Cox's Bazar is a town, a fishing port and district headquarters in Bangladesh. It is known for its wide sandy beach which is the world's longest natural sandy sea beach. It is an unbroken 125 km sandy sea beach with a gentle slope. It is located 150 km south of Chittagong. Cox’s Bazar is also known by the name "Panowa", the literal translation of which means "yellow flower". Its other old name was "Palongkee". The modern Cox's Bazar derives its name from Captain Cox (died 1799), an officer serving in British India. In the 18th century, an officer of British East India Company, Captain Hiram Cox was appointed as the Superintendent of Palongkee outpost after Warren Hastings became the Governor of Bengal. Captain Cox was specially mobilised to deal with a century long conflict between Arakan refugees and local Rakhains. The Captain was a compassionate soul and the plight of the people touched his heart. He embarked upon the mammoth task of rehabilitating refugees in the area, and made significant progress. A premature death took Captain Cox in 1799 before he could finish his work. But the work he had done earned him a place in the hearts of the locals and to commemorate his role in rehabilitation work a market was established and named after him as Cox's Bazaar ("Cox's Market"). Although Cox's Bazar is one of the most visited tourist destinations in Bangladesh, it has yet to become a major international tourist destination, due to lack of publicity.