The commercial capital and the largest international seaport of Bangladesh, the health city
(declared by UNESCO), Chittagong is located in a picturesque hinterland of large hill
forests and lakes. It is really an amazing vacation spot. Its green hills and forests, broad
sandy beaches and fine cool climate always attract holidaymakers. It combines the hum of a
restless sea-port with the pleasure of a charming hill-town with its undulating topography.
Chittagong is connected with Dhaka by rail, road, air and water. It is also connected with
Cox's Bazar, Kolkata, Pukhet, singapore and middle east by air. Bangladesh Biman and
private GMG airlines operate daily services from Dhaka to Chittagong.
COX'S BAZAR: The world's longest unbroken white sandy beach
A conglomeration of miles of golden sands, towering cliffs, surfing waves, rare conch
shells, colourful pagodas, Buddhist temples and tribes, delightful sea-food- this is Cox's
Bazar - the tourist capital of Bangladesh, having the world's longest unbroken (120 km).
Smooth, sandy, shark-free beach sloping down to the blue waters of the Bay of Bengal
against the picturesque background of a chain of hills covered with deep forests. Cox's
Bazar is one of the most attractive tourist spots in the world. The breath- taking beauty of
the setting-sun behind the waves of the sea is captivating.
SAINT MARTIN`S ISLAND:St. Martin is the country's only Coral island.
Forty eight km from Teknaf - St. Martin is the country's only Coral island and unspoilt
paradise with friendly people. Named Narikel Gingira (coconut Island) by the local, the
dumb-bell shaped St. Martin has an area of only eight sq. km from one to four meters above
sea level during sea level during high tide.
RANGAMATI:The Lake District
From Chittagong, a 77km road amidst lush green fields and winding hills will take you to
Rangamati- which is a wonderful repository of scenic splendours with flora and fauna of
varied descriptions. The township is located on the western bank of Kaptai Lake. Rangamati
is a favourite holiday resort because of its beautiful landscape, scenic beauty, lake, colourful
tribes, hanging bridge, and tribal museum.
BANDARBAN:The roof of Bangladesh
Ninety two km from Chittagong by road - Bandarban is the district headquarters of the
Bandarban Hill District. It is the home town of the Bhomang Chief who is the head of the
Mogh tribe. The Moghs are of Myanmar origin and Buddhists by religion. The moghs are
simple and hospitable people. Bandarban is also the home of the Murangs who are famous
for their music and dances. Several other tribes of great interest live in the remote areas of
the district. The highest peak of Bangladesh- Tahjin dong (4632 ft) is located in the
Bandarban district.
SYLHET:The land of two leaves and a bud
Immaculately 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 valley has a good number of haors which are big
natural wetlands. These haors which provide sanctuary to the millions of migratory birds
who fly from Siberia across the Himalayas to avoid the severe cold. SRIMONGALin
Moulvibazar district known as the tea capital of Bangladesh is the main tea centre of the
area. For miles and miles around the visitors can see the tea gardens spread like green carpet
over the plain land or on the slopping hills. Sylhet, the tea granary of Bangladesh, not only
has over 150 tea gardens. A stay in one of the rest-houses of tea gardens would be an
enchanting one. Sylhet is also known as the land of the famous Muslim Saint Hazrat Shah
Jalal (RA), the great torch bearer of Islam to this region. Another shrine of this town is the
Shrine of Hazrat Shah Paran (RA).
Mahasthangar (Bogra): Dating back from the 3rd century BC, this is the earliest known
city site in the whole of Bengal. One can see the ruins of an early Buddhist monastery near
Mahasthangar.
Paharpur (Naogaon): This gigantic temple and monastery of the 8th century is by far the
most spectacular Buddhist site that has been discovered. It has been declared a World
Heritage site by UNESCO.
Dinajpur: Ramsagor Lake and the Kantajis Mandir (built in 1722) are two important
attractions in this northern district. The Mandir, with mythological decorations in terracotta,
depicts the entire story of Mahabharata.
Sixty Domes Mosque (Bagerhat): Built in 1454, with 77 domes, this is the most
magnificent and certainly the largest brick mosque of Bangladesh. The mausoleum in
memory of the Muslim mystic Khan Jahan Ali is located here. It has been declared as a
World Heritage site by UNESCO.
Comilla: Here the most important place to visit is Mainamati-Lalmai, an extensive centre of
Buddhist culture (7th to 12th century), developed during the Chandra and the Deva dynasties.
2.3 Tourism potential in 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
ranges 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 Rangamatilakes, 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.
2.4 Tourist attractions
Bangladesh is a country well known for its lavish hospitality. Its visitor-friendly traditions,
varied life styles, cultural and natural heritage, and colourful fairs vals could be major
tourist attractions. Bangladesh has the longest beach in the world, beautiful forests including
the Sundarbans, the largest mangrove forest in the world, and wildlife and landscapes, both
on the plains and in the hills, for eco-tourism. Being the largest delta in the world, its river
system criss-crosses the whole country, which makes Bangladesh the best river-cruising
country. The museums, science museums, art and archeological museums, archeological
sites, indigenous people, traditional food and song, and centres of pilgrimage attract tourists.
Bangladesh has a huge market for herbal medicine, which could be an added attraction for
the tourists. Bangladesh handicrafts, particularly rattan products, carpets, leather goods,
brass, filigree and clay work, are the main shopping items of tourists.
Table:1 Tourist Arrivals ( in thousands)
Table:2 Revenue earned from tourism( in million $)
2.5 Constraints in tourism in Bangladesh
Lack of social and political commitment.
Non-availability of adequate infrastructure, including domestic and international
transportation, accessibility to tourist destinations, accommodation and inadequate
trained manpower.
Non-existence of any marketing policy both in the private and government sectors.
Social insecurity: local people do not have visitor experience, so tourists sometimes
feel uneasy in some places.
2.6 Tourism in Bangladesh
SWOT ANALYSIS
Strengths
Industry experts insist that promoting tourism should be based on our strengths. We should
definitely exploit factors created by geographical diversity and the exotic tribal life in some
parts of the country. The strengths of tourism are as follows:
Bangladesh has the potential and resources to create innovative tourist destinations
which will pull people from other nations in hordes. The 25 rivers of Bangladesh
can easily be turned into haunts for water sports and adventure, entwining
entertainment with the beauty of the rivers.
In Bangladesh there are different appealing spots for the eco-tourists, who travel to
different destinations in a sustainable manner.
The country possesses some unique archaeological sites, cultural heritage and eco-
tourism products like the world’s largest mangrove forest, the Sundarbans, the
world’s longest unbroken sea beach in Cox’s Bazar (120 km), the oldest
archaeological site in the Southern Himalayas-Paharpur and world’s largest
terracotta temple - Kantaji Temple in Dinajpur, and spectacular monuments and
mausoleums of language movement and liberation war of the country.
There are many tribal groups in different areas of Bangladesh. Each has its own
culture, social structure and lifestyle. Not many parts of the world boast such
diversity. The nation has also been bestowed with archaeological sites and religious
sanctuaries of old which have significant historical value that can attract tourist en
masse. The key strategy would be to convey to potential tourists that there is much
more to experience in Bangladesh.
People of Bangladesh are generally very hospitable and tourist friendly.
Awareness about tourist attractions among the local community is increasing.
Communication and transport system has been developed from north to south, east to west.
Weaknesses
Tourism- the globally recognized tool for poverty alleviation is yet to be recognized by the
policy makers of Bangladesh one of the poorest countries with significant tourism
potentials. While most of the countries all over the world are making all out efforts to
develop tourism and boost foreign currency revenue, Bangladesh remained stuck in non-
action. So, Bangladesh has remained one of the most backward countries in the world in
tourism sector.
The country often suffers from image crisis. The country continues to remain as an
unknown destination to the tourist generating countries.
There is a great shortage in properly skilled human resources. At the moment, the
industry is suffering from a huge crisis of proper tour guides. Due to the deficiency
in human resources it has become very difficult to smoothly run tourism businesses.
Due to absence of a tourism law, the tour operators or tourism service providers can
not be punished for any mishandling of tourists. Also owing to absence of law,
tourism products cannot be protected or conserved, which is there in many countries
of the world.
One of the biggest hurdles is the lack of proper infrastructure in the country which
has made operating tour guides and other excursions a hectic and unprofitable feat.
Frequent changes of officials in the BPC’s management and its line ministry.
Absence of representation of civil society in the BPC’s Board of Directors.
No revenue budget for the promotion of tourism development in the country.
Absence of a regular policy direction. Due to absence of proper policy direction,
BPC or the private sector cannot receive any fund or loan from any quarter.
There are some flaws in the law of categorizing the country’s hotels and restaurants.
Categorizing of the hotels and restaurants as Star or non-Star is not under the
jurisdiction of the BPC. Non-technical hands or institutions are involved in this
process.
Opportunities
It is easy to implement eco-tourism, riverine tourism, and spiritual tourism, as the country possesses enough opportunity to develop these types of tourism.
Government has formulated favorable foreign investment policy to attract overseas investors in readymade garments, leather goods, natural gas and petroleum sector and liberal policy for joint venture investment in tourism sector.
As there are hundreds of rivers crisscrossing Bangladesh, immense potentiality exists for development of riverine tourism in Bangladesh.
Bangladesh is located strategically in South Asia.
Tourism generates jobs directly through hotels, restaurants, taxis, souvenir sales and indirectly through the supply of goods and services needed by tourism-related businesses. So the employment generation effects of tourism are massive
Threats/Constraints
Unstable political situation created a bad image abroad, which should be taken as the
biggest threat for development of tourism industry overseas.
Continuous campaign against Bangladesh by certain quarters as a fundamentalist
country is another obstacle.
Unholy alliance between the trade union and political leaders, which disrupts labor
discipline.
Politicization of administration
The lack of a proper tourism authority in Bangladesh has been the main deterrent for
the industry. Although the BPC claims to be the tourism authority in Bangladesh, it
is not.
Trade Union Menace in the organization
Rapid growth of population is another big problem. Bangladesh is the most over-
populated country of the world, except the city state of Singapore.
Chapter 3
7p’s Of Tourism & Bangladesh Parjatan Corporation
3.1 Institutional Framework
The National Tourism Organization (Bangladesh Parjatan Corporation)
The principal channel of Government involvement in the tourism sector is the national tourism
organization, Bangladesh Parjatan Corporation, (BPC or Parjatan), which is a semi autonomous
government agency reporting to the Ministry of civil Aviation and Tourism as its administrative
Ministry. Importantly, the national airline Biman Bangladesh Airlines, (Biman), forms a separate
division within the same Ministry, which allows integration and of tourism initiatives. Many of
BPC’s managerial matters are handling through the national Tourism Facilitation committee
headed by the secretary of the ministry of Aviation and Tourism. A sub-committee of the
National committee is responsible for coordination of efforts to promote tourism in the country.
The sub-committee is comprised of the following members: Biman (Convener); Chairman,
Bangladesh Parjatan Corporation; Joint secretary of the Ministry of Aviation and Tourism;
Sonargaon Hotel; Sheraton Hotel; Association of Travel Agent of Bangladesh; Pacific Area
Travel Association; Secretary Bangladesh Services Ltd; Flying club of Bangladesh (co-opted).
BPC was created on the 27th November 1972 by order of the Government of the People’s
Republic of Bangladesh and commenced business in January 1973. It was established as a
Corporation under the laws of the country with an authorized capital of Tk one crore (roughly
US$ 1.3 million then) and initial share capital of Tk five lakhs (roughly US$ 65,000 then). Under
the law, additional loan or equity capital could be raised for carrying out the functions of the
Corporation with government approval. It was evidently the intention of the drafters of the Order
that BPC should be an autonomous corporation responsible to its shareholders as would be any
other corporate entity in the country. Specifically, the Order directed that the assets and liabilities
of a preceding company, Pakistan Tourism Development Corporation Limited, would be
transferred to BPC. The Government clearly intended to distance itself from the operations of
BPC and not be a major investor. The Corporation was given broad power and authority and
important some power as follows:
1.To promote tourist undertakings and to control and regulate tourist installations and
services;
2.To project the image of Bangladesh abroad for the purpose of attracting tourists by
publicizing the history and culture of the country;
3.To organize reception and information facilities in or outside Bangladesh;
4.To encourage and develop domestic tourism;
5.To enter tourism agreement with foreign countries with the previous approval of the
Government;
6.To conduct and carry out research on various aspects of tourism;
7.To publish literature on tourism;
8.To establish institutes or make other arrangements for instruction and training of persons
engaged, or likely to be engaged, in any activity connected with, or ancillary to, tourism;
9.To acquire, hold or dispose of any property whether movable or immovable;
10.To invest its moneys and funds and to vary the investments as and when it may seem
necessary or proper;
11.To do all other things connected with or ancillary to any of the matters referred to in the
foregoing sub-clauses;
12.To carry out any other functions as may be prescribed.
[Source: President’s Order No 143 of 1972 as published in the Bangladesh Gazette Extraordinary, 27th November 1972.]
Since 1973 BPC has engaged in a number of the activities specifically mentioned in the Government Order including the construction of hotels, a training school, establishment of a car rental system, organization of sightseeing tours and the establishment of duty free shops at the international airport and on other premises.
3.2 The 7p’s of tourism marketing provided by “Parjatan Corporation Bangladesh” given below:
3.2.1 PRODUCT
Bangladesh is a land of beauty. As in tourism various beautiful geographic natural, historical, archeological, heritage etc. places are considered as product. Parjatan Corporation offers various services and packages to pay visit these places.
Tour Programs taken by Bangladesh Parjatan Corporation
The tours division BPC has developed programs for 12 tours designed to permit tourists to the
most interesting parts of the country a range of attractive leaflets is provided. The tours are also
built into offerings of Biman, the national airlines, which includes them on packages originating
in certain European and other cities served by the airlines. Here are shown some offers of parjatan corporation:
Parjatan Offers
Tour
no.
Title Itinerary Duration
1 Dhaka Stopover Dhaka City Tour 2-days 1 night
2 -do- Dhaka City tour with River Cruise 3-days-2night
3 Paddle-steamer tour Dhaka-Khulna-Dhaka 4-days-3 night
Dhaka-Srimongal-Sylhet-Dhaka 5-days-4 night
4 Tribal culture Tour Dhaka-Ctg-Rangamati-Dhaka 4-days-3-nights
5 Beach Holidy Tour Dhaka-Ctg-Cox’s Bazar-Dhaka 5-days-4-nights
6 Beach Island Tour Dhaka-Patuakhali-Kuakata-Dhaka 6-days-4-nights
3.2.2 PRlCE
Pricing in tourism is a complex process. Pricing includes the prices of other services like Air travel, Bus, Railways, Hotels, etc. All are included in tourism package. Pricing also depends on the Geographic location of the destination. Pricing also depends on Seasonality. Seasonality is the most important factor in pricing. To match demand and supply tourist managers try to get either discount. Parjatan Corporation set their price on the basis of providing accommodation, car, security, guide etc.
3.2.3 PLACE
Different distribution strategies are selected to reflect the company overall objectives. Tours as a product is distributed as a travel. Internet is also used widely. The middleman may be tour operators, who buy tours in bulk and make them available to travel agents who are retailers. Parjatan Corporation Bangladesh operates total tour activity and offers complete service packages to the consumer. Head office of Parjatan Corporation established on 83-88, Mohakhali C/A, Dhaka -1212. Anyone can get any information from going there. Beside they established their website for providing instant information (). They also have their regional offices. Here is a list of their offices:
3.2.4 PROMOTION
Advertising and sales promotion in Tourism is very effective when supplemented by publicity and personal selling. Public or PR (Public Relation) plays an important role in tourism. It is also through recommendation of friends and relatives which is itself a biggest promotion. Word-of-mouth is a very important tool of promotion in tourism. Research shows that about 80% of the tourist visited different places on the persuasion of their friends and relatives and also their own judgments. Parajatan Corporation promotes various promotional activities across the year. They promotes locally as well as internationally. During ICC World Cup 2011 they make a video named “Beautiful Bangladesh” which was successful to provide huge appeal around the world for the tourists. Their promotional activities are direct advertising, web advertising, buzz marketing etc. One of their promotional activities is given below:
Bangladesh Parjatan Corporation
www.parjatan.gov.bd
Phn:+880-2-8833229, 8834600
.
October 18, 2011
To,
Md.Jamal Uddin
Manager
International agencies, Bangladesh (Ltd)
12 Moghbazar
Dhaka-1000
Sub: Have a nice vacation at kuakata.
Dear sir,
Would you like to have a great vacation & want to have a spend some good time with your family. Now it is very easier & enjoyable for you.
Recently we build a new motel at kuakata.If you come kuakata for spend your vacation you invited for our new motel Frequent travelers like you are tough to impress. But wait until you see what we have to offer. We deliver a free morning paper, complimentary overnight shoeshine, valet services, fax and computer access, private dining and health clubs, luxury suites, and superb concierge services. But you may be thinking that other quality hotel chains offer similar services. Our services are better, but we need to get you and your guests here to prove it. So here’s a special offer to show how much we want your business: If you can guarantee 3 nights a year in reservations, we’ll give you a 20 percent discount on our world-class rooms; 6 nights a year earns you a 30 percent discount; and if you guarantee 9 or more nights per year, your members and guests will enjoy an incredible 40 percent discount.
Luxury and economy aren’t usually mentioned in the same breath...except by our customers! Just send the enclosed postage-paid reply card, and I’ll rush you complete information about our discount package. Or call me at 01715000000, and we’ll arrange to meet over lunch at our gourmet seafood restaurant. I’d like you to be my guest.
Sincerely,
Md. Shah Meraz
Seals executive,
(Govt. Tourism Organization)
83-88, Mohakhali Commercial Area
Dhaka - 1212
3.2.5 PEOPLE
It plays a most important part in tourism. In people, local people are very important, that how they treat tourist. The travel agents, guides, staff, sales staff, etc of company they are the people. Travel Company also like Railways, Air, etc. is included in people. The organization runs with expertise personnel. They are highly trained for this specific sector. The personnel of this organization able to talk fluently in English, the chef, driver others doing the job are highly trained.
3.2.6 PROCESS
As a service provider Parjatan corporation provide support and services like others. For a consumer may manage their accommodation, transportation, guide etc. Their hospitality management is good in terms of other service provider. Their process or action plan given below:
3.2.7 PHYSlCAL EVlDENCE
The tourist attraction, which is an expensive for the customer must be tangibilized with the help of tangible items like, comfortable seats while traveling, layout, and design of the resort, natural service, etc. the sign posts that indicate directions, route maps, information regarding rules and regulations of the tourist spot and the sign regarding the public utilities like toilets, telephone booth also form a part of the physical evidence. Printed matters such as brochures also play an important role in the development of tourism. As the product, in tourism is intangible. Parjatan Bangladesh operates so many hotels and motels around the country. Such as:
Conclusion
It is evident from the above discussion that tourism worldwide including in the Bangladesh is an expanding sector. It is already a significant source of foreign exchange earnings and employment generation in our country. Bangladesh has potentials to harness, individually and collectively, for development of tourism sector. As a service industry; tourism is booming in a highly positive ratio. The travel industry in Bangladesh is increasing at an average rate of 10-12% per year. Superior and highly coordinative implementation and practice of 7p’s will ensure the success with expected profitability. Under the observation it can be conclude that, the tourism industry are growing and became a major player of economy. Our country has potentials to capture a high portion of the market. For these the govt. and non govt. organization must have to perform in a very accurate way. Emphasizing on implementation of 7p’s can be useful achieve the target.
Reference & Bibliography
Tourism Statistics of Bangladesh 2008
w.w.w.bangladeshtourism.org(accessed and explored in July 08-16,2010)
Mohammad Shamsuddoha (2009). Opportunities of developing
tourism industry in Bangladesh. A Journal of Hospitality Management.
BPC, (2007), “Bangladesh Tourism Vision 2020”, Morshed, M. M. R. (edited),
Dhaka, Bangladesh published by the Bangladesh Parjatan Corporation, Dhaka,
Bangladesh
Hasan, S. R., (2005) “Marketing publicity and sales promotion for tourism
development in Bangladesh”, Paper Readout in the workshop on tourism Mater plan,
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