Bangladesh tourism needs national brand, visa reform

Bangladesh has the natural, cultural and human resources to become a major tourism destination in South Asia, but weak branding, limited promotion, visa barriers and fragmented policymaking continue to hold the sector back, according to a tourism development blueprint presented by Sadia Haque, executive committee member of the Travel and Tourism Development Centre (TTDC), at its launch in Dhaka on August 8.

Titled "Destination Bangla-desh: A Blueprint for Tourism That Welcomes the World", the blueprint argues that the country's challenge is not a shortage of attractions but a lack of coordinated strategy, investment and institutional focus, reports Bangladesh Monitor.

Rich assets, limited visibility

Bangladesh has about 175 million people, three UNESCO World Heritage Sites, one of the world's longest unbroken sea beaches, more than 700 rivers, islands and wetlands, as well as diverse traditions in music, food and crafts.

Yet the country recorded about 650,000 international arrivals in 2024, compared with 2.05 million in Sri Lanka, around 1 million in Pakistan and 1.15 million in Nepal.

TTDC estimates that only 30,000-50,000 of Bangladesh's arrivals were genuine leisure tourists, with most others comprising visiting friends and relatives, diaspora and work-visa travellers.

Branding, visa reform

The blueprint identifies the absence of a sustained national tourism brand as a major weakness. Earlier initiatives such as "Beautiful Bangladesh" created promotional identities but failed to establish consistent positioning.

Bangladesh also spends less than USD 1 million annually on tourism promotion, compared with an estimated USD 8-15 million in Sri Lanka, it said.

Visa procedures are another obstacle. Bangladesh does not currently have an e-visa system, while visa-on-arrival services at Hazrat Shahjalal International Airport need improvement. TTDC has proposed e-visas, better visa-on-arrival services, and expanded facilities at land borders.

The organisation also wants Bangladesh to develop commercially bookable "Signature Tourism Circuits" that can be marketed through international travel channels.

Ambitious growth targets

TTDC aims to raise international arrivals to 1.2 million within three to five years, followed by more than two million arrivals and USD 1.5 billion in tourism revenue within a decade.

The blueprint also targets a 5-7 percent contribution to GDP from tourism and more than 500,000 additional jobs over the longer term.

Civil Aviation and Tourism Minister Afroza Khanam inaugurates the organisation by cutting a cake at the event. Photo: TTDC

Hospitality, workforce gaps

The hospitality sector also requires major investment. While Bangladesh has more than 3,000 registered hotels and resorts, branded three- and four-star properties remain scarce outside Dhaka, including in major destinations such as Cox's Bazar.

TTDC estimates that more than 500,000 additional skilled workers will be needed by 2030. It proposes expanding hospitality training and certification, with a long-term goal of producing 100,000 certified hospitality workers by 2035.

Eco-tourism, aviation

The blueprint identifies the Sundarbans, Sylhet, Kuakata, North Bengal, and the Chittagong region as areas with significant eco-tourism potential. It calls for environmentally responsible development and a commercially viable eco-tourism model for the Sundarbans.

Aviation is another key pillar. Bangladesh's aviation sector contributes an estimated USD 5.3 billion to GDP and supports about 475,000 jobs. However, around 80 percent of air traffic is carried by foreign airlines, according to TTDC.

The organisation proposes expanding bilateral air-service agreements, improving the role of Bangladeshi carriers and developing Cox's Bazar as an international aviation hub.

Chowdhury Ashik Mahmud Bin Harun, executive chairman of the Bangladesh Investment Development Authority speaks at the event. Photo: TTDC

Dhaka as transit hub

TTDC also sees an opportunity to turn Dhaka into a South Asian transit hub through e-transit visas, online pre-clearance, improved airport facilities, better airport-city connectivity and stopover programmes.

The blueprint also calls for stronger cargo transshipment through Dhaka and development of meetings, incentives, conferences, and exhibitions (MICE) tourism.

TTDC further proposes using Bangladesh's approximately BDT 800 crore Creative Economy Fund to support heritage and craft trails, tourism marketing, workforce development, tourism circuits, and conservation of heritage sites.

The organisation has called for coordinated action among government agencies, airlines, hotels, tour operators, investors, media, and content creators to establish tourism as a national development priority.

"Bangladesh doesn't lack the assets - it lacks the coordinated strategy, investment, and institutional home to leverage them," the blueprint states.