Creative economy means the development of products and services through the merit, creativity, imagination, and innovation capacity of the people, blending their values, beliefs, and willingness for the well-being of humans. This economic sector is contributing US$ 2 trillion to the global economy and is accountable for 5 crore global jobs. Our neighbouring countries, such as India (2.5 per cent), Indonesia (7.28 per cent), and the Philippines (7.34 per cent), have contributed to their GDP through the creative economy.
The common examples of creative economic activities are folk and traditional song, filmmaking, content creation, mobile games, YouTubing, local arts and crafts, traditional souvenirs, and traditional handicrafts. The main sectors for the creative economy are drama and film, song and performing arts, fashion and design, graphics and digital design, advertising, books and publications, photography, interior design, sports and entertainment, digital content, printing and sculpture, folk art and craft, and tourism activities.
The Government of Bangladesh (GOB) has allocated a special fund of Tk. 300 crores in the national budget of the 2026-2027 fiscal year for creative economy development in the country. This special allocation will be spent for digital service, entrepreneurship development, export facilitation in creative products, establishing creative zones and hubs, and a creative skill development programme based on arts, culture, and technology. The GOB has targeted that creative economy will contribute 1.5 per cent to GDP through diversification of the economy, new employment opportunities, and earning foreign currency. National Creative Centre (Creative Hub) and Shilpokola Academy of every district and upazila will take necessary initiatives according to government instructions in this regard. Moreover, the GOB will establish the 'Bangladesh Creative Development Authority' for promoting and highlighting the creative economy as well as special branding of the country.
Creative tourism needs to develop new concepts in ecotourism, cultural tourism, heritage tourism, festival tourism, and archeological tourism through innovation, creativity, and tangible and intangible contents. This tourism development involves the wider value chain network among the relevant stakeholders rather than a limited scope of collaboration. It gives experience in new technology, creative content, developing new products, as well as creative lifestyles. Linking tourism and creative industries through innovation, creative experiences, and collaborative support can make a significant contribution to the development of the creative economy. The government can play a vital role in creative tourism in terms of tourism cluster development, supporting introducing new products and services, enhancing innovation in networking, and creative entrepreneurship development. The tourism stakeholders support in skill and knowledge development for creative content development and displays on different platforms for creative tourism promotion. Tourists also share their creative experiences with others for flourishing and enhancing creative tourism development.
The GOB has identified tourism as a significant sector for creative economy development in the country. Several tourism segments, such as ecotourism, cultural tourism, heritage tourism, festival tourism, and archeological tourism have been selected as potential contributing tools for the creative economy. Special attention will be given to develop cultural tourism through highlighting tangible and intangible heritages, archeological treasures, and preparing the 'National Festival Calendar'. The GOB will promote potters, weaving shitalpati, prepare wood toys, ornaments, and terracotta, and other rural products to attract tourists under the 'One village one product' initiative.
Several challenges remain to the effective contribution of tourism to the development of the creative economy in Bangladesh. Firstly, lack of policy initiatives, proper regulation, accurate statistics, and coordination among the related government organisations. Secondly, necessary financing, investment opportunities, loan facilities, venture capital, and creative funds are absent to support the entrepreneurs. Thirdly, effective branding of the country is essential for creative tourism development. Moreover, proper marketing strategies and copyright trade are also important in this regard. Fourthly, a weak supply chain network and lack of creative infrastructure such as studios, lab facilities, and digital platform utilisation are creating challenges to creative tourism development. Fifthly, Bangladesh needs trained and qualified human resources for developing creative tourism in the country.
Bangladesh Tourism Board (BTB) would be included in the development of creative economy-related tourism segments in its upcoming 'Tourism Master Plan' for effective policy formulation and implementation of necessary initiatives. Moreover, this national tourism organisation is branding Bangladesh as a hub of creative tourism for tourists from home and abroad. Furthermore, BTB can take initiatives to build the capacity of tourism stakeholders for segment-based tourism development to contribute to the creative economy. The collaboration efforts between tourism administrations, regional authorities, and tourism stakeholders can ensure proper implementation of creative tourism development initiatives.
Bangladesh Investment Development Authority (BIDA) is the government organisation for seeking and facilitating investment in the country from home and abroad. The authority can formulate specific policies and strategies on the development and utilisation of growth opportunities in creative tourism. BIDA can prioritise the necessary initiatives for attracting local and international investments in creative tourism.
ICT Division is the concerned government authority for building a developed Bangladesh through prioritised technical support, broader application and use of ICT at all levels of the country. This division can connect the creative activities through digital platforms and online tools for creative tourism development and properly brand them. The government authority should be facilitated by creative marketing campaign for creative tourism content and experiences by using modern technologies. This authority can connect various creative tourism value chain activities by applying effective technologies and delivering them in digital media.
The National University is the largest affiliating authority of higher education in Bangladesh providing quality education to about 4 million students under around 2300 educational institutions, which is 70 per cent of higher education in the country. The university made an ICT course compulsory to increase the technical efficiency of the students and prepare them for the job market. Moreover, the university established multi language learning institute to teach the students a third language. Again, the university aims to produce 5,000 freelancers annually, using the resources and facilities of NU. Along these initiatives, the university can include tourism and hospitality-related courses in all degree-level curricula to increase the abilities of students towards creativity and innovation.
The GOB can arrange start-up funding for the entrepreneurs of creative tourism with financial support from development partners such as the World Bank, ADB, and other international organisations. The GOB also influences the private and financial institutions for monetary support in creative tourism development. Finally, the national strategy and policy framework should harmonise the creative tourism development in the country to contribute to GDP, employment generation, and sustainable development.
Dr. Md. Anowar Hossain Bhuiyan is an associate professor and deputy director of the Innovation and Sustainability Lab (ISL) at National University, Bangladesh. anowarlestari@gmail.com
Manzuma Sharmin Munne is a lecturer and member of the operational body of the Innovation and Sustainability Lab (ISL) at National University, Bangladesh.
