Rebranding Bangladesh: Hospitality Beyond Tourism – A Paradigm Shift

Bangladesh is stepping into a new era of tourism branding with the groundbreaking book “Rebranding Bangladesh: Hospitality Beyond Tourism” authored by Dr. M. Akhtaruzzaman Talukder and Dr. Muhammad Z. Mamun. This thought-provoking work goes beyond the conventional approach to tourism and presents a visionary roadmap to redefine Bangladesh’s global image.

About the Book Rebranding Bangladesh

Published by The University Press Limited (UPL), this book provides a comprehensive exploration of Bangladesh’s tourism potential. It blends theoretical frameworks, practical strategies, and empirical analysis to create a blueprint for transforming Bangladesh from a hidden gem into a recognised global destination.

Core Themes and Insights

1. Beyond Tourism – Embracing Hospitality

The authors emphasise that rebranding Bangladesh is not just about attracting tourists but creating a culture of hospitality. It advocates for building a welcoming environment where visitors feel valued and connected.

2. Showcasing Natural and Cultural Wealth

Bangladesh boasts lush green landscapes, the world’s largest mangrove forest, serene rivers, and a heritage steeped in history and traditions. The book underlines how these assets can be integrated into a powerful national brand.

3. Theories and Models for Branding

This work introduces modern branding theories adapted for destination marketing. It examines:

• Perceptional differences among various demographics.
• Motivational factors influencing travel decisions.
• Comparative analysis of competitor countries.

4. Strategic Blueprint

The authors propose:

• Sustainable tourism development.
• Innovation in services and experiences.
• Leveraging cultural and entertainment sectors to make Bangladesh a holistic experience rather than a short-term visit.

Why Is This Important?

Tourism is a multi-billion-dollar global industry, and countries thrive by creating strong, distinctive brands. For Bangladesh, this shift means:

• Economic growth through foreign exchange earnings.
• Employment generation in hospitality and service sectors.
• Global image enhancement, countering outdated stereotypes.

About the Authors

• Dr. M. Akhtaruzzaman Talukder – Deputy Director at Bangladesh Competition Commission, with a Doctorate in Business Administration from IBA, University of Dhaka.
• Dr. Muhammad Z. Mamun – Former Director of IBA, University of Dhaka, and a renowned academic leader with multiple research publications and awards.

Final Thoughts

Rebranding Bangladesh: Hospitality Beyond Tourism is not just a book—it’s a call to action for policymakers, tourism stakeholders, academics, and entrepreneurs. It urges the nation to embrace a paradigm shift in tourism development, focusing on hospitality, authenticity, and innovation.

If Bangladesh follows this visionary roadmap, it could soon emerge as South Asia’s next big destination.