The Tour Operators Association of Bangladesh (TOAB) is focused on boosting the national economy by promoting Bangladesh as a premier tourist destination, said TOAB President Mohammed Rafiuzzaman.
TOAB’s main goal is to increase foreign exchange earnings by showcasing Bangladesh’s tourism potential on the global stage while encouraging domestic tourism to support economic development. Currently, the tourism sector contributes 3.4 per cent to the country’s GDP.
Mohammed Rafiuzzaman discussed the association's efforts, driven by private tour operators, to advance the growth of the tourism industry through branding and marketing, during an interview with The Business Post’s Arifur Rahman Rabbi.
How many members does TOAB currently have and what kind of work do they do?
TOAB currently has over 800 members. These members fall into two categories— general members, who are primarily tour operators and associate members, who are involved in the hotel, resort, and motel sectors.
The association’s members are responsible for handling all inbound tourism into Bangladesh. In addition to that, TOAB is committed to professionalising the tourism sector by offering training to guides and facilitating entry into the industry for individuals with tourism-related education.
TOAB also conducts various training programmes aimed at improving skills across different areas of tourism.
TOAB members actively participate in international tourism fairs, where they work to brand Bangladesh as a prime tourist destination. They showcase a wide range of tourism products with the aim of attracting foreign visitors.
Tell us about Bangladesh’s tourist destinations
Bangladesh offers a diverse array of tourism experiences, including eco-tourism, rural tourism, and trekking. The country boasts several scenic locations, such as Cox’s Bazar, the Chittagong Hill Tracts, Sylhet, Khulna and Rajshahi.
The Bangladesh Tourism Board has identified approximately 1,200 tourist destinations across the country, with around 30 to 35 of them being particularly popular. TOAB, in collaboration with the Bangladesh Tourism Board and Bangladesh Parjatan Corporation, is working to promote lesser-known destinations to better distribute tourist traffic. By doing so, overcrowding at the most visited sites can be reduced and more destinations can be brought into the spotlight.
What is the potential of our tourism and where do we stand now?
We are relatively new to the tourism industry when compared to our neighbours and other countries. Many nations have been involved in tourism much longer than we have, so it will take us some time to strengthen our position in the global tourism market.
That said, we are already performing well despite being new to the industry. Nearly one million people visit our tourist destinations annually and this strengthens our economy and saves foreign currency.
There is also an increasing interest among our people to explore domestic tourist spots. If they were travelling abroad, they would be spending a lot of money in foreign currency. However, due to the growth of local tourism, people are choosing to visit destinations within the country, which helps conserve our foreign reserves.
What kind of challenges are you facing?
Like any country, we face climate-related issues such as rain, floods, and other natural challenges, which both we and tourists have learned to manage. However, our biggest challenge is political instability.
Tourism is an incredibly sensitive industry that can be easily disrupted. Even a minor disturbance can cause the industry to collapse. When there is political unrest or an unfavourable environment, tourists are reluctant to travel. Whether they are local or foreign tourists, people feel more comfortable travelling when there is socio-economic stability, political peace, and social harmony.
The tourism industry in Bangladesh will only become truly organised if the government makes it a priority. Political instability must not be allowed to affect the sector, and essential tourist transport services, such as boats and buses, should be exempt from such disruptions.
Additionally, for foreign tourists to feel safe travelling in Bangladesh, there must be a shift in mindset among the public. They need to respect the space and privacy of foreign tourists. If visitors can travel without any discomfort and if the government supports tour operators, we will see significant progress in the sector.
What can TOAB or the government do to overcome these challenges?
While tourism is a priority sector as declared by the government, it does not receive the level of support it needs. Most of the budget allocated to tourism goes towards administrative costs, such as salaries, leaving little for development, branding or marketing.
There are also no accurate government statistics on the tourism sector, though it is estimated that around 4 million people are directly or indirectly employed in this industry. The tourism sector involves 119 sub-sectors and is linked to 19 different ministries. As mentioned earlier, it currently contributes 3.4 per cent to the country's GDP.
In Bangladesh, private initiatives have done more to develop the tourism sector than government efforts. If you look at neighbouring countries like India and Sri Lanka, they have made significant strides by heavily investing in branding and marketing. We have not been able to do that. For real progress to happen, the government needs to increase its support and promote the sector more actively.
Why are foreign tourists few in number?
One of the primary reasons for the low number of foreign tourists is our lack of effective marketing and branding. We have not been able to present a strong image of Bangladesh, which has contributed to the low numbers of visitors.
We have long advocated for the introduction of visa-on-arrival for foreign tourists. If that is not feasible, then at the very least, an e-visa system should be implemented. Having a visa in hand creates a mindset that encourages tourists to visit a country, but the absence of one leads to hesitation. Reducing visa-related complexities would undoubtedly increase the number of tourists coming into the country.
We have also proposed that each Bangladeshi embassy abroad appoint a dedicated officer to promote tourism. Their role would include launching tourism products, networking with professional tour operators, and conducting branding activities aimed at attracting foreign visitors.
What are the broader benefits of tourism?
Tourism can significantly boost a country’s economy. It has a multiplier effect, with benefits spreading across various sectors. Tourism also helps educate people in remote areas by facilitating cultural exchanges and promoting awareness of different worldviews. These are some of the positive impacts that tourism can bring.
Fifteen years ago, we could not have imagined that domestic tourism would grow to its current level. While inbound tourism remains low, we are optimistic that it will increase over the next decade.
If we nurture, preserve, and promote tourism, and if the government prioritises and supports the sector, I believe Bangladesh’s tourism industry will continue to grow and thrive.
