Travel advisories holding back tourism industry

Travel advisories issued by Western countries urging their citizens to exercise caution when travelling to Bangladesh remain a major challenge for the country’s tourism industry, stakeholders say.

They welcomed recent improvements to travel advisories issued by the US and Japan but emphasised improving the country’s overall image and maintaining that progress.

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Speaking at the launch of the Travel and Tourism Development Centre (TTDC) in Dhaka, industry representatives discussed ways to realise Bangladesh’s potential in this sector.

Travel advisories remain a major challenge because they actively discourage international visitors, said Sadia Haque, an executive committee member of the TTDC and chief executive of online travel platform ShareTrip.

“Bangladesh has a strong story to tell, but we are not communicating that story effectively on the global stage,” she added, pointing to institutional bottlenecks, policy gaps, and limited investment as primary obstacles facing the aviation and hospitality sectors.

The warnings come despite recent diplomatic progress. In July 2026, the US Department of State lowered its travel advisory for Bangladesh from Level 3 to Level 2, while Japan eased its warning to Level 1, signalling improving security assessments.

These changes send a positive signal internationally, she mentioned.

Government action alone cannot address all the challenges facing the sector. The government needs to strengthen coordination, implement a national branding strategy, and improve e-visa and visa-on-arrival services, she said.

“Our ultimate goal is to build an integrated travel ecosystem where airports are efficient, airlines are competitive, and visitors enjoy a seamless experience,” said Kazi Wahidul Alam, president of the TTDC.

“Achieving this vision requires collaboration among the government, private sector, and investors. By working together, we can unlock Bangladesh’s potential, create opportunities for young people, and strengthen the country’s global image,” Wahidul added.

According to TTDC executive committee member Shahid Hamid, tourism currently contributes approximately 3 percent to Bangladesh’s national gross domestic product-- valued at around $10 billion -- and supports over 20 lakh jobs across more than 30 districts.

“These figures demonstrate that tourism is already a significant industry, but much of its potential remains untapped,” Shahid said, stressing that private enterprise must drive future expansion.

However, policy experts point to persistent funding imbalances within state budgets. Khondaker Golam Moazzem, research director at the Centre for Policy Dialogue, noted that while the Ministry of Civil Aviation received around Tk 1,800 crore this year, the vast majority was earmarked for local airport infrastructure rather than broader tourism development.

Without stronger private-sector involvement, the sector will not be able to move forward effectively, he stressed. Addressing the country’s lack of global promotion, Ashik Chowdhury, executive chairman of the Bangladesh Investment Development Authority, said that Bangladesh has never properly tried to brand itself even though the resources required to do so are available.

“We are talking about an investment of around $8 million to $15 million annually, while the country’s Annual Development Programme is around $25 billion and the total annual government budget is around $78 billion. Therefore, the resources can be found to develop and promote a strong national brand.”

“This issue is now receiving attention at the highest level. Last Saturday, we held a meeting with the Prime Minister, several ministers, and representatives from the private sector to discuss ‘Brand Bangladesh’. We worked through the issues and now have a strategy in place,” he said.

In response, Afroza Khanam, Minister for Civil Aviation and Tourism, affirmed the government’s commitment to doubling the sector’s economic footprint.

“The formation of the National Tourism Council under the leadership of the prime minister -- with the goal of increasing tourism’s contribution to GDP from around 3 percent to 6 or 7 percent -- reflects the government’s commitment,” Afroza said, welcoming the TTDC as a permanent platform for public-private collaboration.