DHAKA, Nov 6, 2024 (BSS) - BRAC has launched a community-based tourism initiative for both local and international tourists, styled as "Otithi".

The move has been taken to promote sustainable travel by showcasing the people, history, culture, natural beauty, and archaeological treasures of various regions in Bangladesh, said a BRAC press release today.

Otithi, officially unveiled in Rajshahion on Sunday, aims to reshape the tourism landscape in Bangladesh by ensuring that travel directly benefits local communities, empowering them through economic growth and cultural preservation.

This community-based tourism initiative will engage local communities in the tourism industry, ensuring that economic benefits flow back to them -- especially in rural and underserved regions. 

Beyond economic empowerment, Otithi seeks to reconnect urban youths with their roots, introduce them to hidden cultural gems, and celebrate Bangladesh's diverse heritage. 

Asif Saleh, Executive Director of BRAC, at the launching ceremony said, "If curate well, we could truly re-imagine our tourism industry in ways that benefit local communities.

Starting here in Rajshahi, he said, they aim to spotlight the country's unique cultural diversity and history across Bangladesh, presenting them anew to locals and the foreign tourists while ensuring that local communities benefit from tourism.

Abu Taher Mohammad Jaber, CEO of Bangladesh Tourism Board (BTB), said, "We've developed a master plan for tourism in Bangladesh, set to be fully implemented in 2040. The plan targets generating US$ 5 billion from the sector with a focus on community-based tourism. We will be delighted to work with BRAC in developing this further."