Group Members:

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 12.08%. Asia-Pacific region accounts for 22% of the market share in 2010.

Rank 1

Country China

International tourist arrivals 55.67 million

2
3 4 5

Malaysia
Hong Kong Thailand Macau

24.58 million
20.09 million 15.84 million 11.93 million

6
7 8 9

Singapore
South Korea Japan Indonesia

9.16 million
8.80 million 8.61 million 5.91 million

10

Australia

5.89 million

In the year ended June 2011, India with 2.74% market share, had a foreign exchange earning of US $ 14.19 billion. Currently, tourism is the most important sector and major source of foreign exchange earnings in many countries like Malaysia, Singapore and Thailand. In New Zealand, the tourism industry employed more than 250,000 people in 2011, with projections of a 14% annual growth. In Hong Kong, tourism employs 12% of the workforce and contributes about 7% to the economy.

Dhaka, formerly Dacca, is the capital and largest city of Bangladesh. 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, located 16 km to the southeast. Dhaka was founded during the 10th century. It served as the Mogul capital of Bengal from 1608 to 1704 and was a trading center for British, French, and Dutch interests before coming under British rule in 1765. 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.

The International tourism expenditures for passenger transport items in Bangladesh was last reported at US $5.74 billion in 2 010, according to a World Bank report. One of the fastest growing megacity of the world. World class developments in hospitality industry makes Dhaka an attractive destination for international travellers. A rich and evolving culture brings diversified experience. 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

Malaysia
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.

Cambodia
Increased focus on tourism-related infrastructure improvements Pro-poor, communitybased tourism development Subregional cooperation for sustainable tourism

Singapore
YourSingapore reflects the essence of Singapore as contemporary, vibrant, sophisticated & progressive. Developed accommodation, transport and shopping facilities.

Hongkong
Asias world city as the brand motto that best reflects the citys traits, while a stylised dragon was considered to best represent the Hong Kongs visual identity. Developed tourism facilities. Promotes heritage and modern life.

Geographic Profile Top tourist generating countries : Thailand, Korea, India, China, UK, France, Germany, Italy, USA, 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, Achievers

Behavioral Profile Frequent travellers Uses travelling as a selffulfilling activity Travel to learn and experience the old and the new

Position Dhaka as a composite of its stark contrasts incorporating both its heritage & developments. Position Dhaka as A diversified city with the old and the new residing side-by-side in harmony. Position through a common theme under a five-year promotional campaign Diversified Dhaka.

 Brand

name- Diversified Dhaka Brand logo

Brand

tagline-Experience it all

Information
One-point Information Call Centrescan be accessed through phone, and interactive web-site. Provide information as well as facilitate other services like arranging transport. Install tourist local maps in every area. Introduce guide maps in every tourist spot. Leaflets, booklets for free distribution at hotels, airport lounges

Accomodation
Create an alliance among the good quality hotels to provide points on hotel-stays for repeated accomodation.

Money-Exchange
Open money-exchange points in every hotel, shopping malls and other convenient locations offering a standard rate.

Transport
Introduce special taxi service for tourists. Develop a monorail connecting all the touristspots.

Safety
Introduce Tourist-Polices at every tourist spots to ensure safety, convenience and help in other emergencies.

Souvenir
Licensing the brand elements to create souvenirs.

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. Control Quality Set quality guidelines for hospitality industry and carry out routine inspection. Build Monorail A monorail service will be developed for tourists connecting as many tourist spots as possible.

5 year IMC campaign with the theme Diversified Dhaka. 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

Promotional tools
For Target Market

Develop a Website for Dhaka Click ads in travel-related websites Print Ads in newsweek, readers digest, national geographic magazine, & travel magazines used in flight TVC for Travel & Living Channel, Discovery, and national TV channels of the target countries. Leaflets, booklets for free distribution at hotels, airport lounges in Dhaka Various installations and replicas in hotel lobby, shopping malls Small monuments to commemorate our heritage Billboard ads, newspaper ads and TVCs to

For Citizens of Dhaka city

instill pride among the citizens of the city Use popular spokesperson ( Shakib Al Hassan, Dr Yunus, Momtaj)to encourage good civic senses

Traditional Bengali Food

International Cuisine

Experience the Diversified Cuisines in Dhaka

Dhaka city, in the heart of Bangladesh, boasts a variety of cuisines. Starting from mouth-watering hilsha fish-fry to Japanese sushi, no one can escape the indulgence here. All these and more. To find out yourself, visit Dhaka.

Dhakai Jamdani

Western Couture
Experience the Diversified Fashion in Dhaka
Dhaka city, in the heart of Bangladesh, boasts a variety in fashion. Starting from traditional Dhakai Jamdani to Western couture, no one can escape the indulgence here. All these and more. To find out yourself, visit Dhaka.

Investment Monorail Tourist Spot Development Improve Dhaka City Corporation

Taka (Crore) Tk. 1,812.80 Tk. Tk. 952.74 10.00

Quality Control Measures per annum

Ads and Promotional Campaigns Others Total

Tk.
Tk. Tk.

5.00
20.00 5.00

Tk. 2,805.54

Financing through government funds, Public funds, 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

Based on brand performance measures Promotional campaigns will incorporate new ideas and new medias. Further development in infrastructure and the industry will take place.

Thank you