Bangladesh - World Tourism Organization UNWTO

Bangladesh
Branding & Communication Strategy
Presented By
Akhtaruz Zaman Khan Kabir
Chief Executive Officer
Bangladesh Tourism Board
Bangladesh- At a Glance
Bangladesh is the land of green countryside, Serpentine River, natural wonders and colorful cultural
life. It is a dream destination for any kind of tourists as it has some mind boggling sites to die for.
That's why travel destinations in Bangladesh are creating much fuss around the world.
Capital and largest city
Official languages
Ethnic groups(1998)
Recognized
Area
Population
Density
Currency
Time zone
Calling code
Airports (international)
Seaports
Land port
Dhaka
Bangla
98% Bengali 2% other
16 December 1971
Total 147,570 km2 (94th)
July 2012 estimate
161,083,804 (8th)
1,033.5/km2 (9th)
Taka (BDT)
BST (UTC+6)
880
3
2
4
Tourism Branding
A clear set of practical, meaningful Tourism objectives and
aspirations lie behind a BRAND’s unique features.
Ultimately the destination BRAND seeks to speak to two
priority Audiences:
1. The TRAVELLER
2. The PEOPLE OF THE DESTINATION
BRAND acts as the VOICE of the nation. There are few
symbol of Tourism Branding
1.V – Vision
2.O- Originality
3.I – Icons:
4.C – Competitiveness:
Bangladesh as a Tourist Destination
 From time immemorial, Bangladesh was recognized as a
travel destination.
 Bangladesh was once connected to the Silk Road.
 Gigantic Delta was once the World Trading Center.
 The land was connected to different parts of the world
including Europe.
 The geographically important location
Emerging Tourist Destination
It is widely recognized that Bangladesh possesses some of the
unique resources;
SUNDARBANS - The largest mangrove forest in the world
COX’S BAZA
-The longest unbroken beach in the world
BANGLADESH - The largest delta in the world
PEOPLE
- The friendliest people in the world
CONNECTIVITY - Silk Road Destination
Emerging Tourist Destination
So Bangladesh was once very much linked to many parts of the
world Now the time’s come to develop Bangladesh as the hub of
the region The present US Ambassador made a comment that
“Bangladesh can be the hub of a new silk road”
Considering this, regional connectivity has been emphasized by
the government
Branding Bangladesh
-Bangladesh – Often misunderstood a country of natural
disaster, poverty, over population
But Lonely Planet recognized :
Bangladesh ranked the 1st among 10 top ten value
destination in the year of 2008 and 2011.
Because of proper branding & communication strategy we
could not take the advantage of this recognition.
Recognition
Recognition of Bangladesh as a Tourist Destination
Below is the Top 10 value destination in the world in 2011
The List of Top 10 Value Destination in 2011
1. Bangladesh
2. Nicaragua
3. Washington, DC
4. Paris
5. Namibia
6. Philippines
7. Argentina
8. Naples
9. Ukraine
10.Syria
Why Most Value Destination
USP (Unique Selling Position )
•The Living Culture - absolute unique in the world
•Dimension of Hospitality – innate & pure
•Heritage – Blend of Muslims, Hindu & Christian,
Civilization
•The People – So enterprising & friendly
All these cost minimum but provide
maximum benefits to the visitors
USP (Unique Selling Position )
Living Cultural & Heritage
People and lifestyle
Crafts
Dhaka City
Forest and wildlife + Tea Garden
Archaeology and Heritage
Ethnic Culture
River & Riverside lifestyle
Wetland and lifestyle
Festivals & Fairs
Beaches and Offshore Island
Traditional Sports
USP (Unique Selling Position )
Food Culture
Local Traditional food
Pitha
Varieties of Curry dishes
Sea Fish
Desserts
Snacks
Fruit
Adivasi Food (Tribal Food)
Festival Food
Tourist Attraction
Tourist Attraction
Bangladesh Branding Strategy
A resilient nation
very big consumer market
largely a homogeneous society
more global market access
Bangladesh in its list of ‘Next 11’ countries (those most
likely to become the world’s largest economies after
the BRIC nations) and it is one of JP Morgan’s ‘Frontier
Five’ economies. Citigroup has identified Bangladesh as
one of 11 countries it terms Global Growth Generators
(or 3G countries)
Bedrock of Brand Strategy
A resilient nation
Most friendliest & Hospitable nation
Old Fashioned life style
Rich history & culture
Unspoiled natural beauty
Bangladesh Branding Strategy
Creating positive bangladesh to the whole world
School of Life
Communication Strategy
Bangladesh is a natural school
• Potter don’t go to school but he produces world
famous potteries
• crafts man don’t have any academic schooling but
produces world class crafts.
School of Life
Communication Strategy
Farmers don’t have academic schooling but cultivate
in the modern way
Chefs don’t have academic schooling but cook world
class standard
Fisherman don’t have academic schooling but fish in
the advanced way
Communication Strategy
Media & PR Campaign
Marketing Communications & Trade Events
Destination Web Portal
Advertisement in Travel & Tourism Magazines
http://www.tourismboard.gov.bd
E-News Letter
E-Mail Marketing
Communication Strategy
Promotion in online market place
Campaign in Trip Advisor
Campaign Sina.com
Campaign wayn.com
PR Campaign in travel daily news international
Marketing Programs
Participation in the international travel & tourism exhibition
Familiarization tour
Road Show
Festivals
Achievement in Marketing
Best Marketing NTO award in KOTFA -2012
Beautiful Bangladesh TVC awarded 3rd Best
tourism TVC
In ZAGREB international tourism film festival 2011
Best Film Award at VII FilmAT Film, Art and
Tourism Festival in Poland 2012
Thank to all