Development Of Tourism Industry And Infrastructures In Bangladesh

Development of Tourism Industry and Infrastructures in Bangladesh SYED AHSANUL ALAM Associate Professor Department of Marketing, University of Chittagong Chittagong, Bangladesh.

MOHAMMAD SHAMSUDDOHA Assistant Professor Department of Marketing, University of Chittagong Chittagong, Bangladesh. E- mail: [email protected]

Abstract: Bangladesh is a vacationland and it has many facets for local and foreign tourist. Her tourist attractions include archeological sites, historic mosques and monuments, resorts, beaches, picnic spots, forest and wildlife. Bangladesh is a riverine country having attractive panoramic beauty. There are hills, vales, deep and mangrove forests, rivers and the longest beach in the world. In this country, the scope of nature based tourism, research based tourism, culture based tourism and eco-tourism is quite evident. In Bangladesh, prospective areas are present, minimum infra-structural arrangement is developing, role of government is now positive, private and public organizations have come forward side by side to attract the local and foreign tourists, researchers, dignitaries and foreign delegates. Having all the minimum requirements, the tourism industry could not develop adequately. The cracks of problem could not identify accurately because of paucity of sufficient number of research and investigations in our country. Out of different problems, the researchers have concentrated their focus to human resource development aspect for tourism sector in Bangladesh. It is due to low literacy rate of general people, they cannot communicate with the domestic and foreign tourists significantly. So, the tourists felt discourage to visit repeatedly to the tourist spots. It is not possible to increase literacy rate dramatically to develop communicative skill of mass people. The researchers feel that a group of personnel could be developed on an emergency basis to face the immense need of the tourism industry in Bangladesh. Presently, specialized formal education like bachelor’s degree, under graduate degree or postgraduate degrees are not available in universities of Bangladesh on tourism. No specialized training program is being found to develop skilled personnel in this regard. In some International Hotels, Parjatan Corporation and at private level tourist agencies very limited scope of on the job training has been developed. This study will facilitate the decision makers to assess the intensity of the problem and to plan accurate measures to train and develop a good number of manpower for facing the current need readily. This could benefit the tourism industry in multiple ways. This could change the economic picture of tourism sector and contribute a big share in the GDP of Bangladesh.

Keywo rds: Tourism, Development, Marketing

Introduction During the post-Second World War era, tourism demand has rapidly increased and tourism has become a worldwide phenomenon. Not surprisingly, this post-war boom has drawn the attention of many developing countries, and tourism as one of the growing industries of the world economy has enticed many entrepreneurs and governments of various countries to invest in the tourism industry without proper planning and preparation (Cevat Tosun and Dallen J. Timothy, 2001). Tourism is not associated with aristocracy. Today even ordinary persons can afford. With the passage of time, the tourism has become almost a part of our normal life. In the background of its growing popularity, tourism has become a mass phenomenon. It has grown to such dimensions that we consider it an important industry. The promotion of tourism as an industry serves multi-pronged interest, e.g. protecting our arts and culture, preserving our cultural heritage, interaction of different religion, excha nge of views, and generation of foreign exchange and so on. It is against this background that albeit global tourism organizations like World Tourism Organization. Pacific Area Travel Association. International Union of Official Travel Organization etc. ha ve been active in developing tourism as an industry. Particularly for the developing countries, the tourism industry is considered as a bonanza. The conceptual exposition appears essential to study other dimensions of tourism marketing. The marketing experts opine that tourism marketing is the systemic and coordinated efforts to optimize the satisfaction of tourism. The tourism marketing is also supposed to be a device to make a possible reorientation in the business policy and overhaul in the management concept. Generally speaking, tourism planning has been defined as a process based on research and evaluation, which seeks to optimize the potential contribution of tourism to human welfare and environmental quality (Tosun and Jenkins, 1998). Thus, tourism planning should relate tourism development to the more equitable distribution of wealth that is one of the main aims of national development planning. In this respect, tourism planning is a component of national development planning and strategy. Moreover, ti includes a decision- making process between the tourism industry and other sectors of the economy, between various sub- national areas and between types of tourism. It requires the integration of the tourism industry into other sectors such as agriculture, industry, transportation and social services (Timothy, 1999). In view of the aforesaid facts it is right to mention that tourism marketing is an integrated effort to satisfy tourists by making available to them the best possible services. It is a device to transform the potential tourists into actual tourists. It is the safest way to generate demand and expand market.

Further, it is an effort to make possible harmony between the social interests and interests of tourist organizations. It is an approach to promote business, which feeds the organizations the necessary information for farming or revamping the marketing decisions. The tourisms marketing is thus promotion or sales based on research on what are to be sold in the market. Dependence on laurels is not possible in the tourism marketing since the taste preferences of users change very firstly.

Rationale of the study Bangladesh is trying to develop her tourism status to compete in local and global market. Tourism is one of the main roots of developing the country’s economy and as well as skilled professional human resource. Governmental and non-Governmental institutes can keep such a vital role by giving emphasis on tourism marketing. Bangladesh needs to develop its human resources for improving tourism marketing in local tourists as well as foreign tourist.. In Bangladesh, tourism has lot of potentiality to earn more revenue than presently what they are earning. If Govt. and Non-government organization come forward and take the responsibility for developing tourism industry, it will earn much more revenue and create lots of employment as well. There has no plethora research work on tourism in Bangladesh perspectives. This research will add some value and fill up the gap that motivated the authors to undertake such a study

Objectives of the study In the light of development of tourism industry in Bangladesh particularly, the main objectives of the study are1. To find out the present status of tourism industry in Bangladesh. 2. To explore the potential tourist spot in Bangladesh. 3. To give some recommendation for the development of tourist industry in Bangladesh.

Scope and Methodologies of the study The study covered various Government and non- government who are acting vital role in developing tourism industry Situated mainly capital Dhaka and commercial capital city Chittagong in Bangladesh. The sample comprised of more than ten Governmental and nongovernmental institutes those who are working with the tourism in Bangladesh. Necessary information and data were collected from sample respondents through the direct interview

method by using structured questionnaire. In addition, review all the tourism related websites for updated information. In total 50 respondents were interviewed during the study period. In the other hand, the researcher also reviews several foreign and local research works as well in this field.

Limitations of the study The study covered very limited number of sample organization in respect of its real scope all over the country. There is no plethora of research work in this field. Sometimes responded were not interested to express to their honest opinion. To overcome these limitations, an intensive study of existing literature in this field, foreign journal, relevant publication by Governme nt and other private agencies were studied. This is fully self- financed research work that is why the researcher could not able to cover wider area.

Analysis of Findings The conceptual exposition appears essential to study tourism marketing. The marketing experts opine that tourism marketing is the systemic and coordinated efforts to optimize the satisfaction of tourism .The thing here are concerned with making available to the tourist organizations. The tourism marketing is also supposed to be a device to make a possible reorientation in the business policy and overhaul in the management concept. Tourism marketing is an integrated effort to satisfy tourists by making available to them the best possible services. It is a device to transform the potential tourists into actual tourists. It is the safest way to generate demand and expand market. Further it is an effort to make possible harmony between the social interests and interests of tourist organizations. It is an approach to promote business, which feeds the organizations the necessary information for farming or revamping the marketing decisions. The tourisms marketing is thus promotion or sales based on research on what are to be sold in the market. Dependence on laurels is not possible in the tourism marketing since the taste preferences of users change very firstly in Bangladesh.

The users of Tourism Services There are several users of tourist like rural tourists, urban tourists and international tourists. For the successful execution of marketing strategies for translating the strategies in to meaningful

purposes, it is essential to have a detailed knowledge of users of services. Tourists coming from the rural areas are rural tourists whereas the tourists coming from urban areas are urban tourists. The users

Domestic

Foreign

Rural

Urban

Literate Illiterate Literate Illiterate Rich / Poor Rich / Poor

or [Source: BPC Officials]

Classification of Tourists According to a sample survey, the tourists’ arrivals are classified in the following categories: A. Business



42%

B. Pleasure



23%

C. Official



18%

D. Others



17%

17% 18%

Business Pleasure 42%

Official Others

23%

Figure: Shows the Arrival of Tourists

[Source: Bangladesh Parjatan Corporation]

Institutional Framework

The National Tourism Organization The principal channel of Government involvement in the tourism sector is the national tourism organization, Bangladesh Parjatan Corporation, (BPC or Parjatan), which is a semi autonomous government agency reporting to the Ministry of civil Aviation and Tourism as its administrative Ministry. Importantly, the national airline Biman Bangladesh Airlines, (Biman), forms a separate division within the same Ministry, which allows integration and of tourism initiatives. Many of

BPC’s managerial matters are handle through the national Tourism Facilitation committee headed by the secretary of the ministry of Aviation and Tourism. A sub-committee of the National committee is responsible for coordination of efforts to promote tourism in the country. The sub-committee is comprised of the following members: Biman (Convener); Chairman, Bangladesh Parjatan Corporation; Joint secretary of the Ministry of Aviation and Tourism; Sonargaon Hotel; Sheraton Hotel; Association of Travel Agent of Bangladesh; Pacific Area Travel Association; Secretary Bangladesh Services Ltd; Flying club of Bangladesh (co-opted). BPC was created on the 27th November 1972 by order of the Government of the People’s Republic of Bangladesh and commenced business in January 1973. It was established as a Corporation under the laws of the country with an authorized capital of Tk one crore (roughly US$ 1.3 million then) and initial share capital of Tk five lakhs (roughly US$ 65,000 then). Under the law, additional loan or equity capital could be raised for carrying out the functions of the Corporation with gove rnment approval. It was evidently the intention of the drafters of the Order that BPC should be an autonomous corporation responsible to its shareholders as would be any other corporate entity in the country. Specifically, the Order directed that the assets and liabilities of a preceding company, Pakistan Tourism Development Corporation Limited, would be transferred to BPC. The Government clearly intended to distance itself from the operations of BPC and not be a major investor. The Corporation was given broad power and authority and important some power as follows

1. To promote tourist undertakings and to control and regulate tourist installations and services; 2. To project the image of Bangladesh abroad for the purpose of attracting tourists by publicizing the history and culture of the country; 3. To organize reception and information facilities in or outside Bangladesh; 4. To encourage and develop domestic tourism; 5. To enter tourism agreement with foreign countries with the previous approval of the Government; 6. To conduct and carry out research on various aspects of tourism; 7. To publish literature on tourism;

8. To establish institutes or make other arrangements for instruction and training of persons engaged, or likely to be engaged, in any activity connected with, or ancillary to, tourism; 9. To acquire, hold or dispose of any property whether movable or immovable; 10. To invest its moneys and funds and to vary the investments as and when it may seem necessary or proper; 11. To do all other things connected with or ancillary to any of the matters referred to in the foregoing sub-clauses; 12. To carry out any other functions as may be prescribed. [Source:

President’s Order No 143 of 1972 as published in the Bangladesh Gazette

Extraordinary, 27th November 1972.]

Since 1973 BPC has engaged in a number of the activities specifically mentioned in the Government Order including the construction of hotels, a training school, establishment of a car rental system, organization of sight seeing tours and the establishment of duty free shops at the international airport and on other premises.

Government Investment in Tourism Despite the low priority given by the Government to tourism at a national level there have been some important investments in both Parjatan and Biman.

(A) Government investment in BPC The audited, consolidated balance sheet of the Corporation as at 30 June 1984 (the latest available at the time of preparation of the master plan report) shows total government investment of over Tk 20 crore. That amount, equivalent to us$ 6.7 million was composed of fully paid capital of Tk 345 lakhs (us$ 1.15 million), grants Tk 281 lakhs (us$ 0.93 million), and loans Tk 14.4 crore (us$ 4.82 million). Of the total investment at the balance sheet date, net assets account for Tk 13.9 crore (us$ 4.62 million) and operating losses (including depreciation) for Tk 9.2 crore (us$ 3.07 million). The operating losses occurred in the years from 1972 to 1983 and have been partially offset by profits since then.

(B) Government investment in Biman Bangladesh airlines The government as sole stockholder in Biman was not primarily making an investment in tourism but in an airline with potential to become an important contributor tourist flows. Substantial levels of investment have taken place both in Biman and in the rehabilitation and development of domestic airports. In TFYP, for example an allocation is made to Biman of Tk 140 crore (us$ 47 million), and to domestic airport development to Tk 70 crore (us$ 23 million), for improvements at Sylhet and Chittagong and for further capital works at Zia international Airport in Dhaka. Such investments are supportive to tourism development aspirations particularly those investments in the national carrier although clearly the investments have wider implications tha n for tourism alone. The importance of Government investment in hotels and airlines is in providing seed money to start an activity initially beyond the capability of the private sector in an impoverished country and in providing a model and encouragement to private investors.

(C) Private Investment in Tourism A range of concessionary investment incentives are offered to the private sector in tourism activities, in line with other special capital depreciation regulations, etc. In addition, the tourism sector receives significant loan finance from the commercial banks. Although the availability of foreign exchange is restricted. The starting date for the period of income tax exemption for companies in the tourism sector has been extended to June 1990. The period of exemption varies with the district in which the activity is arrived on and portions of the profits must be reinvested in the activity or in government bonds. Recent private sector investment initiatives appear limited to Dhaka, however. The primary reasons for this would appear to be demand deficiency rather than any institutional constraints. One of the examples of private investment in tourism is Fantasy Kingdom.

Fantasy Kingdom: Thirty kilometers off the Dhaka city on the way to Savar and about five kilometers off the Zia International Airport, the theme park Fantasy Kingdom owned by Concord group was formally opened on Feb.19.2002. By this time, it has gained popularity both from the kids and adults.

Fantancy kingdom now offers 1500 feet long roller coaster, a big flume ride, santaramaria Viking ship, arabian flying carpet, race horses, crazy bumps, a big video game arcade etc.

Manpower Development and Training It has been recognized by BPC that the Corporation is short of professional staff in its hotel operations division particularly and that the development of tourism in Bangladesh will require training of management cadres. These cadres would be in a position to carry forward vocational t4raining programs for hotel and other sector workers once the basic needs have been met through a number of specially structured programs designed to remedy the current lack of trained workers for many work positions. In order to establish and develop a professional training program within the tourism industry in Bangladesh, BPC established the Hotel and Tourism Training Institute (HTTI), which was jointly funded in 1978 by the Government of Bangladesh and the United Nations Development Program (UNDP) with the International Labor Organization (ILO) as executing agency. The first phase of the project finished in 1983 and the second phase commenced in February 1986. The Tourism Training Institute is operated under the auspices of BPC in Mohakhali, Dhaka. In the same building is a fully operational BPC Hotel. The Institute and the hotel are housed in purpose-built facilities having, in addition to 20 bedrooms and usual hotel facilities, classroom areas, a training restaurant, training and demonstration kitchens, a front office reception area, a conference room, offices and administrative areas. It is intended during the second phase program to expand and up- grade HTTI to provide, inter alias, a langrage laboratory, a travel agency, a library/documentation unit, a demonstration laundry, a bakery/patisserie training unit with a retail outlet and a small video studio. There will also be a mobile catering van for outside catering and a 26-seater coaster for the transport of trainees on study visits. The ILO, besides helping the Government to develop the hospitality industry, is also helping to develop human resources by providing in-depth training programs. The full-time courses, supervised by international experts and consultants, cover the following specializations: Ø Hotel and Restaurant Kitchen Training Ø Restaurant Service Ø Front Office and Secretarial Ø Bakery, Pastry and Confectionery

Ø Housekeeping Operations Ø Tourist Guides Ø Tour Operation and Travel Agencies.

There will also be part-time of day-release courses in various aspects of the industry, according to identified needs, such as: Ø Hygiene and Sanitation for Food Handlers Ø Short on-the-job Instructor Training Courses Ø Communications and Social Skills Ø Short courses in different aspects of catering for non-professionals. Eventually, there will be developed a diploma course in Hotel and Catering Operations for management trainees. The current program is technical and vocational in nature and is designed to meet the more immediate needs for tourism development. A serious difficulty is the low level of foreign langrage skills of rank and file employees that make the inclusion of the proposed language laboratory a desirable priority. Other UNDP projects for tourism sector training will also be of assistance to Bangladesh in meeting its training needs. One project for training in tourism planning for South Asia has resulted in conclusions and recommendations that include: Ø One-year scholarships, to be given for overseas training at university graduate level. Ø The development of a series of three six-week regional training courses. The courses would cover a variety of topics including statistical data collection, techniques and principles of detailed planning of resorts, and standards of control of environmental and social impact. A program for regional cooperation in tourism training that is planned for 1988 would cover a number of conceptual matters as well as specialized training. Among the topics slated for attention are: Ø Multi destination holiday packaging Ø Development of market identity Ø Creation of job titles for sector personnel to replace the currently used civil service names Ø Improvement of staff attitudes and capability through encounter and transactional analysis courses Ø Budgetary and financial management including hotel accounting

Ø Tour operator and ground handling courses. Ø Clearly all of the recommendations address topics that are important for Bangladesh, whose tourism development is closely allied with other countries in South Asia and South East Asia. The master plan study team observed a number of weaknesses in current practices that should also be considered in the context of training program. A good knowledge of foreign languages does not extend very far down the hotel hierarchy. Training programs of a forceful nature are required to remove inhibitions and give adequate practice in actually speaking foreign languages. No attention is given to sales promotion in restaurants when an extra sale might be made. In art this may be a consequence of the limited number of items actually available out of the menu list. On the other hand, restaurant employees have been well trainee in accounting for the sales they actually make. Because of the service charge system, there is a correlation between the two objectives. Similarly, restaurant employees in particular tend not to be as attentive as they might, again missing potential for extra sales as well as failing in their duties. It is notable that the two international hotels in Dhaka have been most successful in their employee training programs and their cooperation with the HTTI programs should be most helpful. The international hotels are also a potential source of well-trained middle and upper management personnel for new operations. The basic and long-term training needs are met in principle by the current and proposed programs. With will and commitment, they should be successful.

Tour Programs taken by Bangladesh Parjatan Corporation The tours division BPC has developed programs for 12 tours designed to permit tourists to the most interesting parts of the country a range of attractive leaflets is provided. The tours are also built into offerings of Biman, the national airlines, which includes them on packages originating in certain European and other cities served by the airlines. Parjatan Offers Tour no. 1 2 3 4

Title Dhaka Stopover -doPaddle-steamer tour Nature & tea

Itinerary Dhaka City Tour Dhaka City tour with River Cruise Dhaka-Khulna-Dhaka Dhaka-Srimongal-Sylhet-Dhaka

Duration 2-days 1 night 3-days-2night 4-days-3 night 5-days-4 night

5 6 7

Orientation Tour Tribal culture Tour Beach Holidy Tour Beach Island Tour Nature&WildLlfe Tour History & Archaeological Tour Discover Bangladesh-1 Discover Bangladesh-2

Dhaka-Ctg-Rangamati- Dhaka Dhaka-Ctg-Cox’s Bazar-Dhaka Dhaka-Patuakhali-Kuakata-Dhaka Dhaka-Jessor-Mongla-Sundarban8 Dhaka Dhaka-Rangpur-Dinajpur-Bogra9 Dhaka Dhaka-Srimangal-Ctg-Cox’s Bazar10 Dhaka Dhaka-Jessor-Mongla-Sunderban11 Dhaka-Rnagamati-Dhaka Dahka-Srimongal-Ctg-Cox’s BazarDestination 12 Rangamati-Dhaka-Mongla-Sunderban Bangladesh -Dhaka Sources: Website of Parjatan Corporation of Bangladesh

4-days-3-nights 5-days-4-nights 6-days-4-nights 5-days-4-nights 5-days-4-nights 8-days-7-nights 8-days-7-nights 14-days-13 nights

Objectives of Tourism Development Tourism, as the worldwide initiator of movements of people and exchange of cultures, has become the world’s single largest industry. It has matured, provides the livelihood for many millions, foments good will between nations, provides a display case for a nation’s products and stimulates creative and enjoyable activity. As the world is increasingly able to produce the food and other physical needs for its population with fewer and fewer workers, jobs are being lost. Others, however, are gained in the service sector and a higher standard of living is achieved for all. The benefits, at first observed in the more developed lands, are distributed as citizens seek new experiences and travel to ne w destinations, spending money, providing employment and enjoying a change in living from their normal lives. From being once a neglected sector, tourism now has the attention of national, regional and municipal governments throughout the world, who seek to participate in the flow of resources, increase their market share and earn the respect of their counterparts. The study of tourism has become a science spearheaded by the world Tourism Organization that collects and interprets data and advises government’s as to how they may share in the benefits of tourism’s growth and potential. A recent study completed by the WTO in 1986 – an Economic review of world Tourism – shows that in the developed countries of the world, two thirds of the workforce now work in the service sector and as many as 25 per cent of those workers are in tourism related jobs. Spain, with an estimated 25.9 per cent of service sector employees working in tourism related jobs come first followed by the united States

of America with 25.1 per cent. Comparative data for the lesser developed countries of the world show that a lower percentage are employed in the survive sector and tourism related activities. Much of the tourism sector employment in the developed countries is attributable to domestic movements of people. It is estimated by the WTO that nine out of ten movements took place within national boundaries and only ten per cent of movements were across national borders. International tourist movements estimated to be 300 million in 1984 imply domestic movements of almost 3,000 million. Although data collection of domestic movements is less certain than international movements, WTO conjectures that domestic travel is increasing at least at the same rate as international tourism which was estimated to have increased by two per cent in 1984 over the 1983 figure rate expected to increase over the next few years. Many factors affect such expectations. Both discretionary and non-discretionary tourist movements depend on economic and political cond itions for their growth as well as the actual pleasure and other rewards experienced in travel itself that encourage further exploration. Population growth and demographic changes in age groupings affect both volume and the experiences hoped for while the absorptive capacity of some destinations may also change, giving new opportunities to others. Taking the many variables into account, the WTO projects that international travel will continue to grow through the remainder of the decade of the 80’s and that the South Asia region will be a substantial beneficiary of the trend with a projected annual growth rate of seven per cent. The rate is based on the growing pace of industrialization and urbanization that will give impetus to travel weather the reason is business, family, duty or pleasure. Thus, circumstances are seen by WTO to be favorable for growth particularly in the regional international that will benefit Bangladesh. Such growth is the prime requisite that will permit the major objectives of tourism to be realized.

The aims and perceived benefits of tourism for Bangladesh are specific. They are: Ø To improve the balance of payments and to reverse negative flow in the tourism sector; Ø To provide employment; Ø To capitalize on the investment already made in airports, the nationals airline, in transport and accommodation; Ø To enhance the image of the country in the eyes of the world; Ø To reinforce and protect the culture of the country;

Ø To expose its people to world movements, the stimulation provided by other cultures and enhances their employment potential abroad; Ø To enable its people to share in the enjoyment of facilities and amenities that would be created for international tourism purposes and that would provide a base for growth in domestic tourism.

Explore the Place of Tourist attraction There are so many places which is enriching for tourism. The researcher mentioned some of as follows:-

Chittagong : Chittagong, the second largest city of Bangladesh and a busy international seaport, is an ideal vacation spot. Its green hills and forests, its broad sandy beaches and its fine cool climate always attract the holiday- markers. Described by the Chinese traveler poet, Huen Tsang (7th century A. D) as "a sleeping beauty emerging from mists and water" and given the title of "Porto Grande" by the 16th century Portuguese seafarers. Chittagong remains true to both the descriptions even today. It combines remains true to both the descriptions even today. It combines the busy hum of an active seaport with the shooting quiet of a charming hill town. Besides, the longest sea-beach, Cox's Bazar and its adjoing areas have a lot of things to see and places deserve visit by the tourists are Tomb of Sultan Baya zid Bostami, World War II Cemetery , Shrine of Shah Amanat, Court Building Museum, Foy's Lake (Pahartali Lake), Mercantile Marine Academy at Juldia, Patenga and Fouzdarhat Sea Beaches, Port Area, Ethnological Museum, Zia Museum, Sitakunda, Kaptai lake, Other places of interest in the Hill Tract districts include Chandraghona, Khagrachari and Bandarban etc.

Cox's Bazar: Cox's Bazar beach

Miles of golden sands, towering cliffs, surfing waves, rare

conch shells, colorful pagodas, Buddhist temples and tribes, delightful sea-food--this is Cox's Bazar, the tourist capital of Bangladesh. Having the world's longest (120 kilometers.) beach sloping gently down to the blue waters of the Bay of Bengal, Cox's Bazar is one of the most attractive tourist sport in the country. Located at a distance of 152 km. south of Chittagong, the leading seaport of Bangladesh, Cox's Bazar is connected both by air and road from Dhaka and Chittagong. Besides, the longest sea-beach, Cox's Bazar and its adjoing areas have a lot of things

to see and places deserve visit by the tourists like The Aggameda Khyang, Cox's Bazar, Himchari, Inani, Maheshkhali, Ramu,Sonadia Island, Teknaf etc.

Dhaka: The capital of Bangladesh is Dhaka with its exciting history and rich culture Known the world over as the city of mosques and muslin. It has attracted travellers from far and near through ages. It has history dating back to earliest time. Seven domed Mosque (17th century), Baitul Mukarram National Mosque, Star Mosque (18th century), Dhakeshwari Temple (llth Century), Ramkrishna Mission, Armenian Church (1781 A.D.) St.Mary's Cathedral at Ramna, Lalbagh Fort, It was built in 1678 A.D. by Prince Mohammad Azam, son of Mughal emperor Aurangazeb, National Memorial, Bahadur Shah Park, Bangabandhu Memorial Museum, Mukti Juddha Museum, National Museum, Science Museum, Ahsan Manzil Museum, Banga Bhaban, Bara Katra, Chota Katra, National Art Gallery, Suhrawardy Uddyan (Garden), Balda Garden, Ramna Garden, National Park, Zoological Park, Curzon Hall, Botanical Park, High Court Building, Dhaka Zoo, Central Shahid Minar, National Poet's Graveyard, Buddhist monastery, Sonargaon etc.

Dinajpur: The northern most district of the country, offers a number of attractions to the visitors. The Ramsagar (great sea) lake with rest-houses is a good picnic spot having facilities for fishing and rowing in a serene and quiet green countryside atmosphere.

Khulna: Gateway to the Sundarbans abode of the Royal Bengal Tigers Khulna is an industrial town and Divisional Headquarter. The Mongla Seaport is closeby.Some of the biggest Jute mills in the country are located here. Khulna is connected with Dhaka by road and boat and by air via Jessore. Accommodation and eating facilities are available

Kuakata: Kuakata, locally known as Sagar Kannya (Daughter of the Sea) is a rare scenic beauty spot on the southernmost tip of Bangladesh. Kuakata in Latachapli union under Kalapara Police Station of Patuakhali district is about 30 km in length and 6 km in breadth. It is 70 km from Patuakhali district headquarters and 320 km from Dhaka. At Kuakata excellent combination of the picturesque natural beauty, sandy beach, blue sky, huge expanse of water of the Bay and evergreen forest in really eye-catching.

Rangamati : From Chittagong a 77 km road amidst green fields and winding hills will take you to Rangamati, the headquarter of Rangamati Hill District which is a wonderful repository of scenic splendours with flora and fauna of varied descriptions. The ownship is located on the western bank of the Kaptai lake. Rangamati is a favourite holiday resort because of its beautiful landscape, scenic beauty, lake, colourful tribes (Chakma, Marma etc)., its flora and fauna, tribal museum, hanging bridge, homespun textile products, ivory jewellery and the tribal men and women who fashion them. For tourists the attractions of Rangamati are numerous, tribal life, fishing, speed boat cruising, water skiing, hiking, bathing or merely enjoying nature as it is. Some of the Offers: Bangladesh Parjatan Corporation provides suitable hotel and cottage accommodation, catering, speed boat, paddle boat and other facilities at Rangamati.

Rajshahi : Rajshahi has seen the most glorious period of Bengal's Paul dyunasty. It is famous for pure silk, mango and lichi. Attractive silk products are cheaper. A visit to Varendra Research Museum at the heart of the city of rich archaeological finds would be most rewarding. There are also a number of ancient mosques, shrines and temples in and around Rajshahi. Connected with Dhaka by road, rail, river and air, Rajshahi is located on the bank of the Padma river.

Sundarban : In the south-western part of Bangladesh, in the district of greater Khulna, lies the Sundarbans, the beautiful forest. It is a virgin forest which until recently owed nothing to human endeavour and yet nature has laid it out with as much care as a planned pleasure ground. For miles and miles, the lofty treetops form an unbroken canopy, while nearer the ground, works of high and ebb-tide marked on the soil and tree trunks and the many varieties of the natural mangrove forest have much to offer to an inquisitive visitor. Here land and water meet in many novel fashions, Wildlife presents many a spectacle. No wonder, you may come across a Royal Bengal Tiger swimming across the streams or the crocodiles basking on the river banks. With the approach of the evening herds of deer make for the darking glades where boisterous monkeys shower Keora leaves from above for sumptuous meal for the former. For the botanist, the lover of nature, the poet and the painter this land provides a variety of wonder for which they all crave.

Sylhet : Nestled in the picturesque Surma valley amidst scenic tea plantations and lush green tropical forests, it is a prime attraction for all tourists. Its terraced tea gardens, eye soothing orange groves and pineapple plantations and hills covered with tropical forests form a beautiful landscape. The Sylhet vally has a good number of haors, which are big natural wetlands. During winter these haors are vast stretches of green land but in the rainy season they turn into turbulent seas. These haors provide sanctuary to the millions of migratory birds that fly from Siberia across the Himalayas to avoid the severe cold. Srimongal in Sylhet, known as the tea capital of Bangladesh, is the main tea center in this region. Visit in the vast tea garden spread like green carpet over the plain land or slope of the hill is a memorable experience. A stay in one of the rest house of the tea garden is a fascinating one.

Bogra: This small district town serves as the nerve-centre of northern Bangladesh and is fast coming up as an industrial zone. It provides several road links with other district towns and historical sites in the the region besides being itself well connected with Dhaka. Some of the largest coal and lime deposits have been discovered in this district and ambitious plans have been made for their utilization. The district already has a number of sugar, textile and chemical industries. The handloom products of the area are popular throughout the country. Bogra is also popular for its rice, sweets and yogurt

Besides that there are several place which might be treat as a tourist spot like Natore, Mainamati, Paharpur etc.

Recommendation There are so many problems, the researcher found regarding tourism in Bangladesh. The customers of tourism market are price sensitive and want security in tourist place. To expand the market it is necessary to set competit ive price.

¦

Develop the management education on tourism Marketing and prepare marketing or sales

people to sell the product properly to the right place in local and global perspectives as well.

¦

In order to strengthen the marketing department, a person should be appointed to look after

policy matters and new brand exclusively while the responsibility of that division should be in the hand of the marketing Director. ¦

Bangladesh Parjatan Corporation should create pressure on Govt. to implement her policy

more strictly regarding the quality of service. As a result private service provider will be able to face competition on an even ground. ¦

To deliver information to the foreign tourist through online or website and Information

Technology is necessary to research about new tourist spot. ¦

To encourage the Jr. executives they should be promoted to his/her position and new

executives should be recruited to ensure. ¦

Training and other refresher courses should be conducted at regular intervals to up date the

personnel with efficient. ¦

BPC should formulate her strategy in such to way by which she can serve the users more

effectively. BPC can easily utilize the following distribution channel. ¦

Private sector in this field should be encouraged by the BPC and as well as Government

officials.

Final comments Bangladesh is one of the third world country having scarcity of his finance but they can increase their GDP through by giving stress to the tourism industry. From overall point of view, Bangladesh Parjatan Corporation is a only one government tourism service provider firm in Bangladesh, which practices modern marketing concept. But in some sector they are lagging behind. There has a lot of opportunities to earn foreign and local revenue from this sector but this sector is totally ignored. The researcher has put forward some recommendation. If BPC follows these recommendations, in the long run, BPC will become revenue generating organization Bangladesh has a lot of potential tourist spots but it should do find out the exposure. Otherwise, she cannot cash from this potential sector. And private sector should encouraged by the government to work together for the sake of the development of tourism industry in Bangladesh.

References 1. Cevat Tosun and Dallen J. Timothy, International Journal of Contemporary Hospitality Management 13/7 [2001] Page. 352. 2. Marketing Management, Philip Kotler, 9th Edition. 3. President’s Order No 143 of 1972 as published in the Bangladesh Gazette Extraordinary, 27th November 1972. 4. Principles of Marketing, Philip Kotler & Gray Armstrong, 7th Edition 5. Timothy, D. (1998), ``Cooperative tourism planning in a developing destination’’, Journal of Sustainable Tourism, Vol. 6 No. 1, pp. 52-68. 6. Tosun, C. and Jenkins, C.L. (1998), ``The evolution of tourism planning in third world countries: a critique’’, Progress in Tourism and Hospitality Research, Vol. 4 No. 2, pp. 101-14. 7. Website of Bangladesh Parjatan Corporation; www.bangladeshtourism.gov.bd 8. Website of UNDP, WTO, ILO 9. www.bangladeshonline.com 10. www.bangladeshonline.com/tourism/spots 11. www.tourismindiaonline.com