World Tourism and Travel Council (2018) denoted that Pakistan’s tourism industry has the potential to reach $39.8 billion in a decade. The present government has already vowed to promote Pakistan as ‘Asia’s Best Kept Secret’ in the global tourism market.
The government expects that tourism would be contributing up to Rs.1 trillion to the Pakistan economy by 2025. The direct contribution of travel and tourism to Pakistan’s GDP in 2016 was $7.6 billion (Rs793 billion), constituting 2.7% of total GDP.
In 2013, 565,212 tourists visited Pakistan contributed only $298 million, which has risen to over 1.9 million tourists in 2018. By comparison, Pakistan’s domestic tourism industry is estimated at 50 million tourists who travel in the country on short trips, usually between May to August. The most significant tourism inflow of tourists is from the United Kingdom, followed by the United States, India, and China.
There are broadly three types of tourists who visit Pakistan. The first type of tourists belongs to Pakistan (inbound tourism) and they visit different places with their families, and usually, these tourists visit Northern areas of Pakistan in summer and winter. Some universities also arrange tourist trips for students.
The second type of tourist comes in Pakistan for religious activities (inbound and outbound). These types of tourists come to Pakistan from the rest of the world, especially from India. Every year thousands of pilgrims (particularly Sikhs) visit Pakistan to offer religious activities. The third type of tourists includes foreigners who visit Pakistan due to its beautiful sceneries, cultural heritage and open-hearted people.
Due to its diverse culture, people and landscape, tourism is growing industry in Pakistan, even after considered as one of the most dangerous countries in the world. In Pakistan, there are many varieties of attraction that ranges from the ruins of ancient civilization such as Mohenjo-Daro, Harappa and Taxila to the Himalayan hill stations that attract those interested in field and winter sports.
Pakistan also has several mountain speaks of height over 8,000 meters (26,250 ft), including K-2 that attract adventurers and mountaineers. Many domestic and international tourists visit these areas most often between April – September. Tourism has become the source of income for local people.
The tourism industry in Pakistan needs comprehensive reforms and there are 14 steps which shall be taken: First, the tourism industry needs promotion, foreign tourism companies should be contacted to promote the positive image of Pakistan. The power of social media can be used to promote tourism points of Pakistan and video testimonials of foreign tourists.
Second, tourism points need significant attention, for example, sanitary, accommodation and informative quotations. Third, educational institutions including universities should play their role in producing leaders for this tremendous industry.
Fourth, the government needs to invest more in transport infrastructure development like trains, domestic flights and public luxury buses towards tourist points.
Fifth, improvement of model cities crucial tourism sites including Northern areas (Hunza, Naraan/Kaghaan), Gwadar port, Islamabad, saints’ shrines, archaeological sites and historical places (Harrapa and Mohanju-Daro), cultural cities like Lahore for culture, foods, and customs.
Sixth, dedication and commitment at national as well as provincial levels towards promotion and projection of tourism opportunities and touristic products.
Seventh, security, and law and order situation. Double layer security should be ensured at every tourist point. Eight, there should be tourism and hospitality education and training centers. Training institutes are available but they are not capable enough to provide the required training.
Ninth, alternative tourism areas including human-built infrastructure from tourism point of view can be built, for example, in the Northern areas, glass bridges can be built, artificial lakes can be streamed, beautiful night scenic points can be established, mega parks can be constructed to earn more revenues for the government. A mini tourism project, “Gwadar Eye” can be started at Gwadar port, specifically from a tourism point of view.
Tenth, foreign direct investment should be encouraged, big cities like Karachi, Islamabad, and Lahore can attract foreign investors in the field of tourism. For example, Disney World Resort can be attracted through a public-private partnership in either of these cities.
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 caters to tourists on the ground.
Eleventh, it is vitally important to develop a national tourism policy that integrates all the provinces, including Gilgit-Baltistan and Azad Jammu and Kashmir. The establishment of a tourism board should include public, private and foreign partners.
Twelfth, municipalities are the direct beneficiaries of tourism revenues. They should also plan how they can increase their domestic revenues and job opportunities by attracting more tourists. The provision of cleanliness facilities, drinking water, shady platforms, and green plantation are pivotal responsibilities of municipalities.
Thirteen, the biggest stakeholder/investor interested in Pakistan, is China. Pakistan can improve its tourism sector by signing MoU with Turkish and Chinese tourism departments.
Fourteenth, Pakistan should develop a 1,046 km-long coastline in the south by creating resorts and hotels. Foreign and domestic investors should be encouraged to invest here.
These fourteen steps taken by the government of Pakistan lead to the development of the tourism sector which has huge potential to contribute to the economy.
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