TOURISM is a vital industry that has long been recognised for its potential to contribute significantly to a nation’s economy. The revenue generated through tourism promotes inclusive development by injecting money into local businesses, revitalising infrastructure, and safeguarding culturally significant sites. Moreover, the tourism industry encourages job growth, particularly in rural areas, empowering local communities and fostering sustainable livelihoods. Consequently, tourism has emerged as a thriving sector in many developed countries worldwide. Bangladesh, too, possesses the potential to play a key role in driving economic growth and creating employment opportunities through its diverse cultural heritage, stunning natural landscapes, historical monuments, traditional arts and crafts, and welcoming populace. By presenting itself as a destination that offers authentic experiences and cultural immersion to international travelers, Bangladesh can tap into its vast tourism potential. However, to seize this opportunity and capture the attention of international tourists, English proficiency, among other factors, must be given top priority within the tourism industry. English, as a global lingua franca, transcends geographical boundaries, facilitating communication and promoting cultural exchange. Recognising the undeniable necessity of English, this article seeks to explore the importance of improving English proficiency and how doing so can propel Bangladesh’s tourism sector to its full potential. Furthermore, it will propose measures for policymakers to consider in order to improve English language proficiency among tourism stakeholders.
Good communication skills or linguistic competence are vital for the advancement of the tourism sector. Language serves as a medium through which one can grasp and experience the essence of a nation’s history, heritage, and culture. Thus, effective communication plays a pivotal role in providing visitors with memorable experiences in the tourism industry. Quality customer service stands as another vital factor in developing the tourism industry, relying significantly on communicative skills. Bangladesh can elevate its customer service standards and ensure that visitors feel at home throughout their trip by enhancing English proficiency among tourism professionals, such as tour guides, hotel workers, vendors, transport drivers, and restaurant staff. Exceptional customer service sets establishments apart in the competitive tourism industry. It makes visitors more likely to leave positive reviews, recommend the place to others, and contemplate returning in the future when they feel welcomed and well-cared for throughout their visit.
In the era of globalisation, tourists seek distinctive experiences in undiscovered locations. In this regard, Bangladesh can reach a broader international audience by bolstering English proficiency. English serves as the language of choice when it comes to booking hotels or accommodations, browsing websites, and reading travel guides. Therefore, adopting English in promotional materials, websites, and social media campaigns can significantly enhance the nation’s visibility and reputation, drawing more tourists from abroad.
Apart from these, cultural exchange blossoms through travel. Proficiency in English enables genuine cultural exchange between visitors and locals. Travelers’ experiences are enriched, and mutual understanding is fostered, when they engage in meaningful dialogues with locals, artisans, and custodians of diverse and remarkable heritage sites. The use of the common language, English, allows for the sharing of folklore, customs, and local tales, leading to more engaging and memorable interactions. Many visitors are curious about the history of any country, including its language development, independence, and overall progress. In this context, English proficiency plays a pivotal role in conveying Bangladesh’s actual history to foreign travelers.
What are the measures that policymakers may consider to accelerate English proficiency among Bangladeshi tourism stakeholders? First, a primary survey needs to be conducted to gauge the level of English language proficiency among tourism stakeholders directly or indirectly involved in the sector. Then, based on the survey findings, specialised language training programmes tailored to the needs and capacities of stakeholders, including tour guides, hotel workers, vendors, transport drivers, and others, should be developed. In this case, practical communication skills, industry-specific vocabulary, and cultural sensitivity must be emphasised.
Second, the government could promote initiatives to send tourism stakeholders to English-speaking countries for language exchange programmes. Through this type of engagement, tourism professionals will have the chance to gain more knowledge about language interaction and the culture of native speakers, promoting both linguistic and cultural growth.
Third, schools, colleges, and universities should be attentive to equipping students with a certain level of English language proficiency. This, in turn, will benefit the tourism industry when these students enter the sector. An environment should be created where students will consider English as a capital for social, professional, and individual development.
Fourth, the government can offer incentives, such as grants or tax benefits, to tourism businesses that invest in language training for their employees. Additionally, tourism businesses can offer financial benefits or other facilities to employees who successfully complete language training or certification courses in English.
Fifth, a digital learning environment should be promoted for tourism-specific language programmes. For this, policymakers may work with edtech companies. The online learning provided by these companies gives students the freedom to choose from interactive lessons, self-paced courses, and progress reviews.
Finally, bilingual signage should be used. Every year, thousands of tourists in the form of sightseeing tourism, religious tourism, and education tourism visit Bangladesh. They face difficulties while traveling across the country due to a lack of understanding of the signage, which is usually in Bangla. Hence, bilingual signage, featuring both Bengali and English, across roadways, airports, bus terminals, train stations, transportation hubs, cities, and major tourist destinations should be used. This will promote accessibility and ease of navigation for tourists.
Bangladesh’s tourism sector is brimming with untapped potential, capable of propelling the economy and serving as a cultural ambassador for the country. English language proficiency, alongside other contributing factors, plays an active role in capturing the attention of foreign visitors, enhancing their experiences, and promoting cultural interchange. To promote English proficiency among tourism stakeholders, policymakers should consider the aforementioned recommendations, which are believed to unlock a wealth of opportunities for advancing Bangladesh’s tourism industry to new heights. By embracing English proficiency and fostering effective communication, Bangladesh can establish itself as a sought-after destination that offers immersive and unforgettable experiences to global travelers.
Md Rabiul Alam is a PhD researcher in the School of Education, University of Queensland, Australia. His research focuses on the sociology of language and the role of language in social capital development.