure.

Blaming Bangladesh's embassies abroad for poor branding, Mahadi said, "Around 90 percent of the embassies don't have basic promotional materials like brochures or flyers."

Alamgir Ferdous, managing director of Chuti Resort Ltd, urged the government and private sector to work together to ensure world-class hospitality services, modern infrastructure, and safety measures at tourist spots to attract more visitors.

Rafiuzzaman, president of the Tour Operators' Association of Bangladesh, said, "Bangladesh has over 1,200 tourist spots, but the number of tourists visiting is hardly impressive."

Rafiuzzaman recommended taking steps to make the visa process more convenient, like introducing e-visa systems and online visa facilities, to reduce unnecessary obstacles for visitors and make travel easier.

Prof Santus Kumar Deb of Dhaka University's tourism and hospitality management department said without the support of the local communities, tourism cannot thrive, as they are crucial in ensuring safety and hospitality.

"For example, Nepal's branding highlights how local communities actively ensure tourist security, especially for women, and embrace tourism."

He mentioned that only 10 percent of the total budget allocation in the civil aviation and tourism ministry currently goes to tourism purposes, which he called inadequate for the development of the industry.

He suggested initiating direct flights to Cox's Bazar from Nepal, Bhutan, Sri Lanka, the Maldives, and India to attract more regional tourists. Besides, initiating regional cruises to travel from Bangladesh to Myanmar, Sri Lanka, or onward destinations would also increase the tourist number, he said.

At a press briefing on Thursday,  Civil Aviation and Tourism Adviser Sk Bashir Uddin said the ministry was working on amending the rules and regulations, including the national tourism policy and the registration act of travel agencies.

Contacted yesterday, Nuzhat Yasmin, CEO of the Bangladesh Tourism Board, said reform initiatives, including those related to visas, are being carried out, keeping in mind both local and foreign tourists.