As a part of our studying Business Administration, our course instructor of Strategic Marketing
had assigned us to prepare project on Marketing Strategy of travel and tourism in Bangladesh.
At first, we would like to express our deepest gratitude and respect to our honorable faculty Mr.
Samy Ahmed, for his valuable contribution and lessons. His painstaking effort at importing his
students with the necessary skills and expertise goes far beyond his responsibilities as a teacher,
and we are very grateful to him.
We would also like to thank our friends who helped us to gather information. We couldnt do the
job without their help. To do that it requires a great deal of help from others, which we got from
our group mates. We are thankful to all the people who helped us in this report.
Table of Contents
Topic No.
Topic Name
Page No.
01
Introduction
02
Objective
03
04
Market Segmentation
05
12
06
17
07
SWOT analysis
20
08
Targeting Market
23
09
10
11
24
29
33
Letter of Transmittal
Date: 4th December, 2014
To
Samy Ahmed
Lecturer
School of Business Administration
North South University
Subject: Submission of project on Travel and Tourism in Bangladesh.
Dear Sir,
Here we are submitting our project on Marketing Strategy of Travel and Tourism in Bangladesh
prescribed by you in your course Strategic Marketing. We would like to recall with gratitude, the
tremendous support and encouragement, which we received from you. We have tried our best to
implement the relevant theories that you have taught in this course.
As an Instructor and Advisor to the report, you provided valuable insights and academic training
to improve the quality of the work. We are grateful for your stimulating guidance and
encouragement during the period of preparation this project. Without your guidance, this would
simply not have been possible.
There may have many omissions and errors on our part but we have tried our level best to
prepare this report to the required standard.
We are looking forward for your kind appraisal on this project.
Introduction:
Tourism is the largest and rapid growing industry of modern business world. It has a vital
influence on economic development of a country. For many developing countries like
Bangladesh, it is one of the main income source and creating much needed employment and
opportunities for development. Tourism is essential for our country due to its capacity to generate
income through the consumption of goods and services by visitors and tourists. Bangladesh has
natural, ecological, cultural and other tourism products to attract tourist. The country has much to
attract international and domestic tourists. Bangladesh's tourist attractions include, historical and
monuments, resorts, beaches, picnic spots, forests and tribal people, wildlife of various species.
Bangladesh offers ample opportunities to tourists for angling, water skiing, river cruising, hiking,
rowing, yachting, sea bathing as well as bringing one in close touch with pristine nature.
Bangladesh, as a vacation destination, has many facets and strengths. Bangladesh is endowed
with almost all the natural potentials that attract tourist. These include: among the beaches, Coxs
Bazaar is the longest unbroken clean and sandy beach in the world. Kuakata is another sea beach,
known as sunrise and sunset. Sundarbans is the home of the majestic Royal Bengal tigers.
Rangamati is known as the heart of the panoramic Lake District. Sylhet is known as the land of
twelve spiritual Awuilia which fascinating hills and tea gardens. Chittagong is the largest port
city of the country and known as the city of shrines. Natural reserved forests are great attractions.
Above all, reverie beauty, colorful tribal culture and simple village life are the main factors for
attracting visitors.
Objectives
Dhaka:
Sonargaon: Cultural Capital of Bangladesh, Bangladesh Institute of Arts and Crafts, Central
Shahid Minar : The Symbol of Bengal, The Dhaka Zoo, The Suhrawardy Uddyan, National Art
Gallery of Bangladesh, Chota Katra, Bara Katra, Mausoleum of National Leaders, Ahsan Manzil
Museum, National Museum, Science Museum, Mukti Juddha Museum, Bangabandhu Memorial
Museum, Bahadur Shah Park, National Memorial of Dhaka, The Lalbagh Fort .
Chittagong
Port City of Chittagong, Himchari, Moheskhali, Inani Beach at Coxs Bazar, Khagrachari,
Chandraghona (Biggest Paper Mills in Asia, Kaptai Lake, Buddish Temple at Rangamati,
Sitakunda, Patenga and Fouzdarhat Beaches, Mercantile Marine Academy at Juldia, Foy's Lake,
Shrine of Shah Amanat, Tomb of Sultan Bayazid Bostami, Cox's Bazar (The Longest SeaBeach), Saint Martin, Court Building Museum,
,
Coxs Bazar:
Cox's Bazar beach Miles of golden sands,towering cliffs, surfing waves, rare conch shells,
colorfulpagodas, Buddhist temples and tribes, delightful sea -food--this is Cox's Bazar, the tourist
capital of Bangladesh. Havingthe world's longest (120 kilometers.) beach sloping gentlydown to
the blue waters of the Bay of Bengal, Cox's Bazar isone of the most attractive tourist sport in the
country.Other places deserve visit by the tourists like TheAggamedaKhyang, Cox's Bazar,
Himchari, Inani, Maheshkhali, Ramu,Sonadia Island, Teknaf etc
Bandarban
Bandarban has been one of the most beautiful tourist destination of Bangladesh.nature has
adorned this region with its magnificient and splendis green ornaments.Beauty is scattered
everywhere of Bandarban. In Bandarban there are places like Meghla parjatan, Nilachal and
Shuvronila, Shoylo prapot,Chimbuk, Nilgiri, Boga lake, Golden temple, Rijuk Fall, Mirinja
parjatan, Upaban parjatan,Shoila Propat, Shornomondir etc.
6
kuakata:
Kuakata, locally known as Saga rKannya (Daughter of the Sea) is a rare scenic beauty spot onthe
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 naturalbeauty, 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 Districtwhich 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. For tourists the attractions of Rangamati are numerous, tribal life, fishing,
speedboat 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.
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 i t out with as much care as a planned pleasure ground. For miles
andmiles, 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
7
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.
Sylhet:
Jaintiapur Town (The Capital of an Ancient Kingdom), Gour Gobinda Fort, Shahi Edgah of
Sylhet, Temple of Sri Chaitanya Dev, Tea Gardens of Srimongal, The Border Post of TamabilJaflong, Madhabkunda, Hairpur Gas Field, The Shrine of Hazrat Shah Jalal, The Shrine of
Hazrat Shah Poran, Lawachara, Madhabpur Lake,Bangladesh Tea Board at Srimongal.
Market Segmentation:
8
Market segmentation recognizes that people differ in their tastes, needs, attitudes, lifestyle,
family size, composition etc. For decades market segmentation has been a useful way for
companies to divide buyers into homogenous groups that differ from each other in some
meaningful regard such as age, gender, place of accommodation, lifestyle or brand loyalty.
Every tourist is different. Every tourist feels attracted by different tourist destinations, likes to
engage in different activities while on vacation, makes use of different entertainment facilities
and complains about different aspects of their vacation. Both tourism researchers and tourism
industry use market segmentation widely to study opportunities. Market segmentation can be
applied by any unit operating in tourism industry. A tourism industry is entity for which market
segmentation is conducted
For Bangladesh tourism industry, we can segment the market into different variables. Those are
discussed below in detail:
1) Geographic Segmentation:
Under geographic segmentation we can group potential customers based on their
location, region and city.
We will segment our tourist industry based on location. There are discernable differences
in consumer preferences, purchase patterns, and behaviors across different geographic
location in world. So we divide the market into South, West, North and east location all
over the world. Most of the tourists coming from Europe, South Asia, USA, Gulf
Cooperation Council Countries, East Asia and the Pacific Rim, USA, England, Australia
and New Zealand and others.
2) Demographic Segmentation:
Demographic segmentation is usually large because in that segment tourist product can
attract a limited. Under demographic segmentation we can divide the market into
different variables. We can divide the tourist market into ages, gender, income,
occupation and social economic classes.
Age: All ages people may not respond same on different tourism packages for example
people of 20-30 will not respond same as people of 40-60. Tourists groups are usually
young and middle age people; sometimes families with children and even retired people
are coming too visited at different locations.
Family life cycle: Some Bengali UK and USA immigrants like to visit Bangladesh with
their children to get familiar about culture and its heritage.
Gender: both male and female are equally like to visit our country Bangladesh. Religion:
Muslims, Hindu, Buddhists and Christian all are interested in their concerned religious
sites in Bangladesh.
Income level: People at different income levels like different packages for example
people of high income level may like luxurious packages, luxurious hotels, and luxurious
tourist location.
3) Psychographic Segmentation: Under psychographic segmentation, we will segment our
market into lifestyle. For psychographic segmentation customers special interests, hobby,
opinions, and attitudes towards different types of vacations are important.
Sports oriented: As many people like sports, so during world cup people from different
countries like to visit Bangladesh.
Cultural-oriented: In Bangladesh there are many places which in cultural heritage. So
people who like cultural places would definitely visit in Bangladesh.
4) Behavioral Segmentation:
We can divide the behavioral segmentation into different variables such as occasions,
user status, user rate, loyalty status etc.
Special occasion: Some people may visit on special occasion. Many people visit at Saint
Martin, Cox Bazaar during winter.
We can also segment tourist industry bases upon users status, user rate, and loyalty
status.
10
Packages we offering
Here we have divided our tourist market into 5 categories which are Students, couple, corporate,
family, foreign tourist and one option for customize your packages.
Packages
Student packages
Couple Packages
Corporate Packages
Family packages
Foreign Tourist packages
11
12
13
Coxs bazaar
14
15
Website
Telephone
E-mail
Mail
Billboards
Mobile billboards
TVC
Media like television, radio, magazine
Event coordinator
Website: One of our direct distribution and promotion tool is the website. Through this websites
our customer can easily enter and check out every details as it will be easily accesible. All
information of our facilities, programs, works, networks and service points are given in the
website. We shall make our website easily accessible through promotion through Google and
many other national and international Bangladeshi websites moreover social medias like
Facebook, twitter. As a result potential tourists from both inside and outside of Bangladesh can
reach.
Telephone: Another direct mean of communication and distribution is through phone. We are
planning to set our own call center through which we would be able to contact our customers
directly. To our potential customers we will give updates of our recent offers through calling or
through sms.
Mail: Through mail we will distribute information and other services like discount coupons to
our existing and potential customers. Through this they will be aware of our latest offers and
services..
Billboard: It is a form of general promotion and distribution. Attractive billboards of our
company and services will be place outside airports, major railway and bus stations of all
regions.3D billboards will be there too to grab more attention of our services.
17
TVC: Through TVC our customers can know about our existence. Attractive TVC containing
beautiful scenes of our country and how we provide our facilities will attract local customers.
Event coordinator: Through this we can attract newly married couples. This is because newly
married couples have a great tendency of visiting beautiful places. They can be our potential
customer. We can provide them with our holiday booklet or holiday magazines of our company
to let them know of our services and which places are best to visit.
Mostly we can say that this direct distribution process is not that effective to reach customers of
geographical region. Since our business involves covering the whole or major parts of country, it
is not entirely feasible. Therefore the most cost effective way of distribution would be indirect
distribution. They are:
Travel Agents: Retail travel agents sell holiday products to the public. They get a
negotiated commission from the tour operator on sales. Some travel agents also organize
hired from these hotels to make it easy for our customers to travel as tourists.
University Representatives: One additional distribution channel would be occasional
major university representatives. Because not all our customers will be foreigners but
also students and local people. As we know, travel culture is booming in Bangladesh
among the youths, it would be a major initiative to capture them under our service.
Transportations: Major transport facilities will also be included in our services.
Our main distribution center will be the main tourist spot in the country which is Coxs
Bazar and a second department will be Dhaka. In addition our agents, distributors, wholesalers
will be all over the country, especially Sylhet, Dhaka, and Chittagong districts.
18
SWOT analysis
Strength:
Bangladesh is unique for its natural resources.
She has the largest sea beach in the world.
Bangladesh is renowned for its archaeological and historical places.
She has unique natural beauty and greenery.
Nation famous for hospitality.
Rich cultural heritage and religious harmony.
Bangladesh can be reached by air from any part of the world. Biman, the Bangladesh
Airlines connects Dhaka with about 30 major cities of the world.
19
She has the accommodation facilities available throughout the country. Sheraton,
Radisson, Westin and Pan pacific hotel chains are in operation in the capital city
Weakness:
satisfaction.
Shortage of professional guides.
Price of some tourism components like the star and standards hotel rooms, food items,
package tours and river cruise programs are much higher than those of neighboring
countries like India and Nepal.
Lacking of promotional and marketing activities of tourism by both public and private
sectors.
Opportunities:
.
Threats:
Instability of political situation.
Harassment by the police and the broker in the airport.
20
Targeting Market:
Target marketing involves evaluate each market segment attractiveness and selecting one or
more segments to enter. We will concentrate our marketing effort on Beaches, Hills & islands,
Forest & Jungle, Historical places, Archaeological Sites and other.
MARKET POSITIONING:
Positioning is the way the product is defined by tourists on important attributes; it is the place
the product occupies in tourists mind relative to competing products. It is difficult to promote
specific tourists product when that product have several attractiveness. Thats why we will
promote bundle of tourists product for the tourists. These are:
1. Beaches
2. Forest, Hills and islands
3. Historical place
21
4. Archaeological Sites
1. Market for Beaches:
The Beaches product assortment includes Patenga, Parki, Coxs Bazar, Teknaf, Saint Martin
Island and Kuakata. Among these Coxs bazaar, Teknaf and Saint Martin attract more local and
foreign tourists. The tourists who want to stay relax, rescue from mental problem, physical
fitness for body disorders and visit for open air are included in this target group.
2. Market for Forest, Hills and Islands (Eco-tourism):
Hills and Islands includes Sundarban (the home of the majestic Royal Bengal tigers), Rangamati
(the Lake District), Kaptai (the lake town), Bandarban (the roof of Bangladesh) and
Khagrachhari (the hilltop town). Tourists who are looking for natures and different cultures of
different tribes people are included in this target group. These sites covered tourists eco-tourism
needs. So Bangladesh eco-tourism met the interest of target group.
3. Market for Historical place:
Mostly attracted historical place includes National Museum, Central Shahid Minar, Curzon Hall,
Martyred Intellectual Memorial, Baldha Garden, Subrawardy Uddayan, World war II Cemetery,
Old high Court Building, Nator-Rajbari etc. Bangladesh has rich history about its heritage.
Tourists who want enrich their knowledge about history are included in this target group.
4. Market for Archaeological Sites:
Mostly attracted archaeological sites are Mainamati, Paharpur, Shait Gombuge Mosque, Kantajis
Temple, Lalbagh Fort, Sonargaon, Ahsan Manzil etc. Tourists (researchers and students) who
want enrich their knowledge about archaeology are included in this target group. This product
met the interest of target group
22
Historically it is proven that Bangladesh has got so many natural attractions. But because of the
lack of awareness it loosed its attractions. Places like Rangamati, Kuakata, Shundorban was so
underdeveloped that people loosed their interest to visit there. Day by day, with the improvement
of society and awareness, government found there is a very good scope of earning foreign
currency if they can improve tourism industries. It can also create employment opportunities for
the rural people. There has been many steps taken by the government to improve the quality of
our tourism industry. The number of tourist arrivals in Bangladesh has increased to 397,410 in
2007 from 113,242 in 1991 which shows an average annual growth rate of 9 percent. The tourist
arrivals increased in 2003 by 18 percent and 16 and within last five years, from 2006 to 2010,
Bangladesh received a total number of 15, 29,000 visitors and earned US$ 413.00 million
In order to make these figures more reliable, Bangladesh is introduced to UNWTO, as a founding
member of United Nations World Tourism Organization. Including all national & political lags
and flaws, Bangladesh is tending to move ahead. Some local godfathers & unlawful activists
tend to ruin the whole perspective of our country.
Percent in 2007 over the preceding year. In general, the statistics show a very good and positive
trend. This rate can be considered very high for those countries that have already matured in the
market, but for a new market entry, like Bangladesh, the above growth rate is not very
impressive.
Bangladesh Parjatan Corporation (BPC) under the Ministry of Civil Aviation and Tourism plays
an important role for the development of tourism in Bangladesh. Historically, Bangladesh has
been an attractive destination for various categories of tourists. But at present, its position is not
23
significant in terms of international tourism market (Islam, 2009).Tourism is one of the fastest
growing and single largest industries in the world. The contribution of tourism industry in the
global as well as individual perspective is really amazing. Many countries of the world at present
depend mainly on tourism as a major source of foreign exchange earnings. According to the
World Tourist Organization (WTO), while 448.5 million tourists moved throughout the world
during the year 1991 (Davidson, 1994), about 593 million tourist arrivals were recorded during
1996 registering a 4.6% increase over 1995 (Bhattacharya, 1997) and 32.22 % growth in five
year. WTO also recorded a total number of 763 million international tourist traffic in 2004,
which is 10.58% higher than previous year and earned US$ 623 billion, which shows an increase
of 18.89% over 2003. Tourism continues to surge as a world economic force, contributing nearly
$5.5 trillion to the worlds economy in 2004 (WTO, 2005). The increasing trend of tourist
arrivals and earnings is continuing. In 2005, the world tourist arrivals rose to 808 million and it is
expected that the volume of tourists will reach 1,561.1 million in 2020. This continued growth in
tourism business throughout the world is encouraging and nations are becoming concerned to
attract more tourists to their own destinations. Today most of the countries in the world are trying
to promote tourism sector as a major source of income and thus important means for national
economic development. The tourism industry is frequently referenced in Bangladesh as a highly
important stakeholder with the potential to provide extensive benefits to the Protected Reserved
Forests (Hossain and Nazmin, 2006). Economic benefit for tourism is seen as a way to reduce the
level of dependence of local communities on natural resources, such as the
Park. In Bangladesh, there is hardly any in-depth research available on the impacts of tourism on
ecosystem and communities. There is also no effective national tourism plan to guide the
entrepreneurs and investors. Besides, there is serious lack of management in this sector at
national, regional and local levels. Bangladesh thus requires adopting a strong policy, if it wants
to utilize the potentials of tourism in national economic development and societal progress.
Bangladesh, as a vacation destination, has many facets. It is endowed with almost all the natural
potentials that attract tourist (Shahid, 2004). These include: Coxs Bazaar, the longest unbroken
clean and sandy beach in the world; Sundarbans, the home of the majestic Royal Bengal tigers as
mentioned earlier, Dhaka, the capital known as the city of mosques and muslin; Rangamati, the
heart of the panoramic lake district; Shylhet, land of fascinating hills and tea gardens;
24
Chittagong, the largest port city of the country and known as the city of shrines; Mainamati,
Mahasthangarh and Paharpur, archaeological treasures of Hindu and Buddhist rule in the country
from
300 BC to 1200 AD (Hossain and Hossain, 2002). Above all, riverine beauty, colourful tribal
culture and simple village life are the main factors for attracting visitors (Hasan, 2005). These
kind of things are need to be explored by the tourism marketing promotion and need to formulate
tourism marketing strategic plan either by
The Bangladesh government organization (public sector) or the private sectors. Therefore, the
objectives of the tourism marketing strategy in Bangladesh are now
Outlined (MoCAT, 2006; BTO, 2006):
25
demands of the general public; to increase its tourists market share in a competitive region; to
strive to realize the countrys potential in terms of, MICE, sport and
adventure; to promote Bangladeshis scenic beauty, diverse wildlife, eco-tourism and diversity of
cultures and heritage; promote it in terms of its unique selling points as an all season destination
(UNSCO, 2002; Mo CAT, 2006; BTO, 2006; Hossain, 2006);
iv. To pay special attention (in terms of promotion and product diversification strategies in
particular) to tourist arrivals from Europe, South Asia, USA, Gulf Cooperation Council
Countries, East Asia and the Pacific Rim, Australia and New Zealand and others. BTO opened
new regional offices in these countries to support and enhance the value of Bangladesh as a
tourism destination (Mo CAT, 2006).
In search of current situations solution, we have come up with some basic points that can execute
& evaluate the situation & solution at the same time.
Our company will try to focus on the following matters that we think may help more on the
practical field.
The world thinks of Bangladesh as poor, flood-ravaged, and more of a disaster zone than a travel
destination. In some respects, the world is right but hiding behind these
26
Images is a country with a rich history, a strange beauty, and some interesting attractions but it is
not, however, a destination for everyone (Roaming around Bangladesh, undated) (Hossain,
2006). Bangladesh is a country with rich traditions, natural beauty, beaches, forests, lakes, hills,
wild lives, archaeological attractions, monuments, handicrafts, sanctuaries, religious festivals,
cultural heritage, tribal culture and architecture, incredible greenery, mighty rivers and attractive
river cruises, sunny beaches, colorful tribal life and attractive cultural functions that offer great
tourist attractions (Haque, 2005; Hossain and Nazmin, 2006). Tourism involves
Travelling for pleasure, enjoy and education. It is also a business of attracting tourists and
providing for their accommodation and entertainment. In many countries, tourism is an industry
for earning revenue and foreign exchange (Hossain, 2007). The many businesses that grow
concurrently with the development of tourism include airlines, shipping, hotels and restaurants,
finance companies, tour operators, travel agents, car rental firms, caterers and retail
establishments and together, they contribute significantly to the overall development of a
country's economy and to its cultural diversification and adaptation (Islam, 2009).
The following recommendations will help to the authority to develop its four Iconic Products:
Firstly, for beaches authority should establish more hotels, motels and security. Authority can
encourage local people to participate for their own economic benefit. Local authority should
upgrade the infrastructure of beach sites. Secondly, for eco-tourism authority should protect the
green environment and forest also. Local authority should initiative to involve tribals in the
process of eco-tourism. Thirdly, for historical place authority should promote its historical
places and marketing these places through promotional mix. It is so important to preserve
historical places. Finally, for archaeological sites authority should develop communication
(transportation) facilities to reach these sites and establish standard hotel and restaurants nearest
to sites
27
Financial Statement
Affinity Adventure & Tourism ltd Income statement given below:
Income Statement
For The Year Ended 2009-2013
*All Figures in Thousand
2008
Volumes
150
Net sales
9,455
Net sales %
(6421)
-86.5%
2009
2010
2011
2012
2013
550
1870
5500
7000
10000
42,34
1,02,83
3,89,42
5,91,39
8,83,84
(34,31
(91,576
1)
8)
0)
2)
-75,1%
-60,5%
-47,7%
-40,9%
(12,06
(26,510
(49,611
(61,797
(83,812
7)
(11,02
(7,050)
(71,631
(1,35,31 (2,39,04
0)
4)
5.9%
22,7%
25,4%
27,9%
(13,990
(64,327
(78,298
(87,585
(11,14
(23,233
(42,349
(55,582
(70,582
6)
(17,342
(22,446
(35,769
(47,869
87,7%
Industrial
Margin on
(9,183)
(8200)
Operation
Net sales %
5)
-81.2%
26,9%
Advertising and
(4,548)
(7,983
promotion
)
Sales overheads
HO overheads
(3,482)
(5,407)
28
(7,670
)
Trading Operating
(21,92
(40,31
(44,590
(55,355
(28,375
(42,334
Profit
3)
7)
Net sales %
-31,1%
-12,7%
-5,1%
4,9%
194.5% -74,8
%
Inventories
2009
2010
2011
2012
2013
7,524
24,807
65,718
96,154
1,59,57
7
Accounts Receivable
5,331
23,746
62,315
95,459
1,40,35
3
(1,013)
(1,013)
(1,013)
(1,013)
(1,013)
(1,48,9
(2,13,5
49)
58)
40)
(168)
(455)
(693)
(821)
----------
payable
59,307
2,792
37,552
61,942
97,324
Working Capital
18,962
21,055
21,055
21,022
27,055
47 059
2,09,34
2,22,65
2,16,54
3,43,45
Items
29
Assets(net)
2,05,88
2,23,66
2,17,97
3,46,50
1,83,84
2,02,65
1,94,51
3,22,44
47,343
1,50,21
1,14,83
1,25,34
50,860
75,435
1,92,57
Other Financial
assets
Non Amortized Brands
goodwill Net
Investment in nonconsolidated
Companies.
Assets
44,019
Capital employed
Net Equity
67,961
1,04,67
0
Net Debt
37,459
1,33,54
6
2009
2010
2011
2012
2013
0.31
0.34
2.56
2.54
1.50
-0.70
-0.28
-0.13
-0.05
-0.05
0.81
0.19
0.23
0.17
0.13
1.05
0.68
1.87
2.69
2.70
Ratio
Profit
Margin
Return On
Asset
Total Asset
Turnover
30
Conclusion
At present time, tourism has been treated as a powerful engine of growth for many developing
countries. The pace of growth in the developing countries, including Bangladesh, is faster than in
developed nations. The present study shows that the tourism industry of Bangladesh can
contribute to achieving the countrys vision for 2021 in many ways. However, it requires many
short, mid and long term projects with sufficient budgetary allocation. The sector also needs to
be prioritized in the national development plans and policy programmers.
Bangladesh tourism products have immense potentiality to attract most world tourists.
Nevertheless, this industry remains neglected for a long time. In world tourism, Bangladeshs
share is very disappointing compared to other SAARC countries. However, the present study
shows excellent growth trend of Bangladesh tourism industry in SAARC comparison and its
share to GDP has been increasing.
Our Companys target is to capture this large market and make our tourism site more enjoyable
for local and foreign people. As is it developing site and we are so eager to get success, so we
hope that we will be able to lead this market soon.
31
References
Page, Stephen J and Connell Joanne, (2006) Tourism a modern synthesis, second edition,
Thomson Learning, London, UK.
David Weaver and Laura L, (2012) Tourism Management, Harlow
32