Despite having a variety of mesmerising destinations, Bangladesh – a gifted daughter of nature – is failing to attract expected number of foreign tourists owing to a lack of planning, facilities and publicity.

Insiders in the tourism sector say that progress is also hampered by visa complications, a tendency to overcharge tourists, an underdeveloped transport network, insecurity, harassment of visitors, and social conservatism.

Grim reality against huge potential

According to the Bangladesh Tourism Board (BTB), 655,000 foreign tourists visited Bangladesh last year. The number was 525,656 in 2022, 135,186 in 2021, 181,518 in 2020, 621,131 in 2019, and 552,730 in 2018.

The country attracted only 3% of tourists from abroad, while neighbouring countries like India, Sri Lanka, Nepal, the Maldives, Thailand, and Indonesia hosted a significant number of international visitors, especially from Europe.

Mohammad Rafuzzaman, president of the TOAB, remarked that policymakers have never fully recognised the potential of Bangladesh's tourism industry.

"You need to first understand what you have and what you can do with it. Bangladesh is truly blessed by nature, but we have failed to use our assets to unlock our potential. As a result, we lag behind other South Asian countries," he told the Daily Sun.

Tourism contributes about 3.5% to 4% of Bangladesh’s GDP, a low figure compared to other South Asian nations. The Maldives, for instance, derives around 30% of its GDP from tourism, while Sri Lanka earns 12.5%, Nepal 6%, Bhutan 5.5%, and India 4.5% from the sector.

Bangladesh ranked 109th out of 119 economies in the Travel and Tourism Development Index 2024, placing last among the 19 Asia-Pacific countries assessed in a World Economic Forum study.

This biennial index, prepared in collaboration with the University of Surrey, gave Bangladesh a score of 3.19 out of 7, the lowest among the five South Asian countries in the ranking. India led South Asia, ranking 39th with a score of 4.25, followed by Sri Lanka at 76th (3.69), Pakistan at 101st (3.41), and Nepal at 105th (3.34).

Expensive services with limited facilities

Tourism expenses in Bangladesh have skyrocketed in recent years. Airfares have doubled, and other costs related to foreign travel have increased by over 80% in the past couple of financial years, according to sector insiders.

Fairuz Sadekin, a tourist guide based in Cox’s Bazar, noted, "Everything has become more expensive, and as a result, tourists are now dissatisfied with the services they receive. Do we really offer them what they deserve for the amount they are spending?"

There are frequent complaints of overcharging at tourist spots across the country. The inadequate transport network is another challenge, with limited facilities for rest and recreation on long-distance routes.

Moreover, foreign tourists often complain about visa complications, mistreatment at airports, and a lack of security at tourist sites.

Recreation: An overlooked aspect

While a good number of international tourists visit Bangladesh to explore its rich historical, cultural, and archaeological heritage, most holidaymakers seek recreational activities to enhance their travel experience. Unfortunately, Bangladesh offers little in terms of entertainment that caters to these needs.

Abdus Salam Aref, President of the Association of Travel Agents of Bangladesh (ATAB), suggests that both the government and private investors should work to increase recreational facilities for foreign tourists.

"Countries like Thailand, Malaysia, and Indonesia provide numerous entertainment options, including snorkelling, scuba diving, parasailing, jet skiing, pedal boating, beach volleyball, and bowling. We need to offer similar modern facilities,” he said.

He also highlighted the lack of nightlife options for tourists, stressing that Bangladesh needs to understand and meet the demands of international visitors.

Ambitious master plan, insufficient promotion

The Bangladesh Tourism Board has launched a tourism master plan aiming to attract 5.57 million foreign tourists annually by 2041, while creating 21.94 million jobs in the sector.

To achieve this, the plan calls for USD 1.08 billion in public and private investment, including USD 105.5 million from the government to develop infrastructure such as roads, electricity, and security. Private investors are expected to focus on building luxury hotels, resorts, amusement parks, and other high-end facilities.

However, despite this ambitious plan, Bangladesh lacks immediate measures to promote its tourist attractions to international travellers.

Dr Md Shariful Alam Khandakar, chairman of the Department of Tourism and Hospitality Management at Dhaka University, pointed out that Bangladesh has no effective strategy to introduce its unique tourist spots to global holidaymakers or to provide the necessary entertainment facilities.

"We have Cox's Bazar, the world’s longest unbroken sea beach; Kuakata, the only beach where both sunrise and sunset can be viewed; the Sundarbans, the world’s largest mangrove forest; and many other places of natural beauty and historical significance. Yet we have failed to promote these globally. We need to target travellers from landlocked countries and categorise our offerings accordingly," he said.

He also stressed the importance of enhancing recreational facilities for foreign visitors.

When asked why Bangladesh is struggling to attract more foreign tourists, Abu Taher Md Jaber, CEO of the Bangladesh Tourism Board, responded, "It’s not true that the number of foreign tourists isn’t increasing, but it’s not growing as much as we had hoped. Tourism should be a priority. Many institutions are connected to the sector – roads, transport, accommodation, entertainment, food quality, and costs all play a role."

"We need to address all these factors. It will take time, but we are working on it," he added.