In the quest of promoting Bangladesh's tourism as well as increasing the country's image, the Civil Aviation and Tourism Ministry has signed an agreement with the ICC Development Limited yesterday to become its local partner for Bangladesh's part of the 2011 ICC World Cup.

The nearly Tk 5 crore deal will allow the newly-formed Bangladesh Tourism Board to showcase co-hosts Bangladesh to the world during the World Cup eight matches to be played in Bangladesh.

As per the agreement, the board will receive the broadcast rights to showcase the country's brand and the beautiful Bangladesh theme in all ICC broadcasting and in all the products sponsored by the ICC and the official broadcast partners of ICC. TV channels Star Sports and ESPN, will consequently air television commercials on tourism in Bangladesh.

Campbell Jamieson, the ICC commercial general manager and Sarder Abul Kalam, a joint secretary of the Civil Aviation and Tourism Ministry, signed the agreement on behalf of their respective organisations at the Hotel Sheraton yesterday.

"It is a remarkable day as we have just started the relationship with the tourism board and I hope we will work closely with them to make the event an outstanding success," said Campbell after signing the agreement.

The officials of the tourism board unveiled a plan to emphasise the historical spots, sites, culture and products of Bangladesh to the world during the event. In this regard, the entire territory has been split into eight zones.

The board will also organise a presentation on the beautiful spots in the country for the foreign journalists and there are plans to take them to Sundarban. The plans also include setting set up information booths and branding the airport, hotels and venues to help the tourists.

Bangladesh Cricket Board president AHM Mustafa Kamal said they have more plans to promote Bangladesh's tourism through cricket in the future by building a stadium in Cox's Bazar.

"Cricket has turned into a national event, which provides us the best opportunity to showcase the country to the world during the World Cup," said Kamal.

Civil aviation and Tourism secretary Shaflque Alam Mehdi and World Cup 2011 central organising committee convener Mahbubul Anam also spoke on the occasion.