Competitive Marketing Strategies for Tourism Industry in the Light of “Vision 2021” of Bangladesh

Abstract

Bangladesh is a riverine country with some attractive natural beauties. It has hills, mangrove forest, rivers, sea, valley, lakes, canals, eco-park and so on. The government is trying its best to develop its tourism industry. Current govt. is also setting its sight on tourism development and this became evident when Bangladesh tourism board launched “Beautiful Bangladesh” campaign during the ICC world cup 2011 with the aim of promoting Bangladesh as a tourist destination. However there is a lack of a comprehensive master plan. Government organizations related to tourism are not that much responsive regarding developing a comprehensive marketing strategy for tourism industry. However Bangladesh has been maintaining a steady growth of 6% over the past few years. Development of our tourism industry can significantly affect our economic growth as well as help Bangladesh to achieve it vision 2021. Tourism is a service industry. According to the “Bangladesh Economic Review-2013”, service consists of 48.84% of the total GDP in the year 2012-13. Development of service industry will accelerate our economic growth. The study will therefore try to develop some competitive strategies in the light of vision 2021 and therefore achieve sustainable economic growth.

Key words: tourism, marketing, growth, Strategy, Bangladesh