Tourism Industry in Bangladesh : An Assessment of Advanced SWOT Model and TOWS Matrix

Bangladesh’s historical, cultural, and natural possibilities are diverse. The topic of this paper is the marketing strategies prepared with the aim of creating and developing tourism in Bangladesh. The research conducts SWOT analysis and TOWS matrix on tourism development strategies and communication of Bangladesh as a tourist destination. With the progression of time, the tourism industry has moved toward becoming a valuable piece of our typical life. Bangladesh is blessed with excellent scenic beauty the rich culture and is known for its various tourist spots, which help the economy to develop. Because of certain threats and challenges, Bangladesh has failed to utilize its strengths and opportunities and to present itself as a tourist destination country. The purpose of this chapter is to overview the concept, impacts, types, and tourism industries of Bangladesh generally. The major concern of the writer is to highlight the current situation of tourism according to the national budget, income-expenditure, and contribution. This study also highlights strengths, weaknesses, opportunities, threats by using SWOT analysis. The main purpose of this paper is to analyze the strengths, weaknesses, opportunities, and threats of tourism in Bangladesh. The primary data was collected from 360 respondents, and the secondary data was taken from various national and international reports, journals, books, magazines, and newspapers. A few investigations have been done on the qualitative analysis of Tourism in Bangladesh. But, very few studies have been undertaken to analyze tourism in Bangladesh rigorously and to assess both positive and negative economic, social, cultural, and environmental impacts. Additionally, no single initiative was undertaken to find out the optimal solution by using SO, WO, ST and WT strategies. This study suggests SO strategy is best for the tourism industry in Bangladesh. © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2021.