Sustainable tourism in Bangladesh - development potential and the role of a tourism policy. A Views On Tourism Project presentation November 2009

Transcription

1 Sustainable tourism in Bangladesh - development potential and the role of a tourism policy A Views On Tourism Project presentation November 2009

2 Introduction National tourism status Tourism development General obstacles Destination impact Sustainable tourism BD tourism potential How to become sustainable New Tourism management Policy instruments and role Conclusion Agenda

3 Personal profile Majbritt Thomsen MA Tourism Marketing, policy, organisation Danish expat since 2007 Royal Danish Embassy, DANIDA report on BD tourism potential Business studies BD tourism Interaction tourism sector BD travel experience BD tourism has potential, but lack sustainable development through knowledge and cooperation. Photo: Up-comming Panigram eco-resort, Jessore

4 Views On Tourism Project Voluntary initative A sustainable tourism movement in Bangladesh Tourism capacity building for a sustainable tourism development Knowlege and network services Web-page: knowledge pool articles, link, player overview Group: network, discussion Near future: Seminars Long-term player Photo: The Views On Tourism web-page

5 National tourism status DANIDA report Bangladesh is still one of the countries in the South Asian region with the fewest arrivals and the lowest revenue earned from the tourism industry. Never the less, tourism has since the 1990s been a small but rapidly growing sector of the Bangladeshi economy. (2008)

6 National tourism status Demand Forecast WTTC 4 % BNP : 244,8 billion Taka 2019: 711,3 billion Taka Real GDP growth 3.5% in 2009 Real GDP increase to average 6.0% per annum in 2019 Source: Travel & Tourism economic Impact Bangladesh 2009 How to increase demand? The number of visitors Their average lenght of stay Their average daily expenditure Photo: a group of tourists in Sundarbans Which markets should Bangladeshi tourism target? Lack of access to international and national market data Who, when, where, why, reason to go, consumption, satisfaction etc.

7 Tourism product National tourism status Attractions Main lessure destinations Rajshahi, Sylhet, Chittagong and Khulna 3 UNESCO sites 5 sites on UNESCO tentative list Low focus maintenance, inovation, sustainability Potential: nature, culture, history, handicraft, everyday life WTTC (2008): Travel & Tourism Capital investment out of total investment Bangladesh: 4,1% > 3,9% South Asia: 7,7% >? World: 9,4% > 9,3%

8 Supply National tourism status Tourism industry Similar products Varying quality and service 20/80 rule 20% big players 80% SME 80% income 20% income International High innovation National Low innovation Organisation Scattered sector with many players Lack sector strategy, cooperation, investment

9 National tourism status International destination image Definition: Sum of beliefs, ideas and impressions that a person has of a destination Kotler et al. (1994) News/NGO: poor population, corruption, natural disasters Tourism: International attention: New7Wonders, 2009 top ten interesting travel destination, new travel books National branding lack of consistence message and strategy Personal experience: Meet people with Bangladeshis experience Travel BD: visit, business, expat, work, tourist Exact Bangladeshi destination image in different targetmarkets?

10 General obstacles: Tourism planing system The travel purchase Market Reaching the marketplace Travel Marketing The shape of travel demand Destination The selling of travel Source Mill & Morrison (1985)

11 General obstacles: Destination lifecycle Source: Butler 1980

12 Tourism development Tourism is often praised as an effective development tool, especially in rural areas and the developing world. The presence of tourism in any destination always brings with it environmental and sociocultural as well as economic impacts. Less developed destinations are vulnerable long term positive development is a challenge. The tribal people should be heard to obtain a sustainable tourism development in Bandarban

13 Positive tourism impact Economy Direct / indirect revenue for country, private sector and local community Nature Protect environment and preserve nature Source: Why Tourism Matters campaign Washington State, USA Culture Preserving local culture and heritage Social wellbeing and stability Promotion of cross-cultural understanding

14 Negative tourism impact Economy Increased local living cost External money flow Nature High pressure on environment resources Disturb fauna and flora Culture Lost of cultural values and traditions Prostitution and crime

15 Dominant western environmental paradigm Humans are separate from nature superior to nature Reality is objective can be compartmentalised The future is predictable The universe has order The importance of rationality and reason Hierarchical structures Competitive structures Emphasis on the individual Facilitation through capitalism Linear progress and growth Use hard tecnology Patriarchal and male A new world view? Green paradigm Humans are part of nature and nature are equal Reality is subjective integrated and holistic The future is unpredictable The universe is chaotic The importance of intuition Consensus-based structures Cooperative structures Emphasis on the communal Facilitation through socialism Maintenance of a steady state Use soft tecnology Matriarchal and female Source: Weaver & Lawton (2002)

16 Sustainable tourism Definition: Tourism that meets the needs of present tourists and host regions while protecting and enhancing opportunity for the future. Source: UNWTO A value integrated into all aspects of tourism development and management. Achieved by balancing the needs of tourists with those of the destination.

17 Sustainable tourism values and principles Economic goals Economically viable industry Economically viable businesses Economic benefits to locals and other stakeholders Environment economy integration Community based economics Environment and ressource goals Maintain or expand biodiversity Minimal resource degradation Resource benefits Acceptance of resource values Matching of supply and demand Intergenerational equity Adaptive design Conservation With Equity Social goals Participation Planning Education Health Employment Community benefits Visitor satisfaction Source: Hall (1998)

18 Best tourism practice Bhutan Core value: Brutto National Happiness Pro-poor tourism development Long-term sustainable development Restricted the level of tourist activity Tourism status: The largest earner of hard-currency foreign exchange Substantial potential for poverty alleviation through economic development. Department of Tourism coordination SNV tourism advisor since 2002, national involved since 1988 Partners: Department of Tourism, Association of Tour Operators, Nature Conservation Division, Regional Trade and Industry Office

19 Best management practice SNV History Dutch origin International development organisation Over 40 years of experience Work in 32 countries, including Nepal, Bangladesh and Bhutan Focus Poverty alleviation through basic services increased production, income and employment Increasing presence of national advisors in-country Tourism Integrated Tourism Destination Development Engagement with the private sector Partnerships Tourism Value Chain Tourism governance; policy and strategy development

20 Top Ten Ecotourism Destinations Source: National Geographic (April 2008)

21 The new traveler stereotype Green consumer Sensitive to local cultures Conscious of social justice concerns Knowledgeable about environmental issues Preferes flexible and spontaneous itineraries Carefully assesses tourism products in advance Motivated by a desire for self-fulfilment and learning Searches for physical and mentally challenging experiences More independent-minded and quality conscious Searches for authentic and meaningful experiences Wishes to have a positive impact on the destination Source: Weaver & Lawton (2002) Ecotourism growing 10 to 30 per cent per year accounts for around 20% of tourists worldwide. Source: New Scientist (2004)

22 Bangladeshi tourism potential Sustainable tourism Eco tourism Cultural tourism Nature tourism Heritage tourism Religious tourism Volunteer tourism Pro-poor tourism Adventure tourism Regional cooperation: Bhutan, Nepal, East India BD individual tourism image! Sustainability? Sundarbans Cox s Bazar Business tourism

23 Sustainable tourism management WTTC New tourism Mature response to a more complex world Focus: deliver commercially successful products but in a way that ensures benefits for everyone: travelers, communities, nature, social and environments. Long-term considerations. Strategy: coherent partnership between the private sector and public authorities. The public sector has a special responsibility to ensure the sustainability of key tourism assets, such as the natural and cultural resources that preserve the attractiveness of tourism destinations and the competitiveness of tourism companies. Governments have it within their power to unlock the industry's potential to create jobs and generate prosperity. Source: WTTC (2003)

24 WTTC New tourism Industry should: Adapt strategic thinking so as to develop tourism with benefits for everyone. Extend and diversify product offerings to improve yields and social value. Spearhead innovative management and help spread best practice through corporate social responsibility. Important potential players International SKAL, WTTC, IATA National Associations: TOAB, ATAB, TGAB Best practice players: Panigram, Guide Tours World brands in BD: Radisson, Emirates, Intrepid Travel Source: WTTC (2003)

25 WTTC New tourism All stakeholders should: Cooperate in identifying opportunities for growth. Focus on building Travel & Tourism that opens up prospects for people from employment to development. Work together to remove impediments to growth from infrastructure shortcomings to pollution, and from outdated legislation to unmet health and security concerns. Important potential players International PATA, Bimtec, SNV, US Aid National NGO: Grameen, Katalyst Conservation: Urban Study Group, Nishorgo Media: tourism, general Private sector organisations: CBCCI, Higher education: Victoria University of Bangladesh, The Prinston Institute Source: WTTC (2003)

26 WTTC New tourism Government should: Show leadership defining coherent and streamlined management structures that can efficiently drive New Tourism. Elevate Travel & Tourism to strategic national level with senior level policy-making. Factor Travel & Tourism into all policies and decision-making, to promote growth that respects both business needs and the well-being of citizens. Important potential players International UNWTO, UNESCO, OECD Regional tourism cooperation Bhutah, Nepal, East India National Government All relevant ministries Municipalites Bangladesh missions abroad National tourism board Parjatan Source: WTTC (2003)

27 4 typical pillars in tourism policy Branding and marketing Market analysis Economic support for enterprises marketing activities Coordination of marketing Development of branding concepts PR from foreign representations Etc. Foreign Exchange Earnings form Tourism & Other Travels 2005 Source: Parjatan, latest online statistic 2005 Source: Halkier (2009) inspired by Dahler-Larsen (2000) and pearce (2000)

28 4 typical pillars in tourism policy Branding and marketing Pro arguments Matching other countries Need for coordination Visibility of country in general Traditions and competences Pressure from industry Contra arguments Oldfashined policy Subsidies without any conditions Impact undocumented Source: Halkier (2009) inspired by Dahler-Larsen (2000) and pearce (2000)

29 4 typical pillars in tourism policy Destination service Support for turist offices Publication of guidebooks etc. Signboards, route signs Congress services Etc. Source: Halkier (2009) inspired by Dahler-Larsen (2000) and pearce (2000)

30 4 typical pillars in tourism policy Destination service Pro arguments Hospitality Increased sales Democratic basis organisation of the tourism industry Contra arguments Requires substantial resources Uncertainty about impacts Tourists now use other information sources Source: Halkier (2009) inspired by Dahler-Larsen (2000) and pearce (2000)

31 4 typical pillars in tourism policy Legal and physical infrastructure Roads, railways, airports, cruise harbours, bicycle trails etc. Renovation of towns and tourist districts Cultural institutions and services Tax policies Legal frameworks on the labour market Etc. Source: Halkier (2009) inspired by Dahler-Larsen (2000) and pearce (2000)

32 4 typical pillars in tourism policy Legal and physical infrastructure Pro arguments Benefits for the local population No direct subsidy Affecting industry structures indirectly Synergies with other objectives: environment, regional development etc. Contra arguments Industry exploiting public investments Benefits larger enterprises more than SME s Source: Halkier (2009) inspired by Dahler-Larsen (2000) and pearce (2000)

33 4 typical pillars in tourism policy Structural development and innovation Subsidies of investments in interpricses Support for taking capacity out of production Advisory services for enterprises Education for the sector Support for product development Support for industry collaborative structures Etc. Source: Halkier (2009) inspired by Dahler-Larsen (2000) and pearce (2000)

34 4 typical pillars in tourism policy Structural development and innovation Pro arguments Strategic selection of winners Affecting of the aggregate quality of the tourist product Strategic public ownership and commitment Contra arguments Resistance from the industry Uncertainty about cause-effect relationships General liberalisation trends Problem to find high-quality beneficiaries for subsidies Source: Halkier (2009) inspired by Dahler-Larsen (2000) and pearce (2000)

35 Policy instruments Resources Authority Information Finance Organisation Rules Mandatory Spatial planing Growth fora Conditional Permission Partnership Partnership Voluntary Public Community Traditional policy instruments Source: Halkier (2009) inspired by Hall (2000) Soft policy instruments: New Tourism: Coherent partnership and cooperation

36 Network impact on policy succes Strategy Diverging Common Resource mobilization Weak Ritualistic Composite a mix Strong Visionary Innovative Source: Halkier (2009) inspired by Bozemann (2004)

37 Innovation through tourism policy Political environment Public actors Private actors Discursive terrain Implementing organisation Political sponsor Organisation Policy design Policy target Firms Organisations Public authorities Tourists Economic & sociocultural environment Public actors Private actors Cultural patterns Discursive terrain PROBLEM DEFINITION POLICY OUTCOME Source: Halkier (2009) Long-term process! Effect depend on target response/situation Requiried: shared sustainable values, knowledge and cooperation. Repeated policy process based on evaluation

38 Policy evaluations Input analyses What activities are launched? What is the allocation of funds? Output analyses What is purchased for the funds? Result analyses Indicators of the use of the purchased facilities Effect analyses Were the objectives reached? Are there side effects (expected and unexpected) Effectivity analyses Where the funds well spend compared to other types of allocation? Efficiency analyses Could the fund have been spent with higher effects, for example by using other methods or by more careful management? Source: Halkier (2009) inspired by Dahler-Larsen (2000) and pearce (2000)

39 Conclusion Bangladesh can achieve a positive tourism development If players are guided by green values and knowledge to develop a sustainable destination initiate a long-term development process based on New Tourism concept

40 Contact information Majbritt Thomsen Owner Views On Tourism Project Web-page: LinkedIn group: ut=&gid= &trk=anet_ug_grpp ro

41 Sources Text Halkier, Henrik (2009) lectures in Tourism Policy lkier/ DANIDA by Thomsen, Majbritt (2008) Introduction to the tourism industry in Bangladesh Royal Danish Embassy, Bangladesh Weaver, David & Lawton, Laura (2002) Tourism Management, Wiley WTTC World Travel & Tourism Council (2003) Blueprint for tourism WTTC World Travel & Tourism Council (2008) Travel & Tourism economic Impact Bangladesh 2009

42 Sources Photos Bangladesh Travel Writer Association, front cover (page 37) Bhutan Travel Bureau (page 18 and 19) Bradt Travel Guide, front cover (page 9) DANIDA report front cover (page 5) Mahabub, Emile (page 1 right, 14 bottom and 32) Ministry of the Environment and Water Resources, Singapore Government (page 40) Magnussen, Casper & Thomsen, Majbritt (1 left and middle,2, 6, 7, 8, 12, 14 top, 16, 21, 22, 33, 38, 39, 41, 46) Samia Nazmeen Mishu (page 3) Parjatan poster (page 35)