Bangladesh Journal of Tourism Volume 1, Issue 1 (Jan – June, 2016) BJT-ISSN 2414-3294 90 Copyright@2016MFER BJT: 90-104 Published by MFER 30 July, 2016 Current Structure of Tourism in Ruma, Bandarban: Strategies and Action Plans for Potential Community-based Tourism Development Md. Saiful Islam 1 , Dr. Syed Rashidul Hasan 2 ABSTRACT Ruma, a sub district of Bandarban Hill-District, has been very popular among young people for adventure tourism in recent days. Consequently, more emphasis is being given on sustainable community development through tourism as well as conservation of natural and cultural assets of the destination area. Community-based tourism (CBT) is often appreciated as an effective pathway to conserve the nature and to create alternative livelihood opportunities for the local people. Based on field survey, this paper examines the current structure of tourism in Ruma, undertakes SWOT analysis, and includes strategies and action plans for community-based tourism (CBT) development. Besides, a model trail village along a trekking trail has been proposed as a jackpot of successful CBT that can be suitable for any destination of similar type. A number of techniques were used in collecting data including interview of key stakeholders, direct observation, opinion of government officials and local people, and focus group discussion in Ruma. From the study, government agencies, international development organizations, and private sectors will get an insight of initiatives to be taken to develop Ruma as a role model for CBT in Bangladesh. Received 13 April 2016; Accepted 25 June 2016 Keywords: Tourism, CBT, Model Trail Village, Trekking Trail, Ethnic Village. 1. INTRODUCTION Bandarban, a southeastern district of Bangladesh, is a hidden paradise away from the din and bustle of the world. Ruma is one of the seven sub districts of Bandarban, and almost all the renowned places of Bandarban including Tahjindong hill, Keokradong hill, mysterious Boga Lake, Rijuk waterfall, Zadiphai waterfall, Tlubong waterfalls (Double falls), Jingsiam falls, and Shrimp falls are located in Ruma. Though it is not developed for tourism activities yet, today or tomorrow it will be one of the paradises for ecotourism. Undeniably, the number of tourists is increasing rapidly and this will continue in future. From surveying tourists it is found that Ruma is a destination for young people as it attracts them for adventure tourism. Majority of them (59.26%) fall into the age range between 25 and 34 years, followed by 33.33% into 15-24 years, and 7.41% into 45-54 years. Almost all of them visit Ruma without taking any services from tour operator or travel agent. Majority of them travel to Bandarban with their friend circle. Purpose of their visit is adventure and leisure (70% for adventure and 26% for leisure and recreation). Main motivations to visit Ruma are (i) exploring the serene hills and forest, (ii) enjoying the natural environment, (iii) adventure activities (mainly hill trekking, walking through Jhiripath or waterway to see waterfall in remote areas, and boating), and (iv) sensing peace and tranquility. Tourism is seasonal in pattern in Ruma, and can be divided into peak and off season. October – March is regarded as peak season and April – September is off season of tourism. Though local farmers are busy with their winter vegetable cultivation during the peak season, they can manage time to work in the tourism industry. Moreover, a huge number of young people are unemployed, who will be happy to work in the tourism industry round the year. Tourism development is expected in Ruma for the greater benefit of the local people, both the ethnic and non-ethnic. But it must be in a sustainable way without hampering the nature of this paradise and unique culture of the ethnic people and for their long-term economic benefit. The catchy buzzword ‘poverty reduction through tourism’ is not meaningful in underdeveloped or developing countries as the benefits of tourism may not reach up to the people living in poverty. It is postulated that if the members of a community become the owner of tourism assets, probably then they can get the benefit of tourism. Keeping that in mind, community-based tourism has been promoted as a means of development whereby the social, environmental and economic needs of the communities are met through the offering of tourism products they own(Goodwin and Santilli, 2009). CBT can be an effective pathway to conserve natural habitats and biodiversity as well as local culture as it unlocks different alternative livelihoods to the local communities in sustainable tourism businesses rather than extraction of natural and other resources. Recognizing the necessity of CBT, the United Nations World Tourism Organization (UNWTO) celebrated the World Tourism Day- 2014 under the theme ‘Tourism