Investment in Cox’s Bazar’s tourism industry is easy to see: new hotels, resorts and restaurants. Yet more buildings do not necessarily make a better destination. Its reputation also depends on how guests are welcomed, whether food is safe, booking terms are clear and staff know what to do in an emergency. Service standards must catch up with construction.
An International Labour Organization report published in 2024, drawing on a 2023 survey, exposes a worrying training gap. Among 126 tourism and hospitality enterprises surveyed across the Chattogram–Cox’s Bazar region, 88 per cent had neither provided nor funded off-the-job training during the preceding 12 months. Only 47 per cent had supported on-the-job training. These findings cover the wider region, but they raise an uncomfortable question: how much attention is being paid to the people behind the polished facades?
Poor service carries an economic cost. Dirty rooms, disappointing food, unexpected charges and unanswered complaints can persuade visitors to shorten their stays or abandon plans to return. Their experiences can quickly reach prospective travellers through online reviews and social media. The consequences extend beyond individual hotels to transport operators, local shops, craft sellers and small businesses.
Accessible, practical training should therefore be a priority. Cox’s Bazar can draw on the experience of the existing National Hotel and Tourism Training Institute to expand local opportunities. Guest relations, food safety, housekeeping, fire safety and first aid require structured instruction tailored to specific responsibilities. Training must also be assessed through everyday practice. Employers should provide the time and funding workers need to participate, including those in temporary seasonal jobs.
Training alone, however, cannot repair weak management. Published prices, clear booking and cancellation terms, and prompt complaint resolution are essential. Even capable employees struggle when management tolerates misleading promises or ignores grievances. Oversight must be regular and accountable, while compliance procedures should be straightforward and free from harassment.
International standards cannot be built with concrete alone. They require skilled employees, professional conduct and managers who take responsibility for what they sell. Without these foundations, investment may fail to deliver the benefits businesses and communities expect.
Government agencies, training providers and employers must make workforce development part of tourism planning, with clear responsibilities and measurable results. Training should be treated as a necessary investment in the destination’s future. Building confidence in Cox’s Bazar means investing in its people as seriously as in its properties.
By Salam Abu
Editor
