December 2016

Unlocking Pakistan’s Tourism Potential: A Journey Through Its Natural and Cultural Wonders Pakistan is a country abundant in tourist attractions that can help improve Tourism in Pakistan. By potentially marketing its available resources and adopting a tourism-friendly policy, this country can become the top tourist destination in the world. Undoubtedly, its unique terrain, cultural diversity, vibrant history, variety of cuisines, distinct weather patterns, and welcoming people can make it a distinctive country in the world. Discovering Pakistan’s Diverse Landscape Pakistan is a country nestled between the formidable Himalayan Mountains in the north and the serene Arabian Sea coastline in the south. Overall, the country is a treasure trove of natural and cultural wonders in an expansive 796,095 square kilometers. Pakistan’s approximately 240 million people boasts a rich tapestry of attractions, making it a prime destination for tourists worldwide. Geography and Accessibility The country is positioned strategically on the world map. Geographically, Pakistan shares its borders with China to the northeast, India to the southeast, Afghanistan to the north and northeast, and Iran to the southwest. In addition, its 1046-kilometer coastline along the Arabian Sea completes its geographical diversity. Accessibility to Pakistan is facilitated through international flights, with Pakistan International Airlines (PIA) offering direct connections to the US, Canada, Europe, the Middle East, and China. Likewise, international carriers such as Emirates, Qatar Airways, and Turkish Airlines serve major Pakistani airports in Islamabad, Lahore, Peshawar, and Karachi, connecting the nation to the world. A Glimpse into Pakistan’s Tourism History Pakistan’s journey in the tourism sector has been a tumultuous one. Following the partition of the subcontinent, tourism was initially administered by the Ministry of Railways until 1955. Later transitioned to the Ministry of Commerce in 1964. Subsequently, it became part of the Civil Aviation Department before the establishment of the Tourism Development Corporation of Pakistan (TDCP) and the Ministry of Tourism in 1972. However, between 1977 and 1996, tourism was placed under the Ministry of Culture, Sports & Tourism. A dedicated Ministry of Tourism was established in 2004. Despite these bureaucratic changes, Pakistan’s tourism sector faced challenges in realizing its full potential, with limited policy support and insufficient attention. The 18th Amendment further devolved tourism to the provinces, resulting in neglect and missed opportunities. The Golden Era of Pakistani Tourism The zenith of Pakistan’s tourism industry was witnessed during the 1970s, 1980s, and mid-1990s. It was the time the country welcomed a record number of international tourists, primarily from Europe and America. Pakistan was celebrated as a premier tourist destination, celebrated for its breathtaking natural beauty and captivating cultural heritage. Unforgettable Attractions During this period, international tourists flocked to Pakistan to explore iconic destinations such as Karachi’s monuments and beaches, Lahore’s Mughal treasures, Peshawar’s legendary Khyber Pass, Taxila’s ancient ruins, and the bustling bazaars of Rawalpindi. Cultural enthusiasts marveled at Chaukandi tombs, Makli Hills, Shah Jahan Mosque in Thatta, Mohenjo-Daro, Bahawalpur’s palaces and forts, Multan’s shrines, Swat’s Buddhist heritage, Rohtas Fort, and the mesmerizing salt mines. Adventure seekers were drawn to the scenic valleys of Gilgit-Baltistan and Chitral. Particularly the enigmatic Kalash tribe, the awe-inspiring Karakoram Highway leading to the Pak-China border at Khunjerab, and exhilarating trekking and mountaineering expeditions through the northern mountainous terrain. Economic Prosperity Through Tourism The flourishing international tourism industry stimulated growth across various sectors. Airlines, hotels, restaurants, travel companies, tour operators, and transportation services all thrived. Museums, forts, ancient sites, souvenir shops, and other tourist-related businesses enjoyed consistent income streams. The ripple effect of international tourism contributed to a sense of prosperity and contentment across the country for over two decades. The Downfall: Challenges and Setbacks However, the turn of the century brought unfortunate setbacks to Pakistan’s tourism industry. Events such as the tragic 9/11 incident had a devastating impact on international tourist arrivals. The subsequent “war on terror” painted Pakistan as a hotbed of terrorism, tarnishing its image on the global stage. This negative perception led to a decline in inbound tourism, causing many tourism-related businesses to scale down or close. Efforts to revive international tourism were slow to materialize. Biased media portrayal exacerbated the situation, creating significant challenges for the government, tourism stakeholders, and the public. Efforts to Revive Tourism Despite these challenges, various initiatives were launched at home and abroad to rekindle international interest in Pakistan as a tourist destination. “The Guardian” published “The top five tourist sites in Pakistan” after the devastating earthquake of 2005.  Taxila, Lahore, Lake Saif ul Muluk, Karakoram Highway, and Karimabad were the key focus as attractions. In 2007, Pakistan initiated the “Visit Pakistan” marketing campaign. This year-long effort featured fairs, festivals, sporting events, arts and crafts shows, folk festivals, and historical museum openings. These efforts gained international recognition when The World Economic Forum’s Travel & Tourism Competitiveness Report ranked Pakistan as a top 25% tourist destination for its World Heritage sites in 2009. Despite these achievements, the tourism industry experienced fluctuations, partly due to global economic crises. The Vital Role of Stakeholders Private tour operators played a crucial role in maintaining international connections through electronic and social media promotion. They also actively participated in major international tourism fairs like ITB and WTM. Pakistani missions abroad can enhance their role by promoting the country’s attractions on embassy websites and participating in international tourism fairs. Simplifying the visa process is another critical step. Successful tourism economies like China, India, Iran, and Nepal owe their success to government support, tourism-friendly policies, and effective destination marketing. Pakistan must follow suit by efficiently marketing its tourism treasures through various media channels. Challenges and Competitors Challenges persist as competitors invest in activities that discourage tourism to Pakistan, resulting in travel advisories from potential markets. This diminishes inbound tourism and foreign exchange earnings. Pakistan’s Abundant Attractions Pakistan’s unique geographical location, spanning from the Arabian Sea to the majestic K2, offers an unparalleled array of attractions. Scenic valleys, vast deserts, golden beaches, tranquil lakes, flowing rivers, diverse flora and fauna, rich cultures, ancient ruins, and captivating man-made structures make Pakistan a truly exceptional destination. Coastal