Mentor:

Amjad Riaz Guru

(Essay and Precis)
(BA Hons, M.A.)
GC University Lhr
0313-7562280

Essay Topic
TOURISM IN PAKISTAN

Serving the aspirants

Travel if you can

ITALIAN poet Gio Evan emphasises the need to travel without

which the human mind remains ensconced within its narrow
boundaries and regurgitates its own thoughts. One should travel,
he said, because if not, one’s thoughts will not be strengthened and
will not be enriched with lofty ideals: dreams will be born with
weak and shaky legs.

Over recent years, tourism has in Pakistan become an almost essential activity
for those who can afford it. Many save up for annual vacations and make a trip
to places in the country where they can enjoy nature walks or adventurous
activities, usually with family or in groups of friends. At times, travel
destinations include countries in the neighbourhood such as the Middle East,
Thailand or Turkey. Nearly all such trips are for sightseeing or visiting family
members and at times, for shopping. However, while Pakistani tourists have
increased, travellers are far fewer. “The traveller sees what he sees, the tourist
sees what he has come to see.” The tourist is not really Evan’s traveller.
Destinations and sightseeing spots are planned in advance. Tourism is
primarily an entertainment activity. Travelling has a different purpose.

It would be rare to find many in Pakistan who travel for the sake of learning,
expanding their mental horizon and enhancing their repertoire of experience.
Few people would argue with the statement that our society is mostly inward-
looking and less amenable to learning and absorbing views of a hue different
from its own history or from what it has gleaned from its elders. One reason
for this could be that we have far less exposure to the world in terms of
meeting different people, experiencing different cultures, experimenting with
different cuisines and listening to different languages. We have developed a
degree of self-importance that becomes difficult to shed as our obsession with
our minuscular world increases. Travel, on the other hand, tells us how small
is the space that we occupy in the vastness of this world. When we are able to
see ourselves as only a small element of the larger system, it helps us to
develop humility and the proper perspective.

In many countries, students save up from their part-time jobs or stipends to

travel during college or university vacations, and even take a year off from
studies to see the world. For a student to do this in Pakistan would be unheard
of. Not only because of financial limitations, but because travel is still
considered to be entirely for pleasure. It is a luxury and can only be indulged
in if one has money to spare and a family to go with. Hence people wait until
they have jobs, are settled and earning enough to take pleasure trips. By this
time, the insular and parochial outlook created through our education system
and social interactions has limited their minds to process what they have seen,
heard or observed in their immediate environment.

Travel has a different purpose from tourism.

Someone who has travelled to other places, lived there for some time and
made an effort to understand the values and cultures of other people is likely
to have a broader mind and a stretch of imagination than her counterpart who
has stayed home throughout their life. Some say that they read about other
places and hence have travelled in their mind. But this cannot replace physical
movement and real-time living in other environments. It is not only the young
who travel for learning and not only people in the West who have made travel
an essential aspect of their lives in current times. Planes and trains and long
bus travel see a large number of elderly people who live retired lives and
decide to see the world and enhance their experiences. Travel is about learning
and experience equally for the young and old. Many world-renowned
travellers who have written their travelogues lived in earlier times and came
from the East.

What we read in books about other places is not always the truth. We are often
fed disinformation and views that others possess or want us to possess. Once
we travel, our assessment could be very different. What we read or hear from
others could create bias in our minds. It is only when we meet, see and hear
for ourselves that we open our hearts and broaden our minds. According to
Mark Twain, travel eliminates prejudice, bigotry and narrow-mindedness and
promotes a compassionate view of others and their way of life. Travel also
develops different aspects of one’s own personality, giving bloom and colour to
hidden qualities and germinating seeds that might have perished had they not
been watered and fertilised by the rich environment of the rest of the world.
Anatole France, the French Nobel Prize winner in literature in 1921, famously
said that the original harmony between humans and nature gets re-established
through wandering. To reconnect with our origins, we need to wander away
from our routine lives.
Tourism potential

IT is a truth universally acknowledged that Pakistan’s tourism

industry is a potential shot in the arm for the country’s deflated
economy. On Monday, Prime Minister Imran Khan said as much to
a gathering of Tiger Force volunteers in Naran. Surely, there is no
dearth of breathtaking natural landscapes in the country, and few
can compete with traditional Pakistani hospitality. Why then
should international tourism be confined to a few areas in the
country and Pakistan remain excluded from the list of nations that
people want to visit at least once in their lifetime? As with other
industries, tourism too cannot flourish without proper planning,
investment, marketing and sound government policies. Despite the
growth of the domestic tourism industry, many popular
destinations lack modern amenities such as high-speed internet
and cashless banking, at times even a proper Basic Health Unit.
Moreover, the country remained in the grip of violent elements for
a number of years. Large-scale military operations eliminated the
militants but not before they had dealt a severe blow to the tourism
infrastructure, leading potential travellers to perceive Pakistan as
unsafe. In more recent times, a European ban on the national flag
carrier over the dubious licences issue has also raised concerns.

Meanwhile, an unregulated hotel industry in many areas has harmed local

ecosystems and marred the beauty of the land, perhaps the biggest example
being that of Murree where haphazard development has ruined the hill
station’s natural landscape. The once pristine Lake Saiful Mulook, situated not
far from where the prime minister addressed the Tiger Force squad, is now
littered with trash thrown by visiting Pakistanis. The prime minister rightly
pointed out the need for responsible tourism. But for this, the government
would have to regulate both the construction of hotels and the inflow of
tourists to popular destinations, in order to conserve the scenery and reduce
the carbon footprint. The tourism industry can thrive only in an atmosphere of
security and convenience for travellers. This is missing at the moment.
Promoting Pakistan

PAKISTAN has beauty so wonderful, varied and unique — snow-

capped lofty mountain peaks that attract mountaineers from
around the world, exotic wildlife, picturesque lakes, valleys, and
even heritage monuments and ruins of ancient civilisations
thousands of years old — but the country’s potential as a tourist
destination has never been fully optimised.

Although we see some foreign tourists and mountaineers in the country, we

are yet to exploit the real potential that Pakistan has. Boosting the tourism
sector could be a wise step, especially when we have been going through one
economic crisis or the other for the last four years.

To attract larger number of foreign tourists and put the sector on the right
track, we need to take a few initiatives. The most important one is the image of
Pakistan in the eyes of the world. There are many case studies that tell us how
to do it. We can highlight the country and its achievements in art and culture,
creating a soft image of the country. A case in point is Ms Marvel, a six-
episode series that has attracted the attention of the young across the world,
including the West. All we need is to cash in on such events just like India
does.

We need to promote our art, culture, literature, sports, products and talented
people through massive advertisement and public relation campaigns. When
you ask a foreigner about India, they usually come up with things like dance,
yoga and Bollywood; that is an image India has coined for the world, hiding its
many unsavoury realities.

But, when asked about Pakistan, people talk about terrorism and security
issues. That is what needs to change, and it can be changed if we promote
ourselves the way India does despite all that is there that could be
embarrassing for it.

Pakistan fails to showcase things like its hospitality, culture, people and
several products that are second to none and a source of pride. The countries,
especially the emerging economies from the developing world, run special
campaigns to showcase what they have on offer for foreign tourists. It is the
promotion that counts.

Unfortunately, Pakistan does nothing to show the soft image and wonders that
carry an attraction for foreign tourists. All it gains is negative publicity
through dirty politics, turmoils and economic meltdown in the international
media.

Another way to bring more people to Pakistan would be to target nearby

countries, as we realise every tourist counts, for they bring in the much needed
foreign currency that boosts our reserves. Then there are countries like
Malaysia, China and the Central Asian Republics (CARs) that can be targeted.
Once we succeed in attracting foreign tourists, it will have a snowball effect
and we will see a greater influx of foreigners in the years to come.

We can and should start by focussing on promoting our strengths. This is a

project that would require some effort, time and sweat by leaders across the
political divide. For a nation struggling so badly, this is a must. A narrative
must be sold, our image must be created, and, for that, we only need focussed
and sustained efforts.
Pakistan jumps six places on tourism index

ISLAMABAD: Pakistan has made a big jump on the International

Travel and Tourism Development Index by moving up six places,
the World Economic Forum said in its latest report released on
Sunday.

The 2021 edition of the index, “Rebuilding for a sustainable and resilient
future”, placed Pakistan at 83rd place out of 117 countries. The previous
edition, released in 2019, had placed Pakistan at the 89th spot.

Aftabur Rehman Rana, Managing Director of the Pakistan Tourism

Development Corporation (PTDC), said the country’s improved standing
constituted a “significant progress”.

The PTDC chief said the federal and provincial governments had made
tremendous efforts for upgrading the tourism infrastructure, the business
environment, the safety and security factor, as well as health and hygiene.

“It shows in the index.”

“Although we have made good progress, a lot still needs to be done to improve
the tourism sector’s performance as it has the potential to play a key role in
the country’s socio-economic development,” he added.

Japan grabbed the top spot on the tourism index, followed by the US, Spain,
France, Germany, Switzerland, Austria, Singapore and Italy.

Talking to Dawn, former Special Assistant to the Prime Minister (SAPM) on

Tourism Coordination Azam Jamil said he had always stressed the need for
improving the sector’s supply side rather than the demand side.

“First we need to elevate our infrastructure, improve our safety record and pay
attention to hygiene, especially when inviting foreigners.

“I had always told the (former) prime minister that first we need to get our
house in order instead of running after numbers. Once we get our product in
order, the numbers will automatically improve,” he said.
Azam Jamil said the provincial governments had a big role to play in making
the country tourist-friendly. “Provincial governments have a huge
responsibility to ensure environmental social and cultural sustainability. It is
imperative to involve local communities as they are direct beneficiaries of all
progress,” he said.
Pakistan & tourism
ON Dec 15, 2019, Pakistan was ranked the top tourist destination
for travellers for the year 2020 by the United States-based luxury
and lifestyle publication Condé Nast Traveller.

The tourism sector is playing a vital role in our economy. In 2018, the
contribution of tourism to GDP was 7.1 per cent, bringing billions of dollars
and creating new job opportunities within the economy.

Indeed it was a great step by the government to establish the National

Tourism Coordination Board to coordinate with provinces, territories and
regions. The tourism industry contributes to Pakistan’s economy through
foreign currency inflow, job opportunities and infrastructure.

In addition, numerous small-scale businesses like hotels, restaurants, car

rental agencies and tour companies are associated with the tourism industry.

Pakistan is the most preferable tourist destination and had received several
positive reviews of Pakistan’s tourist attractions by travel bloggers, vloggers,
magazines and adventure clubs.

The government was expecting to compete with other top countries like the
US, Spain, France, Italy, and Hong Kong by 2025. This Covid-19 pandemic
will have economic consequences all over the world and it will be hard for
Pakistan as a developing economy to bear these consequences. The question
is: what will be the future of the tourism sector and what measures will the
government take to maintain this sector?

The tourism industry always booms during the summer season, but this year a
major decline is expected. Thus the government should take the right steps to
give a further boost to this growing sector, which is cost-effective and brings
foreign exchange. This eventually helps us to stop currency devaluation as the
dollar is already skyrocketing against Pakistani rupee.

This sector will also help create thousands of job opportunities in both the
formal and informal sectors, which will ultimately lessen the burden on the
government.
Disaster tourism?

IN an emergency, the best and the worst in human nature comes

out for all to see. Unfortunately, the scenes witnessed on
Wednesday and Thursday in Karachi’s Seaview area were
shocking. They did not reflect well on the psyche of Karachiites.
People made their way in huge numbers to the beach to ‘enjoy’ the
sight of Mother Nature unleashing her wrath. All this happened as
the administration and disaster management authorities issued
warnings of the dire impact that Cyclone Biparjoy would have.
Karachi may not have been directly in the line of the cyclone’s
wrath, but the public’s attitude left much to be desired anyway.
Anticipating the public’s tendency not to obey orders, Section 144
had been imposed and the police stationed on the spot. Yet nothing
could stop the adventure-seekers out to have some fun.

The people did exactly what the authorities expected they would. How should
one describe this cavalier behaviour? Federal Minister for Climate Change
Sherry Rehman aptly termed it ‘disaster tourism’, while appealing to the
people not to expose themselves to the danger. I will simply describe it as the
height of stupidity and selfishness — after all the warnings had been issued.

The episode has left me wondering why our people behave in this bizarre
manner. We still have to recover from last year’s catastrophic floods that left
Sindh devastated. What is worse, the province is even now a ravaged place.
With the exception of some areas where people have managed to reconstruct
their homes without any official assistance and where life has begun to return
to some semblance of normality, Sindh has a long way to go to return to the
pre-2022 situation. Some villages destroyed then remain deserted today as
their inhabitants have not returned. Many schools collapsed and were never
replaced by new ones. I don’t know if the government has even carried out a
survey and kept count of the schools that are no more. Where are the children
and where are the teachers?

Nothing could stop the crowds from dashing to the seafront.

Today, we do not know what is in store for us. Post-cyclone reconstruction will
add to the challenge. Even before the cyclone hit, ferocious waves had begun
to show how helpless man is before the fury of the elements, especially in
times when callous governments fail to fulfil their duties. Still, the authorities
managed to evacuate 77,000 people to safe places. One of them is Saleem
Dublo, a fisherman from Keti Bandar that was expected to be hit by the storm,
who has single-handedly taken upon himself to save the mangroves that the
government has chosen to neglect. Dublo knows that his bread and butter
depends on the mangroves where the fish lay their eggs. When he returns
home, will the mangroves he had planted still be there?

There are fishermen who are worried about their boats. Having been
grounded for several days because of the rough weather in the Arabian Sea,
they are not even sure if their boats will be recovered intact. Their boats are a
valuable asset and the main source of their livelihood. In the absence of quays
and platforms to anchor their vessels, the latter must have been battered
beyond repair by the raging wind and waves.

It is in the backdrop of this situation that the Seaview crowds’ sense of

adventure is misplaced. Again, I return to my original question: why? A
number of answers come to mind. The crowds which had gathered did not
understand the danger that lurked behind the waves, which were smashing
against the Seaview wall. Although Karachi is the only major city in Pakistan
that can boast of being located on the seafront, we seem to lack an
understanding of the ocean. We know little about its sense of timing, its
moody behaviour and how the ocean can be a soothing friend but also an
enemy, which can drag you away forever. There are so many drowning deaths
reported every year in Karachi.

Recklessness has penetrated the people’s temperament as life no longer

appears to be a major investment worth preserving for the common man.

Most importantly, the government, media and opinion-makers have lost all
credibility. People had to see the storm to believe it was really there. The
elements of nature have not been helpful. Take the cyclone. We had been
hearing about the storm but the forecast about the level of danger to the city
kept changing. The same is the case in all walks of life. Few believe what is
first announced. Even the mayor’s election in Karachi — a stormy affair itself
— on the day the cyclone was to make landfall produced a familiar uncertainty
and lack of credibility.

Such nonchalance and carelessness on the part of the public and lack of
governmental credibility are a tragedy for society at large. Will anything now
restore our faith in this country?
Hospitality, not hostility

THE exodus of Pakistan’s brain capital paints a worrying picture of

its future landscape. If this trend continues, the nation could be left
with a dearth of skilled professionals, leading to a population
dominated by drug addicts, criminals, semi-educated clerks and
prayer leaders.

According to official data, a staggering 400,000 plus Pakistanis, with a quarter

of them highly trained professionals, departed from the country within just
the first half of the current year.

This trend mirrors previous years, with over 700,000 leaving in 2022, more
than 600,000 in 2019, and 500,000 during the pandemic-impacted years of
2020-2021. Among those departing are engineers, doctors, and IT
professionals. This obviously needs immediate attention.

The rationale for this brain drain is multifaceted. It’s challenging to attract
investment due to Pakistan’s debt-ridden economy, with external debt
reaching $131 billion in 2023-24.

The country faces challenges such as terrorism, climate emergencies, and

natural disasters. Moreover, Pakistan also has appointed itself as the ‘fortress
of Islam’ — the last standing warrior of the faith. The concerning question is,
what if things fall apart because of basic socioeconomic reasons?

With a median age of 23, approximately 63 per cent of the population falls
within the age group of 15 to 30 years. This comes at a time when Europe’s
population is aging, with a median age of 44, while the US has a median age of
39.

This young population is a significant asset that should be leveraged

effectively. Alongside human capital, sectors such as tourism have been
overlooked, despite Pakistan’s abundant potential.

The country offers rich historical, scenic and religious sites,

including pilgrimage spots for Hindus, Sikhs and Sufis. It features globally
acclaimed Pakistani cuisine, diverse community-made handicrafts, and
vibrant village-based music and dance forms.
By promoting foreigner-friendly and quality tourism, Pakistan has the
potential to earn foreign exchange and generate micro-economies across the
nation.

Home to two of the world’s 10 highest mountain peaks and a coastline of 1,365
kilometres, Pakistan presents a mesmerising variety of natural wonders, each
more captivating than the other.

The country’s allure ranges from the snow-clad peaks calling out to
adventurers worldwide to enjoy the unique wildlife and spellbinding valleys.
The nation also echoes the whispers of ancient civilisations through historical
monuments spanning millennia.

Pakistan has not put its natural, cultural and historical assets to good use.

However, despite its cultural richness, historical significance, scenic beauty

and heritage, Pakistan lags behind its Asian neighbours. The World Bank’s
2021 data shows tourism contributing to 12.6pc, 6.7pc and 4.6pc of GDP in Sri
Lanka, Nepal and India respectively; Pakistan’s was 2.7pc. Remarkably,
smaller Sri Lanka and Nepal have done far better than Pakistan in this sector.

Pakistan has not gone unnoticed in the global travel arena. In 2018, it was
ranked as the top adventure travel destination by the British Backpacker
Society and hailed as one of the world’s friendliest countries with awe-
inspiring mountain landscapes. Forbes acknowledged Pakistan as one of the
“coolest places” to visit in 2019.

The World Economic Forum’s Travel & Tourism Competitiveness

Report recognised Pakistan’s remarkable world heritage sites, placing it in the
top 25pc globally. In 2020, Condé Nast Traveller honoured Pakistan as the
‘Best Holiday Destination’ and acknowledged its potential as an adventure
destination.

Compared with other countries, if Egypt can earn $10.75bn in 2022 from
tourism, and Thailand can earn $16bn from its extensive coastline, Pakistan
too can capitalise on its historical sites like Mohenjodaro and the picturesque
beaches of Sindh and Balochistan. Global beach tourism alone reached $145bn
in 2022, highlighting the underutilised coastline of Pakistan.

Pakistani archaeological sites, such as Hindu temples, Sikh sites, ancient

Buddhist sites and Sufi shrines, have untapped potential to attract tourists
from neighbouring countries and the global diaspora. Additionally, prehistoric
rock carving sites and rugged forts like Ranikot Fort, which is known as a
‘mini China wall’, also offer unique experiences.

This potential does not need the additional crutch of government funding. The
ever-hospitable and entrepreneurial nature of our nation will take care of
showing the world the beautiful side of this most misunderstood and
distrusted country.

Pakistan, strangely, falls in the category of hard-to-get visa countries. Opening

doors to all types of tourism at least sounds better and less worrying than
leasing out airports, seaports and other key national assets.
Tourism potential of Balochistan
From the Newspaper Published June 22, 2023

BALOCHISTAN is not generally perceived as a tourism option, which is rather

unfortunate because there is a range of eye-catching spots available across the
province. For instance, the Zhob district with a population of more than half-
a-million people holds great potential in this regard in addition to agriculture
and livestock sectors.

The district has various natural tourist points. For instance, Silyaza is one of
the most famous areas known for its colourful scenery and tourism potential.
The road to Koh-i-Sulaiman (pictured above) also begins from Silyaza.

These beautiful sites need special attention of both the government and the
private sector. The government should promote these sites and the local
investors should play their part by making their money talk.

According to rough estimates, there are more than a hundred tourist sites in
Zhob. Every year, on special occasions, like Eid, and during the summer
season, the area attracts more than 10,000 people from other cities of
Balochistan and the neighbouring Khyber Pakhtunkhwa (KP).

The flux of tourists from other areas has created small enterprises and
promoted the local economy in the last few years. The promotion of Silyaza in
terms of tourism at the national level will improve the standard of living and
strengthen the local economy. It will also help them earn a decent amount in a
relatively short period of time during the summers.

Proper entrepreneurial training programmes and investment strategies are

required to guide and encourage the local investors. For this purpose, business
and academic linkages can play an important role. The government should go
for it as this is a win-win for all.
Tourism to be given industry status: SAPM

FAISALABAD: Special Assistant to the Prime Minister (SAPM) on

Tourism Azam Jamil said on Sunday that tourism would be given
the status of an industry, which would be managed by the private
sector and the government would play the role of a facilitator and
regulator.

Addressing a dinner reception given by the Pakistan Economic Conference

(PEC) in collaboration with the Faisalabad Chamber of Commerce and
Industry (FCCI), he said the government has finally decided to devolve the
Pakistan Tourism Development Corporation (PTDC) to provinces. He said all
PTDC hotels, motels and other assets would be transferred to provinces under
the condition that they would hand over the same to the private sector within
a period of two months.

He said the government was not meant to run businesses but play the role of
facilitator. He said 33 to 35 motels were lying closed for the last 10 years, as
the job had been entrusted to irrelevant persons. He said the PTDC would be
restructured. A national-level e-portal on tourism was ready, which would be
launched by Prime Minister Imran Khan soon.

He said that a one-stop website had been developed which would have all
related information about tourism sites and their managements. The
government has identified the potential tourist attractions in which local and
national investors could provide required facilities, he added.

He said a concept of village tourism had been introduced, which would also
play a major role in promoting the country’s cultural diversity. It was a World
Bank-funded project, which would attract foreign tourists to visit scenic
valleys of northern areas. Similarly, a ski resort would also be developed in
Chitral, which would be a unique attraction for domestic and foreign tourists,
he added.

Stressing the importance of a road communication system, he said that it was

very strange that a 300km stretch of Silk Road had no bathroom, which was
basic and fundamental requirement of any tourist. The government is working
for standardising hotels in addition to other allied services, he added.
He said qualified professionals were required to manage the hospitality
industry and in this connection, schools were being established in different
parts of the country.

Mr Jamil also gave a comprehensive presentation about the potential of

tourism in Pakistan with steps being taken by the government to engage the
private sector.

Provincial Minister for Culture and Industries Khayal Ahmad Kastro also
spoke on the occasion and said that for the first time in the history of the
province, the Punjab Culture Day was observed on March 14.

He said being the minister for colonies, he retrieved 200,000 acres of state
land, encroached upon by land-grabbers. The value of the land was around
Rs450 billion, he added.

He paid tribute to PM Khan for organising a foreign ministers’ conference of

Islamic countries and said that his strategy played a pivotal role in the revival
of the industrial sector in Pakistan.

Deputy Commissioner of Faisalabad Ali Shehzad also spoke on the occasion,

while former president of the Federation of Pakistan Chambers of Commerce
and Industry (FPCCI) Mian Mohammad Idrees and FCCI President Atif Munir
Sheikh along with PEC organiser Azhar Chaudhry presented FCCI shields to
Mr Jamil.

Wearing their cultural dresses, members of the business community along

with their families from across the country participated in the dinner.

A traditional chador was presented to FCCI President Sheikh.

The future of tourism

“PAKISTAN’S transformation from terrorism to tourism is

absolutely remarkable,” said United Nations Secretary-General
Antonio Guterres on his visit to Pakistan in February 2020.

The coronavirus has hit tourism the worst. The closing down of entire cities
and countries and travel restrictions brought the industry to a standstill.
According to the World Travel and Tourism Council (WTTC), this pandemic
can cut 75 million jobs and cause a $2.1 trillion loss in revenues worldwide.
Asia is expected to be the worst hit, with more than 40m job losses. The
tourism industry in 2018 accounted for 10.4 per cent of the global GDP, which
equals to $8.8tr. In Pakistan, this sector had just started to show potential
before Covid-19 hit.

From 2014 to 2019, we saw a sharp increase in the number of both local and
international tourists. As per a Gallup report in 2019, the tourist footfall for
cultural and museum sites increased more than 300pc in last three years. The
foreign tourist traffic rose more than 130pc for museums and 100pc for
cultural sites.

These numbers are promising as we lived in fear and terror for more than two
decades. The Swat valley was under the heavy influence of the Taliban not so
long ago. But now it is a paradise for both national and international tourists.
There is a state-of-the-art ski resort in Malam Jabba, which was built in
collaboration with the government of Austria.

For five years, the number of tourists increased mainly in Punjab (Lahore),
Khyber Pakhtunkhwa and Gilgit, Chitral and Hunza. Pakistan offers many
historical monuments and landmarks. It has one of the largest settlements of
ancient Indus civilisations, scenic beaches and the highest mountains. It’s a
refuge for religious devotees. Its wilderness offers a great escape for nature
lovers.

Thanks to the digital revolution, the newness of Pakistan’s tourist attraction

has been appreciated by the world. Top US travel magazine Conde Nast
ranked Pakistan first in travel destinations for 2020. Very little of this
fascinating country has seen tourist habitation owing to decades of unrest. We
have paid a high price, monetary and otherwise, in our transition from
terrorism to tourism.
 With precautionary measures, Pakistan should consider opening domestic
travelling by the end of June

With the rest of the world, we are also facing the effects of Covid-19 on this
sector. However, the satisfactory news is that world travel associations are
taking measures to ensure safe future travelling.

Let’s look at how the world of tourism is preparing for the return of tourists.

1. The WTTC is calling on governments to remove or simplify visas

wherever it is possible, cut travel taxes and introduce incentives
once the epidemic is under control. Our government was working
on relaxing visa policies for many countries even before the
pandemic, like adding online visa and visa-on-arrival services for
countries such as the United States, United Kingdom, Malaysia,
Saudi Arabia, and Turkey.
2. The United Nations World Tourism Organisation (UNWTO) is
working closely with the World Health Organisation (WHO) to
ensure that measures are implemented to minimise the
unintended impact on international travel and tourism. Just like
other sectors, tourism will also implement the new norms of
travelling.
3. Globally, travel agencies are receiving training on the “new
normal” for travel bookings. Also, new guidelines are being
drafted.
4. Hotels and Airbnb are beefing up their cleaning methods.
5. The Hilton chain is partnering with Reckitt Benckiser and Mayo
Clinic to introduce new cleaning procedures for its units by June
2020. It also plans to put a seal on the door once it’s cleaned and
disinfected so the guests know that no one has entered the room.
6. Airbnb is partnering with Ecolab to develop a new protocol for
hosts that will be mandatory to follow. Another critical factor is
that the host will be required to take 24 hours of the waiting
period between guests.
7. Most airlines are banishing the middle seats and looking into
other measures approved by the WHO.
8. Travel advisories will be included with every booking for hotels or
airlines.
9. Safety instructions will be showcased in hallways and reception
areas of hotels/guesthouses.
In Europe, Germany has extended its tourism ban until June. Spain, which is
one of the worst hit European countries, has allowed its hotels to reopen from
May 11.

In Pakistan, foreign travellers should perhaps be not allowed this year.

However, with precautionary measures following WTTO and UNWTO
guidelines, it should consider opening domestic travelling by the end of June.

Covid-19 is not going away in the short term at least. This is the fact that we
must accept and move on with our lives slowly and steadily. We must manage
to live with this virus until a vaccine is developed, which can take a year or
more.
TOURISM POTENTIAL

TOURISM POTENTIAL: Every year, Gilgit-Baltistan receives an

influx of local and foreign tourists due to its picturesque views and
eye-catching scenery. I visited this beautiful region last month and
noticed a dearth of hotels for the visitors. Gilgit-Baltistan is spread
over a large area, most of which is vacant. The local government
can utilise it to build decent hotels with due facilities for the
tourists. It will increase the number of visitors and revenue while
proving to the world that Pakistan is a safe place to visit.

ECONOMIC INSTABILITY: The ongoing political instability in the country

has somewhat overshadowed the economic instability. Be it the government or
the opposition, no one is ready to give in. The fluctuations in the exchange rate
is getting normalised gradually. While the economy is not moving towards
recovery, the recession seems to be getting worse with time. It is high time the
political leadership imagined the repercussions of such instability. We must
pay attention to the grave economic crisis that is making the country
vulnerable.

NUMBER PLATES: This refers to the news ‘IGP orders drive against illegal
number plates’ (July 26). I have been waiting for the official number plates of
two of my cars bought in 2017 and 2021. Needless to say, I have made several
visits to the relevant office at the Civic Centre in Karachi, but to no avail. I
suggest that the Inspector General of Police should resolve this matter and
have the pending number plates issued first before launching a province-wide
‘campaign’ against owners/drivers of vehicles.

POINT-SCORING: Monsoon rains, it seems, have become a challenge for

the Sindh government. Billions of rupees, one hears, have been spent on
improving the infrastructure of Lyari, but the residents have not felt any
impact. Political point-scoring aside, the government would do well to do
something concrete in this regard.
Boosting tourism in Pakistan

Tourism is a growing industry in Pakistan. However, the

government has not been able to take the tourism market seriously
within the country.

Pakistan is home to a diverse number of tourist attractions which have not

been funded or maintained due to the low priority given to tourism by the
government.

It has been estimated that public and private sectors have gradually earned
less income from the tourism market, causing less investment and innovation
within the industry.

The latest budget has shown that less money was being spent on research and
marketing and more on defence and other fixed markets.

The 2008 World Economic Forum’s Travel and Tourism Competitiveness

Report (TTCR) ranked Pakistan 103 out of 124 countries as regards visit by
tourists.

This low figure was due to a weak travel and tourism infrastructure, low
branding and marketing effectiveness and low priority the government gave to
the travel and tourism industry.

Despite various campaigns, such as the Visit Pakistan 2007 scheme, the
number of tourists has dropped each year.

This year it dropped by six per cent as compared to the figures of last year.

Pakistan cannot compete with international standards. With a poor tourism

infrastructure, the provision of standard and competitively priced hotel rooms
in Pakistan, the reduction in allocation of national and cultural resources, the
prevailing security situation and rising inflation are the main factors in a low
turnout for tourism within Pakistan.

The government must take possible steps in order to gain the attention of
tourists to Pakistan. Advertising campaigns need to attract tourists by
developing holiday packages tailored to taste.
Tourism policy

THE government’s approach towards reviving tourism in Pakistan

appears confused and riddled with contradictions. Barely a month
after Prime Minister Imran Khan announced the reopening of the
tourism sector — an inexplicable move given the rising numbers of
Covid-19 cases in the country — PTDC motels in the north have
been closed and employees sacked. Incidentally, Mr Khan had also
pointed to potential joblessness in the tourism sector as being a
factor in its reopening. According to the notification issued, the
federal government and the PTDC board of directors were forced to
take the step “due to continuous and irreparable financial losses”
suffered by the organisation. Around 25 motels and 300 employees
have been affected by this decision; six ‘sick’ PTDC motels and
restaurants were shuttered in March last year.

A member of the National Tourism Corporation Board, under which the PTDC
functions, has said that the government would focus exclusively on promoting
travel to this country and the now closed properties will be privatised. While
Pakistan’s tourism industry can barely even be described as a fledgling one —
at least from the international perspective — its wealth of scenic landscapes,
particularly its stunning mountain vistas in the north, has increasingly been
getting noticed. The British Backpacker Society ranked Pakistan as its top
travel destination for 2018, and last year Forbes termed it “one of the coolest
countries to visit”. Unfortunately, the government failed to build on that
momentum and goodwill, even though the prime minister has often correctly
cited the potential for tourism to become a major source of foreign exchange.
Even as recently as December 2019, Wanderlust, the UK travel magazine,
singled out Pakistan as its “hot list destination” for 2020. The pandemic, of
course, has derailed tourism everywhere.

Nevertheless, many mountains need to be climbed before Pakistan can

become a preferred international travel destination. Its image has long
suffered on account of extremist violence within its borders. The murder of
foreign climbers by militants in Gilgit-Baltistan in 2013 was the last nail in the
coffin. Although militancy has been crushed and law and order restored, it will
take sustained multidimensional efforts to attract international tourists to
Pakistan’s shores. According to the Travel and Tourism Competitiveness
Report 2019, the country is the least competitive in South Asia in this sector.
Reducing visa-processing times and easing restrictions on movement of
foreign visitors are sensible measures, but the tourism infrastructure is far
from robust and does not inspire the kind of confidence that international
travellers look for. In fact, the PTDC motels offered decent budget
accommodation, but that too is now off the table. Hosting summits with an
array of foreign travel influencers before getting the building blocks in place —
such as a hassle-free method for visitors to travel within the country — is akin
to putting the cart before the horse.
The Trouble with Tourism

Rashida lives with her family in a dirty, polluted area. Rats have begun to
proliferate in the waterways, largely because of food remains discarded by
nearby hotels.

Out on the streets, there are just too many people.

“When school finishes,” Rashida says, “there is such a rush and so much
noise, people taking selfies ... it is hard to walk home. There is no space to
move. We have to hold on tight to our children. There are just so many
strangers everywhere.”

Rashida is a schoolteacher in Murree, a tourist-friendly hill station north-east

of Islamabad.

Just a 1.5-hour drive away from the capital, Murree is a popular and quick
getaway for long weekends for domestic travellers. This year on Eid-ul-Fitr,
around 111,000 vehicles reportedly visited the area. Murree’s economy is
almost entirely fuelled by tourism, generating revenue and creating thousands
of jobs each year, but all at the expense of disrupting the daily lives of the
residents there. The advent of tourism brought numerous problems for the
locals, says Rashida, but people who run businesses welcomed it.

Almost universally, the thrust of tourism projects is on reordering local

landscapes and cityscapes to suit the touristic imagination while ignoring the
lived reality of the area for its inhabitants. This often means that the local
infrastructure of schooling, medical facilities, energy provision and garbage
removal, which affects the daily lives of communities, is not improved and the
focus of development remains on creating entertainment for tourists.

While major tourist spots, such as Murree’s Mall Road, are kept clean, behind
the buildings on the road, piles of garbage fester and filth and untreated
sewage flows into streams and groundwater. Water pollution has become a
serious problem for the inhabitants. In the recent monsoon season, Rashida
had to buy bottled water for her family because of apprehensions about
drinking water being unsafe for consumption.

Women and children living in Murree, in particular, have reduced mobility

because of the hordes of strangers on the streets. Frequently, locals are not
even able to access the entertainment or facilities provided for tourists,
because they cannot afford them, or access is denied to them. They lack access
to entertainment facilities within their own localities. Rashida recounts taking
her children and visiting family members on a rare trip to a local picnic spot,
but coming back disappointed because the area was clogged with tourist
traffic.

In fact, Murree exemplifies the problems that result from large-scale tourism.
Locals cite rapid urbanisation as the primary cause for deforestation in the
area. In just the last 19 years, Murree’s constructed area has increased by
around 22 percent, resulting in deforestation, rising temperatures and severe
water shortages as levels of groundwater have fallen, according to a research
paper on water policy by IWA Publishing. Many buildings sprang up to serve
the needs of tourists and, at the same time, led to the area’s dwindling forest
cover.

Increasing domestic tourism in the mountain valley of Hunza in Gilgit-

Baltistan also raises concerns that the area will face the same ecological
degradation that has occurred in Murree. The manner of growth of local
business and unplanned urbanisation reveals the state’s neglect of local needs
while tourist agendas are prioritised. Architect Sabuhi Essa, a native of
Hunza’s Karimabad area, says, “Tourist business returns have blinded people
to the long-term outcome of a massive growth of tourism.”

When communities enter the race for cash and abandon practices of
agriculture that previously gave them a measure of independence, corruption
and conflict inevitably follow. Essa says, “We never imagined that the people
of Hunza, who are so well educated, would act so recklessly. Unmindful of the
harm to the environment, they are building shoddy hotels.”

Frequently visited by international tourists before 9/11, Hunza has already

experienced the impact of tourism on its society and culture. According to
Essa, the locals in Karimabad largely abandoned their primary livelihoods and
farming practices as their dependence on tourism increased. In Murree too, as
in other places exploited for the tourist industry, locals have abandoned
farming and are now caught in a bind. Wasif, a grocery store owner in Murree,
says, “People used to grow their own food, wheat and other things in Murree,
but no one can do this anymore.”

Zaheer Khan, a resident of Gilgit, another scenic spot in the north, has a
pragmatic outlook on how tourism has changed the area. The growth of
domestic tourism has created new possibilities for livelihood for countless
households, he says. Khan points out, “The tourist season only lasts for four
months but if people earn well in summer, they can get through the winter
months comfortably.”

The downside, he concedes, is that the growth of the industry is unmonitored

and unregulated. This leads to haphazard construction of hotels and
entertainment spots in the scenic areas. As more and more tourists are drawn
to these areas, the amount of garbage irresponsibly left behind by them grows
more and more, marring the pristine views and environment.

According to Essa, Karimabad’s social fabric too has changed irreversibly

because of the tourism industry.

Post 9/11, Gilgit and Hunza faced a tourist drought. International tourists
became wary of travelling to Pakistan as the country was viewed as dangerous.
As Hunza was left deserted, young and educated Hunzais, who could not return
to the pre-9/11 lifestyle, preferred moving out of Hunza in search of
opportunities. Hence, the wave of tourism has been a major factor contributing
to a diaspora and the unravelling of communal ties. “I feel overwhelmed
walking on the streets in my own hometown which is full of strangers,” Essa
says.

In some instances, the impact of tourism in the long run has tarnished the
original charm and economic prosperity of a place.

Tourism engenders a drive to upgrade or gentrify places, making them more

suitable for visitors by cleansing them of ‘undesirable elements’ (including, at
times, the people who have populated that space previously) and carrying out a
process of restoration and improvement. Ultimately, it excludes the poorer
people. Examples of tourism-related gentrification abound globally. In the
Caribbean Island of Antigua, for instance, waterfront development aimed at
enticing cruise ship passengers to spend money has displaced people from
their homes, as well as businesses and recreational spaces where young people
previously played sports.

Looking closer at home, in Lahore’s walled city, residents describe the Fort
Road food street as “ameeron ki jaga [a place for the rich].” Buying dinner for a
family at one of the high-end restaurants costs as much as a month’s salary
for a working-class person. Older residents wax nostalgic of the past when
access was easy to the nearby monuments and Minto Park for morning walks
before the development of the area for tourism.

Despite growing tourism in the cultural heritage site of Lahore’s walled city,
many residents of the area have experienced loss of independent livelihoods.
As a project of heritage conservation, the well-designed interventions along
the historical Shahi Guzargah or ‘Royal Trail’ inside Delhi Gate are
commendable. Planners and authorities believed that the project would create
economic well-being for the entire area. But most businesses catering to the
increased flow of tourists — such as restaurants, tour operators, guides and
photographers — and making the most profits are not run by residents.

“Yeh sub surkhi powder hai [All this is just cosmetic improvement]” is a
common refrain one hears from the mostly poor residents as they struggle
with unemployment, inflation and the cost of electricity bills. Vendors and
shopkeepers have relocated or lost businesses both in the process and
aftermath of the development of the Mughal era trail inside Delhi Gate. One of
the vendors removed from the gate entrance remarks, “Hum arsh say farsh par
aagaye hain [We have been left destitute].”

A recent article on Dawn.com posited that if Pakistan made exceptional

advances in tourism, the possible gains to GDP could be in the region of $3.5
billion. Despite the potential benefits tourism holds for our economy, these are
purely utilitarian calculations that do not take into account the idea of social
justice. In a world that has changed irrevocably, there seems to be no going
back to old practices for most communities — partly because this is what the
communities belonging to cash-poor populations have also chosen for
themselves. Economics provides careful cost-benefit analyses but it does not
treat pollution, threats to privacy and the disruption of life as costs because
many of these side effects of tourism are not easily measurable.

Global lessons from places which have experienced the often irreparable
fallout of tourism demand that we go beyond advising caution. Tourism will
only work as a long-term strategy if strong programmes for the uplift of local
communities and the conservation and renewal of natural resources, such as
forests, run in tandem.

“Murree ka husn khatm ho gaya hai [Murree has lost its beauty]” says Wasif.
Some locals observe that tourism has declined slightly in the last two years
(except on Eids), partly because of Murree’s degraded environment. As a
consequence, tourists have begun to head to cleaner and greener resorts. This
is potentially a worrying situation for people like Wasif, whose earnings
depend mainly on tourism.

States and communities worldwide are designing programmes for ecotourism

or cultural tourism but the results are mixed. Attempts at curbing the excesses
of tourism require an independent state policy guided by the interests of
people, local culture and the environment.

The state is obligated to improve the lives of the locals by focusing not only on
projects that will provide facilities and entertainment to tourists, but to carry
out structural improvements which will bring long-term benefits to the people
of the area independent of tourism. Income flowing from tourism into the area
does not absolve the state of its responsibility to every community and habitat
in th country.

Zaheer Khan relates “the horror” of driving through Babusar Pass. The
magnificent glaciers are littered with used diapers and plastic debris. These are
the signs of tourists now visible in all areas in Pakistan frequented by tourists.
Gilgit, which is already struggling to regulate its internal traffic, was “choked”
in the summer with tourist traffic. While he is optimistic about the
opportunities that tourism holds for Gilgit, Khan urges the government to
strictly regulate tourism, particularly with regard to the construction and
protection of natural habitat. Even if communities benefit economically, the
onus remains upon governments to develop areas not only to facilitate tourists
but to improve local lives.

Anika Khan is a faculty member at the Centre of Biomedical Ethics and Culture,
SIUT, Karachi with an interest in education and environmental issues Rabia
Nadir is an assistant professor at the Lahore School of Economics, Lahore who
is involved in research related to urban environments and conservation of
architectural heritage
Reviving Pakistan’s tourism

Recently, when PTI Chairman Imran Khan tweeted pictures from

his trip to Kumrat and Palas in Kohistan, a lot of domestic tourists
started visiting those areas.

In the eight years following tourism’s devolution to the provinces, the sector
continues to be vastly ignored. The failure ranges from evolving a provincial
tourism policy to inadequate infrastructure to attract domestic and
international tourists.

The tourism sector, despite its huge potential, is still not a priority subject.
Consequently, the share of travel and tourism in GDP has stagnated to around
2.8 per cent despite its huge potential. In many countries this share is around
30pc with almost similar opportunities for attracting tourists.

The industry suffered a setback due to the security situation post 9/11 when
international tourists’ arrival almost stopped.

On the policy side, Khyber Pakhtunkhwa has emerged as the foremost

province in developing a provincial tourism policy which it is consequently
implementing. Balochistan also passed the Balochistan Tourism Act and travel
guide in 2014. In Azad Jammu and Kashmir a state tourism policy was drafted
in 2016 but it has yet to be cleared by the law division.

There is no dedicated provincial tourism policy in Punjab and Sindh while in

Gilgit Baltistan the subject is still under the purview of the federal government
which seems to have no policy active or institution to promote international
tourism.

To reap the benefit of tourism, the provinces have identified sites to develop
tourism facilitation centres. Balochistan identified 64 sites with an aim to
enhance natural and heritage tourism while Punjab has highlighted, as a
success story, its sightseeing bus service in Lahore and its Cholistan desert
rally and Murree chairlift scheme.

In KP, Punjab and Kashmir further potential exists in religious tourism

(Sikhism, Hinduism and Buddhism), showcasing Mughal and British imperial
structures and eco-tourism.
The real problem is in the implementation of cohesive policies to attract
tourists.

The challenges identified in hindering tourism in Pakistan are mostly related

to inadequate infrastructure, negative travel advisory to international tourists,
boarding and lodging, poor connectivity through air and road, NoC
requirement for foreigners to visit northern areas including AJK, trust deficit
in public and private sector, poor tour operators and no skilful workers in the
industry.

It is because of these challenges, that Pakistan was ranked at 124 out of 136
countries covered in the Travel and Tourism Competitiveness Index 2017 of
the World Economic Forum. The worst ranking was due to visa requirement
where ranking was 135 out of 136 countries.

In terms of prioritisation of travel and tourism the country ranked at 132

among the 136 countries surveyed in the report. Similarly, the effectiveness of
marketing and branding to attract tourists got the ranking of 125 out of 136.

According to the report, the quality of tourism infrastructure was ranked at

123, while hotel rooms got ranking of 129. There are a total of 36 world
heritage cultural sites in Pakistan while attractiveness of natural assets scored
127.

In discussions and interviews with tour operators and provincial tourism

departments, few areas that needed action were identified: revival of tax
concessions on import of hotel machinery, land being offered on lease, taxes
being rationalised to develop hotels and a formal institute to train and develop
human resource for tourism services.

There is no coordination marketing strategy. At the federal level there is no

department to coordinate with provinces in promoting tourism at
international level. It can be entrusted to the Trade Development Authority of
Pakistan. There are few models which can be replicated like Malaysian
Tourism and Exports Development Board and the Dubai Commerce and
Tourism Marketing Board. These two boards are responsible for marketing
tangible products and tourism services.

In the absence of international tourists, the KP government has invested

billions on basic facilities for attracting domestic tourists in the province.
In the first phase, reforms were carried out in Galiyat including Nathiagali.
These reforms include roadside tourist facility —tyre shop, prayer area and
tuck shop. Similarly, another Rs2.3bn will be spent on another project
‘Tourism Area Integrated Development Unit’ in Kalam, Naran, Chitral and
Shangla. Under this project, similar facilities will be offered to tourists.

According to an official of KP tourism department, another $55 million was

recently approved for developing other tourist sites like Kumrat, Jaaz Banda
etc. However, he said all these developments are linked with the availability of
land for developing tourist sites.

In the last two years, domestic tourists visiting KP surged to 20m from 8m.
“We are expecting that this figure will further increase following more
facilities to come on ground”, he said.

The provincial government is also carrying out a sectoral analysis at a cost of

$2.3m for which consultants have been hired.

The government of KP has also launched Camping pods, imported from

Europe, in almost all scenic areas in KP.
Tourism can pull country out of financial crisis: Imran

MANSEHRA: Prime Minister Imran Khan has said tourism offers

excellent potential for boosting the country’s revenue and
employment opportunities and it is his vision to keep Pakistan
clean and green to attract tourists from across the world to this
heavenly land.

“Switzerland is half the size of our northern areas and has no match with the
natural beauty of our landscape, yet it earns $80 billion from tourism whereas
our total export is of $25 billion,” the prime minister said while addressing a
gathering of Tiger Force volunteers in Naran, the commercial hub of Kaghan
valley, on Monday.

Mr Khan, who spoke for hardly 11 minutes amid tight security measures put in place by
the law enforcement agencies in and around the tourist resort, remained entirely
focused on the tourism potential that according to him could pull this country out of the
current financial challenges.

PM confident budget will be passed with significant majority

“I have visited Switzerland and Austria and could never compare their beauty with our
heavenly lands which are more beautiful and exotic in nature. But I would admire their
cleanliness and true enforcement of laws, as nobody there could break the laws for his
personal gain,” he said.

The prime minister told the locals to pay due attention and care to all the tourist spots
for the prosperity and development of the country. “Insha Allah, we will earn such big
money and people will get employment with a rise in tourism that they would not need
to leave these areas looking for jobs,” said Mr Khan.

He advised his party leaders elected to the assemblies from the area to protect this land
and trees, as they would ultimately enjoy maximum benefits when their area would
progress because of tourism.

The prime minister said the Kaghan valley had suffered deforestation in the past but he
was happy over the tree plantation campaign that restored the beauty of the areas. “The
younger people sitting in front of us are our future and we have to leave such a Pakistan
behind for them so that the coming generations would admire our efforts in preserving
nature and soothing the environment,” he said.

Pointing toward youngsters, Mr Khan said their predecessors didn’t do justice with
Pakistan. They did not protect trees and destroyed jungles, but he was pleased that the
divisional administration was adopting measures for their protection, he said. “I have
toured the world but have not witnessed such a beauty that has been bestowed by Allah
upon this Kaghan valley,” he said.

He directed the administration to adopt tough measures to protect forests and ensure
cleanliness in Kaghan valley. For this purpose, he said, the administration could hire
locals as guards. Mr Khan said: “As trout fish is rapidly becoming an endangered
species, the administration should take measures for its preservation.”

Mr Khan also released trout fish in the Kunhar River during his daylong visit to area
where he launched emergency response services for tourists and planted trees along the
river bank. He also distributed 550,000 biodegradable bags and motorbikes among the
community rangers.
Religious tourism

PAKISTAN’s past is a synthesis of ancient civilisations; its vast

antiquity is a reminder of the cultures once rooted here.
Appallingly, these relics take centre stage for the wrong reasons.
Last week, Gurdwara Rori Sahib in Jahman turned to rubble due to
a squall. Built by Maharaja Ranjit Singh, the place is mentioned in
Guru Nanak’s biographies. He visited it thrice. The fact that such
losses strip us of our history is beyond the pale. Buddhist and Sikh
relics punctuate Punjab, Sindh and KP as both faiths were central
here, and old empires — Aryan, Greek, Iranian, Indic — traversed
this region. The Dharmarajika and Mankiala stupas in Takht-i-
Bahi, Shingaradar and votive stupas, Swat’s Buddha statue, the
Amluk Dara stupa, Taxila’s Mesolithic cave and monasteries where
the Buddha apparently stayed and Haripur’s sleeping Buddha
statue are all heritage sites that count among the most cherished in
the world. At the other end, Sikhism’s founder, Guru Nanak was
born in Nankana Sahib, Punjab and is buried in Darbar Sahib. His
fifth spiritual successor, Guru Arjan Dev’s death is marked by
Lahore’s Gurdwara Dera Sahib while Hasan Abdal’s Gurdwara
Panja Sahib is believed to have a rock with an imprint of Nanak’s
hand.

For these reasons, we can create a religious and cultural tourism industry that
promises billions of dollars by reclaiming over 106 celebrated places, Taxila
Museum’s prehistoric curios, Guru Granth Sahib’s oldest texts in Lahore
Museum, the Katas Raj temple complex, Hinglaj, the Panchmukhi Hanuman
temple and more. But a rickety regulatory and official framework of the
tourism sector stunts all potential. Heritage experts and guides at par with
Unesco models, an organisational and restoration system like the Walled City
Project, transport, visas, and guesthouses, initiatives such as the Kartarpur
Corridor, can resuscitate the travel economy, soften Pakistan’s image and
reawaken pluralism for a rich cultural milieu. Most significantly, the security
ogre must not disfigure the road to Pakistan.
Rethinking tourism

THE crowds jamming the roads in Swat and Naran Valley over Eid
in July 2021 filled some people with dread and rage. I was one of
those people, stranded at Zero Point in Chilas, KP, for days. I spent
hours on the road, navigating traffic jams in Naran the Wednesday
after Eid. I see people flocking in tens of thousands to Pakistan’s
northern areas. I see hope.

Human beings have an innate love for beauty, and for nature. Across Pakistan,
families with very modest means still manage to build a kabootar-ghar — a
pigeon coop — on the roof of their homes. On holidays and in good weather,
Karachiites flock to the beach and Lahoris to Bagh-i-Jinnah and the ancient
gardens of the city. We could be satisfied by the hill stations of Murree and the
beautiful mountain cities of Abbottabad, Mansehra and Balakot but something
pulls us over to the wilderness of Babusar Pass, where you can witness
unspoiled, untouched valleys as far as the eye can see.

In July this year, I spent two of my 18 hours on the road sitting in my car at a
single-lane bridge in Battakundi, cursing the traffic. As the knot of cars
untangled, we passed a coaster full of holidaymakers. A young girl leaned out
of the window, her chin propped on her arms, the dupatta on her head pushed
back by the breeze, an utterly blissful expression on her face, her eyes
transfixed on the mountains around her. I was once that girl, riding a coaster
up to the tallest peaks in the world for the first time. I would not take that
feeling away for the world. But we need to act now to make sure she and
others like her can return to this place for generations to come.

The havoc wreaked in the northern areas, specifically in Naran and Kaghan
valleys, is not by holidaymakers. It is criminal negligence by the state, and
rampant greed by the tourism and forestry departments. The difference in
building permits and structures is obvious — in lower Naran and Kaghan,
single- and double-story guest houses recede into the mountains. In upper
Naran and Battakundi, five- and six-story monstrosities scar the landscape.
The valley should not and cannot accommodate these many overnight visitors.
There is enough in the valley for day trips, with limited overnight stays. These
can be adequately managed by the Pakistan Tourism Development
Corporation’s own guest houses, as well as a limited number of licensed
others.
 Much can be done to improve the quality of tourism.

We seem to think that if people can’t eat at fast-food restaurants, or buy bags
of chips and soda, or experience the comforts of the city in the wilderness, that
people will not visit the northern areas. The wilderness and unspoiled beauty
is the point — you can visit the most stunning place on earth without expecting
a bag of Lays and a Coke at the end of it. We treat our shrines and temples and
mosques with holiness and reverence. Nature deserves the same. In Kaghan,
where tourists are not surrounded by a dozen ‘Moon Restaurants’, I saw a
family picnicking by the side of the road carrying their meal in steel tiffin
boxes. Most families in Pakistan still store their leftovers in old plastic cartons
of ice-cream, and use every plastic ‘shopper’ at least three times before it ends
up in the trash. We don’t need to be taught how to reuse and recycle, we just
need to make sure we don’t forget it.

There are several things the government can do to improve the quality and
sustainability of tourism in the Naran Valley. The simplest: the sale of fast-
moving consumer goods needs to be banned in the area. People are welcome
to bring their own snacks and meals, but must be asked to take trash back.
Next, hotels and restaurants need stricter regulation, with environmental
inspectors monitoring their waste disposal practices and serving notices on
places that don’t comply. Finally, we need a low-emission public
transportation system in the valley that is highly subsidised and low-cost,
while charging higher usage fees on private vehicles that go through the valley.
Imagine a parking lot at either end of the valley where people can park their
cars, and then board an electric tram or shuttle from one end of the valley to
the other.

We should not be afraid of teaching our friends and family — and ourselves —
how to appreciate nature in different ways. The pleasure of a long walk, or a
short hike. Reading by the side of the river, teaching your children the names
of plants and animals. Sharing home-cooked parathas and tea on a
dastarkhwan on the grass. Something inside us draws us to the vastness and
tranquillity of nature. Relentless consumption of the kind we are currently
seeing in Naran takes us away from natural beauty, not towards it. Another
way is possible. There is hope.
Pakistan: prospects of tourism

FOR Pakistan, tourism can be a massive source of earning as our

country possesses top-class tourist attractions from the stunning
Himalayan peaks, beautiful lakes, scenic valleys, rich culture,
centuries-old civilisations, vast deserts, golden beaches of Makran
to all the other natural and man-made attractions.

But unfortunately Pakistan’s tourism potential has largely been untapped and
no serious attention has been paid by authorities concerned to make it a major
engine of economic growth for the country.

Ironically, the sector was ignored during the previous government’s tenure.
The law and order situation in the country has hurt tourism greatly, but what
made matters worse is the unnecessary restrictions on the travelling of foreign
tourists to various tourist spots. Now foreign tourists need an NOC for
travelling to most of the places in Pakistan and it is almost impossible to get
this NOC well on time due to lengthy and tedious bureaucratic procedures.

Although security of foreign tourists is a major concern of the government,

once they are issued visas, there should not be any extra hurdles in their way
to visit places of tourist interest for which they have paid thousands of dollars
on air travel and other ground arrangements. We need to facilitate them and
provide them invisible security so that they could enjoy their holidays without
any fear and worry. On the other hand, we have also not paid serious attention
to facilitate our own domestic tourists. There is a large number of Pakistanis
who are interested in exploring their own homeland but the dilapidated
tourism infrastructure and high cost of board and lodging, coupled with poor
standard of services at tourist spots, discourage them to do so.

What we need here is a good tourism policy and full government backing. The
new government should prioritize tourism as a leading sector of Pakistan’s
economy and help bring the tourism industry back on its feet. We can easily
defeat terrorism with tourism by creating income and employment generation
opportunities for the insolvent people of far flung areas of KP province and GB
where there are no other industries to support their livelihoods. By developing
tourism industry, other businesses such as hotels, restaurants, transport,
handicrafts, shopping, local recreational spots and local entrepreneurs get
simultaneously boosted and it create thousands of new jobs for unskilled and
skilled workforce.
A targeted investment strategy by the government, coupled with a sound
tourism development policy, can do very well help in addressing these
challenges and capitalising on this untapped potential.

Far-reaching policy measures would need to be adopted so that tourists who

were scared away due to terrorist activities may be attracted back to revive
tourism in Pakistan.

AFTABUR REHMAN RANA President Sustainable Tourism Foundation

Pakistan Islamabad
Promoting tourism

PAKISTAN has suffered a lot from terrorism and extremism and

now we hear the good news that Pakistan has been named the best
holiday destination of the world for 2020.

According to CN Traveller, Pakistan is ranked number one tourist destination

among top 20 countries. This is something to cheer about and it will promote
tourism in Pakistan.

Pakistan is full of breathtaking tourist spots such as Neelum valley, Deosai

plains, Siri Paey, Kumrat valley, Naltar valley, Babusar top, Fairy meadows
and so many other places.

Pakistan has lush green mountains besides cultural heritage and historical and
archaeological places. Pakistan has rich potential in tourism because of its
cultural diversity.

It is a great opportunity for Pakistan to take advantage and make Pakistan a

safer place to attract tourists from all over the world.

This will bolster our fragile economy and portray a soft image of Pakistan
across the world.
Tourism in GB

GILGIT-BALTISTAN is known for its mesmerising beauty and diversification,

but sadly little has been done over the years to boost its tourism industry.
Things seem to be changing in the right direction these days as online visa
facility has been started to encourage foreign tourists in the country. Flight
operations from Lahore and Karachi to Gilgit and Skardu have also been
resumed, and there are chances that international flights to the region might
commence from July. Once the tourism industry picks up and the region sees
an influx of tourists, job opportunities will sprout up for the locals.

GB’s mighty mountains, breathtaking glaciers and eye-catching lakes make it a

perfect tourist attraction. K2, the world’s second-highest mountain,
Sarfaranga desert, the highest in the world, and Deosai, the second-highest
plateau, make it more attractive and scenic.

Some majestic forts, such as Altit, Baltit, Shigar and Khaplu, are the symbols
of its past glory. The region offers a range of adventurous activities for
tourists, such as mountaineering, desert safari, water rafting, skiing, trophy-
hunting, trekking and snow games.

The government should promote tourism in GB through media, and upgrade

Skardu airport as an all-weather facility. Besides, local tourists need to be
educated about cleanliness and fines must be imposed for littering.
Joint working group formed to promote tourism in
Punjab

LAHORE: The Punjab Board of Investment and Trade (PBIT) on

Wednesday constituted a joint working group for tourism
promotion in the province.

Provincial Minister Mian Aslam Iqbal presided over a Public-Private Dialogue

for the promotion of tourism, held by the PBIT.

Representatives of the tourism department, government officials and

stakeholders related to the tourism business participated in the dialogue.
During the meeting, a joint working group consisting of tour operators,
representatives of the hotel industry and government officials was formed for
the promotion of tourism in the Province.

Mr Iqbal said that the promotion of tourism activities is crucial for the
stability of the economy and there is immense potential for the promotion of
tourism in Punjab but it is in need of time to set up a coherent strategy so that
the tourism sector can be truly developed according to global standards.

He said different government agencies are working for tourism promotion but
they lack continuous coordination and communication for timely exchange of
information and formulation of a common action plan.

He urged the participants to develop an events calendar for timely devising of

promotional strategies accordingly.

He also directed the tourism department to take effective measures for the
promotion of tourism activities, while the government and other relevant
departments will provide all possible assistance and cooperation in this
regard.

He said that there is a need to focus on the promotion of tourism activities at

the level of divisional headquarters across the province, while a
comprehensive Lahore tourism package should be developed keeping in mind
the places of the touristic, historical and religious importance of the city.
The representatives of the hotel industry also expressed their views and said
that the hotel industry can play an important role in the promotion of tourism,
but there is a need to review taxes, government policy and industry issues in
this regard.

Officials said that Pakistan has more domestic tourists than international
tourists, so we have to target them. Along with improving the infrastructure,
we have to improve the quality of services.
Transplant tourism

AFTER a period of relative quiet, ‘transplant tourism’ is again

making a comeback. The term refers to the practice of foreigners
visiting another country specifically to be transplanted with organs
purchased from local donors. The Organised Crime Unit of Lahore
recently busted what seemed to be a massive illegal organ
transplant racket in that city being run from Dubai by three senior
Pakistani doctors. Initial investigations show they were minting
money by charging overseas patients exorbitant sums in foreign
currency for kidney transplants at a farmhouse in Lahore’s upscale
Defence Housing Authority. The cops claimed that while the ring
leader of the gang, who was already notorious for carrying out
illegal transplants, was safely in Dubai, the other two doctors
present managed to elude arrest.

Until the practice was criminalised in 2007 through an ordinance — followed

by an Act of parliament in 2010 — Pakistan had become infamous globally as a
market for vended organs. After the legislation, transplant tourism — and, by
all accounts, illegal transplants domestically — sharply declined. Over time,
lax implementation once again breathed new life into the racket, which
includes doctors, police and middlemen/agents. Makeshift ‘transplant centres’
sprang up in urban residential areas. Then, international pressure and media
spotlight led to another crackdown on organ trafficking rings, this time for a
more sustained period. Even during these years though, some criminal-
minded doctors employed cloak-and-dagger methods to evade detection.
Several were caught and charged, but the criminal justice system has never
been able to effectively put even habitual offenders, at least the medical
professionals, out of business completely. Why not, is a question worth asking.
Conditions in Pakistan on the governance and economic fronts are extremely
conducive to the reemergence of the racket, particularly in these economically
straitened times when more and more people have fallen into poverty.
Continued vigilance and strict application of the law are critical to prevent the
country from reverting into a black market for organs.
Towards responsible, sustainable tourism

As soon as the government announced reopening of tourism

among other sectors, virtually ending any semblance of a lockdown
in the country, pictures started flooding social media timelines of
individuals and families making their way to various tourist
destinations across the country, particularly in Gilgit-Baltistan and
Khyber Pakhtunkhwa. But were those areas even prepared to host
an influx of desperate travellers all of a sudden? Tour operator
Aneeqa Ali does not think so. She, instead, believes the official
announcement to reopen was abrupt.

A tour operator since 2017, Aneeqa realised last year how important it was to
work towards sustainable tourism. While working in the industry, she got to
interact with other women sharing her passion and belief in the importance of
responsible travel and sustainable tourism. They started brainstorming about
the social aspect of tourism, sustainability, responsibility, advocacy, benefiting
local communities and linking tourism with other sectors. While they were
still floating ideas, the Covid-19 pandemic broke out and tourism was one of
the hardest hit sectors.

This gave birth to an all-women organisation, Root Network, aimed at creating

an inclusive tourism industry by increasing access to meaningful economic
opportunities for local communities, promoting local culture and advocating
for sustainable development and responsible travel practices. Their pilot
project – in Hunza and Gilgit right after Ashura – focuses on capacity building
around Covid-19 because, in Aneeqa’s words, the idea of travelling and the
way to travel will change around the world, and everyone will have to adapt to
the new normal.

Through training sessions, the organisation plans to build capacity of

hotels/guest houses, tour operators, guides and the local community to deal
with the expected onslaught of tourists. They want to translate the difficult
SOPs for the stakeholders in easy language. A second aspect is providing Covid
safety kits to the trainees, including infrared thermometers, disinfectants,
reusable masks made by local artisans, hand sanitisers, antibacterial soaps,
face shields and informative posters.

“We are trying to source these things locally so that not only can they be easily
replenished, but this will also help local small businesses. We are also offering
financial incentives to the trainees for allocating their time because they have
been out of business for a long time, so this will provide some immediate
relief. We will also train local ambassadors (training the trainer) who can later
keep spreading the message,” explains Aneeqa.

According to the National Tourism Coordination Board, the hotel industry lost
around Rs100m in February only, hotel bookings dropped from 95pc to 40pc
in January-March, travel/hospitality industry anticipates major losses for
2020-21. The Pakistan Association of Tour Operators reported 100pc
cancellation of tour bookings for spring with an estimated loss of $10m. They
also expected 90pc reduction in the arrival of foreign tourists during 2020.

In the last few years, tourism in Pakistan had flourished like anything with the
sector becoming a major contributor to the country’s GDP. World Travel and
Tourism Council reports that tourism in Pakistan generated Rs2.3 trillion
($16.8 billion) in 2019.

But Aneeqa feels the two-day notice to reopen tourism sector from Aug 8
wasn’t enough for the stakeholders to prepare to host a massive amount of
tourists to the northern areas.

“The kind of infrastructure we have up there, it’s not enough to write things in
a document and say we have detailed all SOPs and now it’s their job to
implement them. The local communities face a lot of barriers; they lack
economic capacity, technical expertise, there’s a communication gap also.”

What may be an ‘abrupt’ decision could be attributed to the fact that the
government was apparently under pressure by tourism professionals who had
been out of job for five months. There were protests on the Karakoram
Highway, tour operators in Lahore and Islamabad also took to the streets. Yet,
the government tried to delay the reopening of the sector as much as possible.

During the 10-day training, Root Network will train staff of 12 hotels, 90 tour
guides and six local ambassadors in Gilgit and Hunza – two of the top tourist
destinations that were frequented by around 1.5 million people last year,
claims Aneeqa.

Now that tourism is officially open and anyone who gets a chance is travelling
to the cooler regions in the north, hotels, guesthouse, tour operators, guides
must be occupied or eagerly awaiting tourists to somewhat make up for the
lost bucks. In which case, getting their attention and convincing them to
attend the trainings could become a challenge for the group.
“When we planned our training, tourism hadn’t reopened. Now, people have
started travelling and hotels must be occupied. They may not want to spare
staff because their preference will be engaging tourists. So we have adjusted
our curriculum accordingly, reduced time slots to ensure enough
participation. We have been in touch with the Upper Hunza assistant
commissioner who is fully supportive of the idea, as well as local development
organisations and logistics partners who will connect us with the
beneficiaries.”

For the sustainability of the project and to assess its long-term impact, the
group looks to engage local ambassadors trained through the programme to
help them monitor and evaluate the results of the trainings. Aneeqa says, “Our
plan is to continue contact and support our beneficiaries based on feedback we
get through post-training check-in to continue addressing need as they’re
identified”.
‘Iran and Pakistan share values and norms’

KARACHI: Speakers shed light on the tourism potential of Iran at

the 2nd Conference of Picturesque Iran at a local hotel on Monday
evening.

The moot was organised by the consulate general of the Islamic Republic of
Iran in Karachi.

Iran’s Consul General in Karachi Hassan Nourian began his speech by

congratulating the Pakistani nation and its government on its 75th
Independence Day anniversary. He said Iran and Pakistan as the two
neighbouring countries have many aspects in common, and enjoy a high level
of diplomatic ties. They have historical and regional similarities, which can be
utilised for deepening their ties.

The recent visit of Foreign Minister Bilawal Bhutto-Zardari to Iran and [last
week’s] joint economic commission in Islamabad are the examples of good
relations between them, he said.

He said Iran is one of the advanced countries in the region in the field of
public health. Iranian hospitals and medical centres are ready to provide all
kinds of medical services to the people of neighbouring and Muslim countries.

Before Covid, 9m tourists had visited Iran every year, moot told

He added, “The new president of the Islamic Republic of Iran has said that
development of multidimensional relations with neighbouring countries is the
top priority of his foreign policy. He has called those countries Iran’s relatives.
In this regard, the tourism sector can play a positive role.”

Karachi Administrator Mutraza Wahab said Sindh is known for hospitality, as

is Iran.

He said: “This partnership, which is beginning from today, will have very far-
reaching positive impact on the relationship between the two countries and
their respective economies. We will know more about your great country, you
will be able to know about our great country, and the cultural heritage that our
country has, the Sufi culture that the province of Sindh greatly exhibits all over
the world.

“I think it’s a fantastic opportunity for the people of Pakistan and Iran to come
together. Tourism provides that perfect platform. Thousands of people every
year reach various cities of Iran for their religious obligations. And we have a
number of Sufi saints who are buried in our country, so this Sufi tourism is a
common point between both countries. This facility will make travelling a lot
easier.”

Iran’s Deputy Minister of Tourism Ali Asqar Shalbafian said he’d like to
appreciate the hard work from both sides to hold the meeting [conference].
The Islamic Republic of Iran and the Islamic Republic of Pakistan together
enjoy a homogenous culture, society and natural characteristic, shared values
and norms. He’d like offer tourism potential which exist in the Iranian tourism
sector for the great people of Pakistan. Iran enjoys miscellaneous tourist
attractions such as cultural, historical and natural sites. “We welcome and are
ready to hold tours for Pakistani tour operators, mass media correspondents,
travel agencies and celebrities in order to introduce Iran’s tourism
attractions.”

The event began with a detailed presentation on the country by Mr Shujai. He

informed the audience, which largely comprised travel agents and tour
operators, on the geography, topography and history of Iran. He said that
before Covid-19 hit the world, Iran used to receive nine million tourists per
year, which decreased after the pandemic. He also highlighted the 26 tangible
heritage sites which are some of the major tourist attractions.

Sindh Tourism Secretary Naseemul Ghani said Iran was attracting Pakistani
visitors and Pakistan, too, had a lot to offer for Iranian tourists.
Works feature Pakistan’s beauty, culture

ISLAMABAD: A total of 322 photographs and 100 paintings

featuring Pakistani landscapes, culture and adventure sports were
submitted by established and amateur photographers and painters
from across the country for a competition organised at the
Pakistan National Council of the Arts (PNCA) on Monday.

The competition was organised by Pakistan Tourism Development

Corporation (PTDC) to celebrate International Tourism Day 2022. There were
two categories for the painting competition including for youth and children.

Adviser to Prime Minister on Sports and Tourism Awn Chaudhry inaugurated

the programme.

Speaking on the occasion, he said the works showed effort on the part of
young and budding artists to create awareness among the public about the
importance of tourism, environment-related issues and promotion of
sustainable and responsible tourism.

President reiterates tourism sector can become source of income for many

Pakistan Tourism Development Corporation (PTDC) Managing Director

Aftabur Rehman Rana said the purpose of this competition was to engage the
youth in healthy activities side by side educating them about activities.

World Tourism Day was designated by the World Tourism Organisation

(UNWTO) in Sept 1979. This date was chosen to coincide with an important
milestone in world tourism: the anniversary of the adoption of the UNWTO
Statutes on Sept 27, 1970. The theme for this year is ‘Rethinking Tourism’.

The exhibition was followed by a two-day national conference in which experts

and representatives of provincial, federal governments and related
departments discussed topics like removing bottlenecks to promote foreign
tourism in Pakistan, recovery of tourism after floods and widespread rains,
issues and challenges of mountaineering and trekking tourism in Pakistan,
tourism development and promotion in Islamabad Capital Territory (ICT),
initiatives of provincial tourism departments for the development and
promotion of tourism.
Meanwhile, President Dr Arif Alvi vowed to renew the pledge for setting
priorities to consider the potential of the tourism sector in order to advance
economic prosperity and progress of our country.

In his message on World Tourism Day, he said, “Pakistan is a country that has
attractive and wonderful tourist sites in the world due to its remarkable
landscape, diversity and rich history of ancient civilisations. It has potential
for religious tourism.”

The president said that tourism is an integral source of income for the people
and it is certainly relevant and connected to local economic development as
well as to the improvement of civic facilities in far-flung areas that would
benefit the whole country in various aspects.

“Tourism is a source of earning foreign exchange, a tool for job creation and
poverty alleviation. Undoubtedly, it also creates harmony among people from
different parts of the country,” he said, adding that the government of
Pakistan has focused on this sector during the last few years.

“As the theme of this year is ‘Rethinking Tourism”, now we have the
opportunity to rethink this sector that was impacted by the pandemic along
with the rest of the world and now it is badly affected by floods.

“There is dire need to come up with long-term strategic planning to boost the
tourism industry on a sustainable basis and set new boundaries for securing
its future,” he said.

Besides the need for increasing the number of foreign tourists travelling in
Pakistan, he said that programmes should be developed with a special focus
on safe and secure tourism.

He said that he was sure that the government will utilise all its resources to
turn challenges into opportunities by restarting the industry from grass root
level and ensuring cooperation and collaboration of allied government
agencies to come out of the crisis and rebuild better.
Blue Pakistan

‘BLUE economy’ refers to sustainable and inclusive water resource

management that covers all coastal activities, marine-related
industries, and services that could generate revenue and bolster
socioeconomic well-being.

It also encompasses the energy (oil, gas and renewables), shipping, maritime,
aquaculture, fisheries and tourism sectors and integrates environmental
management, economic growth, and aquatic ecosystem sustainability. Over
three billion people across the world rely on marine resources for their
livelihoods.

Pakistan is presently confronted with one of its most formidable economic

challenges. Given the circumstances, it seriously needs to diversify its
economy to put the country back on track. Blue economy is a promising area
that could strengthen Pakistan’s financial, geostrategic and geo-economic
standing.

Here we discuss Pakistan’s blue economy, including its underutilisation. How

can decision-makers and key players tap this economy’s potential for a self-
sufficient and sustainable Pakistan, all the while keeping the country’s myriad
challenges in mind?

Despite having the potential to generate more than $100 billion, Pakistan’s
current blue landscape is limited to generating an estimated $1bn. Most of it
comes from fisheries, coastal tourism, and marine revenue, but the lack of
modern industries such as energy and minerals restricts its potential.
Meanwhile, regional states are making billions of dollars from this sector.

The country’s maritime potential remains to be tapped.

Owing to last year’s devastating floods, there is an immediate need to tackle

food insecurity in Pakistan. The coastal areas can be used to breed fish for
commercial purposes, with a potential yearly value of $2bn; but, seafood
export revenues are now only around $450 million, according to estimates.

Pakistan hasn’t fully capitalised on its proximity to the Arabian Sea and the
Indus river basin, despite the rising demand for aquaculture products from
domestic, Chinese and Indian markets.
Inadequate financial resources, political uncertainty, weak enforcement of the
law, technological gaps, and poor awareness of and expertise in sustainable
methods have hindered the country from harnessing its blue potential. This in
turn is contributing to greater food insecurity.

Blue economy emphasises sustainable development while preserving biomass

like marine life and coastal resources. This could help solve the country’s
protein shortage by increasing seafood consumption. Meanwhile, the
mangrove system is also said to have the potential to yield $20m.

Pakistan’s coastline is 1,050 kilometres long and has an Exclusive Economic

Zone of 290,000 square kilometres.

The country’s location on the Arabian Sea, bordering India to the east and
Iran and Afghanistan to the west can make it the hub for shipping goods
across South Asia, the Middle East, Africa and beyond, helping the economy
profit from regional trade and global markets.

It also offers transportation, tourism and ecological services like storm

protection and carbon storage, which can boost local economies.

Pakistan has been unable to realise its potential as a marine hub. Reports on
the subject have cited the reasons as: poor port access, limited finances for
infrastructure renovations and modernisation, outdated policies discouraging
foreign investment, fragmented governance, marine pollution, degradation of
the mangrove forests, a lack of local technical and professional skills and an
incompetent managerial and bureaucratic set-up.

Figures estimate that maritime tourism accounts for $300m of GDP. Current
maritime revenue projections are far behind India’s at $6bn and Bangladesh’s
at $5.6bn. Unfortunately, earnings from Pakistan’s tourism industry are a
mere 0.4 per cent of GDP, compared to Thailand’s at 18pc, Malaysia’s at 6pc,
and Sri Lanka’s at 6pc. Unfortunately, it is South Asia’s least competitive
travel and tourism country.

According to some experts, if the travel and coastal tourism sectors were to be
improved to international levels, they could even contribute up to 10pc of GDP
by the next decade or so.

Under CPEC, Gwadar Port when fully functional offers great potential to aid in
revitalising Pakistan’s blue assets.
Gwadar’s airport development, free-trade zones, IT parks, BPO operations,
energy production and storage, mineral extraction and export, and electricity
linkages through an industrial corridor could accelerate local economic growth
through resource mobilisation and attract substantial foreign direct
investment.

If Pakistan were to achieve long-term growth and reap dividends from the
blue economy, it has to adopt and put into practice a rigorous, localised, and
sustainable policymaking framework on a war footing; a framework that
draws inspiration from the achievements of its South Asian neighbourhood,
Asean, and beyond.
Developing tourism sector

TOURISM is one of the most rapidly growing industries in the

world, and accounts for 10 per cent of global GDP.

It is an important means of income generation, job creation, poverty

reduction, foreign exchange earnings and promotion of cross-cultural
understanding and cooperation. From the prospect of Pakistan it can be a
massive source of earning as our country possesses fascinating views.

Sadly, no attention is being paid by authorities towards developing tourism in

the country.

Last year I had been on a visit to ‘fairy meadows’, situated at the foot of the
great Nanga Parbat. My two-week-long trip started from Karachi, crossing
Chillas and then straight to the destination.

It was an adventurous trip, and not a luxurious one or even somewhat near
that. All across the route, the government’s effort regarding the tourist’s
facilities were nowhere to be seen.

Although this country can earn much through tourism, little attention is paid
by the government towards this sector.

As summer vacations are about to start, the tourism season would be at its
peak, so in order to make maximum profit, there are several things that can be
done by higher authorities.

First, tourist’s security is a major concern. These recent years our tourism
industry has been badly affected by insecurity and terrorism issues.

People’s safety is the greatest duty of the government, however recent killings,
blasts and crime reports, especially in Gilgit Batistan, has created a bad image
for local and foreign tourists.

Second, focus should be put on the infrastructure and renovation and safety of
historical structures. This land holds a blend of history in its ancient artefacts
which are a prime attraction for tourists from all around the world. Moreover,
much focus is required on the construction of quality resorts and hotels,
especially in Gilgit Baltistan.

Last but not least, although this country provides picturesque panoramas,
however it fails to draw a large number of people towards it. For this, the
government should run international and local advertisements calling on
people to pay visit to this wonderland. At the same time it should provide all
necessary facilities to make the journey more enjoyable for visitors.
Welcoming tourists

“THE diversity and beauty with a combination of deserts, beaches

and mountains bestowed by the Almighty upon Pakistan is
unmatchable in the world.” So said Prime Minister Imran Khan at
the recently held Pakistan Tourism Summit. The “diversity and
beauty” of which he spoke is ostensibly being developed by the
government of Pakistan into a means of attracting tourists to
Pakistan to boost the economy and to reduce the crippling poverty
that afflicts millions of citizens. If Malaysia and Turkey can have
billion-dollar tourism industries, then Pakistan can, too. Arriving
tourists, particularly those from Western countries, will come to
trek and climb and see the incredible untouched beauty that
describes so many parts of Pakistan.

That, at least, is the dream. Like most just-launched ideas incubated amongst
the people who control policy in the country, this one is believed to be a
panacea to Pakistan’s dwindling means of attracting investment. To show how
serious the whole idea is, an e-visa scheme has also been launched. In a
separate speech, President Alvi reminded everyone that Pakistan is “a paradise
for tourists” and that the government would be doing everything it could to
make it easy for them to come over. In addition to the e-visa scheme, which
allows the visa process to be initiated online, a visa-on-arrival scheme has also
been launched for China, Turkey, the United Kingdom and the UAE. All, it
would seem, is in place for Pakistan to be, as an article in The Telegraph
hopefully wondered, “the next big thing in tourism”.

All of this posturing and pandering, which included a line-up of white and
Western social media influencers, naturally ended up causing a bit of
commotion. Pakistan’s bloggers complained first, sulky and petulant at the
fact that they were left out of the cast of characters to be deployed to bring all
the tourists to Pakistan. Of the ones that the government had collected, one
was done away with when it was learned that she was setting up to be quite
critical of the project. Quite predictably, she took to social media (Facebook, in
this case) to set out her qualms about the whole affair (and of being cut out of
it). It was unclear how the ones that were allowed to speak were selected
(other than the fact that they have blogs and are white and want to travel).

Beyond the squabble over the citizenship and the colour of the people selected
to sell Pakistan, the tourism summit poses some interesting questions most
Pakistanis and most people involved with the summit may not have
considered. The premise is that the natural beauty and high mountains and
verdant valleys are quite enough to attract the cash-laden traveller. It has not
yet occurred to anyone that this premise may in fact be false, or at least flawed.
The reason has to do with the basic question of why people engage in leisure
travel. For most, the answer to this has to do with having fun, relaxing and
having novel experiences.

Like most just-launched ideas, this one is believed to be a panacea to

Pakistan’s dwindling means of attracting investment.

At the moment, Pakistan can offer only one of the three: the potential for
novel experiences. Indeed, the large doses of chaos that douse everything from
roads to electricity supply to water availability are likely to produce new
experiences for those who come from more predictable and orderly places.
Pakistan can undoubtedly offer up new experiences, but whether these
experiences are actually enjoyable is not a guarantee that any Pakistani can
offer.

Then there is the problem of fun and relaxation. Even with an e-visa system
and visa-on-arrival schemes and better deals for tour companies and travel-
related businesses, Pakistan will likely lag behind other countries in the
region. This is because a tourism-friendly country is ultimately one that is
flexible enough to accommodate the visitor’s idea of fun and leisure. Tourism
economies are generally those that are secure enough about their own values
that they do not find it necessary to impose them on visitors.

This last aspect is almost impossible in Pakistan. A country where women are
routinely harassed and everyone simply ignores the problem, for instance,
cannot accommodate female travellers. The latter group may want to wear
shorts or tank tops because their definition of fun does not include
accommodating someone else’s dress code. Similarly, others may want to
consume alcoholic drinks as part of their fun and relaxation, without having to
worry about being victimised by religious hard-liners. Neither of the two —
women walking around in what they want to wear, or tourists consuming
alcohol — would likely be tolerable to most Pakistanis.
In this last fact lies the truth of the situation, why the untouched natural
beauty of the country cannot be the cash cow that everyone wants it to be.
Pakistan, with its tense and insistent imposition of constraints on people’s
behaviour in public, is not flexible enough to accommodate visitors who want
to experience the country’s beauty but not follow the strict codes of how to be
and what to say that govern Pakistanis. All the visas and social media
influencers and bloggers cannot alter the fact that Pakistanis cannot live and
let live among themselves and are probably incapable of accommodating the
tourist’s definition of fun and freedom without imposing their own moral
judgements.

Promoting tourism in Pakistan, then, likely has more to do with setting aside
the moral intransigence that so smugly judges and demands that everyone
align with its mores; it must graduate from its own version of fun and
enjoyment and hospitality to those of the tourists it wishes to attract. If this is
not possible, then all the high mountains and green valleys and delicious food
cannot attract the world’s travellers to what the travel guide Lonely Planet
calls “South Asia’s difficult child”. Before tourist dollars can be expected to
transform the country and rid it of poverty, the country and its citizens must
transform themselves.
2023 Yellow River Tourism launched in Pakistan

ISLAMABAD: The China Cultural Centre has officially launched the

2023 Yellow River Tourism Overseas Promotion Season in
Pakistan on various social media platforms.

The event was launched on various China Cultural Centre’s social media
platforms including Facebook official page, We chat, Channels, twitter account
of Cultural Counselor and Director China Cultural Center in Pakistan Zhang
Heqing. The event will run from July till September, 2023.

The promotional season was organised globally under the guidance of the
Bureau of International Exchange and Cooperation, Department of Industrial
Development, Department of Resource Development of the Ministry of
Culture and Tourism, and the Department of International Cooperation of the
State Administration of Radio and Television.

The Yellow River Tourism Overseas Promotion Season 2023 encompasses a

plethora of different exhibitions and documentaries such as film series, ‘The
Great Yellow River Delta’, ‘Sing along the Yellow River’, photography
exhibition ‘Explore the Yellow River, Discover Beautiful China’, tourism and
cultural resources of Shanxi, Inner Mongolia, Shandong, Henan, Sichuan,
Shaanxi, Gansu, Qinghai and Ningxia and much more.

In a statement issued on Saturday, China Culture Centre stated that nine

selected routes highlighting the various attractions worth seeing in each
region would be launched during the Yellow River Tourism Season, covering
the nine provinces through which the river flowed. Five selected rural tourist
routes that took visitors deep into the villages along the Yellow River had also
been introduced.

The regions along the Yellow River, the cradle of ancient Chinese civilisation,
had made notable progressive development in recent years in terms of
coordinated industrial development, ecological protection, and promotion of
Yellow River culture.

The objectives of the event included providing a complete picture of the Yellow
River, learning about its cultural significance, reviving its cultural heritage,
promoting cultural exchanges, and accurately communicating the Yellow
River’s history to Pakistani audiences.
More flights boom tourism in Skardu

SKARDU: In a momentous day, 12 full to capacity Airbus A320

flights on Thursday successfully connected Skardu to major cities
across Pakistan, signalling a surge in tourism and its rise as a
prime tourist destination.

Six flights to and from Islamabad, Karachi, and Lahore, brought in both
domestic and international tourists and took back travellers.

The introduction of Airbus A320 flights marks a major milestone in the

region’s aviation history, providing enhanced connectivity to the region.

With Skardu now more accessible than ever, tourists can look forward to
exciting activities such as trekking in the Himalayas, exploring ancient
Buddhist monasteries, and experiencing warm local hospitality.

The positive feedback from tourists will likely encourage more people to visit
Skardu and contribute to the growth of tourism and employment in the
region.
2023 to be ‘China-Pakistan year of tourism and
exchanges’

LAHORE: Chinese Consul General Zhao Shiren says that 2023 will
be the “China-Pakistan Year of Tourism and Exchanges.”

He was addressing China’s intangible cultural heritage exhibition under the

aegis of the Chinese Consulate at Alhamra Arts Council here on Wednesday.

He said China was also scheduled to host the Gandhara Art Exhibition in
Beijing.

“I wish this small exhibition will make a good start for the China-Pakistan
Year of Tourism and Exchanges, and make our peoples’ hearts beat together,”
he said.

Mr Shiren said, “Cultures are diversified, and civilizations are different. But
they are, by nature, not for conflicts, nor are they confrontational. The
ultimate goal for cultures and civilizations is dialogue, tolerance, peaceful
coexistence, harmony, and shared growth. Diversity spurs interaction among
civilizations, which in turn promotes mutual learning and mutual
understanding.”

The exhibition, according to Zhao Shiren, is a step toward greater cultural

harmony between the peoples of Pakistan and China because “the more we
were integrated, knowing each other’s heritage, craftsmanship, culture, as well
as intangible intellectual wealth, the better we would be doing in lockstep.”
Need to promote tourism culture in
Pakistan
Tourism is source of huge earnings in many countries, but Pakistan fetched less than
$700 million in 2021 from tourism

A healthy and a civilised nation requires excellence in sports and

education and a culture of vibrant tourism. When a country is
known for a culture of tourist hospitality, it means international
recognition because of safe, affordable and hygienic facilities for
both local and international tourists.
A recent travel by the author to different parts of Punjab, Khyber-
Pakhtunkhwa, Azad Jammu & Kashmir and Islamabad led to interesting
revelation reflecting enormous opportunities to promote tourism. While a
network of motorways and roads from Karachi to the northern areas of
Pakistan is functional, one is disappointed to encounter discomfort because of
broken roads, lack of tourism facilities and unhygienic conditions rampant in
parts of AJK and KP. There is no visible change in terms of tourist facilities
reflecting the absence of amenities to people expecting to take a break from
their routine life and enjoy beautiful landscape.
While not much has changed in Pakistan to establish a viable tourist culture
and hospitality to visitors, the launch of foreign flights from Dubai to Skardu
from August 14 this year is termed a great leap forward in attracting tourists
from abroad to explore majestic northern areas and world’s tallest peaks.
In many countries, tourism is a source of huge earnings but Pakistan fetched
less than $700 million in 2021 from tourism whereas the country has a
potential to earn $20 billion if proper facilities are ensured to those who want
to travel and enjoy beautiful destinations. India earns more than $20 billion
from tourism whereas the US earns 199 billion dollars, China 225, Spain 79,
France 63, UK 58, Italy 49, Germany 39, Turkey 34 and Greece 20. The global
tourism industry has a worth of more than $1 trillion.
Pakistan — despite being blessed with world’s tallest peaks, vast deserts,
sprawling coastline and religious and archeological sites — earns less than $1
billion from tourism for a host of reasons like lack of security particularly for
tourists from abroad, meager modern facilities like good and affordable hotels,
unhygienic conditions which discourage local and foreign tourists to spend
their holidays in famous tourist destinations. With the growing rise in foreign
air travel costs, the elites of Pakistan who prefer to spend their holidays
abroad would want to visit tourist destinations of their own country if proper
facilities are ensured.
A recent visit by the author to beautiful Neelum Valley in AJK reflected poor
road conditions. A 200 km travel from Muzaffrabad to the end point of
Neelum Valley takes around 10 hours because of broken roads. Lack of proper
facilities like hygienic food, washrooms and well-maintained hotels causes
enormous hardships for tourists. Same is the case with tourist destinations in
Hazara division, Swat, Naran and other famous tourist spots in KP and Gilgit-
Baltistan. Still the road in Naran leading to the legendry Saiful Mulook lake is
broken. Landslides in different mountainous areas of KK, northern areas and
AJK block traffic and cause serious hardships to locals and tourists. When the
culture of tourism and hospitality is almost non-existent and there is lack of
will, skills, capacity and capability on the part of policymakers, Pakistan would
not be able to earn revenue from tourism despite a $20 billion a year
potential.
How can the culture of tourism and hospitality be established in Pakistan?
Why is there a lack of awareness among local people where known tourist
destinations are located? How can the stakeholders in the tourist industry of
Pakistan cause a paradigm shift in transforming the country into a tourist-
friendly destination? What are the major issues that impede modernisation of
tourist industry and how could such obstacles be removed? When China,
India, Turkey and the UAE can earn several hundred billion dollars from
tourism, why can’t Pakistan augment revenue from tourism?
One can figure out three solutions for a paradigm shift in the tourist industry
of Pakistan.
First, institutional measures are required from Pakistan Tourism
Development Corporation and provincial tourist bodies to take coherent
measures to provide comfortable and affordable tourist motels, hotels and
guest houses. Hygienic conditions particularly providing clean washrooms
after every 25 km on roads and highways must be the priority of government-
led tourist organisations. Furthermore, creating awareness among local people
who are hospitable and helpful to professionally deal with issues which cause
discomfort to tourists should be a priority. Safety and security, particularly for
foreign tourists, must be taken seriously by government authorities. The shift
from terrorism to tourism will go a long way for providing safe travel and
accommodation. Pakistan’s image of an unsafe country for foreign travelers
can only be mitigated if steps are taken on ground by police and law
enforcement agencies along with their civilian counterparts. Learning from
countries where basic facilities are provided for safe travel, affordable, clean
and hygienic accommodation and good roads along with modern
infrastructure can go a long way in motivating both local and foreign tourists.
Second, in countries where the culture of tourism and hospitality exists,
travelers feel comfortable and safe in spending their holidays. In Pakistan,
given its multibillion dollar tourism potential, it is imperative that the subjects
of hotel management and tourist guide are offered in universities so that a
critical mass is produced in coming 10 years which will be instrumental in
modernising tourist industry. Departments focusing on tourism, hotel
management and hospitality in the universities of KP, AJK and G-B should be
established where specialised course on tourism and travel are offered.
Experts from abroad should be engaged by such universities to train local
students on how to promote the culture of tourism.
Third, proper connectivity — both cyber and physical — is essential. While
there is need for high-speed internet, is a must too, as they cut travel time and
ensure comfortable journey. Corruption and laziness tend to delay
construction and maintenance of roads which discourages tourists to visit
such scenic and beautiful places.
Promoting a culture of tourism and hospitality in Pakistan is an uphill task but
not impossible. Sense of ownership, leadership with vision, competence, skills
and integrity can certainly transform Pakistan into a hub of tourism,
augmenting its soft image.
Published in The Express Tribune, August 15th, 2023.

Tourism can be a multi-billion industry,

but it isn’t
First preference for domestic tourists should be local spots, however, that is not the case
at the moment

KARACHI:
Winter is here and most people across the world are busy planning
their annual holidays. Those who aren’t are already planning to do
“something” next year.
In Pakistan, the affluent classes fly to Dubai, Europe, Turkey, Azerbaijan
and/or Malaysia. The rest, however, find refuge in the northern areas of
Pakistan.
Whether you are a part of the lower, middle or upper class – vacations are a
necessary part of life that help citizens spend quality time with their loved
ones and take care of their own mental/ physical wellbeing. Unfortunately,
this is just one more area that policymakers conveniently ignore.
Thankfully, due to better motorway connectivity, a plethora of people are able
to move about domestically. Karachiites, however, are not as blessed and still
have to navigate through a rough 300km patch from Hyderabad to Sukkur –
for which the laying of foundation has just begun. Hence, seeking a cheap
flight out of the country becomes a preference for many.
For tourism to flourish, infrastructure connectivity is imperative. Naturally, a
first preference for domestic tourists should be local tourist spots. That is not
the case at the moment. The private sector, however – if supported with
adequate policy measures – can revamp this dreary outlook.
To earn $1 billion per annum, Pakistan would need to attract 200,000 people
every year with each person spending about $5,000. While that amount may
seem reasonable for some classes, it may not be affordable for a large majority
of domestic tourists.
The question that arises here is, are we trying to attract overseas Pakistanis
and foreigners to visit Pakistan (bring inflows)? Or are we building solid
infrastructure to divert the attention of Pakistanis spending that money
abroad (stop outflows) to consider local spots instead.
Either way, for anyone to consider investing their money, incentives and
necessary amenities are vital.
The first necessary action that will need to be taken is to control the law-and-
order situation in the country. Incidents of ‘terrorism’ in the northern areas
will only dampen investor sentiments. To align the interests of the law
enforcement agencies, monetary rewards should be attached to the number of
tourists visiting the area.
Secondly, airport connectivity to far flung areas – in winters or otherwise –
needs to be improved. If snow-capped peaks in other global destinations can
be accessed during the peak winter season, why are flights to Pakistan’s
northern areas disrupted with every weather forecast?
Thirdly, as an incentive to investors eyeing the tourism sector, tax holidays,
cheaper loans and rebates should be offered – especially to global resorts,
restaurants and brands.
As a fourth option that could help tourism blossom in the country, frequent
travellers, nomads and remote workers should be able to buy studios or hotel
rooms with real-estate protection as long as a pollution-free, safe-for-women
and terrorism-free environment is maintained.
A fifth, important consideration, is to make religious sites such as the
Kartarpur Corridor easily accessible via express visas, but strictly monitored
through tourist-only areas, extreme security and direct international flights to
make it a world-class tourist destination for our Sikh friends across the globe.
Lastly, incentives such as zero tax during tourist season on air tickets,
restaurants, hotel stays, no personal income tax, shopping, taxi services, day
care centres, entertainment areas such as skiing, theme parks and water sports
can provide a comforting, affordable and peaceful escape from the normally
fast-paced, monotonous 21st century lifestyle.
The K-P government has, admittedly, undertaken several initiatives to
promote tourism and can be a complete game changer if the same incentives
are shared with other provinces, cities and local areas.
Swat, Hunza, Galiat, Chitral, Malam Jabba, Naran, Skardu, etc should have
circular economies that allow them to reinvest in tourism related revenues and
must be fully capitalised and promoted. With additional investments,
competition will also drive prices to a competitive level.
Pakistan is on the brink of an economic crisis and every dollar counts.
Tourism-boosting avenues can flip the equation very quickly if certain long-
term facilitation centres are created for investors and tourists.
Investing in tourism could give us a better chance at economic growth than
exports give – with little additional burden on the national exchequer.
Instead of placing ads on TV about apartments and villas, the government
should concentrate on showcasing its vastly beautiful tourist destinations.
The writer is an independent economic analyst
More thoughts on tourism
The only livable hotels are the so-called five-star ones which are prohibitively expensive

Last week’s column on the state of tourism in Khyber-

Pakhtunkhwa led to many people reaching out and expressing
similar thoughts. One reader, Zahoor Durrani from K-P, wrote that
he has been associated with tourism for the past fifty years “and
have not seen a decent public in the historical city of Peshawar”.
Many others have said that same thing. Let us for one moment stop
thinking on investing billions in tourism in Pakistan. When are we
going to focus on the basics? If there is a conference on tourism in
Pakistan, the question to ask would be: what do we need to address
first? Hotels or toilets?
The first impression of any foreign tourist to Pakistan is that of chaos. From
immigration officers willing to pocket a few hundred to the customs officer
interested in scaring the tourist into giving away their alcohol. The
immigration lines are chaotic, but we see VIPs being facilitated while the rest
of the passengers are boiling. All this is seen by the tourist. Once outside, even
today there is a gang of illegal taxi drivers who operate under the nose of the
CAA Vigilance teams and try and harass passengers into using their taxis. This
is true of almost all airports in Pakistan.
But there is more in store. Accommodation is a challenge. The only livable
hotels are the so-called five-star ones which are prohibitively expensive. As
compared to hotels in Dubai and others in the region, we charge almost
double for the better hotels. But there are few options. The rest are in various
stages of disrepair. Foreign tourists complain of terrible conditions in hostels
and lower rated hotels and motels. It seems a foreign tourist — no matter their
origin — is game for Pakistanis to try and fleece. Tourists complain of their
belongings getting stolen from checked-in baggage or from their hotel rooms.
And there is no one to take notice.
We talk of legendary hospitality but that is only reserved for VIPs. These
include the official guests, those who have local connections and those who are
willing to pay. For the lower budget traveler, Pakistan can be a nightmare. The
poor condition of public transport. The trains that are always late or end up in
accidents. The inter-city buses which are driven by men possessed. The drivers
of app-based taxi services who start harassing passengers, especially women,
while their company looks the other way.
Imagine how simple pleasures are denied to the foreign tourist. The dangers of
walking alone in public. This can lead to catcalls or worse. Even mugging. The
list is never ending.
The level of harassment too is something to consider. Whether it is on the road
or in a hotel, such incidents continue. And these are not restricted to foreign
tourists. Generally, women and foreigners are routinely harassed in Pakistan.
And our prime minister insists that it has to do with what the person is
wearing.
It is time for a reality check. Tourists who come to Pakistan do not want VIP
treatment. They just want to be treated well. No special favours or out of the
way gestures. The least we can do is give them the quality of service they pay
for. And that the government needs to wake up.
If we are to take tourism seriously, we cannot continue to rely on natural
beauty or potential. We need to see what we are offering our guests. What food
is on offer: is it clean and safe to eat? What music and cultural offerings will
we give our guests? How clean and safe is their hotel? Is it good value for
money?
The Gilgit-Baltistan government has introduced the concept of tourism police.
Can we replicate it in other parts of the country without making it into another
over-staffed government department full of incompetent and corrupt
government officials? Can we start by taking complaints made by tourists
seriously? And can we stop inviting influencers who have nothing intelligent
to say?
PTDC is dead. So is the tourism ministry. Maybe that is a good thing. But the
question is: how do we move ahead? Our tourism plan right now is elitist and
unworkable. When will we let some common sense prevail?
CAN PAKISTAN LEVERAGE TOURISM
INTO PROSPERITY?

KARACHI:
Imagine standing at the edge of a world where mountains touch the sky, where ancient
history breathes through the cracks of time-worn walls, and where the heart of
hospitality beats with the rhythm of a thousand welcoming smiles. This is Pakistan, the
land of untold beauty and boundless opportunity, where nature, culture, and adventure
converge in an intoxicating symphony.

In a world that often overlooks this gem of South Asia, lay landscapes that will steal your
breath, a cultural tapestry that will capture your heart, and adventures that will awaken
the daredevil within. Pakistan remains a whispered secret, an untouched gem, and a
destination waiting to be explored. The less traveled roads, where adventure meets
culture, and every corner promises a discovery.

In 2021, Pakistan's travel and tourism industry made a staggering direct contribution of
Rs. 793 billion to the national GDP, equivalent to Rs. 4.0 trillion or a colossal US$14
billion. With the government setting its sights on a trillion-rupee mark by 2025, the
message is clear: Pakistan's tourism industry is on the rise. The number of international
tourists has been steadily increasing, with 1.7 million travelers exploring its beauty in
2022, painting a brighter picture for the future.

Yet, Pakistan isn't without its challenges. Security concerns, infrastructure limitations,
and cultural nuances pose as roadblocks for the intrepid traveler. Some items are off the
menu, infrastructure is not always up to par, the visa process can be cumbersome, and
nightlife is a quiet affair. But amidst these challenges, a new force is rising, and it's
capturing the world's attention: social media.

Pakistan’s diverse landscapes

Pakistan's natural wonders form a remarkable tapestry of geographic diversity. From the
soaring peaks of the Karakoram Range, including the iconic K2, to the lush valleys of
Swat, and the enchanting deserts of Cholistan, the country offers an array of awe-
inspiring landscapes.

The Karakorams, a mountaineer's paradise, boast some of the world's highest peaks. In
contrast, Swat Valley, often likened to Switzerland, features emerald meadows, snow-
capped peaks, and pristine rivers, offering trekkers a glimpse of an untouched world.

Cholistan Desert, with its undulating dunes and ancient settlements, invites adventurers
on camel safaris. The Indus Delta in the south reveals a waterworld of mangrove forests,
estuaries, and unique wildlife, as the Indus River meets the Arabian Sea. Each of these
landscapes weaves a rich tapestry of experiences for travelers exploring Pakistan's
natural wonders.

Polish traveler Eva Zubek, who has visited Pakistan a number of times, says she had
fallen in love with the country, its people, and the natural beauty. “I do think it's possible
to overestimate just how epic and unforgettable and stunning the landscapes in
Pakistan are. Not only does Pakistan have the Himalayas, it also has the Hindukush and
the Karakoram ranges,” says Eva.

She adds that this is a country enriched by beaches, cliffs, forests, hills, valleys, and
rivers, and the beauty of the natural landscapes that you find all around the world, but it
has them in one gorgeous, beautiful place. “These places are mostly unspoiled, and they
are mostly undiscovered. And that's the magic of it. There is nothing that compares to
the natural beauty of Pakistan. Nothing that surpasses it anywhere in Asia,” she added.

Talking about city life, she said that the cities have so much life and so much soul in
them, the cities that never sleep. “Then suddenly you might turn a corner and you will
know that you are hungry for Pakistani food because that is another reason to love
Pakistan. The food, the most aromatic, the spiciest, the richest of all flavors, and you
might eat it at a roadside dhaba or in a tiny little restaurant that's 50 years old or when
you hold it in the palm of your hand right there on the street, and then there is the way
it makes you feel inside, so warm that the warmth actually spreads to your heart, it
makes you feel at home,” she expressed.

Pakistani travel vlogger Bilal Hassan, who has extensively explored Pakistan and various
foreign countries, confidently asserts that what travelers experience in Pakistan is truly
incomparable. “Here are some of the most stunning landscapes in the world. The
landscapes are breathtaking, from the pristine beaches to the enchanting mountains.
When you experience the mountains of Pakistan, they leave an indelible mark on you.
You'll find yourself comparing them to landscapes in other countries, and you'll realize
that Pakistan's mountains are truly unique,” shares Bilal.
Cultural heritage: a rich tapestry of Pakistan

Pakistan's cultural heritage is a diverse tapestry woven from a rich history, influenced by
the Indus Valley civilization, Mughal grandeur, British colonialism, and indigenous
traditions. Its vibrant music includes classical Qawwali and folk genres like Bhangra,
while dances like Attan and Kathak narrate traditions.

Pakistani art showcases Persian-inspired carpets, colorful truck art, and intricate
handwoven textiles. Miniature painting is a cherished tradition. The country hosts
revered religious sites, such as Badshahi Mosque and Shah Jahan Mosque, catering to
multiple faiths. Preservation efforts by individuals and organizations safeguard
archaeological sites and promote cultural events, ensuring Pakistan's cultural heritage
thrives in the modern world.

Eva, who has traveled to every part of the country and experienced the rich culture and
heritage sites, believes that from the oldest times to modern times, the rich culture of
Pakistan leaves you amazed. “I have traveled to every province and have seen many
various kinds of culture. The northern areas have their own culture and when you come
to the south, the culture and heritage shift you will see is amazing. I have experienced all
very closely,” said Eva, who was invited by a Wakhi family in the North to attend a
wedding. It was a true honor and a rare opportunity to take part in the wedding
celebrations of an ethnic community that lives in one of the remotest parts of Asia. She
also visited various factories, from glass bangles in Hyderabad to Ajrak to Kashi pottery.

Adventure and eco-tourism

Pakistan's natural beauty beckons adventurers to explore its diverse landscapes, offering
a range of experiences from conquering towering peaks like K2 and Nanga Parbat to
trekking through lush valleys in the Kaghan Valley, Skardu, and the Neelum Valley. The
country's rivers, including the Indus, Kunhar, and Swat, provide ideal terrain for white-
water rafting.

Pakistan also champions eco-tourism in alignment with World Tourism Day 2023,
promoting responsible travel in areas like Azad Jammu and Kashmir, Deosai National
Park, and the Astore Valley, where wildlife and ecological diversity thrive due to
conservation efforts.
Adventure and eco-tourism in Pakistan are deeply ingrained in the essence of the land,
offering challenges, inspiration, and humility to those who dare to explore it. This is an
invitation to embark on a lifetime journey.

As Eva says, it's a journey where every step is an exploration, every river a thrill, and
every tree a sanctuary, inviting you to embark on an adventure that stirs the soul and
celebrates the world's wild places.

Eva, who had visited Pakistan before, was surprised when she learned about skiing in
Malam Jabba in Pakistan. “When I heard about skiing, it was probably my biggest
surprise about Pakistan to date. As soon as I heard about it, I knew I wanted to try it out.
I've been skiing for over two decades, but this was my first time skiing outside of Europe
and in Pakistan itself. I had such a blast with the local guides, on the slope, on the
powdery forest runs, and devouring the local chapli kebab. Swat has always been my
favorite destination in Pakistan, but now it's reached quite a different level,” she shared.

The Role of Social Media

The digital age has revolutionized the way we experience the world, and the travel
industry has witnessed a transformation like no other. Social media, with its power to
connect and engage, has become a dynamic force in promoting tourism globally. In
Pakistan, the impact of this transformation is nothing short of extraordinary, revealing
the nation's hidden gems and cultural riches to the world like never before.

The rise of social media influencers, travel bloggers, and vloggers has been pivotal in
promoting Pakistan's tourism. Through captivating visuals and immersive storytelling,
these digital pioneers have showcased the country's scenic landscapes, vibrant festivals,
and cultural heritage to a global audience. Their travel tales have not only inspired but
have also shattered stereotypes, inviting a wave of curious travelers to experience
Pakistan firsthand.

Eva, who has more than 2 million subscribers on her social media including YouTube,
TikTok, and Instagram, says that social media has played a very important role in
building Pakistan’s positive image. “Just looking at how quickly the image of Pakistan
has changed. I mean the country was almost off-limits to most travelers for like a
decade, and then all of a sudden everything changed. I think it shows the power of
social media, of travel vlogging in general,” she said.
On the other hand, keeping in mind the World Tourism Day, TikTok launched a
campaign #GhoomoPakistan to showcase the beauty of the country. In the ever-
evolving landscape of digital travel promotion, TikTok stands out as a dynamic force,
and in 2023, it showcased its prowess through the #GhoomoPakistan campaign. The
two-month long campaign quickly garnered immense attention, with the hashtag
accumulating a staggering 2.3 billion views globally and around 500 million views in
Pakistan.

At its core, the #GhoomoPakistan campaign’s mission was to unveil the hidden gems of
this remarkable nation, capturing breathtaking views and showcasing the serene and
content-worthy side of Pakistan. But this campaign went beyond scenic beauty; it was a
journey through culture, food, and the stories of a diverse population.

One key revelation of this campaign was the immense potential of local travel creators.
In collaboration with GoZayaanPk, TikTok gave four of its top travel creators a unique
opportunity to traverse the most beautiful areas of Pakistan and present them to the
world through their lenses. The journey led them through different terrains and stories
as they explored the northern areas.

In addition to these captivating journeys, TikTok introduced a dedicated travel hub for
its users, serving as a comprehensive resource for travelers. This hub not only showcased
picturesque scenery and inspirational routes but also offered valuable travel tips and
tricks. It delved into the best hotel recommendations, a vital factor in any trip, and
featured a special section devoted to food, celebrating the culinary diversity of Pakistan.

TikTok's #GhoomoPakistan campaign, with its viral appeal and compelling content, not
only celebrated Pakistan's magnificence but also redefined how digital platforms can
inspire wanderlust and unite travelers from around the world.

Zenith Irfan, widely recognized as 'The Motorcycle Girl' for her remarkable journey of
traveling across Pakistan on a motorbike, played a crucial role in the TikTok campaign.
She was granted the opportunity to explore the captivating beauty of Azad Jammu
Kashmir (AJK), specifically Neelum Valley and Arang Kel. Along her journey, she
encountered one of the most emotionally stirring moments when she engaged with the
people across the Neelum Valley, which serves as a dividing line between borders.

In her own words, "As a content creator, our responsibility is to provide an authentic
portrayal to our audience. During my visit to Kashmir, I had the privilege of gazing
across the border from the Neelum Valley. This experience profoundly touched me, and
a significant moment transpired when I extended a wave to the people across the
border, and they reciprocated. This sincere interaction allowed me to empathize with the
pain and heartbreak experienced in the region."

Zenith went on to emphasize her belief as a traveler in transcending borders and

divisions, stating, "I am committed to emphasizing unity and connectivity, blurring the
lines that separate us. I produced a video that documented this poignant experience,
which swiftly gained widespread attention. The primary message of the
#GhoomoPakistan campaign was to inspire individuals to broaden their horizons,
explore fresh perspectives, and unveil the beauty that exists beyond the limitations of
geographical boundaries."

Tourism challenges and strategies in Pakistan

While Pakistan's tourism sector has shown remarkable growth and potential, it is not
without its challenges. The journey to transforming Pakistan into a global travel
destination is marked by obstacles that require strategic navigation. Yet, within these
challenges lie abundant opportunities for the nation's tourism industry to thrive.

Security Concerns: Pakistan's history of security challenges, including terrorism and

sectarian violence, has left an indelible mark on the nation's perception. Although the
security situation has improved in recent years, it remains essential for tourists to remain
aware of the risks and take necessary precautions.

Due to the high sensitivity of certain areas, even locals are prohibited from entering.
International tourists planning to visit these areas in Azad Kashmir, which is also known
as Occupied Kashmir and is marked by ongoing tensions between India and Pakistan,
are required to obtain an NOC (non-objection certificate) issued by the relevant
ministries. The process for obtaining this permit can be time-consuming, often taking a
week or more to complete.

"In specific restricted areas, travelers without local companions may find themselves
assigned a government-appointed guard. These guards are typically stationed at
military checkposts, and tourists need not make any prior arrangements for their
assignment. However, it's essential for tourists to allocate space for the guard, whether
in their private vehicle or on a bus," explained Eva.

Infrastructure Gaps: In some regions, Pakistan grapples with inadequate infrastructure,

including poorly maintained roads, limited airport facilities, and a shortage of quality
hotels. These challenges can hamper the convenience of travel, impacting the overall
experience.
Bilal believes that his country has immense untapped potential in the tourism industry,
which could significantly boost the economy. He acknowledges that Pakistan is still in
the process of developing its tourism sector. Unlike some countries where tourism
contributes substantially to the economy, Pakistan faces challenges in accessibility.
While major cities like Karachi, Lahore, and Islamabad are easily accessible, venturing
slightly off the beaten path can be quite challenging. Remote areas lack
accommodations, including hotels and rest houses, and even finding clean bathrooms
can be a task in itself.

Bilal notes the stark contrast with international destinations where tourists can explore
even the most remote areas with ease, finding well-maintained facilities. Pakistan's
tourism industry is still evolving, and there is room for growth and improvement, as Bilal
aptly puts it, "we are still kind of figuring our way out."

Cultural Sensitivities: Pakistan is a conservative Islamic country, and respecting

local customs and traditions is vital. Tourists are encouraged to dress modestly and act
with cultural sensitivity, which can sometimes be challenging for those unfamiliar with
the local norms.

Eva acknowledges the challenges she faced and still encounters when deciding what to
wear in the country. She emphasizes that while there are no strict clothing requirements,
dressing appropriately can make one feel more comfortable. For women, she offers
some helpful tips. “I would recommend women opt for loose trousers. Don’t wear
leggings. Jeans are generally acceptable, but shorts are not recommended for women,
as they can attract unwanted attention. Wear shirts that are slightly longer, covering the
hips,” she suggests.

While Eva often wears t-shirts, she suggests that women traveling in more remote areas
may prefer three-quarter sleeves. However, in cities like Islamabad, a simple jeans and t-
shirt combo is generally acceptable.

Eva emphasizes that the choice of clothing can depend on the specific situation and
location. In general, a tunic-style outfit with loose trousers should suffice. Additionally,
she adds that wearing a headscarf is not a requirement in Pakistan, offering some
reassurance on that front.

Language Barrier: While Urdu and English are the official languages, many locals only
speak Urdu, posing a communication challenge for tourists who do not speak the
language.
Overcoming the language barrier in Pakistan is vital for improving the tourist
experience. The government can establish multilingual tourism centers, promote
language training for service industry professionals, and offer translation services and
signage in multiple languages. By taking these steps, Pakistan can ensure that language
differences don't hinder tourists from fully enjoying the country's rich cultural offerings.

Restrictions on Certain Items: Pakistan, like many other countries, restricts alcohol and
other restricted eatables due to cultural and religious reasons. To expand its appeal to a
wider range of tourists, Pakistan could consider implementing strategies utilized by
other nations. These may include designated tourist zones, cultural sensitivity training,
limited exemptions for tourists, licensed tourism facilities, and the promotion of
alternative attractions and local cuisine. By adopting these approaches, Pakistan can
maintain its cultural values while making itself more inviting to a diverse range of
visitors.

Nightlife Limitations: Pakistan's nightlife is limited, with many restaurants and shops
closing early. This can be an adjustment for tourists who are accustomed to vibrant
nightlife scenes. Pakistan's limited nightlife can be an adjustment for tourists used to
vibrant evenings. To improve the experience, the government can extend operating
hours for establishments in tourist areas and promote cultural evening events,
respecting local traditions while offering more nighttime entertainment options.

Limited Airlines and Visa Process: In its pursuit of becoming a premier tourist
destination, Pakistan acknowledges the historical hurdles posed by its visa policy.
Recognizing the need for reform, the government has embarked on a transformative
journey to streamline the process and attract more visitors.

Eva explains the long and difficult visa process. “For EU passport holders visiting
Pakistan, obtaining a visa entails navigating some formalities. A crucial document, the
Letter of Invitation (LOI), is required, affirming your invitation and the commitment to
your well-being during your stay. It's essential to check the specific requirements with
your local embassy. Obtaining the LOI often involves receiving a physical, original copy
sent via mail from Pakistan to Europe. Visa applications include extensive forms, and the
processing time typically takes around two weeks.”

Bilal says that Pakistan needs to introduce easy visa policies like some neighboring
countries that offer straightforward visa processes. "The first step when you are deciding
to go to a country is that you know what, what is the visa situation like? If you keep the
visa situation so difficult, people tend to get turned off from there."
In the recent year, key changes, such as the introduction of e-visas and visa-on-arrival
options for various nationalities, have made travel to Pakistan more accessible and
appealing. These reforms have led to a notable upswing in international tourists
exploring Pakistan's diverse landscapes and cultural riches.

Public Transportation: Public transportation in Pakistan can be unreliable and

crowded, making it less convenient for tourists. Hiring a private driver or using a taxi
service is often a more reliable option.

Eva shares that Pakistan's public transport infrastructure may not be as developed as in
some other regions, but there's a decent bus network covering many popular tourist
destinations. “Hiring a private driver is also an affordable and convenient option,
offering the freedom to explore more remote areas where having a car is necessary.
However, driving on your own can be challenging, especially if you're not accustomed to
Pakistani traffic, so it's advisable to opt for a driver,” she said.

Framing the future

Pakistan stands at the crossroads of transformation and tradition, where the timeless
beauty of its landscapes and the richness of its cultural heritage intertwine with the
opportunities and challenges of becoming a global tourism destination. While Pakistan's
journey to this destination is marked by hurdles, including security concerns,
infrastructure limitations, and cultural sensitivities, it also holds immense promise. The
government's efforts to reform visa policies, the power of social media in reshaping
perceptions, and the dedication to eco-tourism demonstrate the nation's commitment
to progress.

As we celebrated World Tourism Day in 2023, Pakistan beckons travelers to embark on a

journey where every step reveals a new adventure, every mountain peak touches the
sky, and every culture is a celebration of diversity. While challenges persist, they are but
stepping stones towards an inclusive and thriving tourism industry, embracing the world
with open arms. In the heart of this intoxicating symphony, Pakistan's landscapes
continue to steal hearts, its culture captures souls, and its adventures awaken the
daredevil in all who explore its untold beauty and boundless opportunity.
Tourism — massive untapped potential
Pakistan’s tourism sector can generate billions in revenue if tapped
Despite constraints like a strict visa regime, terrorism, poor
infrastructure, inadequately trained human resources, and the lack
of a robust tourism culture, Pakistan’s tourism sector still has vast
potential to achieve significant milestones and act as an engine for
economic growth.
If tapped carefully, the lucrative sector can turn around the lives of hundreds
of millions for good.
With an amalgamation of the scenic beauty of mountain ranges, vast plains,
soothing lakes, gushing rivers, enchanting coastline, calm deserts, and religio-
historic monuments, the country hosts socio-cultural relics gathered from
knowledge and experience of invaders, rulers, historians, and communities.
Diversified in cultures and cuisines, the country also boasts noble traditions of
hospitality, brotherhood, and religious harmony rooted in civilisations like
Gandhara and Indus.
It is geographically unique with archaeological heritage, and spiritual and
cultural sites providing ample tourism opportunities for nature lovers and
followers of different religions.
Thus one can judiciously claim that Pakistan’s tourism industry holds limitless
potential.
But unlike many countries of the world earning billions of dollars annually
through their tourism industry, Pakistan is still struggling to fully capitalise on
this potential although some strides have been made in the recent past like
winning the Best New Exhibitor Award at Travel and Adventure Show 2023 at
New York in January this year.
Around 20 prominent companies in the tourism and hospitality sector along
with provincial tourism departments from Punjab, Sindh, KPK, Balochistan,
and Gilgit-Baltistan presented Pakistan’s rich tourism potential at the
international show.
The participating companies also had meetings with major tour operators in
USA and counterparts in other countries as a series of shows at this event had
attracted over 2.5 million travelers to over 4,500 destinations of the world.
“Pakistan has a variety of tourist destinations with the strongest and unique
traditions of warm hospitality which is also acknowledged by foreign tourists,”
said PTDC Managing Director Rana Aftab.
“Therefore, it is high time to promote awareness by educating people about
their duties to preserve the environment and cultural heritage of the country.”
He said Pakistan's participation in Travel and Trade Show has been highly
impactful in terms of response from the public and international tourism
organisations.
“The event provided an opportunity to interact with top international and
domestic tour operators, cruise lines, and travel providers,” he stated.
“Besides routine tourism, we also have vast potential to promote cultural and
religious tourism by attracting believers of Buddhism, Christianity, Hinduism,
and Sikh religions.”
The statistics show that on average, around 7,500 Sikhs from India and
around 2,000 from Europe, the USA, and Canada visit Pakistan annually.
Similarly, around 2,000 Buddhists visit their holy sites in Pakistan.
This is far below the potential as there are around 30 million Sikhs and
around 500 million Buddhism believers living in different countries across the
world.
“Pakistan is a country with landmarks of various religious ethnicities and
unexplored potential for religious tourism,” Rana Aftab said.
Therefore, PTDC is pursuing a plan to boost religious tourism for promoting
inter-faith harmony and revenue generation, he said.
He, however, mentioned some visa policy and security issues and suggested a
conducive environment for international tourists to have a due share of
earnings from this industry.
Pakistan, owing to vast natural and cultural beauty and religious tourism
potential can earn its due share, Rana Aftab said.
“Therefore keeping in view its economic value, we need to ensure a better and
secure environment and ease of traveling for tourists to earn direly needed
foreign exchange,” he pleaded.
For this purpose, we can promote group tourism through registered and
licensed tour operators globally, ensuring an amicable environment for
international tourists.
Although PTDC arranges events like National Ice Hockey Championship at
Ghulkin in Upper Hunza to promote winter tourism yet it also needs to
broaden its spectrum to highlight multiple sites for tourism in the world
tourism market.
Statistics show that during 2021-22, around 91,185,177 local tourists visited
Northern Khyber Pakhtunkhwa’s tourist destinations like Chitral, Kalash, Dir-
Kumrat, Swat, Kalam, Dasu, Kohistan, Manshera, and Naran.
But this figure stood just at 3,500 in terms of foreign tourists which is too
small for a country bestowed with amazing landscapes, pines, and deodar
forests, rich historical and cultural heritage, and snow-covered mountain
peaks.
The country also boasts thousands of years old history with civilizations like
Meher Garh, Mohenjo-Daro, and Gandhara and protected archeological sites.
Its potential for sports tourism is also unmatchable as the country possesses
vast opportunities for hiking, ice hockey, skating, rock climbing, and
mountaineering.
Therefore, if we cannot attract a vast number of foreign tourists despite having
such countless bounties of Nature, we need to revisit our policies and
approaches to benefit from this highly valuable income resource of our
economy.

Tourism: too much potential, but …

Traffic heading for the scenic destination hovered around 700,000 vehicles
There is no doubt that Pakistan has immense potential for tourism.
Blessed with countless natural wonders and attractions, including
some of the highest mountain peaks in the world, it should also be
one of the world’s premier destinations for adventure seekers both
home and abroad. With these points in mind, there is not much
that needs to be explained about the present government’s stated
ambition of ramping up our country’s tourism sector. And while
the novel coronavirus pandemic has made bringing in foreign
visitors difficult for the time being, there has been a notable uptick
in domestic tourists.
Just last week, during the Eidul Azha holidays, record numbers of tourists
flocked to the Kaghan Valley in Khyber-Pakhtunkhwa. According to reports,
traffic heading for the scenic destination hovered around 700,000 vehicles,
smashing the previous record of 500,000 from five years ago. But the allure of
natural beauty can only do so much. As expected, a weekend of joy and
recreation turned into serious frustration for the visitors, with roads in and
out of valley choked by the record traffic. This experience is likely to dampen
some of the interest going forward.
For the government, efforts to boost tourism must go beyond lip service. Our
entire infrastructure is in dire need of overhaul and upgrade. Fixing just the
roads and building a few new hotels would not be enough either. A serious
problem: those who live in and maintain these tourist sites have complained
about is litter and pollution. Tackling this will require both on-the-ground
measures and efforts to educate and discipline the public.
There is also a question of security, with complaints of theft and robbery
emerging in recent years. Increasing number of visitors provide ripe targets
for criminal gangs. In this regard, the government could take inspiration from
nations that are known for their tourism-driven economies — in many of
them, a zero tolerance policy is in place for crimes targeting tourists.
Lastly, once the Covid-19 pandemic subsides and the world normalises,
whichever government we have should return to aim of attracting more
foreign tourists, be they religious ones or thrill and recreation seekers. To do
that, it would have to address deep-seated issues that plague our general
culture and society while rebranding Pakistan for the world.
Published in The Express Tribune, July 27th, 2021.

Tourism in Pakistan
On a macro level, investments need to be made in transportation systems and mid-tier
hotels

A conference about Pakistan’s majestic mountains, held at Unesco headquarters in Paris late
October, was attended by over 500 enthusiasts of adventure sports and tourism. Attendees came
from European countries, including Finland, France, Germany, Holland, Ireland, Switzerland,
and United Kingdom.

It is encouraging to see something concrete being finally done to improve Pakistan’s negative
image amongst foreign travellers. However, the kind of message this conference sends to the
potential tourists to Pakistan would rather be a misleading one.

No doubt, Pakistan is geographically blessed with numerous tourist attractions, ranging from
civilisations of antiquity, unique heritage, religious sites, diverse culture and food, to varying
topography– from beaches in the south to several mountains above 8,000 metres, including the
K-2, in the north. There is something to see for everyone from baby boomers to millennials.

Yet why the tourism industry has not flourished here points at a few questions. Is it the security
or structural weaknesses and poor leadership that have locked the country out of the benefits
that tourism can offer? In order to start seeing results in the form of revenue dollars and influx
of foreign tourists, we must first define how we want Pakistan to be positioned. What major
assets should we focus on and what policies and tools can be used to enhance them? Is it
sustainable that we seek or is it the quality and quantity of employment? How can Pakistan’s
overall approach to tourism be made more dynamic? Do we even have a national tourism
marketing strategy?

A comprehensive national tourism development strategy would require both macro-and micro-
level investments in the tourism infrastructure itself, ie, good transportation conditions, access
to safe water, control of law and order, provision of trained workforce, efficient banking facilities
and so on. A holistic development strategy would include all such physical and social
infrastructure factors while employing sustainable approaches to business.

On a macro level, investments need to be made in transportation systems and mid-tier hotels.
Additionally, the tourism ministry must work as a separate autonomous entity without any
overlap within other government departments to improve processes such as visas, permissions,
and access to tourist destinations for foreign tourists’ security. The primary job is to improve
and strengthen web-access to hotels and airlines in Pakistan. Foreign tourists are used to online
booking and not going through travel agents, anyone who searches for Pakistan must be
redirected to a centralised portal that is resource-rich and easy-to-use.

Secondly, tourism is a people-driven industry. Effective tourism strategies can create

sustainable income generating opportunities and provide employment needed to absorb large
numbers of semi-skilled or unskilled workers. A lot of Pakistani people work in the informal
economy. Enhanced language and communication skills coupled with history lessons, for
instance, could create seasonal employment for farmers as tour guides, ultimately, raising living
standards.

Thirdly, host communities have to be empowered and equipped with more information and
skills. Communities should know where their comparative advantage lies— whether it is in
wildlife, hiking trails, or waterfalls, and focus their development strategy around it.

Lastly, keeping communities at the centre of such a development strategy will ensure local
ownership of projects and help keep profits circulating within the economy. Community-based
tourism is more sustainable and helps to provide the type of genuine experience that most
tourists are seeking. They should be sensitised on the fact that the beauty of the surroundings in
which they live, the richness of their culture, and the warm hospitality they exude, attracts
visitors in the first place, and thus they need to preserve those gifts of nature and history.

Tourism industry
KARACHI:
Pakistan is considered as one of the most beautiful tourist
destinations in the world. The land is blessed with breathtaking
mountains and valleys, and has a number of historical and cultural
sites. As a result, a lot of tourists come to visit Pakistan. It is
without a doubt that the tourism industry can help aid the
struggling economy of Pakistan. If we promote tourism, then our
country will not only receive international recognition but also
foreign exchange and investment. The government predicts that
the tourism industry, if developed, can contribute Rs1 trillion to
Pakistan’s economy by 2025.
Therefore, the concerned authorities must promote tourism by investing in
cleanliness and help conserve the beautiful environment that people come to
see. Apart from that, Pakistan needs to create a good security system for
tourists and natives alike. The pandemic has given the government the perfect
opportunity to develop the industry, however not much action has been seen
as of yet. I urge the concerned authorities to wake up from their deep slumber
and rigorously initiate developmental projects for this cause.

Cultural tourism
Pakistan boasts a diverse range of attractions that captivate the imaginations of
travellers from across the world

In a world marked by rising hatred and increasing conflicts, the

role of cultural diplomacy has become more important than ever.
President Alvi’s recent address at the Gandhara Symposium 2023
highlighted the rich cultural heritage of Pakistan, particularly its
connection to the ancient Gandhara civilisation and the profound
teachings of Buddha. This emphasis on our rich culture and the
revival of historical sites underscores the vast untapped tourism
potential that lies within Pakistan’s borders.
Pakistan boasts a diverse range of attractions that captivate the imaginations
of travellers from across the world. The Gandhara civilisation, which once
thrived in what is now modern-day Pakistan, presents a unique perspective
into history. The exquisite Buddhist sites, with their intricate carvings and
monuments, hold a special allure for tourists seeking to explore ancient
civilisations. Despite these remarkable offerings, Pakistan’s tourism potential
remains largely untapped. Negative perceptions fueled by security concerns
have overshadowed the country’s true essence and deterred potential tourists.
However, the government’s recent efforts, exemplified by the Gandhara
Symposium, demonstrate a commitment to changing this narrative. By
focusing on cultural diplomacy, preserving historical sites and creating an
enabling environment for tourism, Pakistan has a tremendous opportunity to
unlock its true potential as a popular tourist destination. A boost in tourism
will not just encourage local communities but also help strengthen our weak
economy by forging strong relations with other countries.
To fully capitalise on this, concerted efforts and strong commitments are
needed. Strengthening security measures to ensure the safety of tourists is
paramount. Furthermore, investing in infrastructure development, including
transportation, accommodation and tourist facilities, is essential to enhance
accessibility. Effective marketing campaigns and collaborations with
international tourism organisations can also help raise awareness about
Pakistan’s hidden treasures.

How to promote tourism culture in

Pakistan?
Provided there is awareness and policy on the part of stakeholders

Tourism can be a multi-billion dollar industry in Pakistan provided

there is awareness and policy on the part of stakeholders to
promote the culture of tourism. A country’s image and reputation
is judged on the basis of its capacity to provide basic facilities to
tourists, particularly foreigners.
When India and China can earn more than $20 billion from tourism and
various European countries like Switzerland, France, the UK, Italy and Greece
can fetch several hundred billion dollars from tourism, why cannot Pakistan, a
country blessed with enviable natural beauty? Recently, Prime Minister Imran
Khan said if a country like Switzerland can earn several billion dollars from
tourism, Pakistan can certainly take meaningful steps to attract tourists. But,
merely by passing statements on transforming Pakistan as a hub of tourism
will not make sense unless the government takes practical steps to create a
culture of tourism which would require a mindset of local people, tour
operators, hotels and officials attached with the ministry of tourism.
When one talks about the culture of tourism it means four major
requirements.
First, the attitude and behavior of those who are supposed to provide guidance
and facilities to tourists.
Second, adherence to hygiene and cleanliness at restaurants, eateries,
washrooms and hotels at tourist spots. Unfortunately, with a few exceptions,
there is absence of hygiene and clean environment for tourists, which creates a
very bad impression for both local and foreign tourists.
Third, availability of affordable accommodation and food is essential for
creating a culture of tourism in Pakistan. During summer and winter tourist
seasons, there is no check on the part of concerned authorities to prevent hotel
owners who take advantage of the situation and charge excessive amount from
tourists.
Finally, the absence of tourism culture in Pakistan has much to do with
corruption and inefficiency on the part of tourism departments in various
provinces of the country who are either irresponsible in their duties or lack
proper training on providing maximum facilities to tourists at affordable
prices. It is a pity that unlike India, China, the UAE and Sri Lanka, where
there is a culture of tourism, one can observe the absence of proper work
ethics and pursuance of a professional approach to attract foreign tourists. It
is true that because of the reigning pandemic since early 2020, tourist
industry all over the world has suffered but such a crisis should have been
used as an opportunity by formulating short- and long-term policies to train
those who are related to the tourism industry. In 2020 and early 2021, tourist
places in Pakistan were closed and only reopened during the summer of 2021.
The rush in tourist destinations during the summer of 2021 is unprecedented
which led to the shortage of accommodation and overcharging of hotel
accommodation.
Pakistan is blessed with beautiful tourists as well as historical and religious
sites where tourists from abroad visit in large numbers. The north of Pakistan
is known for its peaks, glaciers, lakes and forests where not only homegrown
tourism can flourish but millions of tourists from abroad can also be attracted.
Likewise, the historical sites of Texila and Mohenjo Daro can be a big draw for
foreign tourists. The deserts of Tharparkar in Sindh and Cholistan in Punjab,
as well as the coast of Pakistan, particularly in Balochistan, also have the
potential to attract local and foreign tourists in large numbers.
If the government and other stakeholders are interested in promoting tourist
industry and homegrown tourism, they must make sure that adequate
facilities are provided. Policy decisions to promote the culture of tourism must
take into account three major requirements.
First, the major tourist destinations like Swat, Naran, Gilgit, Hunza and
Skardu must be monitored by the respective tourist departments and
ministries that tourists visiting such places are provided with best facilities at
affordable prices. Acts of cheating and overcharging for accommodation and
meals must be eradicated. It seems, ‘tourist mafias’ in collaboration with
officials deny tourists opportunities to enjoy their holidays.
Second, it is a matter of shame that the government of Khyber-Pakhtunkhwa
has utterly failed to improve tourist infrastructure including roads. For
instance, Naran is a major tourist spot and tourists who visit that place make
sure that they also go to the legendry lake Saiful Muluk. But, it is shocking that
there is no road from Naran to that lake and tourists are left at the mercy of
‘jeep mafia’ who subvert efforts to construct a good quality road. It is
unfortunate that the PTI which has been in power in K-P since 2013 has failed
to deal with the ‘jeep mafia’ and construct a road to lake Saiful Muluk which
can save thousands of tourists from the torture of inhuman travel through
rocks and stones. If the ‘jeep mafia’ of Naran subverts the construction of road
from Naran to that lake, where is the writ of the K-P government? The
provincial government must provide hygienic conditions to tourists along with
affordable hotels but it has been observed that unlike tall claims on the part of
the PTI government, the reality on the ground is different. There is a nexus
between hotel mafia and the government which results into the exploitation of
tourists. The K-P government must implement its policy decision to promote
local and foreign tourism instead of being involved in corruption with ‘jeep
and hotel mafia’. There are other destinations in Swat and Kaghan-Naran
where one can observe pathetic condition of roads and poor tourist
infrastructure.
Third, if the government projects that Pakistan will earn Re1 trillion from
tourism by 2025, in that case hectic efforts should be made both at federal and
provincial levels to create the culture of tourism by taking measures which
have been highlighted above. When there was civil war going on in Sri Lanka
from 1983 till 2009 and foreign tourism plummeted, the government
encouraged local tourism which tried to bridge the gap in income from foreign
tourism. Pakistan needs to promote homegrown tourism and take practical
steps to provide safety, security, better hygienic, infrastructure and
accommodation facilities so that both local and foreign tourists can be pulled
in.

Tourism industry’s rapid growth

potential highlighted
ISLAMABAD:
Islamabad Chamber of Commerce and Industry (ICCI) President
Ahsan Zafar Bakhtawari on Tuesday underscored the significant
growth potential of the tourism industry in the country. He
emphasised that it stands as one of the rapidly expanding sectors
worldwide.
He said despite possessing immense tourism potential, Pakistan has yet to
establish itself as an international tourism destination. There are several
countries that generate billions of dollars annually through tourism with more
than 200 million tourists having travelled worldwide last year alone, he added.
He said the upcoming ICCI Tourism Summit, scheduled to be held in Skardu
next week, was aimed at attracting global tourism by showcasing the positive
image of the country to the world. Bakhtawari mentioned that during the Eidul
Azha holidays, millions of tourists visited tourist resorts in Khyber
Pakhtunkhwa and the northern regions adding that these areas, despite facing
challenges such as insufficient infrastructure and hotel industry regulations,
possess a natural beauty that attracts tourists.
He further said Pakistan's tourism resources, particularly of KPK, Kashmir, and
the northern regions, were among the best in the world and have the potential
to attract tourists from all corners of the world.
To increase the tourism industry's contribution to the country's Gross Domestic
Product (GDP), he said it was crucial to attract foreign tourists for which special
attention from the government was required. He said the global tourism
industry was projected to generate approximately $2 trillion in revenue this
year, compared to $1.451 trillion in 2018.
He further said tourism remains one of the fastest-growing industries
worldwide. Egypt, for example, derives 50 per cent of its GDP from tourism.
Similarly, countries like Turkey, Malaysia, the Maldives, several African
countries, Dubai, and Saudi Arabia serve as examples for Pakistan, having made
substantial investments in tourism, he added.
He said Arab countries by reducing their reliance on oil have shifted their focus
toward tourism and other industries. Notably, Dubai and Saudi Arabia have
invested billions of dollars, he added. He was of the view that Pakistan should
also consider adopting a similar approach to attract international tourists.
This entails establishing direct flights, simplifying visa processes, and
internationally branding the country's tourist destinations he said adding that
several international organisations had already recognised Pakistan as one of
the best tourism spots globally. Moreover, with its impressive collection of
towering peaks, including K-2 and Nanga Parbat, Pakistan has the potential to
become a centre for adventure tourism, he added.
Bakhtawari said the primary objective of the ICCI tourism conference was to
attract global attention to this breathtaking region while also expressing hope
that this summit would serve as a significant milestone in promoting tourism
in the northern regions.

Tourism industry
KARACHI:
Prime Minister Imran Khan rightly pointed out that tourism will
change the fate of Pakistan because it carries enormous potential.
It can boost the economy and offer employment opportunities to
people in different sectors. However, our tourism industry faces
many challenges that hinder tourism promotion in the country.
Inadequate infrastructure is one of the biggest challenges. Dangerous roads
and lack of railway tracks and airports discourage tourists from visiting many
parts of the country. Despite scenic routes, poor road conditions pose a threat
to those travelling, which is why people avoid going to many places. In
addition, most tourist destinations lack basic amenities in the areas such as
mobile and WiFi networks. Limited hotel accommodation and restaurants
have also had a negative impact on tourism. Fewer hotels with proper services
and facilities have prevented tourists from travelling to different areas. Also,
hawkers and hotels often charge exorbitant rates for products and services
making things unaffordable for tourists. There should be regulatory checks on
them to ensure standardised pricing.
In the last few decades, some tourist sites in Pakistan have gained notoriety.
This is due to poor security and incidences of terrorist activity in the areas.
The government has not made a conscious effort to eliminate the terrorist
threat in the area and ensure the safety and security of tourists. It has not
effectively promoted tourism in the country, which is evident through the low
budget allocated to the tourism industry every year. The government needs to
pay attention to the infrastructure as well as introduce tourist friendly visas
and policies. Considering that security situations have improved in the
country, the government needs to utilise this as an opportunity to alleviate the
negative image of Pakistan with regard to tourism and promote tourism in the
country.

Pakistan vital for Saudi tourism

Tourism authority chief says Riyadh eager to host more Pakistanis, facilitate pilgrims

KARACHI:
Saudi Tourism Authority’s Asia-Pacific Region President Al-Hassan
Al-Dabbagh has said that Saud Arabia and Pakistan have common
culture and values and they have enjoyed close brotherly relations
since the inception of Pakistan in 1947.
“We are eager to host more Pakistanis in Saudi Arabia; we will provide facilities
to pilgrims and facilitate access to more destinations,” he said.
The Nusuk application will facilitate Pakistanis in obtaining visas, air tickets
and hotel bookings along with transportation and permits required for holy
places.
Under the new tourism promotion strategy, the number of Pakistani Umrah
pilgrims is expected to reach 3.5 million annually by 2030.
A high-level delegation of Saudi Arabia, led by Minister of Hajj and Umrah Dr
Tawfiq bin Fawzan Al-Rabi’ah, visited Pakistan. Al-Hassan Al-Dabbagh, who
was part of the delegation, highlighted the importance of Pakistan in the
tourism promotion strategy of Saudi Arabia in an interview with The Express
Tribune.

He called Pakistan a friendly nation and its people warm hosts. Around two
million Pakistanis live in Saudi Arabia and are part of the Saudi society.
He said that Pakistan was the fourth largest country in terms of the number of
visitors to Saudi Arabia while it is the largest country in the Asia-Pacific region.
One million Pakistanis have traveled to Saudi Arabia so far this year and the
number is estimated to increase to 3.5 million by 2030.
Highlighting Saudi Arabia’s new strategy of providing travel facilities to Umrah
pilgrims, Al-Dabbagh said “we have an ambitious vision to develop Saudi
Arabia’s tourism sector. This vision consists of three foundations – a thriving
economy, an ambitious nation and a viable society”.
Under the vision, Saudi Arabia aims to be among the top tourism destinations,
for which “we want to host more Muslims from the world over”.
He introduced ‘Nusuk.SA’, a digital application for Muslims traveling to Saudi
Arabia, offering easy access to Umrah pilgrim visa, flight tickets, hotel bookings
and entry permits to holy places.
In addition, it provides guidance on important Islamic historical sites around
Makkah and Madinah, which can be obtained in many languages including
Urdu.
A major roadshow in Karachi promoted the Nusuk application, provided
training to hotel operators, Umrah service providers, trading partners, and
friends. Some 35 Saudi partners, who provide services to Umrah pilgrims of
Pakistan, participated.
Al-Dabbagh stated that Saudi Arabia had significant plans to make Pakistan a
crucial and strategic market.
The Pakistani market consists of three segments of Umrah pilgrims – those who
perform the pilgrimage during Ramazan who stay for extended periods, those
who go in summer vacations, and the ones who stay briefly on important
religious days like Shab-e-Mairaj and the birth of the Prophet.
He claimed that special features had been incorporated into the Nusuk
application in order to give all three categories of Pakistanis the maximum
number of amenities.
About 120 different types of services will be linked to this application in the
upcoming year, and Nusuk will serve as a gateway for pilgrims to perform
Umrah and visit other places in Saudi Arabia.
“We aim to encourage Pakistani families to spend holidays in Saudi Arabia,
perform Umrah and also visit other attractions that are being promoted.”
Saudi Arabia also has countless recreational activities that make it the “True
Home of Arabia”, including six Unesco world heritage sites and 10,000
archaeological sites.
Air connections between Pakistan and Saudi Arabia will increase, better deals
will be available and the Umrah visa scheme will be effective for more
destinations, he said.
He also assured that Pakistani Umrah pilgrims would frequently receive good
news about other travel facilities via Nusuk application.
“Access will be expanded together with our trade partners in Pakistan and
special packages will be offered as per needs of each segment.”
He added that a significant campaign would be launched to promote major
locations in Saudi Arabia, including the simplicity of Umrah and Nusuk
applications, and that influencers, celebrities and bloggers from Saudi Arabia
would also be brought to Pakistan as part of the effort.

Reforming tourism
KARACHI:
In the last few years, Chitral has become a hotspot for tourists
because of its lush green valleys, snow-capped mountains, and
moderate weather. The Kalash valley, particularly, is famous for its
beauty as well as the hospitality of the Kalasha community.
Despite an increase in the number of tourists visiting the northern areas, there
has been little improvement in the infrastructure of Chitral and other areas.
The shabby roads are dangerous to drive on, something that keeps tourists
away. There are a few hotels and rest houses in most areas, and many are not
equipped with basic services. Residents have taken up the issue of poor
broadband services and electricity shortages with the local administration.
However, authorities have paid no heed because of which progress in these
areas has remained slow. Other basic facilities such as clinics/hospitals are
also absent.
Challenges for tourism bonanza in
Pakistan
Small, indecisive and incremental steps betray confusion, are reversible and yield no
discernable benefits

In 2017, the WTTC (World Travel and Tourism Council) put

Pakistan's tourism revenue at $19.4 billion (6.9% of GDP),
contributing 6.3% of total employment. By comparison tiny Macau,
Maldives and Seychelles earn 72%, 66.1% and 65.8% GDP
respectively from tourism. The WTTC forecasts Pakistan’s tourism
revenue to rise up to $36.1 billion by 2030. PTI government
projects to earn Re1 trillion from tourism by 2025. However,
potential is one thing – a great bounty from God; but its optimal
utilisation is another area of human effort…difficult and complex.
One has written occasionally about escapades to the mountains.
This piece delves upon the basic bricks of tourism especially in
Khyber-Pakhtunkhwa (KP) and Gilgit-Baltistan (GB).
Irrespective of Northern Pakistan’s hidden treasures and our tourism
potential, our state and society have not harvested the bounty optimally. Some
basic impediments needing immediate attention are identified as
approach/entry and infrastructure, state’s policy level apathy/neglect and
cultural barriers.
First, approachability. Malakand Division (comprising Swat, Dir, etc) is served
by a non-functional airport at Saidu Shareef. The small airport at Chitral
cannot take larger planes; and the aging fleet of ATR, operated by PIA, has
many weather-related limitations, making flights unpredictable and erratic.
This makes following a schedule especially by foreign tourists and domestic
tour operators, next to impossible. There is no rail link and the old road via
Malakand Pass and the new Swat Motorway remain the sole entry points.
Chitral now connects through all-weather Lowari Tunnels, thanks to the
single-minded focus by Gen Pervez Musharraf’s government. However, these
approaches are susceptible to disruptions and delays given their space
saturation problems, as cited in my column ‘The Beauty of Swat and
Malakand’ published on September 30, this year.
For GB, the entry point of Babusar Pass (13,679 feet) is closed from mid-
October till April due to snowfall. The only alternative for Fall and Winter
Tourism remains the Karakorum Highway (KKH) especially its torturous
section passing through Bisham, Pattan, and Chilas from Thakot Bridge over
Indus to Raikot Bridge (some 300 km). Last week I wrote about the age-old
bottleneck of Tatta Pani Slide Area between Chilas and Raikot Bridge. The fact
that the GB government has not taken any tangible effort to bypass this
bottleneck for some four decades or so, remains an incomprehensible mystery.
The KKH up to Khunjerab Pass (16,002 ft) is a high-quality speed link, but
the state of maintenance and turf issues leave a lot to be desired. As a thumb
rule, all roads branching off from the KKH into the countless picturesque
valleys are narrow, slide-prone, hazardous in wet weather and can only take
all-wheel drive vehicles. The inter-city link between Skardu and Gilgit has
improved, thanks to the Frontier Works Organization (FWO).
Gilgit Airport has a short narrow strip right in the heart of sprawling Gilgit city
with no space available for expansion. PIA serves it with aging ATRs and the
carrier monopoly, ironically, does not permit other airlines to operate flights
to Northern Areas (NAs). The roundtrip from Islamabad costs more than a
return ticket to Karachi. Skardu Airport can take Boeing, has a longer runway
and can be developed for international arrivals. And land can be acquired
‘now’ for an international airport in Gilgit Valley. It was only this summer that
PIA operated direct flights from Lahore and Karachi to NAs, causing great
boon for tourism. This should have happened much earlier. The whole area
has no heliports and the available wherewithal.
Rail link would make the entire enterprise extremely profitable. China/CPEC
can be tapped for the purpose. During a train journey from Lhasa (Tibet) to
Beijing almost a decade ago, one was surprised by the multiple railways,
crisscrossing China’s equally mountainous north-western Qinghai Region.
China can develop rail links quickly and under acceptable financial
arrangements.
So, entry/approach to our True North, especially the more expansive GB, need
greater attention on an ‘urgent’ basis. Without all-weather approachability, all
tourism plans, initiatives, policies and frameworks would fall apart.
Second, state policies. Recently the Board of Investment (BOI) Secretary,
while meeting the Portuguese Ambassador in Islamabad, highlighted the
investment opportunities in our huge tourism sector for cultural, religious
(Buddhist) and adventure tourism. On ground, all 35 motels and 4 restaurants
owned by the official Pakistan Tourism Development Corporation (PTDC)
have been closed since 2020, after the 18th amendment handed tourism to
provinces. Their leasing to private sector is so for unsuccessful. Out of PTDC’s
four hotels, only Flashman survives in Rawalpindi. Its subsidiary, the Pakistan
Tours (Pvt) Limited, is on leased life. In 2018, the PTI government had
assembled a tourism task force with no noticeable success. It now has
constituted a National Tourism Coordination Board (NTCB) for the intended
inter-provincial coordination. The government (federal and provincial) would
do well to limit its role to oversight of the private sector and regulation of
tourism, rather than indulging in the business itself.
Third, the cultural aspects. Ambitious projects like attracting hordes of foreign
tourists are some years away due to our image constraints and the pandemic-
induced effects on international tourism, estimated to revive by 2023. The
government meanwhile should encourage the sturdier homegrown tourism, as
a pilot project. This would breed the necessary tourism culture including an
industry responsive to tourist needs, hygiene and service, safety and security
and better regulation of the tourist infrastructure like hotels/lodgings,
transport and food etc. Notwithstanding official patronage, private sector is
already investing in tourism, as evidenced by the souring land prices in tourist
spots. The responsible provincial and federal entities should monitor and
regulate sighting/construction of tourist facilities (to avoid scenery spoiling
eye-sours), impose a rating system, regulate pricing and check various mafias.
Shifting from running businesses to monitoring, would downsize the fat
tourist bureaucracies as well.
Those clamouring for security and citing it as a stumbling block towards
enhanced tourism need to know that a more prosperous citizenry would shun
terrorism and life of crime, as affluence and security are directly proportional.
Swat is a recent model.
Thinking big and out of the box accrues bigger benefits. Small, indecisive and
incremental steps betray confusion, are reversible and yield no discernable
benefits. To benefit significantly, we need to invest significant state power in
tourism sector and follow through with laser focus. Gold panning is arduous.

Pakistan’s tourism - huge untapped

potential and way forward
Travel and tourism contributed $7.6 billion to Pakistan’s economy in 2016

Travel and tourism is one of the largest industries in the world with global economic
contribution (direct, indirect and induced) of over $7.6 trillion in 2016.

The direct economic impact of the industry, including accommodation, transportation,

entertainment and attractions, was approximately $2.3 trillion. Several countries such as France
and the United States are popular tourist destinations, but other lesser-known countries are
rapidly emerging to reap economic benefits of the industry.

Throughout the world, the tourism industry has experienced steady growth almost every year.
International tourist arrivals increased from 528 million in 2005 to 1.19 billion in 2015. It is
predicted that the figure will surpass 1.8 billion by 2030. Each year, Europe receives the largest
number of international tourists. It also produces the largest number of travellers with
approximately 607 million tourists leaving in 2015, more than double compared to the second
largest tourist origin - the Asia-Pacific region.

However, it is a pity that tourist numbers in Pakistan hover around an abysmal 2 million per
annum on average, which too mostly comprises domestic tourists. This is in stark contrast to our
eastern neighbors, China and India, which attracts 60 million and 10 million tourists on average
respectively.

Globally, the tourism industry accounts for nearly 10% of the world GDP while its share in
Pakistan is merely 2.7% of GDP. This shows that the tourism industry is operating way below its
potential and has immense capacity to expand, create jobs and generate revenue for the country.

According to the World Travel and Tourism Council, the direct contribution of travel and
tourism to Pakistan’s GDP in 2016 was $7.6 billion (Rs793 billion), constituting 2.7% of GDP. By
2025, the government expects that tourism will contribute $9.5 billion (Rs1 trillion) to the
economy.

Obstacles

To begin with, terrorism and the law and order situation are the biggest impediments to the
arrival of foreign tourists. The tourism industry works with brand and reputation. People don’t
like visiting a country where they know their families will not be safe. It is easy to blame the law
and order for the poor performance of the tourism industry in Pakistan, but the number of
foreign tourists was not encouraging even before the September 11 incident.

Most activities related to tourism in Pakistan are carried out because of local tourism. There has
been a steady increase in local tourism with 38.3 million local tourists reported by the Pakistan
Tourism Development Corporation in 2017. But the tourism industry has not even managed to
cope with the influx of these local tourists.

Pakistan’s ranking

The Travel and Tourism Competitiveness Index, developed by the World Economic Forum,
illustrates enabling factors for all the stakeholders to work together to improve the industry’s
competitiveness. The index is divided into four sub-groups - enabling environment, travel and
tourism (T&T) policy, infrastructure and natural and cultural resources.

Pakistan is ranked 124th out of 136 countries which is very low considering that there is an
abundance of cultural resources. According to this index, Pakistan has 56th position for cultural
resources and business travel, which indicates a great potential for Pakistan’s tourism.

There are numerous reasons for the sub-optimal performance of the tourism sector. Security,
terrorism and law and order are the main reasons that impede the tourism industry and prevent
tourists from visiting Pakistan. Government negligence and bureaucratic inertia is the second
main reason that negatively affects this industry. There is no national tourism policy while the
sector has been devolved to provinces without having any coordination mechanism at the
national level. There seems to be little dedication and commitment at the national and
provincial levels towards promotion and projection of tourism opportunities and touristic
products.

It should be recognised that the government and private sector go hand in hand in the tourism
industry. The government is responsible for a broader policy that lures foreign tourists to the
country while the private sector pitches in to cater to tourists on the ground.

Moreover, the governmental tourism departments are inadequately manned and there are no
tourism educational and training centres.

In a major step, however, Pakistan last week extended the visa-on-arrival facility to 50 countries
and offered e-visa to citizens of 175 countries in a bid to boost tourism.

Tourists in Pakistan, mostly locals, face various challenges as tourism authorities usually do not
facilitate them and they have to deal with inadequate facilities. Perhaps, one of the biggest
challenge that the tourism industry faces is that there is no coherent and consistent marketing
and branding strategy.

This can be compared with other developing countries such as India with its ‘Incredible India’
brand and Malaysia’s ‘Malaysia Truly Asia’ brand which attracts millions of tourists to these
countries. Lack of developed physical infrastructure and intra/intercity transportation facilities
is another big issue.

We can conveniently make a case for Pakistan’s tourism industry by looking at the case studies
of successful tourist destinations across the world, especially those located in Islamic countries.

Lessons learnt

There are many lessons which Pakistan can learn from different ecosystems which could be
adopted and replicated according to Pakistan’s socio-economic and religious setup.

It is vitally important to develop a national tourism policy which integrates all the provinces,
including Gilgit-Baltistan and Azad Jammu and Kashmir. In order to create an enabling
environment, the government should promote public-private partnership for a competitive
tourism market. Establishment of a tourism board should include public, private and foreign
partners.

Domestic tourism has increased but the facilities and the management of tourist hotels are not
very accommodating. The government should regulate and standardise the quality of these
facilities. Furthermore, monitoring of these facilities quarterly or annually will make hotels
maintain their quality of services.

For foreign tourism, one of the most important aspects is to develop a branding strategy which
creates a soft image of Pakistan. In this regard, sponsoring clerics, academics and public
intellectuals, who espouse a positive and soft version of religion, can prove to be a step in the
right direction.

Pakistan is a country blessed with topography, four weathers, picturesque northern areas, Swat
valley, religious (Buddhist and Sikh/Hindu), historical sites, etc. Pakistan has a great
opportunity to develop a 1,046km-long coastline in the south by creating resorts and hotels.

Pakistan can learn a great deal from brotherly Muslim countries – the United Arab Emirates,
Turkey and Malaysia, not only from the tourism perspective, but from the economic and socio-
cultural point of view as well.

In order to implement such a grand scheme, all organs of the state should be on a single page.
This includes legislators, executives and the judiciary.

Rai Nasir Ali is the Joint Chief Economist and Mubashir Ehsan and Hassan are young
development fellow at the Ministry of Planning, Development and Reform
Promoting tourism
KARACHI:
In recent years, there has been an increase in tourism across
Pakistan because of improved safety and security conditions.
Tourism plays an important role in fostering a country’s image and
reputation. Therefore, the government should ensure that tourists
receive appropriate facilities and security. The government should
promote tourism on a larger scale through different initiatives. We
must consider the example of our neighbouring countries, India
and China, which generate billions of dollars annually from
tourism.
In 2020, Conde Nast Traveller declared Pakistan one of the best destinations
for tourism. We should utilise our international acclaim to promote tourism in
the country. Pakistan has ample natural as well as historical, cultural and
heritage sites. Our all four provinces offer a range of tourist spots and
activities. Fortunately, the incumbent government has demonstrated ambition
to improve the tourism sector as it can support the economy. The government
has remained keen on exploring untapped sectors such as tourism because it
will generate large amounts of income for the country.
Many countries have successfully increased tourism through advertising
campaigns, which are broadcasted on international media. The Pakistani
government should also consider this strategy.
In addition, the Pakistan Tourism Development Corporation should launch an
e-portal to help tourists with their holiday bookings. The government must
allocate sufficient funding to facilitate the tourism industry. Besides the
provision of facilities, the government should implement rules and regulations
and maintain a check on the services. A strong tourism industry will bolster
our fragile economy and portray a soft image of Pakistan across the world.
Nearing collapse : Swat’s tourism
economy on an edge
Prevalent double-digit inflation and valley’s security situation has resulted in a decline
in tourists

PESHAWAR:
The precarious situation of the economy, coupled with Khyber-
Pakhtunkhwa’s (K-P) security woes, has brought the province’s
tourism industry to the brink of collapse, which will further push
the many dependents of the sector below the poverty line.
Residents of Swat who eagerly wait for hordes of tourists to turn towards the
picturesque valley as summer starts, have been left disappointed this time
around as the downward spiral of the economy, which has blown the
purchasing power of the populace to smithereens, means that people are not
vacationing like they used to in yesteryears.
“I have been going to Swat every summer vacation for the past decade with my
family, but we have not visited this year because of the security situation in
Swat and the poor state of the economy,” said Hasan Javed, a resident of
Peshawar.
“We have not even considered planning a trip elsewhere because of the high
inflation due to which hoteling and travel has become unaffordable,” added
Javed.
A transporter at the Peshawar Bus Terminal, concurring with Javed’s
assessment, informed The Express Tribune that ever since they raised the fare
from Rs 3,000 to Rs 4,500 for a one-way trip to Swat from Peshawar, on
account of diesel prices, the number of tourists had declined exponentially.
“Last year we did multiple trips every day to Swat, now we make a single trip
every 3 or 4 days,” he regretted.
Resultantly, residents of Swat, like Aftab, who depend on the tourism
industry, are struggling to make ends meet this year. “We had just started
recovering from Covid-19’s impact on tourism, and now a string of terror
events and inflation have nearly decimated the valley’s tourism industry,” rued
Aftab. “When people constantly keep hearing about terror related events like
the police station blast, or the attack on the van of school girls, or the
abduction of policemen, who is going to come here?”
Aftab was of the view that the only way to save the valley’s tourism was if the
police increased their presence in Swat and assured tourists that they are safe
here.
Inspector General (IG) of K-P Police, Akhtar Hayat Khan, during a visit to
Swat said in a statement that the provincial police force was doing everything
in its power to improve Swat’s security situation. “We realise that tourism is
the backbone of Swat’s economy, hence I have directed the police to increase
their presence in the area and behave positively with tourists,” he said.
Published in The Express Tribune, June 19th, 2023.

Improving tourism index

It seems that PTI had made significant progress to ensure sustainability and resilience
in the tourism sector

Amid Pakistan’s depreciating socio-economic indictors, it is rather

consoling to learn that Pakistan has moved up 6 places in the
International Travel and Tourism Development Index. However,
there is still a long way to go as the Pakistan Tourism Development
Corporation is currently placed at 83 out of 117 countries, but
report released by WEF indicates that things are indeed heading in
the right direction.
Despite the many disappointments, it seems that the PTI during its tenure had
made significant progress to ensure sustainability and resilience in the
tourism sector. During the last two years, the federal and provincial
governments took various steps to upgrade tourism services by developing
infrastructure, improving the business environment, ensuring safety and
security along with health and hygiene and providing socio-economic
resilience. It has been acknowledged that tourism is an untapped potential
that remains neglected. But the PTI has shown that prudent efforts can go a
long way in producing benefits that reverberate across the multiple different
sectors. If more tourists are eager to visit, foreign exchange can be generated
and local small-scale businesses might also witness a significant boost.
Moreover, the recent increase in professional vloggers visiting the country has
given Pakistan much needed international recognition as a country with
tremendous hospitality. This helps in breaking down Western stereotypes
about Pakistan, making it easier for companies willing to invest in South Asia.
The beauty of our land is second to none and we must leverage this to attract
tourists and businessmen. Modern world system requires us to be connected
to the global world. Therefore, we must not just restrict tourism at a national
level and instead look to expanding it globally.
The incumbent government must now continue with the same policies that
have yielded good results and further look to improve on them. Good policies
and grass-root development will create the foundations required to boost the
tourism sector of Pakistan.

Tourism under threat

Tourism in Pakistan’s ecologically-fragile areas has significantly increased the stress on
the environment

A recent World Bank study has warned that tourism in Pakistan’s

ecologically-fragile areas has significantly increased the stress on
the environment. As these areas become more and more polluted,
the surreal and enchanting glory of nature is slowly being
diminished and destroyed. As a result, the natural habitat of the
diverse species of animals, birds and marine life present in the
county may become endangered, or even worse, be driven to the
brink of extinction. What sets Pakistan apart from other tourist
countries is the “spellbinding grandeur and sheer simplicity” that
nature presents, almost elevating it to a spiritual level. However,
the rich mountain landscape, the scintillating glaciers and the
exquisite valleys are being marred with filth. The mountain areas
in particular have witnessed sudden spikes in the quantity and
quantity of waste generated during tourist season — which is
mostly plastic or solid waste. This glaring revelation points to the
lack of recycling and disposal system in these areas. It is
astounding that the concerned authorities have overlooked the
most important factor that helps sustain the tourism industry.
While a simple and efficient waste disposal system can help fix half of the
problem, the other half of lies in trying to figure out the most sustainable
method of disposal. In this regard, solid waste can be either be used as
fertilisers in the agriculture sector or brunt to produce electricity in these
areas. Plastic waste, on the other hand, will pose a huge problem as most of it
isn’t biodegradable and cannot be simply dumped in landfills — since it takes
anywhere between 20 to 500 years for it to decompose. For this, the
government needs to restrict the use of plastic and provide other suitable
alternatives.
Such solutions have multifarious benefits. They will not only help in
developing local industries, protect tourism, and generate foreign exchange,
but also aid in the fight against the all-encompassing problem of climate
change and global warning.

Tourism, pandemic and sustainability

Pakistan needs to tap into the domestic tourism potential

The Covid-19 pandemic has greatly jeopardised the tourism

industry worldwide, making it one of the hardest hit sectors with
nearly 75 million jobs at risk globally. Where countries are swiftly
easing travel curbs, reopening borders and businesses and
resuming flights in an attempt to salvage crippling economies and
return to normalcy; revival of leisure travel to its 2019’s thriving,
lucrative state seems like a far-fetched dream. The World Tourism
Organization (UNWTO) predicts a fall of 60 to 80% in international
tourist numbers in 2020 alone, which is equal to a loss of 850
million to 1.1 billion international travellers. The UN agency also
estimates a decline of “$910 billion to $1.2 trillion in world’s export
revenues” from the sector, insinuating that a complete recovery is
not possible before 2021-2022.
Under these circumstances with greater virus curtailment measures — such as
compulsory Covid-19 tests and quarantine for tourists from the worst affected
areas — the travel experience is likely to get more gruelling, tiresome and
demotivating. This situation creates even more job uncertainty for those
directly associated with the sector, such as workers in the transport and hotel
industries.
Pakistan’s tourism industry made great strides in the preceding years with a
wider acknowledgement and interest from all corners. It got a renewed push
with improved law and order, tourist-friendly policies and greater awareness
of the country’s tourism potential. Many international bloggers and vloggers
visited the country as domestic and international tourism flourished. This
coupled with the royal visit of the Duke and Duchess of Cambridge, that of
Queen Maxima of the Netherlands and opening of the Kartarpur Corridor
portrayed a softer image of Pakistan on a global level. The biggest positive
development to unfold was US magazine Conde Nast’s 2019 rating that ranked
Pakistan first in its top destinations for tourism, endorsing that things were
indeed headed in the right direction. Nonetheless, the greater emphasis by the
government on this sector by easing and even lifting visa requirements for
nations too were bearing fruit. The PTDC statistics revealed that at least 3.2
million foreigners visited Pakistan in 2019, out of which 17,000 were on
tourist visas, Arab News reported.
But what is ahead of Pakistan’s tourism sector now, given the many challenges
posed by the deadly virus? The increasing number of infections, travel
warnings and restrictions, fair reduction in the number of flights and a global
disruption in the travel industry are likely to affect our tourism industry that
only recently started recovering from a terrorism-induced tarnished image.
Yet with the SOPs in place — as stressed by the National Tourism
Coordination Board (NTCB) Chairman Sayed Zulfikar Abbas Bukhari —
tourism-specific, coordinated measures and stimulus packages for those
directly linked with the sector, both formal and informal, the recovery can be
expedited.
Pakistan needs to tap into the domestic tourism potential as this is where the
market would shift in the near future due to reduction in the prospects of
international travel. This demands representation from all stakeholders,
empowering local companies and communities, improving customer services,
providing better facilities and ensuring good marketing and communication.
Affordability too is key and unlike expensive air tickets and visa costs for
international travel, domestic tourism here has an added advantage.
Moreover, by incorporating principles of sustainability and making human
welfare and nature preservation a priority — which experts deem as the need
of the hour — maximum benefits can be reaped in the long run. The masses
too need to be sensitised about the social and cultural dynamics of the tourist
spots and hence comes the need to implement sustainable eco-tourism, which
aspires to leave minimal negative impact on the places visited.
Various popular tourist destinations, such as France and Germany, have
preserved their cultural and historical assets and combated issues like loss of
heritage and ecological degradation, and have lessons for emerging tourist
destinations like Pakistan.
Religious tourism
It is an undeniable fact that wise states strive hard to attract
international tourists towards their respective countries in order
to promote tourism and boost their economies. As a result, they are
more economically advanced. Despite having sacred sites of the
most practiced religions including Buddhism, Sikhism and
Hinduism, Pakistan still lags behind when it comes to promoting
religious tourism. Recent attempts by the incumbent government
are praiseworthy in the context of the Kartarpur corridor.
However, much remains to be done which is in the best interests of
the country as a whole.
Promoting tourism will not only help Pakistan generate foreign exchange but
it will also improve the soft image of the country. Lessons should be learned
from different states in this regard. Additionally, soft policies should be made
for religious pilgrims to encourage them to visit the country more often.

Global tourism to recover from

pandemic by 2023
Sector expected to outpace global GDP growth in few years

MANILA:
The global travel and tourism sectors are projected to return to pre-
pandemic levels in 2023 and grow at a rate that will outpace global
gross domestic product (GDP) growth, the World Travel and
Tourism Council (WTTC) said on Thursday.
The industry is expected to post an annual average growth rate of 5.8% from
2022 to 2032 versus the 2.7% increase in global GDP, and create 126 million
new jobs, WTTC said in a report released during the industry group’s
conference in Manila. In 2019, tourism accounted for a tenth of global GDP and
jobs but the coronavirus pandemic decimated the $9.6 trillion industry, halving
its output value and leaving 62 million people jobless.
“The recovery is going to be so stellar that it’s going to recover really powerfully.
This does depend of course on China reopening,” said WTTC President Julia
Simpson, calling on all governments to reopen borders. China’s “zero Covid”
policy and persistent lockdowns have disrupted global trade and domestic and
international travel.
The travel and tourism industry’s GDP is seen hitting $8.35 trillion this year
and $9.6 trillion in 2023, a return to its pre-pandemic level. Tourism jobs are
projected to recover to 300 million this year and 324 million in 2023, close to
the 333 million seen in 2019, WTTC said. In Asia-Pacific alone, the hospitality
industry’s GDP will likely hit $3.4 trillion in 2023, already above the $3.3
trillion it saw in 2019, it said.
Compared with North America and Europe, travel has trailed in Asia-Pacific
because of strict border restrictions in many countries.
Revival in South Asia
Two years after tourism in Southeast Asia ground to a halt, travellers are getting
back on planes as entry and Covid-19 quarantine rules are lifted in the region,
but a full recovery will be slow and some long-time hotspots are falling out of
favour.
International airline bookings to Southeast Asia reached 38% of pre-pandemic
levels by late March, according to travel firm ForwardKeys. They were at less
than 10% of 2019 levels at the start of the year.
Singapore and the Philippines led a sharp uptick in bookings. “We are the first
to cut all the red tape,” said Philippines tourism minister Bernadette Romulo-
Puyat. “Tourists are quite happy because upon arrival, they are free to go.”
These countries now require vaccinated travellers to only perform a rapid
antigen test before arrival, whereas more complicated requirements in
Thailand have knocked the former tourist favourite out of the top league.
UNVEILING PAKISTAN’S HIDDEN
BEAUTY, FROM WAZIRISTAN TO SINDH
For tourists seeking wonders off the beaten track, Pakistan's travel
influencers are uncovering new destinations

KARACHI:
Every year, thousands of tourists flock to Gilgit-Baltistan and the Galiyats to seek refuge
from the hustle and bustle of cities. Once people have ticked these places off their travel
bucket lists, they mistakenly believe they have seen all there is in the country. A new
breed of travel photographers and vloggers are challenging this notion by promoting
tourism in their native regions to provide people with alternative holiday destinations.

As a university student, Jamshed Burki was often met with negative remarks and
misperceptions about his homeland Waziristan. Tribal areas of Waziristan are often
stereotyped as conservative and unsafe arid mountainous regions, typically not the most
favourable conditions for a holiday. Burki, undeterred by people’s comments, set out to
explore Waziristan and bring us along with him through his camera lens.

When Burki started travelling in 2018, he did not see any tourism in the tribal areas
besides a few locals at different spots. Since then, he travelled to different tribal areas to
uncover the breath-taking beauty of Waziristan. It was not until 2020 that people began
coming to Waziristan, much of which can be credited to Burki.

Burki has taken many long and arduous journeys, most of which he documented on
his YouTube channel and Instagram [@jamshedburkii] and Facebook accounts. From
hiking on dangerous trails to being on the go on his motorbike for hours, Burki has
done it all.
Besides dismantling the negative views about tribal regions, Burki wanted to promote
these areas to attract tourism. “Tribal areas have as much potential as Naran, Kaghan,
and Swat, and most people here belong to low and middle-income backgrounds, so a
boost in tourism will help revive local businesses and jobs. This will ultimately bolster
growth within the region as well as contribute to the country’s economy. Crucially,
tourism can also promote cultural exchange among Pakistan’s citizens.”

Tourists who have not previously travelled to the tribal areas may have their
reservations, but Burki says that he has never experienced any sort of security issues.
People travelling for the first time should get in touch with local guides to avoid any
unforeseen issues, and tourists should always cooperate with local officials and law
enforcement personnel. “During my trips, I regularly come across tourists including
families from different parts of the country. I often ask them about their experiences,
and most respond affirmatively and praise the locals’ hospitality.”

“For people visiting Waziristan for the first time, some of the places I would recommend
are Orakzai, Bajaur, Upper South Waziristan, Parachinar, and Tirrah Valley. Parachinar is
the only tribal area where you can see snow on mountaintops throughout the year.
Besides these areas, Takht e Sulaiman has historical significance.” However, the trek to
Takht e Sulaiman is extremely dangerous and taxing so Burki only recommends it to
people who have a knack for adventure. He also suggests it is best to have local hikers
with you for this trek.

Although the region is still adapting to tourism and lacks several facilities, Burki says
many locals have set up restaurants, small hotels, and lodges to host tourists. Most of
these facilities are priced reasonably and offer satisfactory services so they are ideal for
people looking for a budget-friendly holiday. Given that Waziristan’s residents are not
accustomed to a lot of tourism, tourists should make sure that they do not disturb
locals’ privacy to avoid any conflict.

After covering almost all the tribal areas within Waziristan, Burki is now venturing out to
other tribal areas of Khyber Pakhtunkhwa. He hopes that the provincial tourism
department recognises the potential for tourism in the tribal areas and invests in them
perhaps by facilitating local businesses to improve their services and reforming the
existing road infrastructure to ease commutes between different areas.

From community service to tourism

Despite having an abundance of heritage and archaeological sites and enjoying a
diversity of cultures and traditions, Sindh has failed to attract tourism over the years. The
province’s sweltering weather conditions coupled with the negative image perpetuated
in the mainstream media have discouraged people from visiting other parts of the
province besides Karachi.

In 2010, Emmanuel Guddu from Sindh’s Kachhi Kolhi community was sent on an
assignment by his former employer, a local NGO, to cover the floods in the Khairpur
region. Little did Guddu know that a few amateur photos he took there would end up
receiving widespread praise. Thereafter, Guddu decided to pursue photography to
capture and showcase the beauty of Sindh, which is largely ignored. He now goes by the
name Guddu Pakistani on social media.

Initially, Guddu experienced difficulties travelling in Sindh due to the hot temperatures
and shabby road infrastructure along with having to navigate places on his own.
However, Guddu was lucky to have found locals who were willing to assist him as well as
welcome him into their homes and offer him food and shelter.

Guddu says that “in television dramas, Sindh is often depicted as a region that is home
to robbers and goons.” Consequently, Pakistanis outside of Sindh have a distorted view
of the province and are unwilling to travel there. In an attempt to fill the gaps left by the
mainstream media, Guddu visits different Muslim, Hindu, and Christian communities in
the province to highlight their unique culture, traditions, and rituals on
his YouTube, Facebook, and Instagram accounts. He has found the majority of the
people very warm and welcoming.

Guddu urges people across the country to visit Sindh to experience for themselves its
cultural, natural, and historical glory. “The Makli Necropolis, which is one of the largest
necropolises in the world, is a must-visit site. Many ancient kings, queens, governors,
saints, scholars, and philosophers are buried here in sumptuous brick or stone
monuments. Mohenjo Daro, in the Larkana district, is another archaeological wonder
that is a remnant of the Indus Civilisation. Besides this, Sindh has an abundance of
shrines that are worth visiting. Some of which are Shrine of Hazrat Lal Shahbaz Qalandar
in Sehwan, Shrine of Hazrat Shah Abdul Latif Bhittai in Bhitt Shah town, Shrine of Hazrat
Sachal Sarmast, and Odero Lal Shrine.”

“The Ranikot Fort, also known as The Great Wall of Sindh, is thought to be the world’s
largest fort and is compared to the Great Wall of China. The Botar Lake is a site for sore
eyes as the lake is famous for its lotus flowers. Many historical palaces can be found
across Sindh including the Kotdiji and Faiz Mahal in Khairpur.,” Guddu adds.
Most of these sites are easily accessible through the larger cities, including Karachi,
Jamshoro, Larkana, Sukkur, and Mirpurkhas. A quick Google search can help you find
affordable accommodation in different cities and local travel companies that arrange
tours.

With summer holidays right around the corner, both Waziristan and interior Sindh
should be on everyone’s travel lists, especially heritage and archaeology enthusiasts.

Burki and Guddu have both shown incredible determination in promoting their
respective regions. It is fair to say their efforts have put Waziristan and interior Sindh
back on the map. Now, the provincial governments and local administrations must
assume responsibility to prevent their efforts from going in vain.

Even though Pakistan has had a poor track record with promotion of tourism and
upkeep of tourist sites, many emerging local photographers, vloggers, and bloggers
have done half the Pakistan Tourism Development Corporation’s job. Perhaps, provincial
tourism departments should work with local photographers and vloggers and utilise
their knowledge and expertise to revive local tourism industries. Travel and tourism can
potentially become a major contributor to the country’s GDP if the relevant departments
take timely, earnest, and concrete measures.
Balochistan to develop seven resorts
along coastline
Resorts to be built, managed and operated in partnership between public and private
sectors

The Balochistan government has decided to construct seven tourist

resorts at different places along the coastline in the province.
This decision was taken in a meeting of the governing body of Balochistan
Coastal Development Authority (BCDA) that was chaired by Chief Minister
Balochistan Mir Abdul Quddus Bizenjo through a video link.
The meeting was attended by members of the governing body and other
officials. In the meeting, it was decided to build, manage and operate resorts at
seven coastal locations in partnership between the public and private sectors.
Chief Minister Bizenjo said that BCDA is an active institution in coastal
development and hopefully it would play its role in development of the
coastline.
Our job is to take decisions and we want to take every decision that leads to
prosperity and development of the province, he added.
The progress on the provision of petrol pumps and other necessary facilities at
11 places by the Ministry of Petroleum for the convenience of the people on the
coastal belt was also reviewed in the meeting.
Published in The Express Tribune, April 7th, 2023.

Kalash Winter Sports Festival ends

The event was attended by hundreds of tourists despite the harsh winter, snowfall and
sub-zero temperature in the area
The local tribal dance to the beat of drums marked the end of the
three-day Kalash Winter Sports Festival in the snow-clad scenic
valley of Lower Chitral here on Sunday.
The event was attended by hundreds of tourists despite the harsh winter,
snowfall and sub-zero temperature in the area.
The event was for the first time organized in the world-famous Kalash valley
jointly by the Khyber-Pakthunkhwa Culture Department and district
administration and it was supported by Aga Khan Rural Support Program as
well as Sarhad Rural Support Program.
An official told The Express Tribune that in another first modern ski,
snowboarding, snow football and paragliding competition was held along with
the traditional tribal games in order to attract more and more tourists to the
valley in winter.
Traditional wrestling, tug of war and buzkushi was also part of the festival to
entertain the tourists as well as locals.
Local musicians also entertained the participants and night events were also
part of the festival.
“We hope that the festival would be held each winter in the valley which will
provide employment opportunities to the local youth and promote the area as
an attractive tourism destination,” said an official.
Shahzada Hishamul Mukl, during his address, said that the event proved to be
an interesting one despite the fact that it was organized on a very short notice.
He said that next year the festival will be held with full arrangements and local
traditional sports would be given a preference in it.
 Pakistan’s hospitality,
tourism industry poised for
remarkable transformation:
Hashoo Group CEO
ISLAMABAD-“Pakistan’s hospitality & tourism industry is poised for a
remarkable transformation. From the enchanting northern valleys to
the historical treasures in the south, Pakistan offers a diverse tapestry
of experiences for travellers. As we celebrate World Tourism Day
2023 under the theme “Tourism and Green Investment,” it is an
opportune moment to reaffirm our collective dedication to
sustainable and eco-conscious tourism, a sector with boundless
potential for our country and the world.”
This was stated by Deputy Chairman & CEO, Hashoo Group, Murtaza
Hashwani in a press statement on World Tourism Day. This global
observance underscores the critical importance of channeling
investments into initiatives that benefit people, through education
and skill development, planet, via sustainable infrastructure and
accelerated green transformation, and prosperity, by fostering
innovation, technology, and entrepreneurship. “At Hashoo Group, we
ardently believe in investing in people and society. The Hashoo
Foundation has been providing training and capacity building to over
10,000 individuals in the tourism sector, covering areas such as hotel
management, professional culinary arts, food & beverages services,
and reception operation services. These training programs have
played a pivotal role in assisting local communities in developing the
skills and knowledge necessary for the sustainable management of
tourism. In addition to this, through the recent establishment of the
Hashoo School of Hospitality Management (HSHM) in various cities,
we are actively contributing to the creation of a skilled workforce and
generating numerous opportunities for the youth of Pakistan,” said
Deputy Chairman & CEO, Hashoo Group.
“Moreover, we are staunch advocates for investing in our planet. The
Hashoo Foundation has been actively promoting the green economy
through a multifaceted approach that includes the advancement of
Sustainable Methods and Resilient Technology (SMaRT) villages and
the encouragement of environmentally friendly green tourism. The
village projects in Gurunjor and Minapin have significantly improved
the lives of more than 10,000 villagers. These projects have granted
villagers access to clean water and sanitation facilities, assisted
farmers in adopting more sustainable agricultural practices, and
successfully installed renewable energy systems within the villages,”
he further said. “Our comprehensive Net-Zero initiatives spanning all
our properties and our ongoing tree plantation campaigns at our
resort hotels, as well as the recent tree plantation collaboration with
the Capital Development Authority in Islamabad, exemplify our
unwavering commitment to green investment,” the statement added.
The natural beauty of Pakistan and the warmth of its people should
not only be cherished by the present generation but also safeguarded
for posterity. Our commitment to sustainability holds the power to
redefine the sector, elevating it from a mere source of revenue to a
potent catalyst for positive change. “Together, let us embark on this
voyage toward sustainable tourism and green investment. In doing
so, we ensure that Pakistan’s pristine landscapes, culturally rich
heritage, and unmatched hospitality endure as everlasting gifts to the
world. Let us collectively envision a future where tourism and green
investment are not disparate endeavours but harmonious forces,
working in tandem to preserve the beauty and vitality of our precious
planet. Together, we can turn this vision into a reality. Happy World
Tourism Day!” the statement said.

Unveiling Pakistan
The tourism industry is rapidly emerging as a leading sector in the
global economy, with a multi-billion-dollar value that has the potential
to significantly boost a country’s economy. According to statistics, in
2022, the United States will collect revenue of $175 billion USD from
the travel and tourism market. Similarly, in 2023, Turkey earned
revenue of $45.5 billion USD, attracting an estimated 44.5 million
international travellers.

The matter at hand is to pay more attention to the industry and

facilitate its advancement. The high-altitude mountains and snow-
covered peaks in Northern Pakistan offer breathtaking natural beauty
rivalling that of renowned destinations such as Nepal’s Mt. Everest.
The spectacular wilderness of national parks in Gilgit, Khyber
Pakhtunkhwa, and Balochistan can be a true haven for wilderness
lovers. The beautiful and vast plains and deserts of Punjab and Sindh
have the potential to attract millions of international tourists annually.
Additionally, the coastal areas of Balochistan offer stunning beauty
and attractions comparable to renowned beaches in Portugal and
Central America.

Judicial attack on education

However, Pakistan’s tourism industry has been overlooked, and the

lack of advanced facilities makes it challenging for international
travellers to explore the country fully. By prioritising and investing in
the tourism sector, Pakistan has the potential to rapidly boost its
economy and emerge as a top destination for global travellers.

Why Pakistan’s future looks

bright
India, on August 23, achieved a soft landing on the moon, while
Pakistan, on the other hand, sits on the sand. Although Pakistan faces
formidable challenges today, its journey towards a brighter future is
underway. As the sun rises on the horizon of possibilities, Pakistan’s
future holds promises of transformation and progress. With its
strategic location, participation in international projects, youth
population, tourist blessings, and rich cultural history, the nation
stands poised to navigate its challenges and carve a brighter path
ahead.

Respectively, Pakistan’s strategic positioning at the crossroads of key

trade routes can be leveraged to foster economic ties, enhance
regional stability, and attract investments. By capitalising on its
location, Pakistan can play a pivotal role in shaping its own prosperous
and influential future. Moreover, Pakistan’s active participation in
global initiatives like the Belt and Road Initiative (BRI), the China-
Pakistan Economic Corridor (CPEC), the Special Investment Facilitation
Council (SIFC), and barter trade offers it the opportunity to enhance
connectivity, trade, and economic development. Collaborating on
these projects can stimulate investment, infrastructure growth, and
regional partnerships, contributing to a brighter future for the nation.
Furthermore, the youth population in Pakistan presents immense po-
tential to drive the country’s socio-economic progress and de-
velopment. In addition to these instruments, Pakistan’s abundant
tourist attractions and deep cultural heritage hold the potential to
illuminate its promising future.

No place for terrorists, facilitators in Pakistan: Solangi, Bugti

However, there are possible lethal and catastrophic factors that could
create stumbling blocks on the way to Pakistan’s envisioned headway,
such as political instability, the proliferation of terrorism, military
intervention, a dearth of democratic culture, a paucity of enlightenment
in youth, and external pressures that might also hinder the nation’s
advancement.

To address the bottlenecks, Pakistan needs to strengthen its political

institutions, security measures, technological innovations, and
research and educational institutions, paving the way for a brighter
future. Pakistan, in short, confronts significant obstacles, yet its path
towards a more promising tomorrow is in progress.
 Pakistan safe, important
country for tourists says Dr
Ramesh
ISLAMABAD-Minister of State, Chairman Prime Minister’s Task Force
Gandhara Tourism Dr. Ramesh Kumar Vankwani on Tuesday said
Pakistan is a safe country for tourism that attracts swathes of local
and foreign tourists to explore its architectural beauty. Addressing
the Gandhara Symposium 2023 here, the minister welcomed the
international delegates and researchers attending the international
tourism conference in the country. Vankwani said the international
symposium would help promote the religious tourism potential of the
country. He said that cultural and religious tourism would bring
various countries and societies closer to each other. The symposium
would pave the ways to highlight the country’s soft image at the
international level, he maintained. Dr. Ramesh Kumar also
emphasized greater academic research, archaeological excavation,
and dissemination of knowledge to uncover new sites to enrich our
understanding of the magnificent civilization of Gandhara. He said,
“Through cultural diplomacy, we can build bridges and foster greater
understanding.” The speakers from Malaysia, Thailand, South Korea,
Nepal, Sri Lanka, China, and Pakistan also expressed their views at
the symposium on the Gandhara Civilization and Buddhist Heritage
of Pakistan.
Eminent stakeholders of Pakistan’s tourism industry also participated
in the symposium.
It is pertinent to mention here, the sole objective of the Gandhara
Symposium is to create awareness about Gandhara and to promote
and highlight the rich and diverse cultural heritage of Pakistan at
home and abroad.
The Gandhara Symposium will also help to promote domestic
tourism, especially religious tourism.

Green investments in tourist

destinations urged
ISLAMABAD-Speakers at a seminar urged the authorities and the
tourism management companies to prioritize green investments on
services and infrastructure at the tourist destinations across the
country. Using non-timber fuel, alternate energy, water conservation,
solid waste management and environment friendly practices shall be
promoted to ensure sustainable eco-tourism.
The seminar was organized by the Devcom-Pakistan, ICLC and
National Skills University (NSU) here on Wednesday to mark the
World Tourism Day, themed on “Tourism and Green Investments”.
The managing director Pakistan Tourism Development Corporation
(PTDC) Aftab ur Rehman Rana was the chief guest. The guest
speakers included Vice Chancellor NSU Prof. Dr. Muhammad
Mukhtar, President Rural Development Foundation (RDF) Brig. Retd
Muhammad Khan, Devcom-Pakistan Executive Director Munir
Ahmed, Secretary ICLC Sibtain Raza, CEO Apex Adnan Saeed,
Sumera Raza and Rana Tariq Javed.
The managing director Pakistan Tourism Development Corporation
(PTDC) Aftab ur Rehman Rana said that Pakistan’s tourism and
hospitality industry contributes 3.5 percent to the country’s GDP.
Most of which is contributed by the domestic tourism that has
flourished in recent years. About 6.5 million people are directly or
indirectly engaged in the industry. This is quite unfortunate that only
a few know or are willing to invest in the green practices.
The federal government has taken the provincial authorities onboard
to ensure sustainable ecotourism models, Rana said adding, more
awareness campaigns and stakeholders’ engagement is desired to
control the undue interventions.
Prof. Dr. Muhammad Mukhtar urged the youth to travel across the
heavenly land of Pakistan that is full of diverse culture and
landscape. Outdoor is an open book that makes the travelers learn
about the cultural and heritage assets of the country.
Devcom-Pakistan Executive Director Munir Ahmed urged the
authorities to control the damage to the green cover that is being
done by the environment, unfriendly structures, housing societies,
timber mafia, littering and unmanaged solid waste.
Local communities are the main stakeholder of the tourist
destinations. They shall come up to form their associations to raise
voice against the exploitation of their homelands.
Munir Ahmed said Pakistan has immense potential to spread the
hospitality and tourism industry to 50-70 percent of the GDP. It
would create a mess if the full potential is realized without any green
investments and nature conservation.
Authorities shall take stern actions against the vested interests of the
mafias, illegal and undue structures and mushroom growth of
housing societies and hospitality outlets. We have many policies that
remain unimplemented.
Brig. Retd Muhammad Aslam supported the idea of community-
based tourism in their own locally managed houses. So that the
visitors could learn about the life they live, hardships and their
culture. It would add more to the livelihood of the locals without
compromising the natural resources.
The World Tourism Day highlights the need for more and better-
targeted traditional and non-traditional investments are required for
People, for Planet and for Prosperity, to enable tourism to deliver on
its massive potential to provide opportunities for people, to build
resilient, to accelerate climate action and greater sustainability for the
planet and deliver inclusive prosperity around the pillars of
innovation and entrepreneurship.
UNWTO has identified investments as a key priority for the sector,
serving as the bridge between its Member States, destinations,
businesses and investors, culminating in World Tourism Day 2023,
which calls to action to the international community, governments,
multilateral financial institutions, development partners and private
sector investors to unite around a new tourism investment strategy.
 GB tourism – enjoy nature
but not on others cost
Gitlgit Baltistan - Gilgit-Baltistan, known for its stunning landscapes,
snow-covered peaks and rich cultural heritage has always been an
enchanting attraction for tourists with the region receiving staggering
10,000 tourists daily.

This influx of visitors brings economic prosperity to local people by

flourishing their hotels, guesthouses, and resorts business and
generating employment opportunities for local people especially
youth running trekking, rental equipment, handicrafts, driving, and
local delicacies businesses.

Although the breathtaking landscapes and adventurous opportunities

leave indelible imprints on the minds of tourists, yet there are
challenges like environmental degradation and careless driving,
resulting in the loss of precious lives.

Popular tourist spots like Naltar, Fairy Meadows, Rama Astore, and
Hunza once to be pristine, are now grappling with litter and pollution.
Plastic waste, in particular, has become a major environmental hazard,
threatening the health of wildlife and ecosystems.

Food for thought

Unregulated camping and trekking activities have also led to habitat

disturbance that may have far-reaching consequences on biodiversity.
“Growing tourism is a blessing for our hotel business. We receive
marvellous responses every year. It grows our business and generates
employment opportunities for local people,” said Qaiser Abbas a hotel
owner from Naltar Bala, Gilgit.

“However, it exerts extra pressure on local habitats and the

environment which direly needs to align business operations with
sustainable practices for environmental protection.”

“Tourism industry makes us earn bread for our children. But it should
not be at the cost of environmental degradation,” he said.

“We can encourage responsible tourism by educating our guests and

local people to use eco-friendly amenities, reduce plastic waste and
protect habitat to ensure the region’s ecological balance.”

Diabetes patients advised to check their blood sugar, dental health conditions regularly

Therefore, conservation efforts need to be intensified to protect the

beauty of GB by striking a balance between tourism and
environmental protection to ensure long-term sustainability and leave
behind an asset for future generations.

“Improper waste generation especially plastic waste due to rising

tourists’ influx poses serious threats to the region’s ecosystem and
wildlife,” said Abul Rehman Bukhari, an environmental activist.

“Moreover, unregulated trekking and camping activities also cause

habitat degradation in some areas.” He suggested awareness
campaigns, workshops, and seminars to educate tourists about the
harmful impact on the environment by their irresponsible behaviour
towards nature.
Besides environmental degradation, people also come across
numerous instances of unruly and ruthless driving that result in
accidents inflicting losses of vehicles and human lives as adventurists
very often miscalculate the driving tendencies in hilly terrains.

Death of countless birds goes unnoticed owing to lack of food, water on rooftops

“This is a tragic aspect of booming tourism in GB. The region’s

challenging and winding mountain roads demand cautious driving,
especially for those unfamiliar with hilly terrains,” said Asif Raza, a
Peshawar- based tourist.

Asif said, “The region’s roads are usually treacherous, and some
drivers - both locals and exotic – least care for safety measures. “I
witnessed numerous instances of reckless driving that risks drivers
themselves and others’ lives.”

Therefore, he said, the first and foremost priority of authorities should

be stricter enforcement of traffic regulations.

“Both the tourists and tour operators must be issued strictures for
immediate action if they do not behave sensibly and go for
irresponsible driving.”

Despite the government’s efforts for road safety, accidents continue to

claim precious lives, Chief Secretary (CS) GB Mohyuddin Ahmad Wani
drew the attention of all tourists to observe safety measures and
guidelines.

NUML student wins bronze in Asian Games

“Attention all adventurous tourists exploring our beautiful

destinations, we want to ensure your safety while driving through
these mountains,” he said warning the visitors of mountain roads that
often twist and turn with varying degrees of elevation.
“Drive at a speed of 50 kilometres per hour or even lesser, if you want
to maintain control of your vehicle, especially around sharp corners or
steep inclines. Never rush and keep a safe distance from the vehicle
ahead,” Wani advised.

“When descending steep slopes, engage lower gears to control your

speed, use engine braking to avoid brake overheating, and allow your
vehicle’s transmission to assist you in maintaining control,” he added.

“Mountainous regions can surprise drivers with unexpected rock falls

or sliding so they need to be vigilant and prepared to react
accordingly,” Wani informed.

Nisar Khuhro demands issuance of election schedule

“Avoid distractions while driving on mountain roads. Keep your phone

away, save snacking for designated stops, and limit conversations that
divert your attention from the road.”

He also counselled the tourists to hire local drivers as they had

knowledge of the area including the terrains, road conditions, and
potential mountainous hazards.

“Their familiarity with the routes and their expertise in manoeuvring

through challenging landscapes can significantly reduce the risk of
accidents.”

“No matter our northern areas are bestowed with countless bounties
of nature and an attraction for local and international tourists,
therefore ensuring compliance with road safety instructions as well as
keeping these areas clean,” Wani added.

“So go there, enjoy nature, and bring back with you indelible memories
but not at the cost of others. Do not make your fellows bear the brunt
of a degraded and filthy environment and your reckless driving as we
need to also send a positive message abroad about our being a
responsible nation,” he stressed.

Culture Caravan’ best way to

explore rich regional history:
Wasi

Taxila-Caretaker Minister of State for Tourism, Wasi Shah has said

the ‘Culture Caravan’ was arranged to explore the rich history of the
region and engage with experts to provide insight into the
significance of Gandhara heritage.
Pakistan is rich with religious and cultural tourism, and safe for
international tourists, he said while addressing a Cultural Caravan on
World Tourism Day 2023 at Taxila, organized here by Pakistan
Tourism Development Corporation (PTDC) in collaboration with its
partners.
The Minister, who is also Chairman of PTDC, said World Tourism Day
is celebrated every year on September 27 under the auspices of the
United Nations World Tourism Organization (UNWTO) to create
awareness of importance of tourism in the international community.
He said the Day would promote tourism and the social and cultural
values besides its effects on political and economic aspects should be
kept in mind as well.
Visiting Taxila Museum and Julian, he said the place we are standing
today is the 22-hundred-year-old Taxila University, which is
considered one of the first universities in the region and the oldest in
the world.
He said, ”I have decided to celebrate World Tourism Day at this place
this year so that our friends in the country and abroad should get the
message that civilization that Pakistanis are inheritors has been the
beacon of knowledge since 2200 years ago.”
The other purpose of celebrating World Tourism Day in Taxila was to
convey the message that Pakistan is also the inheritor of Harappa
civilization about 5,000 years old and Mehrgarh about 5,000 years
old.
Wasi Shah lauded the role of PTDC and all stakeholders for
organizing a successful culture caravan.
Addressing the cultural caravan, Managing Director PTDC Aftab
Rehman Rana thanked all the guests, Regional Director Small
Industries Khurram Dar, especially the sponsor President Alan
Research Centre Owais Ali.
It was attended by Minister of State for Tourism Wasi Shah,
Balochistan Minister for Education and Tourism Dr Qadir Bakhsh
Baloch, ambassadors of different countries, diplomats, media
persons, stakeholders of the tourism industry and various scholars.
Besides the Taxila Museum, the delegation was also given a tour of
the archaeological sites there, the 2200-year-old University Taxila,
Julian and the Gandhara Art and Craft Village Taxila.
 The Yellow River Tourism
Overseas Promotion Season
2023 starts in Pakistan

ISLAMABAD-The China Cultural Centre in Pakistan has officially

launched the 2023 Yellow River Tourism Overseas Promotion Season
on various social media platforms, including their Facebook Official
Page, WeChat Channels, and Twitter account of Cultural Counsellor
and Director Zhang Heqing. This exciting event is scheduled to run
from July through September 2023. The event aims to offer a
comprehensive understanding of the Yellow River, its cultural
significance, and the revival of its heritage. It also seeks to foster
cultural exchanges and effectively communicate the river’s history to
the Pakistani audience, said a press release issued here on Saturday.
Department of Industrial Development, Department of Resource
Development of the Ministry of Culture and Tourism, and the
Department of International Cooperation of the State Administration
of Radio and Television, the Centre for Chinese and Foreign Cultural
Exchanges (CCCE), in cooperation with nine provincial and regional
departments of Culture and Tourism of Shanxi, Inner Mongolia,
Shandong, Henan, Sichuan, Shaanxi, Gansu, Qinghai and Ningxia.
The Yellow River Tourism Overseas Promotion Season 2023
comprises of number of different exhibitions and documentaries such
as documentary series “The Great Yellow River Delta”, “Sing along
the Yellow River”, Photography Exhibition “Explore the Yellow River,
Discover Beautiful China”, tourism and cultural resources of Shanxi,
Inner Mongolia, Shandong, Henan, Sichuan, Shaanxi, Gansu, Qinghai
and Ningxia, and much more. In addition, nine selected routes
highlighting the various attractions worth seeing in each region will
be launched during the Yellow River Tourism Season, covering the
nine provinces through which the river flows. Five selected rural
tourist routes that take visitors deep into the villages along the
Yellow River have also been introduced. The regions along the Yellow
River, the cradle of ancient Chinese civilization, have made significant
progress in recent years in terms of coordinated industrial
development, ecological protection, and promotion of Yellow River
culture.

Pakistan’s tourism sector

offers lucrative investment
opportunities: Aun Chaudhry
Advisor to the Prime Minister on Tourism and Sports Aun Chaudhry
has said that great investment opportunities are available in the
tourism sector of Pakistan and the government is extending all
possible support for encouraging investment in this sector.
Addressing the inaugural ceremony of the two-day ‘Travel and
Adventure Show’ in New York on Saturday, Aun Chaudhry said that
overseas Pakistanis and investors can take full advantage of this
opportunity which not only will help to explore the tourism potential
of Pakistan but will also promote soft image of Pakistan at
international level.

The PM aide expressed the commitment to promote Pakistan’s tourism

sector at all levels, saying that the development of this sector will help
in achieving economic development by generating more foreign
exchange.

He said that efforts are being made to promote and showcase

Pakistan’s rich tourism heritage at all international forums with the
active participation of stakeholders.

No place for terrorists, facilitators in Pakistan: Solangi, Bugti

He also appreciated the cooperation of the mission of Pakistan in New

York and the efforts of public and private sector tourism organizations
for promoting the soft image of Pakistan through arranging such
events.

Speaking at the occasion, PTDC Managing Director Rana Aftar

Rehman also briefed about the plans and activities of PTDC to get
maximum benefits from the event.

PTDC, along with six provincial and regional tourism departments, 20

private tour operators, and hospitality companies will take part in the
show, and highlight the country’s rich tourism potential for the world.

The provincial departments taking part in the event include Sindh

Tourism Development Corporation (STDC), Tourism Development
Cooperation of Punjab (TDCP), Khyber Pakhtunkhwa Cultural and
Tourism Authority (KPCTA), Culture and Tourism Department Gilgit-
Baltistan (CTDGB) and Tourism Department of Balochistan.

The Pakistani delegation will also participate in other sideline

meetings to promote Pakistan as a tourist destination in the North
American market.

Understanding Social, Emotional, and Behavioral Difficulties in Students: Strategies for

Teachers

“The event is a great opportunity to showcase the great potential of

Pakistan’s tourism industry and create linkages with the leading
international players of the tourism industry which will greatly help
attract more tourists.

The event will also help enhance the inflow of foreign tourists to
discover the rich tourism potential of Pakistan which will contribute to
the socio-economic development of the country.

Travel and Adventure Show provides a great opportunity to interact

with the top international and domestic travel destinations, tour
operators, cruise lines and travel providers.

With more than 110 events and over 18 years running, the Travel and
Adventure Show series has been the go-to place for over 2.5 million
travellers and over 4,500 of the world’s top destinations, tour
operators, cruise lines and travel providers from around the globe.

Pakistan has great potential to attract a huge number of foreign

tourists and expatriate Pakistanis to explore and witness the country’s
culture, ecotourism and Sikh heritage.
 Govt to soon unveil 'tourism
app,' announces Wasi Shah
Special Assistant to Prime Minister on Tourism Wasi Shah on ‘World
Tourism Day’ announced that the ministry would soon launch a
‘tourism app’ for the convenience of the public to provide one-click
information related to tourism destinations and focus on promoting
medical tourism in the country.
In an exclusive talk, the minister said that the caretaker government
would promote eco-tourism under a private-public partnership in
areas abundant in tourist attractions.

“Tourists visiting Pakistan will very soon have an official application

providing authentic information and access to the state tourism
department,” he added.

He said, “The app will be made available on the Google Play Store for
Android users, adding, the app will have all information pertaining to
tourist spots, means of transport, and other services.”

Replying to a question, he said, “Governments will create a favorable

environment for the growth of the medical tourism industry through
the implementation of various policies.”

No place for terrorists, facilitators in Pakistan: Solangi, Bugti

He said, “These long-term policies can directly or indirectly impact the

attractiveness of a destination for international patients, adding, that
we will engage public-private partnerships with healthcare
organizations to jointly develop and promote medical tourism
initiatives.”

“Our plan is to make tourism an engine of economic growth and

employment generation for the youngsters in coming years,” he added.

To another question, he said, “Pakistan has different climatic zones and

numerous untapped tourist spots which can be promoted and
projected to the world.”

He said, “His government is focused on eco-tourism to ensure

environmental conservation while managing tourist spots.”

The minister further said that media should play an active role in
promoting tourism sites, adding, that filmmakers and play writers
should focus on exploring more tourist destinations.”

He said all stakeholders should not only run awareness campaigns

regarding cleanliness but also ensure effective cleaning arrangements
at the tourist spots on a daily basis.

Understanding Social, Emotional, and Behavioral Difficulties in Students: Strategies for

Teachers

He also hailed the work of the Pakistan Tourism Development

Corporation in the promotion of tourism in the country.

“We are pushing green initiatives to promote responsible tourism in

the country and the ministry has various plans to ensure small
businesses have the resources for green investments and to create
local jobs,” he added.

Wasi Shah while admiring the natural beauty of Pakistan said, “We
are blessed with a country that is home to some of the world’s most
fascinating tourist attractions, including the highest mountain peaks,
stunning coastlines, beautiful lakes, lush green valleys, ancient
civilizations, and a rich cultural heritage.”

Abandoning Tourism
Amidst political instability, ill-thought out visa policies, inefficient
proce dures and safety concerns born out of the re-emergence of terror
threats in north Pakistan, the tourism industry has experienced a major
hit. - Thousands of international travellers flooded popular tourist
destinations this time last year but this season, not a single group or
expedition arrived due to the perception of what Pakistan is like being
created. The tourism industry was a source of pride for us and to see it
wither away would be an injustice not only to the people but to the
land as well.

Pakistan has been fortunate enough to host some of the world’s most
prestigious tourist sites, including the second-largest mountain of the
world, K2, as well as the Nanga Parbat. These two mountains are
single-handedly responsible for thousands of travellers who cross the
border and embark upon mountain expeditions—contributing to state
revenue and the economy as a result. Gilgit-Baltistan alone saw 1600
climbers last year, in comparison to a dismal zero this year.

No place for terrorists, facilitators in Pakistan: Solangi, Bugti

This winter season only two expedition groups applied for visas to
summit the Nanga Parbat but countless delays forced them to cancel
their plans. The problem lies in the structural inefficiency that we have
shown; visas for international travellers should be processed on a
priority basis, especially when their window of opportunity to summit
a mountain is so limited. Instead, the government gives no precise
timeframes, is lazy with communication, and has added a 40 percent
hike in permit fees that has made the process all too cumbersome.

On top of all this, Pakistan’s international reputation has also not done
any favours to the tourism industry. Reports of a potential default
crippling debt, high inflation and most importantly, the re-emergence
of TTP in northern areas have been rather alarming for the
international community. On the face of it, it would seem that we are
regressing back to times when extremist militancy was all that was
associated with Pakistan. We have worked hard to distance ourselves
from this and to present the countless opportunities that lie for tourists
within the country and if all this effort was undone, it would be an
irrecoverable loss to the tourist industry.

Understanding Social, Emotional, and Behavioral Difficulties in Students: Strategies for

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Our job now is to revive tourism in Pakistan and facilitate international

travellers wherever necessary as this could be the path through which
we invite more attention to the potential we have, the opportunities
that lie within, and display our ability to bounce back after struggling
immensely.

KP govt to promote tourism

as industry: Azam
PESHAWAR - Caretaker Chief Minister Khyber Pakhtunkhwa,
Muhammad Azam Khan has said that the provincial government is
taking steps to promote tourism as an industry.
In a message issued in connection with World Tourism Day being
observed across the world including Pakistan on September 27 each
year, he said that the provincial government is working under an
integrated strategy to provide all facilities to domestic and foreign
tourists. The purpose of celebrating this day is to raise awareness
about the importance of tourism and its promotion.

He said that millions of domestic and foreign tourists come to Khyber

Pakhtunkhwa and enjoy its natural beauty and hospitality. He said that
so far, more than 11 million domestic and foreign tourists have visited
Khyber Pakhtunkhwa during the current calendar year. The Chief
Minister added that the natural beauty and cultural heritage of the
province need to be effectively utilized for tourism.

Judicial attack on education

He said that Pakistan and especially Khyber Pakhtunkhwa, has

immense opportunities for tourism. Muhammad Azam Khan said that
by promoting tourism, not only employment opportunities could be
created rather strong foundations could also be laid for the national
economy.

5As’ approach a must to

boost tourism sector in
Pakistan
ISLAMABAD-Pakistan has great tourism potential, which can be
tapped through effective implementation of the ‘5As’ strategy.
Speaking to WealthPK about proper implementation of 5As in the
tourism sector, Managing Director of Pakistan Tourism Development
Corporation (PTDC) Aftabur Rahman Rana said the tourism sector
can be turned into a great income-generating segment by
implementing the multidimensional quality tools. He said simply
developing tourism infrastructure was not enough, and Pakistan will
have to formulate a well-thought-out plan to promote quality
tourism. “This initiative should be based on the key components of
tourism, namely attractions, accessibility, accommodation, activities
and amenities. These measures are implemented worldwide to make
tourism products attractive and profit-oriented,” he underlined.
He said the first ‘A’ demands that development of a place as a tourist
spot should be done in a manner to attract tourists. The second ‘A’
refers to accessibility, including by air, road, rail, or even on foot. This
segment involves modern transportation sources. The third ‘A’ is
accommodation, calling for putting in place comfortable boarding and
lodging facilities like hotels, rest houses, guest houses, camping
spots, etc. The fourth ‘A’ relates to the type of tourism activity,
including showcasing of local heritage and crafts, adventure, and
shopping on the premises or its vicinities. Even the live preparation of
traditional cuisine is part of this component. Amenities, the final or
the fifth ‘A’, stipulates the promotion of harmonised conventional
gestures, especially with foreign tourist guests.” Aftabur Rahman said
the authorities were working to evolve a mechanism to implement
the 5A strategy in the tourist areas in letter and spirit “to make our
tourism products more reliable, authentic, and give an amazing
experience of quality, security and enjoyment to tourists.”
He said coordination among all the stakeholders, including the
community members who are directly related to the tourist spots,
was a must. The local communities should be made aware of the
importance of these tourism-promoting elements, he said. PTDC was
also planning to train the people associated with the tourism sector
to earn a decent living by ensuring true implementation of the
strategy, he added. “It will not only help conserve the tourist spots
but will also prove beneficial for the locals.” Countries like Spain,
France, China, the United States, Italy, the United Kingdom, Mexico,
Thailand, and Germany are earning handsome amounts by improving
their tourism products.

Govt taking numerous steps

to promote religious tourism:
PTDC
ISLAMABAD - The government has already taken numerous
measures to promote religious tourism in the country as this sector
can play an important role in reviving the national economy.
According to the Pakistan Tourism Development Corporation (PTDC)
spokesperson, a total of 480 tourist destinations exist in the country,
out of which 120 are religious sites.
He said that Pakistan is blessed with multiple religions such as Islam,
Sikhism, Buddhism and due to its magnificent blend of cultural,
religious and natural tourism opportunities.
He added that almost 0.9 million international tourists visit the
recreational and historical sites across the country annually.
The government was improving the law and order situation to attract
the immense number of tourists coming from various countries as
religious-based tourism is flourishing and attracting different
communities, he said.
It is important to realize that religious beliefs and practices are
sacrosanct to their followers. Acknowledging, respecting and
accommodating these beliefs generates massive goodwill.
Pakistan is situated in a region that has been home to diverging
civilizations, the world’s two major religions Buddhism and Sikhism
have been dominant in this land for many centuries.

KP’s tourism sector can earn

billions of dollars
PESHAWAR - The Khyber Pakhtunkhwa tourism sector has the
potential to earn billions of dollars by exploring new diverse tourist
attractions. Tourism is an important contributor to Khyber
Pakhtunkhwa’s economy and job creation, and the number of
domestic tourists travelling to Khyber Pakhtunkhwa keeps growing
rapidly.
In order to tap this potential, the Government of Khyber
Pakhtunkhwa has embarked upon a strategic project to explore and
develop tourism in merged areas. This project is striving to establish
multiple tourism infrastructures in seven merged districts and six
merged sub-divisions. A comprehensive survey has already been
conducted to identify major tourism development initiatives in these
areas.
Under the administrative supervision of Secretary Tourism Shahid
Sohail Khan, a Project Management Unit (PMU) has been established
to materialize the goal of tourism promotion in the merged areas.
With an objective to undertake cost cuttings, a state-of-the-art level
lean structured PMU Unit oversees all developmental projects
through active interaction with all stakeholders, duly executed by the
relevant provincial engineering departments. It has been ensured to
create minimal financial and human resource liabilities for the
government.
The project aims to develop state-of-the-art level Tourism Zones,
tourist information centers, rest areas, picnic spots, tracks, camping
pods and tourist rest houses in all tourist potential merged areas.
Currently, projects worth Rs. 5 billion are under execution on the
ground with the active support of district administrations and field
formations of the Pakistan Army.
Furthermore, tourism promotion festivals are being held in merged
districts with the support of the District Administration and Pakistan
Army to promote the indigenous tourism potential of the area. These
festivals will be held as calendar events in the pattern of the Shandur
festival so as to attract tourists to merged areas. Moreover, visits of
youth organizations from local universities and educational
institutions etc. are sponsored and facilitated to visit these tourist
destinations to promote and explore these areas. Here it is pertinent
to mention that the provincial government stands committed to
exploring and developing maximum tourism avenues in merged
areas.
Multiple mega initiatives including the construction of rest houses,
restaurants, tourist information centres, construction of picnic spots
and rest areas in merged districts have been approved under the
Accelerated Implementation Program (AIP) and are about to be
executed in due course of time. Once successfully completed, merged
areas would not only be at par with other national tourist
destinations but would be able to attract international tourists from
the region and beyond.
The tourism policy is built around six core strategic thrust areas
including tourism and allied infrastructure development; quality
assurance; institutional and regulatory reforms; marketing and
image-building; workforce development; and resource mobilization.
According to the World Travel and Tourism Council, the direct
contribution of travel and tourism to Pakistan’s GDP in 2016 was Rs.
793 billion (equivalent to Rs. 4.0 trillion or US$14 billion in 2021),
constituting 2.7% of the total GDP.

International Tourism
Summit to be held in Skardu
next month
ISLAMABAD-The International Tourism Summit would be held in
Skardu from July 7 to 9.
Islamabad Chamber of Commerce and Industry President Ahsan
Zafar Bakhtawari met Chief Secretary Gilgit-Baltistan Mohiuddin
Ahmed Wani. In the meeting held at Gilgit-Baltistan House,
Islamabad, he briefed about the first ICCI International Tourism
Summit to be held in Skardu from July 7 to 9 next month. On this
occasion, arrangements and measures regarding the tourism
conference were also discussed in detail. President Islamabad
Chamber while speaking said that the tourism sector is the easiest
source of foreign investment for Pakistan. There are probably no
other tourist destinations in the world like our northern regions.
However, our problem is that unfortunately tourism has never been
given priority in our country and due to lack of concrete measures in
this regard, tourists are turning to other countries.
Along with the completion of the CPEC project and the construction
of Skardu International Airport, more steps need to be taken to
promote tourism. International flights should be launched in Skardu.
Flights from all over the world should come to Skardu. Apart from
this, special attention should be paid to the construction of
infrastructure for the promotion of tourism in Skardu. For the
promotion of tourism, new restaurants, hotels and guesthouses
should be built to attract tourists. Islamabad Chamber is taking
special interest in promoting tourism in northern regions.
On this occasion, Chief Secretary GB Muhyiddin Wani informed the
President of Islamabad Chamber about the measures taken in Gilgit
including the promotion of tourism in other sectors. He said that in
Gilgit-Baltistan, education, health and information technology are
among my priorities. Lack of funds is also a major problem. New
school buildings are being constructed. Several buildings have been
upgraded. GB government has established 5 Software Technology
Parks in Gilgit, Chalas Hunza and Skardu.
A skills program for GB’s youth has been launched in collaboration
with Nest University. Work is underway to reform the health sector.
Modern medical equipment is being provided to the hospitals. 50-bed
Cardiac Hospital and 700-bed Saifur Rehman Hospital are being
established in Gilgit. The number of doctors is also being increased in
the province. They are working on roads and other infrastructure in
collaboration with federal agencies. He said that I hope the tourism
summit of Islamabad Chamber will be a milestone for the promotion
of tourism.

Gandhara tourism to get $6

billion targeted in 3 years:
Rumesh Kumar
ISLAMABAD-Chairman for Prime Minister Task Force on Gandhara
Tourism, Dr Ramesh Kumar Vankwani has said that concrete measures
were underway to propel Gandhara tourism to six billion dollars within
in next three years.
“Efforts to promote Gandhara tourism will soon bear the fruits, as a
result of which Pakistan will benefit one and half billion dollars in the
first year, three billion in the second year and six billion dollars in the
third year,” he said while exclusively talking to mediamen here Sunday.
He said that unfortunately, Pakistan was not included in the United
Nations Buddhist tourist circuit, on the contrary, 70 percent of
Buddhist sites were situated in Pakistan.
Countries mentioned in the Buddhist tourism sites circuit
encompassed merely 30 percent of the Buddhist civilization, therefore,
efforts were being afoot to highlight Buddhist sites in Pakistan at
international fora, he said. He said that during the short span of time,
since he joined the force as the Chairman Task Force, different visits to
Buddhist sites were arranged at Shah Allah Ditta, Sawat, and Takht
Bhai in order to highlight the Buddhist sites in the country. “I have
arranged a round table conference and symposium, which attracted
numbers of monks from other countries who returned to their countries
as ambassadors of Pakistan,” he added.
Furthermore, he said that the huge influx of foreign tourists would not
only help to generate economic activity in the country but also help
eliminate terrorism from the country. He said that the promotion of
Gandhara tourism was expected to foster stronger government-to-
government, people-to-people and business-to-business connections.
At the end, the Chairman said that the task force had a great surprise
regarding Gandhara Civilization and tourism which would be unveiled
soon.
 Health tourism to be multi-
billion-dollar industry in
Pakistan: CEO ANTH
ISLAMABAD - Yasir Khan Niazi, the CEO of Dr. Akbar Niazi Teaching
Hospital and Islamabad Medical & Dental College, shared insights on
the subject of Health Tourism potential in Pakistan as a key panelist
in the MedHealth Expo and Summit 2023 hosted by the Rawalpindi
Chamber of Commerce and Industry.
Invited by the RCCI to contribute his expertise, Yasir Niazi was joined
by other notable figures, including Asim Rauf, CEO of the Drug
Regulatory Authority of Pakistan (DRAP) to drive the healthcare
narrative in the nation. During his address, Yasir Niazi underscored
the pivotal role health tourism could play in boosting Pakistan’s
economy. He highlighted the nation’s healthcare strengths,
particularly the pool of skilled doctors and paramedics, who hold the
potential to make Pakistan a medical destination of global repute. He
also candidly pointed out areas of improvement within the healthcare
sector, emphasizing the need for modernization, infrastructure
enhancement, and quality assurance.
“This isn’t just about medical treatment; it’s about an experience that
Pakistan can offer to the world. Our country has the resources to
cater to both medical and wellness tourism, and it is high time we tap
into this multi-billion-dollar industry,” Yasir Niazi emphasized.
Drawing on facts and figures from around the world, Yasir Niazi
compared the global health tourism landscape with Pakistan’s
evolving healthcare system.
He shed light on the potential economic windfall for Pakistan, urging
both government and private sector hospitals to collaborate in
creating an inviting atmosphere for medical tourists.
Saqib Rafiq, the President of RCCI, Hamza Sarosh, Senior Vice
President, and Faisal Shahzad, Vice President, expressed their
gratitude to Yasir Niazi for his insightful participation in the panel
discussion and they presented him with a commemorative memento.

Pakistan to host D-8 moot

on Tourism in Murree
Pakistan will host the third "D-8 Ministerial Meeting on Tourism
Cooperation" on August 4 in Murree.

The two-day meeting organized by Pakistan Tourism Development

Corporation is being held for the first time in Pakistan. It was decided
in the second D-8 Ministerial Meeting, held in Malaysia in 2019, that
Pakistan will host the third D-8 Ministerial Meeting preceded by the
fourth D-8 Senior Officials meeting.

The meeting was postponed in 2021 due to Covid-19 pandemic.

The meeting is aimed to promote Pakistan’s Tourism Potential and

explore tourism trade opportunities in member state.
The D-8 Organization for economic cooperation is an inter-
governmental organization that was established in 1997.

It comprises eight developing countries, including Bangladesh, Egypt,

Indonesia, Iran, Malaysia, Nigeria, Pakistan and Turkey.

Rethinking Tourism
To commemorate World Tourism Day on September 27, Pakistan
Tourism Development Corporation (PTDC) held a two-day conference
in Islamabad to discuss the current state of the tourism industry, the
potential it holds for the future and what areas must be focused on to
achieve it. Needless to say, a holistic approach is required to
rehabilitate an industry that is a routine subject of the repercussions
of climate change and experiences regular mismanagement.
According to recent estimates, Pakistan’s tourism industry is set to
generate almost $4 billion in the next four year—almost double the
current revenue of $2.5 billion. In fact, PTDC’s managing director
Aftab ur Rehman Rana was rather confident about this perspective as
he highlighted that the industry has managed to create 300,000 jobs
already. In the coming years, more employment opportunities will
present themselves, especially considering that rehabilitation and
development work needs to be carried out in countless destinations
to attract tourists once again.
The floods have caused damages worth billions, in addition to
destroying vital heritage sites like Mohenjo-Daro that are at risk of
complete collapse. These billions do not even factor in pre-existing
losses caused by incidents like the Murree snowstorm that left
tourists completely stranded. Flimsy infrastructure as well as poorly
constructed roads have been a problem that deters tourists from
visiting sites, and the matter is made worse by the fact that
connectivity becomes a major problem once you cross the boundaries
of urban centres.
If anything, the PTDC and all other relevant authorities must
understand the monumental task that lies ahead. Improving the
quality of tourism entails embarking upon new projects that only
recover the previous ones but build upon them in a manner that is
sustainable for the long-term and inviting for people of all cultures,
ethnicities, nationalities and religions. Roads must be improved along
with living options, provision of security and enhancing access to all
areas of Pakistan. Such improvements must be made if we are to
actually achieve the expected revenue of $4 billion.

Pakistan, Iran for further

cementing diversified
linkages
ISLAMABAD - Pakistan and Iran have agreed to strengthen cultural
linkages and people-to-people contacts to further bring the two
brotherly countries closer. Both the sides also emphasized the need
for taking measures to enhance cooperation in the area of tourism to
its fullest potential. This was discussed at a meeting between
President Dr Arif Alvi and the visiting Iranian Minister for Cultural Heri-
tage, Tourism, and Handicrafts, Seyed Ezzatollah Zarghami, who along
with the members of his delegation, called on him, at Aiwan-e-Sadr
on Friday.

Ambassador of Iran to Pakistan, Reza Amiri Moghadam, was also

present on the occasion.

Welcoming the delegation, the President said that Pakistan greatly

valued its relations with Iran, which were based on historic, cultural
and religious bonds. He appreciated the steps taken by the Iranian
government for the facilitation of Pakistani pilgrims visiting the holy
shrines in Iran.

The meeting exchanged views on the rising cases of Islamophobia in

the world and called for collective efforts to prevent such incidents.
The President remarked that both the countries enjoyed good
relations and had similar views on the issues of Islamophobia, Jammu
and Kashmir, and Palestine. He informed the visiting dignitary about
the anti-Muslim policies of India, particularly in the Indian Illegally-
Occupied Jammu and Kashmir (IIOJK) where the Indian security forces
had unleashed a reign of terror, and were persecuting Muslims. He
also thanked the Iranian leadership for supporting Pakistan’s stance
on the Jammu and Kashmir dispute. While congratulating the Iranian
leadership and the Saudi Crown Prince, Mohammad bin Salman over
the normalization of relations between the two countries, the
President expressed the hope that the breakthrough in their relations
would not only benefit the two countries but also the entire region.
Seyed Ezzatollah Zarghami emphasised the need to increase people-
to-people exchanges to further cement bilateral ties between the
two countries. He expressed his condolences on behalf of the people
and the government of Iran over the recent terrorist attack in Bajaur.
He also appreciated the government of Pakistan for its stance on the
incidents of desecration and burning of the Holy Quran.

Tourism industry: potential,

challenges and misplaced
focus of govt
Like any other Pakistani who was born in 90s, I was happy, sad,
uncertain, hopeful, excited and frightened whenever I thought about,
or looked at, Prime Minister Imran Khan’s idea of Naya Pakistan. What
will Naya Pakistan be like? Or to put it simply, what will be Naya in
Naya Pakistan? Will it change my life, choices I make or decisions I take
or what I wear or eat? More specifically, I was more concerned about
the charisma Khan carries out and his agenda to make Pakistan ‘a thing
of beauty’ which must be viewed by everyone with their naked eyes.
Being a tour operator, I have been a bit more interested in Khan’s
policies concerning tourism and Khan’s fresh thinking and unique plans
for its upgradation.
Imran Khan’s government invited English/Western bloggers to
promote tourism through creating a soft, tourist-friendly image of the
country. A summit, many conferences and meetings had been called in
to work out on the idea. The government also changed its visa policy
so that those wishing to visit Pakistan shall not face any difficulty on
technical grounds. Everyone appreciated these efforts. Tour operators
loved it for them it was about to expand business and profit. Pakistan
was all set to welcome foreigners and earn money and good name at
the same time without spending much. The hope was that the people
will come in and help us strengthen our economy.

Judicial attack on education

For someone who has been in the field for many years, the intentions
of the government were both encouraging and noble. But, as a matter
of fact, what Khan’s team lacked was substantial policy framework
which created some serious questions about the future of the plans.
There has been no serious, composed and comprehensive policy to
address the challenges Pakistan is facing regarding tourism. The
disassociation or unnoticed detachment of the policy makers from the
ground realties, I fear, may not allow Khan’s idea of Naya Pakistan get
transformed into a concrete reality in the field of tourism.

Before mentioning in detail the challenges Pakistan is facing at the

moment, I would like to sum up my argument. If Pakistan does not take
into account the prevailing challenges at ground, it’ll be difficult to
make sustainable progress in the industry. The focus of the
government to let the people from western countries come here and
explore natural beauty of Pakistan may create more problems than it
resolves. If a single tourist gets hurt in our country, the western media
along with their Indian counterparts shall not only slam Pakistan but
also may create a narrative which will again raise serious questions
about the culture of Pakistan.

Gender gap in Pakistani politics

In my opinion (after repeatedly visiting northern areas of the country)

there are certain challenges Pakistan has to deal with on preferential
basis:
Absence of infrastructure
There is no adequate infrastructure developed by the government
which might have been helpful for the tourists. For instance, in many
areas there are no roads and at some places roads are in poor
condition. Similarly, land sliding blocks all the roads sometimes and
there is no effective measure to let the people commute safely. Every
other tour operator will let you know that they have experienced some
serious and perennial challenges due to the absence of adequate
infrastructure.

Where to stay?
There are hotels and restaurants but in very limited number. Does the
government have any idea that what happens in these areas if tourists
are more than expected in number? How will foreign tourists manage
to stay in such areas if they decide to come in? Moreover, is there any
policy mechanism to have a check over these hotels to fix the prices
and fare? If not, is there anything on the cards to address such serious
issues?

Past in Perspective

Sociological challenges
This is something we Pakistanis are not comfortable to talk about.
There is a misperception about ourselves that we’re extra-caring and
hospitable people. Such assertions have some elements of truth but
cannot be treated as a final word. Local people in northern areas are
generally good but overtly protective of their own culture and have
some unrestrained economic interests which usually lead to
exploitation of the tourists if they are not accompanied by a tour
operator. Has government made any effort to make local culture
inclusive or tourist-friendly? In my opinion, it is ultimately the
responsibility of the government (carried out through district
administration) to protect both the locals and the tourists.
To conclude; the government of Pakistan needs to take into account all
the problems we are facing today before it invites people from across
the world. If the government does not take into account the problems
I have outlined above, the overall romance with tourism may lose its
sheen in the coming days if God forbid one bad incident takes place.