Tourism ludo: Turning boardgame into pathways for jobs and discovery

DHAKA (ILO News) –The Tourism Ludo board game is one of BTB’s innovative communication tools designed to promote Bangladesh’s diverse touristic attractions, showcase its rich cultural heritage, and build awareness on responsible tourism.

“You can travel across whole country in minutes while sitting at a table through this board game,” said Abu Taher Muhammad Jaber, Chief Executive Officer of BTB. “It’s a unique and creative way to inspire pride in our heritage and engaging to share information about our country’s tourism potential.”

© ILO

© ILO

It is designed to take players on a virtual journey across Bangladesh — from the tea gardens of Sylhet and the vast wetlands of Tanguar Haor, to the serene beaches of Cox’s Bazar, the mangrove forests of the Sundarbans, and the tranquil beauty of Kaptai Lake.

More than just a game

Thirty-six young people from diverse professions and regions of Bangladesh took part in an innovative Tourism Ludo competition at the Bangladesh Tourism Board (BTB) that was aimed at raising awareness on the country’s tourism potential as well as ecotourism entrepreneurship opportunities within the budding sector.

The event, organised to commemorate the historic July Uprising of 2024 - a youth-led movement born out of the need for equal job opportunities for all graduates—showcased how games can be powerful tools for learning, engagement, and career inspiration.

Youth engagement at the heart

For many of the 36 participants, the competition was eye-opening. Many said it opened their eyes to tourism-related career paths, from guiding and hospitality services to sustainable tourism entrepreneurship.

© ILO/Bangladesh Tourism Board

© ILO/Bangladesh Tourism Board

“I never realised there were so many tourism jobs beyond being a guide,” said Farzana Rahman, a university student from Chattogram. “This game showed me the diversity and potential of this sector.”

Others discovered new destinations “I learned about the Swatch of No Ground for the first time, we could build amazing tourism experiences around it.” said Saif Ratul, a young tourism professional.

Since its launched-on World Tourism Day 2024, the game has reached hundreds of people through different events and is now available five-star hotels, airport lounges, and tourism fairs. Plans are underway for commercial production so that everyone in Bangladesh can enjoy it at home and pick a destination for their next holiday.

Nasreen Jahan, Secretary of the Ministry of Civil Aviation and Tourism and Chairman of BTB, emphasized, “We are redefining travel promotion with innovation and excellence. This initiative will inform both local and international audiences about Bangladesh’s tourism destinations while inspiring our youth to join the sector.”

© ILO/Bangladesh Tourism Board

© ILO/Bangladesh Tourism Board

What’s next

ILO’s ProGRESS project is committed to making tourism not only a driver of economic growth but also a source of decent work. By engaging youth and local communities, the project helps build skills, strengthen service standards, and promote community-led tourism models that preserve cultural heritage. ILO is helping communities to strengthen service quality, protect cultural tradition, and create sustainable livelihoods through community-based tourism (CBT). The project works closely with local entrepreneurs, artisans, and guides to ensure tourism growth benefits everyone, especially women and youth.

BTB and ILO plan to expand Tourism Ludo competitions to schools, universities, and youth centres across the country, integrating them with tourism awareness campaigns and training programmes. This will ensure more young people gain exposure to career opportunities in tourism while fostering pride in Bangladesh’s natural and cultural heritage.

Because when skills, innovation, and cultural pride come together, the result is more than just a game—it’s a pathway to jobs, empowerment, and sustainable development.