The Bangladesh Tourism Board (BTB), in collaboration with the International Labour Organization (ILO), has introduced Community-Based Tourism (CBT) under the ProGRESS project. This initiative aligns with the BTB’s Tourism Master Plan 2023–2040, which envisions inclusive and sustainable tourism across the country. CBT represents a significant opportunity for marginalized communities in regions where tourism already exists, ensuring that economic benefits remain within local societies.
Preserving Culture, Building Prosperity: CBT is designed to keep tourism revenues within the community, fostering economic independence while preserving cultural heritage. In Jaflong, Sylhet, the Khasi community renowned for its matriarchal social structure and traditional livelihood cantered on betel leaf and betel nut cultivation stands at the heart of this model. Their villages, known as Punjees, are now being transformed into hubs of cultural tourism.
Women Empowerment and Skills Development: BTB has prioritized women’s empowerment by equipping Khasi villagers with hospitality and tourism management skills. Twelve tour guides have already been trained, including seven women and five men. Local entrepreneurs have established Homestay and Community Restaurant services in Nakshiar, Sangram, and Lama Punjees.
Through these initiatives, Khasi women are taking leadership roles in hospitality, tour guiding, traditional food preparation, and handicraft production. Training in communication, hospitality, and craft-making is enabling them to become key economic drivers in their community.
Youth Engagement and Sustainable Livelihoods: Local guides primarily students and educated unemployed youths are now turning their education and cultural knowledge into sustainable income. Professionally trained, they ensure visitor safety, explain cultural norms, and enrich tourist experiences with authentic insights. This transformation is creating new employment pathways for young Khasi men and women.
Homestays offer more than accommodation they provide immersive cultural experiences. Visitors share daily life with Khasi families, enjoy traditional cuisine, and participate in local customs. This model represents a profound shift from conventional tourism, fostering mutual respect and authentic interaction between hosts and guests.
The CBT model accommodates diverse visitor preferences: Day trips for those seeking a glimpse of Khasi village life. And extended homestays for deeper cultural immersion. Guests enjoy both familiar Bangla cuisine and unique Khasi dishes. Already, Khasi punjees has welcomed tourists from Europe, Australia, and the USA, underscoring its growing global appeal.
A Landscape of Adventure: The natural beauty of Jaflong enhances the CBT experience. Rolling hills and tea gardens provide scenic cycling routes. The crystal-clear Piyain River invites boating and fishing. And serene forests, waterfalls, and fragrant betel nut groves create eco-friendly adventure opportunities. This blend of culture and nature positions Jaflong as a premier destination for sustainable tourism.
Challenges and Community Resilience: BTB spokesperson Mr. Kabil acknowledged challenges, particularly community concerns about privacy and security in opening homes to tourists. BTB is addressing these issues through training, awareness, and administrative support, ensuring a safe and welcoming environment.
Mr. Welcome, entrepreneur and secretary of the Destination Management Committee (DMC), highlighted the transformation: “Our Khasi boys and girls are making significant strides; they are now stepping forward into this new profession.” He noted initial resistance to homestays but emphasized that the community is now fully prepared to ensure visitor safety, with government cooperation reinforcing local efforts.
Economic Potential and Call for Investment: Mr. Welcome also pointed out an imbalance in local commerce, where most small businesses around Khasi Punjees are run by other communities. Expanding CBT will create much-needed employment opportunities for Khasi entrepreneurs as well as.
He stressed that economic investment remains the primary hurdle. “If various governmental and non-governmental institutions step forward to assist local entrepreneurs, Community-Based Tourism will rapidly gain popularity and expand.”
A Transformative Journey-Community-Based Tourism in Jaflong is more than a travel experience; it is an investment in people, culture, and sustainable growth. By choosing Khasi Punjees, tourists contribute directly to local prosperity while discovering one of Bangladesh’s most captivating landscapes. We urge both domestic and international travellers to embrace this transformative form of tourism, empowering a resilient community and shaping a sustainable future.
