Bangladesh's ambassador to Belgium, Luxembourg, and the European Union, Khandker Masudul Alam, has urged Europeans to discover Bangladesh beyond its manufacturing reputation, pointing to the country's cultural heritage, tourism potential, and expatriate community as key assets in deepening ties with Europe, in an interview published by WTFI Live, the news platform of the World Tourism Forum Institute.

Speaking to journalist Derya Soysal following a Mango Festival hosted at the Bangladesh Embassy in Brussels, Alam said Bangladesh's agricultural and culinary traditions serve as an underused form of soft power. "We do not want to be selfish. We want to share this special agricultural product of Bangladesh with people across the globe," he said, according to the interview.

On tourism, the ambassador described Bangladesh as one of the world's oldest civilisational crossroads, citing the country's Buddhist heritage, Sufi traditions, and centuries of religious and cultural exchange. He said the diversity of Bangladesh's river-delta geography, tropical climate, and mangrove ecosystems has produced regionally distinct cuisines and festivals. "Whenever a European visitor comes to Bangladesh, regardless of the season, they will always find unique cultural festivals, traditions, or celebrations taking place," he said.

Alam also highlighted the role of the Bangladeshi diaspora in shaping perceptions of the country abroad, noting that expatriate entrepreneurs and chefs largely run the curry industry in the United Kingdom. "Much of the sector is managed by members of the Bangladeshi diaspora living in London," he said, adding that many such stories about Bangladeshi culture and cuisine remain unknown to wider European audiences.

The ambassador linked this cultural outreach to broader economic ambitions, describing Bangladesh's young population, growing technology sector, and pharmaceutical exports as reasons for Europe to deepen engagement. He said Bangladesh, with a population of roughly 175 million and a median age of 26, is seeking a Free Trade Agreement with the EU to formalise closer economic ties.

Alam closed the interview by inviting Europeans to visit Bangladesh directly. "Seeing is believing," he said. "Bangladesh is a country of wonderful people... home to the world's longest natural sea beach, the world's largest mangrove forest, and above all, people with warm hearts and exceptional hospitality."

Source: World Tourism Forum