With more than 100km (62.5 miles) of sand, Cox's Bazar has the world's longest uninterrupted natural beach.
Since this long coastal line by the Bay of Bengal has rarely been explored, many feel it has the potential to rival other beach holidays destinations in the region like Pattaya in Thailand or Galle in Sri Lanka.
This tropical paradise is key to the Bangladeshi government's new plans to put the country on the international tourist map. It hopes to earn more than $5bn (£3.17bn) from tourism in the next 10 years by attracting more domestic and foreign visitors.
But a walk along the main beach in Cox's Bazar suggests the ambitious dream of an international tourist attraction may turn sour unless the authorities act fast.
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"The whole area is being developed in an unplanned way," said Professor Mushtaq Ahmed, an environmental campaigner in Cox's Bazar.
"The beach area has been encroached and hundreds of buildings have come up there creating a negative influence on the environment."
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