Sakif Shamim : The development of tourism destinations' comprehensive infrastructure and strong, well-thought-out branding are essential for attracting both domestic and foreign tourists to establish the tourism industry as a key driver of the national economy. This strategy is crucial because it will not only stimulate economic growth but also create employment, generate foreign currency, and bolster the country's international image or 'soft power'.

The challenges currently facing the tourism industry are not singular; rather, they constitute a multi-dimensional crisis. This crisis can be categorized into four main pillars: weak physical and digital infrastructure, a lack of quality and security in tourist-friendly services, ineffective branding and marketing strategies, and the absence of international-standard entertainment and shopping facilities. Tourists seek a safe and comfortable experience in addition to natural beauty.

However, many promising areas still suffer from inadequate provisions for improved road connectivity, uninterrupted electricity, and quality drinking water. For instance, the logistical support for visiting the Sundarbans in the southwest isn't yet up to international standards. Furthermore, the necessary high-speed digital connectivity that is essential for tourists in the modern age is often lacking, as poor internet connections in remote tourist areas significantly affect digital marketing and online tourism services.

The sector is further constrained by a lack of international-standard hotels and motels, alongside the high service costs in those that do exist. A significant portion of the total tourism investment (estimated at 65%) remains concentrated primarily in the capital and a few commercial centers. Concepts for sustainable accommodation, such as eco-lodges or homestays, have not gained popularity in rural or environmentally sensitive areas. The most critical concern remains tourist security, where ensuring 24/7 monitoring and guide services, especially for international guests, is vital. Compounding these issues are poor cleanliness and waste management practices that detract from the appeal of many scenic locations.

Despite the potential, the direct contribution of tourism to the country's GDP is currently stable at around two percent, a significant gap when compared to successful tourism economies where it can exceed 20%. This disparity stems partly from the failure to establish a single, cohesive identity for 'Brand Bangladesh'. Promotional efforts suffer from a lack of coordination despite their variety, and the use of data analytics is severely limited. Without analyzing data on the preferences and spending habits of different tourist demographics, marketing efforts become aimless.

To make the industry effective and profitable, strategic actions are necessary. Specific high-potential areas, such as the Cox's Bazar-Teknaf economic corridor or the Greater Sylhet region, should be designated as 'Smart Tourism Zones' with complete physical and digital infrastructure, guided by a sensitive regional master plan for each area. Safety must be a priority, requiring mandatory tourism police and specialized tourist guide services. The workforce needs high-quality training in foreign languages, first aid, and hospitality to meet international standards, along with effective provisions for international-standard healthcare.
Marketing must become data-driven and digital, involving targeted campaigns on platforms like Google and YouTube based on the interests of specific tourist groups, such as Chinese or European visitors. Finally, the government must ensure comfortable, multi-dimensional, and safe communication systems in tourist areas. Developing international-standard entertainment centers, museums, and advanced banking facilities is also essential. This path forward requires not just government action but a coordinated, transparent effort involving the private sector and local communities. By basing organized branding on security, stability, and world-class services, both domestic and foreign tourists will be naturally drawn, laying the groundwork for the industry's critical future role in economic and cultural exchange.

Managing Director, Labaid Cancer Hospital & Super Specialty Centre
Deputy Managing Director, Labaid Group