( “Otithi” – A Community-Based Eco-Friendly Tourism Initiative Committed to Showcasing Local Culture and Heritage)

A new project titled “Otithi” has been launched to promote community-based and eco- friendly tourism, with special focus on environmental conservation highlighting the rich local cultures of various regions across Bangladesh. This initiative, by engaging local communities, aims to showcase their cultural heritage, historical landmarks, and natural beauty, while contributing to the long-term development of the country’s tourism sector. “Otithi” is dedicated to promoting responsible tourism that respects local communities and their culture.

The main goal of the “Otithi” project is to bring Bangladesh’s cultural diversity to the forefront, reconnect the urban generation with their roots, and showcase the untouched natural beauty and lesser-known tourist destinations to both local and international visitors.

This announcement was made yesterday (Tuesday, 10 September 2024) during the signing of a Memorandum of Understanding (MoU) between BRAC and the Bangladesh Tourism Board (BTB) at BRAC Centre, Mohakhali, Dhaka. The MoU was signed by Abu Tahir Muhammad Jaber, Chief Executive Officer of BTB and Asif Saleh, Executive Director of BRAC. One of the key objectives of this MoU is to advance the country’s tourism sector by promoting and developing community-based tourism in different regions across Bangladesh.

Asif Saleh, Executive Director of BRAC, highlighted Bangladesh’s abundance of tourist attractions and proposed a sustainable, eco-friendly tourism model designed to benefit both local communities and the environment. He underlined that the benefits should extend beyond tour operators. He also expressed enthusiasm for collaborating with the Bangladesh Tourism Board (BTB) and called for government support to accelerate the implementation of the “Otithi” project.

Abu Tahir Muhammad Zaber, Chief Executive Officer (Additional Secretary) of the BTB, mentioned that a comprehensive tourism master plan for Bangladesh, spanning 2024 to 2040, has been developed with a strong focus on promoting community-based tourism. He further added that, as part of the government’s initiative, this approach is currently being implemented in five key locations across the country.

Also present at the signing ceremony were Saleha Binte Siraj, Director – Admin and Finance (Joint Secretary); Mohibul Islam, Deputy Director (Marketing and Branding); and Md. Mazharul Islam, Deputy Director (Research and Planning), Bangladesh Tourism Board. Representing BRAC were KAM Morshed, Senior Director, Dr. Md. Jafar Uddin, Senior Advisor; Moutusi Biswas, Consultant, “Otithi” Project; Tapas Kumar Roy, Senior Manager, Advocacy for Social Change; Kazi Prottoy Ahmed, Senior Manager; and Tithi Dev, Research and Insights Specialist, Social Innovation Lab.

Project Background: Bangladesh, a country rich in natural beauty, archaeological sites, and historical diversity, has yet to attract the level of local or international tourists its potential promises. Despite the country’s immense potential for travellers, factors such as underdeveloped regional tourism industries, limited engagement with local communities, lack of information about various regions, and concerns over safety have hindered growth in this sector. To address these challenges, BRAC has launched the “Otithi” project.

The project is committed to preserving the dignity of local and indigenous communities and respecting their heritage. One of the key objectives of “Otithi” is to safeguard the cultural heritage of these communities and share them with the world. Additionally, the project aims to foster overall development by creating employment opportunities for young people, thus supporting their economic growth.

“Otithi” seeks to offer tourists a unique travel experience by enabling direct engagement with the diverse cultures and lifestyles of people from various regions of Bangladesh. Every moment of this journey will allow travellers to witness, understand, and connect with the everyday lives of the people they meet.