Promoting Our Tourism Industry Through Culture and Branding
Bangladesh, one of the most exotic destinations in Asia, is blessed with cultural diversity and a pristine touch of nature. These features along with a warm and welcoming populace, provides the country with the potential to become a top tourist destination in the world. As a developing foreign currency earner, Bangladesh can enrich its economy if it can exploit its own potential as a holiday destination.
As a country, Bangladesh hosts people from distinct communities. The assortment of cultures and practices have created a dynamic setting, where anyone visiting can feel at home. Different ethnic groups and their colourful lifestyles have enriched the entire culture, including the tourism industry. Bangladeshi tourist locations are divergent in nature, which include archaeological sites, historical monuments, resorts, hills, forests and beaches. Bangladesh can offer the tourists a visit to the Sundarbans, the largest mangrove forest on earth, and home of the majestic Royal Bengal Tiger. A visit to Cox’s Bazar, the world’s longest unbroken sea beach, and the St. Martins island can also be very rewarding. These, along with many other sites offer a refreshment of mind, and an unforgettable experience for anyone visiting Bangladesh.
Our country earns foreign currency from its tourism industry. But the revenue it gathers from this industry is small compared to the neighbouring countries. Some decisive steps and planning are imperative in order to turn it into a successful industry. Ensuring security and proper hospitality for the tourists is necessary. Bangladesh must also invest on nation branding. This approach has enabled many countries to emphasize their distinctive characteristics. A branding approach will provide competitive edge in promoting tourism for Bangladesh, which will also create more favorable conditions for foreign direct investment (FDI), tourism, trade and overall relations with other countries. This will subsequently increase the number of tourists, which in turn will result in an elevated flow of foreign currencies into the industry, boosting the national economy. The policymakers concerned might even consider using the Royal Bengal Tiger, a symbol of national pride and strength, as a branding representation on this regard.
Bangladesh’s rich cultural diversity and natural attractions must be utilized to promote tourism. The Bangladeshi tourism industry can prove to be a goldmine if maneuvered in the right direction.
(The Joven, NEW AGE, 23 January 2011)