Bangladesh can enhance its global standing and soft power by leveraging its rich culture, natural wonders, and sustainable tourism potential.

Tourism has long been recognized as a powerful tool for nations seeking to showcase their culture, natural beauty, and heritage on the global stage. For Bangladesh—a country brimming with vibrant traditions, stunning landscapes, and a rich history—the potential to captivate the world is immense. Beyond mere recognition, this potential can translate into increased global influence. By leveraging tourism, as countries like Thailand, India, and Malaysia have successfully done, Bangladesh has an opportunity to redefine its international standing through the cultivation of soft power.

Soft power, a concept popularized by Joseph S. Nye Jr. in his 1990 book Bound to Lead: The Changing Nature of American Power, refers to the ability to influence others through attraction rather than coercion. It hinges on the exchange of culture, values, and ideas to foster goodwill and enhance visibility. For Bangladesh, with its rich cultural tapestry and breathtaking natural wonders, soft power presents a path to reshape perceptions and forge stronger connections with the global community.

Bangladesh’s natural assets are nothing short of extraordinary. The Sundarbans, a UNESCO World Heritage Site and the largest mangrove forest on the planet, and Cox’s Bazar, the world’s longest uninterrupted sea beach, are prime examples of the country’s ecological wealth. These landmarks position Bangladesh as a potential leader in eco-tourism and sustainable travel, aligning with global movements toward conservation and environmental stewardship. By highlighting these treasures, Bangladesh can not only attract tourists but also champion sustainability.

Lessons can be drawn from Bhutan’s innovative approach to tourism. Bhutan’s “High Value, Low Volume” strategy, which includes a Sustainable Development Fee, ensures that tourism supports both environmental conservation and economic development. Visitors to Bhutan experience unparalleled natural beauty while appreciating the country’s commitment to sustainability. Bangladesh could emulate this model, striking a balance between ecological preservation and tourism-driven economic growth.

Cultural heritage is another cornerstone of soft power, and Bangladesh’s offerings are both rich and diverse. The ancient Buddhist sites of Paharpur and Mahasthangarh, the intricate Kantajir Temple, and the historic 60-dome mosque in Bagerhat represent just a fraction of the country’s historical treasures. These landmarks could become must-visit destinations for history enthusiasts and global explorers alike, leaving indelible impressions of Bangladesh’s cultural depth.

The country’s vibrant arts scene further enriches its cultural landscape. Folk traditions such as Baul and Bhatiali music provide visitors with an authentic glimpse into the nation’s soul, while the paintings of Zainul Abedin and S.M. Sultan, alongside the intricate craftsmanship of Jamdani Saree, showcase the artistry that defines Bangladesh. India’s “Incredible India” campaign has successfully leveraged its cultural diversity to bolster its international image; Bangladesh has a similar opportunity to position itself as a global cultural hub.

Cultural festivals offer another avenue to attract international attention. Events like Pohela Boishakh, the Bengali New Year, and Boishabi, celebrated by indigenous communities, embody the joy and unity of Bangladeshi culture. Comparisons can be drawn to Thailand’s Songkran festival or Spain’s La Tomatina, both of which have become global tourist magnets. By promoting its festivals on an international scale, Bangladesh could invite the world to experience its cultural vibrancy firsthand.

The economic and diplomatic potential of a thriving tourism sector should not be underestimated. Tourism can serve as a catalyst for job creation, infrastructure development, and international exchange. Countries like India, Malaysia, and Thailand demonstrate how a robust tourism industry can elevate a nation’s global standing. Increased tourist traffic fosters people-to-people connections and lays the groundwork for enduring diplomatic relationships. This cultural diplomacy—a hallmark of soft power—helps to build bridges that extend far beyond political agreements.

For decades, Bangladesh has been perceived as a country burdened by poverty and political instability. Tourism offers an opportunity to rewrite this narrative, highlighting instead the country’s resilience, beauty, and hospitality. By adopting strategies similar to India’s “Incredible India” or Malaysia’s “Truly Asia” campaigns, Bangladesh can showcase its unique attractions while addressing critical gaps in infrastructure, transportation, and marketing.

Tourism represents a largely untapped reservoir of soft power for Bangladesh. By celebrating its natural wonders, rich culture, and historic heritage, the country can invite the world to see a new side of itself. With strategic planning and an emphasis on sustainable practices, Bangladesh can transform tourism into a powerful platform for global connection, reshaping its image and strengthening its place on the world stage. The future of Bangladesh’s soft power lies in its ability to tell its story to the world—and tourism may be the ideal medium.