Bangladesh Tourism Board and ILO launch community-based tourism in Jaflong to empower the local Khasi community

DHAKA (ILO News) – The Bangladesh Tourism Board (BTB), under the Ministry of Civil Aviation and Tourism, in collaboration with the International Labour Organization (ILO), has launched a new Community-Based Tourism (CBT) initiative in the scenic Khasi Punjee area of Jaflong. This innovative effort is part of the ILO’s Canada-funded ProGRESS Project, aimed at fostering sustainable livelihoods while safeguarding the unique cultural heritage of indigenous communities.

Nestled in the Sylhet division, Jaflong is celebrated for its breath-taking landscapes, rich biodiversity, and the vibrant traditions of the Khasi indigenous people. The newly launched CBT model introduces tourism that is both community-led and eco-friendly—designed to create income-generating opportunities, particularly for women and youth, through skill development, entrepreneurship, and cultural preservation.

The launch event, held in Jaflong, was graced by Dr. K. M. Kabirul Islam, Secretary of the Technical and Madrasah Education Division, Ministry of Education, as Chief Guest. Fatema Rahim Veena, Additional Secretary, Ministry of Civil Aviation and Tourism, attended as Special Guest, while Tuomo Poutiainen, ILO Country Director, was present as Guest of Honour.

As part of the launching, guests visited four participating Khasi villages offering designated homestays, each capable of hosting up to four visitors. Attendees experienced local hospitality, traditional Khasi cuisine, and cultural performances by both the Khasi and tea garden communities. They also participated in cycling adventures and explored the community restaurant established as part of the initiative.

Dr. K. M. Kabirul Islam emphasized the importance of responsibility in this emerging tourism model, “Community-based tourism is a relatively new concept in Bangladesh. We must ensure the safety of both tourists and the local community. I trust that visitors will respect the code of conduct developed by the Destination Management Committee.”

Tuomo Poutiainen, ILO Country Director, highlighted the initiative’s broader significance, “This is more than a destination—it’s a community-led experience. We’ve introduced community-based tourism in Jaflong to create jobs, support local businesses, and empower women and youth. At the same time, it protects nature through eco-friendly practices and community care.”

Fatema Rahim Veena, Additional Secretary MOCAT added, “Khasi Punjee is one of Bangladesh’s hidden gems for tourism. For this kind of community-based tourism to truly thrive and make a meaningful impact, collaboration is essential—from both government agencies and development partners.”

The initiative is led and managed by the local Destination Management Committee (DMC), comprising representatives from all participating villages. The DMC plays a key role in ensuring authentic, safe, and sustainable tourism practices that directly benefit the community.

The tourist can experience several activities such as boating & Fishing on the Piayan River, Cycling through picturesque tea gardens and trails, Trekking in Mokam Punjee through forests, waterfalls, and betel nut groves. Tourists can enjoy culinary delights, traditional Khasi dishes such as Ja Doh, Doh Kleh, and Khasi tea, all prepared with fresh, local ingredients. Evening storytelling engage with Khasi elders as they share oral histories, legends, and customs is a part of enjoying this place. 

The CBT initiative places local communities at its core, offering economic benefits- job creation in hospitality, tour guiding, food services, cultural events, and handicrafts; entrepreneurship- support for local business owners, especially women and artisans; environmental conservation- small “Green Activity Fee” supports road maintenance, waste management, and nature conservation.

This launch marks a milestone in Bangladesh’s journey toward inclusive and sustainable tourism—where communities are not just participants, but leaders.

The CBT initiative places local communities at its core, offering economic benefits- job creation in hospitality, tour guiding, food services, cultural events, and handicrafts; entrepreneurship- support for local business owners, especially women and artisans; environmental conservation- small “Green Activity Fee” supports road maintenance, waste management, and nature conservation.

This launch marks a milestone in Bangladesh’s journey toward inclusive and sustainable tourism—where communities are not just participants, but leaders.