Worldwide tourism has been increasing steadily till 1990 Tourism increased rapidly after 1990 In the year 2010, worldwide tourism increased by 4% most of which took place in the AsiaPacific region.
The Asia-Pacific Region
Asia-Pacific has the highest growth with 12.
. Asia-Pacific region accounts for 22% of the market share in 2010.
3 4 5
Hong Kong Thailand Macau
7 8 9
South Korea Japan Indonesia
9.84 million 11.09 million 15.80 million 8.61 million 5.16 million
International tourist arrivals 55.
the tourism industry employed more than 250.
. tourism is the most important sector and major source of foreign exchange earnings in many countries like Malaysia. with projections of a 14% annual growth.
In the year –ended June 2011.74% market share.000 people in 2011. In Hong Kong. tourism employs 12% of the workforce and contributes about 7% to the economy. had a foreign exchange earning of US $ 14. Singapore and Thailand. Currently. In New Zealand.19 billion. India with 2.
French. In 1905 it was again named the capital of Bengal. and in 1956 it became the capital of East Pakistan. The romanized spelling of the Bengali name was changed from Dacca to Dhaka in 1982.
. Dhaka was founded during the 10th century. and Dutch interests before coming under British rule in 1765. formerly Dacca.
Dhaka. is the capital and largest city of Bangladesh. located 16 km to the southeast. It served as the Mogul capital of Bengal from 1608 to 1704 and was a trading center for British. It is located in the geographic center of the country in the great deltaic region of the Ganges and Brahmaputra rivers. Dhaka is served by the port of Narayanganj.
The International tourism expenditures for passenger transport items in Bangladesh was last reported at US $5. A rich and evolving culture brings diversified experience. according to a World Bank report.74 billion in 2 010. World class developments in hospitality industry makes Dhaka an attractive destination for international travellers. One of the fastest growing megacity of the world. Many heritage sites yet to be explored.
How to Brand Dhaka?
According to a research done on the tourist travelling AsiaPacific .the new traveler has the following characteristics that determines their travelling destination
Knowledgeable about environmental issues Motivated by a desire for self-fulfilment and learning More independent-minded and quality conscious Carefully assesses tourism products in advance Sensitive to local cultures Searches for authentic and meaningful experiences
•Developed tourism facilities. transport and shopping facilities.
•“Asia’s world city” as the brand motto that best reflects the city’s traits. while a stylised dragon was considered to best represent the Hong Kong’s visual identity. sophisticated & progressive. communitybased tourism development •Subregional cooperation for sustainable tourism
•“YourSingapore” reflects the essence of Singapore as contemporary. • Developed accommodation.
•Increased focus on tourism-related infrastructure improvements •Pro-poor. •Promotes heritage and modern life.
•Positions itself as “Truly Asia” •Promotes various natural wonders and Man-made structures •Tourism is a co-ordination among the government & the private sector •Developed accommodation and Transport facilities. vibrant.
Germany. Korea. Achievers
Behavioral Profile Frequent travellers Uses travelling as a selffulfilling activity Travel to learn and experience the old and the new
. Canada and Australia
Demographic Profile Working age population Males and Females Middle to high income class Educated
Psychographic Profile Middle to high Socioeconomic class Independent travellers Experiencers. Actualizers. USA. China.Geographic Profile Top tourist generating countries : Thailand. India. France. UK. Italy.
Position Dhaka as “A diversified city with the old and the new residing side-by-side in harmony”.
.Position Dhaka as a composite of its stark contrasts incorporating both its heritage & developments. Position through a common theme under a five-year promotional campaign “Diversified Dhaka”.
Diversified Dhaka Brand logo
tagline-Experience it all…
Introduce guide maps in every tourist spot. booklets for free distribution at hotels.Information
One-point Information Call Centrescan be accessed through phone. airport lounges
. Install tourist local maps in every area. and interactive web-site. Leaflets. Provide information as well as facilitate other services like arranging transport.
Develop a monorail connecting all the touristspots.
Open money-exchange points in every hotel.
Licensing the brand elements to create souvenirs. shopping malls and other convenient locations offering a standard rate.Accomodation
Create an alliance among the good quality hotels to provide points on hotel-stays for repeated accomodation. convenience and help in other emergencies.
Introduce Tourist-Polices at every tourist spots to ensure safety.
Introduce special taxi service for tourists.
Control Quality Set quality guidelines for hospitality industry and carry out routine inspection.Tourist Spot Development Identify new heritage sites and restore and renovate the sites for tourism. Improve Dhaka City Corporation Provide monetary and other incentives to the sweepers of Dhaka City for cleaner roads and footpaths.
. Build Monorail A monorail service will be developed for tourists connecting as many tourist spots as possible.
newspaper ads and TVCs to
For Citizens of Dhaka city
instill pride among the citizens of the city Use popular spokesperson ( Shakib Al Hassan. airport lounges in Dhaka Various installations and replicas in hotel lobby. shopping malls Small monuments to commemorate our heritage Billboard ads. Objectives
To create a positive image of Dhaka city To inform target market about the diversity in Dhaka To persuade the target market to visit Dhaka
For Target Market
Develop a Website for Dhaka Click ads in travel-related websites Print Ads in newsweek. reader’s digest. Leaflets. Momtaj)to encourage good civic senses
. & travel magazines used in flight TVC for Travel & Living Channel. Discovery. Dr Yunus. national geographic magazine.5 year IMC campaign with the theme “Diversified Dhaka”. booklets for free distribution at hotels. and national TV channels of the target countries.
Traditional Bengali Food
Experience the Diversified Cuisines in Dhaka
. boasts a variety of cuisines. in the heart of Bangladesh. visit Dhaka. Starting from mouth-watering hilsha fish-fry to Japanese sushi. To find out yourself. no one can escape the indulgence here. All these and more….
Starting from traditional Dhakai Jamdani to Western couture. visit Dhaka. no one can escape the indulgence here. To find out yourself.
. in the heart of Bangladesh. All these and more…. boasts a variety in fashion.Dhakai Jamdani
Experience the Diversified Fashion in Dhaka
20.Investment Monorail Tourist Spot Development Improve Dhaka City Corporation
Taka (Crore) Tk. 1.
• Financing through government funds.74 10.00
Quality Control Measures per annum
Ads and Promotional Campaigns Others Total
5. Public funds.80 Tk. Tk. Tk. 2.812. Private investor funds and aids from International bodies such Asian Development Bank (ADB) and International Bank for Reconstruction and Development (IBRD).
Continuously track Brand performance & generate monthly reports through: Online survey Questionnaire surveys in hotel lobbies. airport lounges Surveys will assess: Brand Knowledge-brand awareness. recall and retention Brand Performance – quality of various services Brand Feelings Brand Judgement Brand Resonance
Further development in infrastructure and the industry will take place.Based on brand performance measures Promotional campaigns will incorporate new ideas and new medias.