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Tourism has fallen from great peaks
By: Junaid Zahid

ISLAMABAD: Pakistan, with its diverse culture, people and landscapes, has attracted 75 million tourists to the country, almost double to that a decade ago.

Due to deteriorating security, the number of foreign tourists has
gradually declined and the 2013 Nanga Parbat tourist shooting incident
has terribly affected the industry. Moreover, foreign tourism in
Pakistan is at a low ebb, badly hit by the country’s reputation for
violence.

Pakistan’s tourism industry was at its prime during the 1970s when
the country received unprecedented amounts of foreign tourists. The main
destinations were the Khyber Pass, Peshawar, Karachi, Lahore, Swat,
Quetta, Gwadar and Rawalpindi.

It can be hard to digest now, but there was a time when Pakistan was a
prime tourist destination. In the 1960s and 1970s, it was part of the
vaunted hippie trail – the name given to the journey taken by people
from the hippie subculture – when backpackers from Europe would cross
the Khyber Pass and make their way through Peshawar, Chitral and
Karachi.

Now, as ranked by the World Economic Forum’s Travel and Tourism Competitiveness Index,
it is ranked 122nd out of 140 countries. That is actually an
improvement of three ranking points from last year but if this is a
victory, it is purely a Pyrrhic one.

There are many reasons for the decline in tourism but none looms
larger than the security threats that plague the country. From Kashmir
to the northern areas and from Fata to Swat, it simply is not safe for
foreigners to come and experience the best the country has to offer.

Demand for international tourism was strongest for destinations in
Asia and the Pacific (+6%), Africa (+6%) and Europe (+5%). The leading
sub-regions were South-East Asia (+10%), Central and Eastern Europe
(+7%), Southern and Mediterranean Europe (+6%) and North Africa (+6%).

Despite global economic challenges, international tourism results
were well above expectations, with an additional 52 million
international tourists travelling the world in 2013. For 2014, World
Tourism Organization (UNWTO) forecasts 4% to 4.5% growth – again, above
long-term projections.

Out of the global tourism income of $514 billion, the share of South
Asia is $5.4 billion, including Pakistan’s share of only $135 million –
that is 0.03% of global and 2.5% of South Asia’s share. Out of the total
tourist arrivals in the world estimated at 694 million per year,
Pakistan receives only 0.5 million tourists annually. Even among South
Asian countries, tourist arrival in Pakistan is extremely disappointing.

Pakistan has been facing problems in policy as well as implementation
to exploit the inherent tourist potential of the country due to social
and religious constraints, ineffective promotional policies, lack of
infrastructure and inadequate tourist services.

The tourism potential of the country has not been realised and
harnessed properly during the past because of a lack of initiatives on
part of the concerned government departments, which also include
inadequate knowledge and training of relevant personnel in the tourism
sector.

It also includes the law and order situation in the country
particularly in the areas of high tourist attraction, general image of
the country in Europe and US, which to a large extent is based on fears
generated out of foreign media; undeveloped tourist sites and inadequate
infrastructure facilities. There are also socio-cultural constraints,
and lack of incentives in the tourism sector and lack of projection
through media to the outside world.

The strategies to develop tourism industry would include formulation
of a comprehensive and realistic tourism policy that will support
tourism as an industry and create credibility.

The private sector will be involved for tourism development through
lease and rent agreements. The PTDC can concentrate its activities in
the marketing, promotion, and development of tourism. New market
segments will be explored, marketing efforts for tourism at cultural
places can be intensified and training in tourism services can be
improved in collaboration with international tourism and hotel
management institutes.

The tourism-related legislation can also be revised, including
consolidation of various rules and regulations, revision of the Hotel
and Restaurant Act 1976 and Travel Agency Act of 1976 and the adoption
of a pro-investment land lease policy.

An emphasis can be placed on provision of physical infrastructure at
places of touristic interest complemented by environmental improvement
programs.

The fallen tourism industry needs to be revived through planning and
implementing access to finance, investment incentives, attracting
foreign investments and efficiently handling the management of local
tourism. Only then can we expect to regain the glory days of Pakistani
tourism.

Source : http://tribune.com.pk/story/785077/tourism-has-fallen-from-great-peaks/

This article was originally published at:

The opinions expressed in this article are the author's own and do not necessarily reflect the viewpoint or stance of SDPI.