Tourism: The whats, whys and hows

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A Z M Saifuddin
It is very difficult to come to a conclusion in a few words about a country's branding future. Yet this is just a humble submission to regenerate the process for a global industry worth $4.6 trillion whereas the software industry globally is worth $500 billion. Today the tourism industry globally generates over 250 million jobs. In the context of Bangladesh, the vast potential of tourism as an employment creator and wealth distributor remains untapped yet. The size of the tourism industry is a factor, which will become a major catalyst for the growth of Bangladesh.
Some would term it as a chicken and egg situation. Others would feel more comfortable with the term 'Catch 22'. The fact is, while thinking about tourism as an industry in Bangladesh, one cannot but wonder why we are lagging so far behind in this sector. What needs to be done? Do we need to develop our infrastructure to the point where it automatically generates tourists' attention; or, should we focus on whatever tourist footfall already exists so that they in turn result in greater tourist inflow to the country? A lot has been said on the issue over the last several years. Experts have expressed well-thought out opinions, the public have had their share of say too, but the "Chicken or Egg" issue has sadly remained where it was. I would rather look at the omelette instead, since I believe both infrastructure development and attention towards existing tourists can very well go hand in hand. Today, a local company called Software Shop Limited (SSL) can provide info of tourism sites by sending SMS to particular code with the help of Bangladesh Parjatan Corporation.
Perhaps it is my career in advertising that makes me look at everything like I look at brands. And my first question (to myself) is where does 'Brand Bangladesh' stand as far as tourism is concerned? This Bengal of Gold, we must admit, has a lot to offer to the thirsty eyes of the globe trotters. Natural beauty, unique food, wildlife - you will find them all here, but something must be wrong. Otherwise, how come the typical Westerner, for example does not think of Bangladesh as soon as she thinks 'travel'? How come, as far as top of mind recall is concerned we lose out to India, Malaysia, Thailand and even places like Bhutan and Burma? Pardon my branding-oriented approach to problem-solving again, but I would say the only point where we failed is in positioning Bangladesh in the global tourist map. 'Natural Beauty', 'Fine Cuisine', 'Exotic Wildlife' have all been 'taken' by other countries first. So if you ask me again, - Why has not tourism flourished the way it could have in Bangladesh? I would reply, "Because it is not always what you present, but how you present it!" And very frankly speaking, it is high time we chalked out a workable blueprint about how to present Bangladesh to prospective tourists.
Do not get me wrong, I dislike being drenched in statistics as much as many surely do, but there is some tourism in Bangladesh. According to the books over 20,000 foreign holidaymakers, mostly European and Japanese visited Bangladesh last winter with a solid 30 per cent year-on-year growth in the trend. At present, a total of 10 local tour operators forged tie-ups with around 50 international operators across Europe, Japan and the USA, earning about $22 million. European and Japanese tourists spend on an average $800 during their seven-day stay in the country. I have, for whatever reason, had to look into the Tourism Industry in great detail recently and I know for a fact that the tourists who do end up stepping within our borders generally love their tour experience here. My brand-hooked brain working as it always does, looking to find a Unique Selling Proposal (USP) for Brand Bangladesh, I have personally asked many of them what they liked about our country. Does it have anything to do with nature, man-made-luxuries, and food? What is it? I shall be very frank with the answers I got in each case, "No, I have seen better (in such and such country)". I clung on, desperate to find an answer. I dug into research papers and findings, and realised that the most recent findings indicate that the typical tourist complaints of "having enough" of nature, cuisine, etc. They want something else. Then I tried looking at the problem from a whole new perspective. Before I make this article sound like just another article, I would invite the reader to participate in the write-up with me.
Let us play a game together. How many of you have met a lone foreigner out in the streets of Bangladesh who acts more 'at home' than does the average Bangladeshi, including many of us who are adept at writing articles in foreign languages about Bangladesh? I bet many of you know of people like the one I just mentioned. The next time you meet someone like that, ask them what it is about Bangladesh that they like most! The answer will come in many differently phrased words, but here is how you can sum it up - "The People and their (welcoming) way of Life". In other words, if we have to position Bangladesh as a travel destination now, we have to remember, "It is not about the places, but the faces"! That is the core essence of Bangladesh, and very rightfully too. How else would you explain our emergence as one of the nations with the highest GNH (that is Gross National Happiness, and yes, they measure that!) despite the poverty, various forms of unrest and lack of even the very basic needs? And a quick recall of the fact that today's tourists want 'something other than nature or man-made luxuries' shows that this is the arena around which we need to position 'Brand Bangladesh' - It is the 'People' and what they have to offer.
Creating believers of the brand never fails. Many of you might have raised an eyebrow or two in response to the Chicken or Egg question. Yes, I believe it is about time we thought about the omelette instead. I believe that development of the country's infrastructure can go hand in hand in focusing on creating, through effective communication at the right touch points and spreading the word about the 'wonderful faces' this country has to offer via all the people who, for various reasons, travel outside the country. This would include a wide variety of people including students, businesspersons, as well as first time tourists, and even people who leave the country for other purposes, including medical treatments, etc. We need to create a Brand Ambassador out of each of them. And that is just one aspect of the multi-faceted approach that I have in mind.
(The writer can be reached at email: saif@paperhymebd.com)