Tourism Industry in Pakistan

Pakistan a land of a thousand opportunities along with its rapidly growing economy and
numerous heritage sites. Pakistan is home to a number of languages, cultures, and religions and
the host to all four seasons. Pakistan possesses a variety of terrains, blessed with natural and
historical attractions. Pakistan’s breathtaking destinations include bountiful mountain ranges,
mesmerizing lush plateaus all scattered with an abundance of pine trees. Crystal clear waters
some calm some fast flowing to the north, 4 out of 10 highest peaks in the world. Barren yet
captivating in expansive desert towards the south. In between both these extremes Pakistan is a
home for countless mausoleums, monuments, mosques, gardens, and lakes. When Pakistan was
created in 1947 there was no proper department of the tourism industry in Pakistan. The tourism
sector was considered to be a department in the Ministry of railway, and as time passed the
tourism sector was placed under various other Ministries such as the Ministry of minorities,
religious affairs, sports, and commerce. Due to all the shifting from one ministry to another the
department of tourism remained policy less but in 2004 a proper Ministry of tourism was formed.
Which was the abolished after the passing of the Eighteenth Pakistan’s tourism Industry
Amendment and all the motives and objectives were transferred to the Pakistan Tourism
Development Corporation (PTDC) (Shakeel Ahmad Ramay, 2018). However, since the creation
of Pakistan till now we can see that the tourism industry of Pakistan has flourished tremendously.
Tourism Receipts as a GDP percentage

Source: World Bank Open Data (accessed December 2016)

 Pakistan is known as tourist country because of the various tourism attraction it holds
within itself. The historical sites that attract archeologists from around the world include
Harappa, Taxila, Mohenjo-Daro, Swat valley and many more. Other than this the beauty of
enriched diverse cultures tradition and bountiful valleys are things that attract both local and
foreign tourists. Breathtaking valleys such as Naran Kaghan, Hunza, and Swat which Queen
Elizabeth II during her visit to the Swat valley in 1961 called Swat as the “The Switzerland of
the East” (Vintage collection 2014). Along with the beautiful hill stations like Murree, Nathia
Gali and many more. When attracting foreign tourists, we cannot leave behind the major cities of
Pakistan. All the major cities like Lahore, Karachi, Islamabad, Multan and many more reflect
upon the traditions and cultures of Pakistan in different and unique ways. Lahore the second
largest city of Pakistan is widely considered as the “cultural heart of the country” (CIRT, 2019).
Most of the historical monument and architecture from the Mughal era such as the Lahore Fort,
Badshahi Mosque, Shalimar Gardens, and many more are great for tourist attractions. Karachi
known as the city of lights is the city of Muhammad Ali Jinnah, founder of Pakistan is a home to
his mausoleum, the Mohatta Palace and many more which are great tourist attraction. Pakistan is
a home to an enriched variety of flora, fauna and animal life (Pakistan insider, 2012). There are
several other tourism attractions in Pakistan. Pakistan handicrafts and cottage industries are a
great attraction as well. Pakistan is a place enriched with heritage and culture.
A name was decided for the Tourism Office in June 1960. In 1964, the activities of the "Pakistan
Tourism and Development Corporation" were put under the authority of the Civil Aviation Authority
(CAA) in March 1970. The position of the Ministry of Tourism was granted in September 2004. In
addition to supervising the operations of the provincial, federal and private sector governments, the
Tourism Ministry was responsible for policy development, promotion and marketing of domestic and
external tourism. In 2011, however, an 18th amendment was introduced to the Pakistan Constitution
which led to the dissolution of the Ministry of Tourist and the responsibility for monitoring the tourism
concerns of their provinces each fell on each province. They now belong to the Pakistan Tourism
Corporation (PTDC).
 Tourism Development Corporation of Punjab (TDCP) – Punjab
 Travel Agents Association of Pakistan (TAAP)
 Sustainable Tourism Foundation Pakistan (STFP)

Tourism Development Corporation of Punjab (TDCP)

 Although there is limited information about tourism at the Federal and Provincial level,
this section will evaluate the overall effects of tourism on revenue and jobs in the provincial
economy, mainly based on the recent work done in tourism policy for the province of Punjab by
the Center for Policy and Development Research (CDPR) and the World Bank. For instance, if
tourism increases by 1% of GDP, tourist revenues might rise from 1 billion USD to 2.5 billion
USD, and the global average of 1,8% of GDP, tourist receipts would increase by 4.5 billion US
Dollar, or 471.5 billion US Dollar PKR, using some basic assumptions. This offers a ballpark top
figure for foreign tourism in Pakistan, for a spectrum of touristic kinds, but not for domestic
tourism. This statistic is crucial. Punjab is about 55% of Pakistan's GDP. Provided the provinces
split the tourism sales equally, Punjab is projected to account for an increase in tourism revenues
of USD 1.3-2.4 bn annually.

Effects of Tourism on Employment and Income

Source: CDPR Report on Heritage Tourism in Punjab, 2017

Tourism may create over $1.8 billion in income annually, including direct, indirect and
induced effects, according to the figures mentioned above. An approximate 360,000 locally and
globally tourism is generated each year. Moreover, the provincial and national economies are
likely to benefit greatly from the CPEC, in terms of both tourism and hospitality. e next box
emphasizes the prospect of Chinese tourism for the country as a whole and Punjab as a result of
the CPEC in particular (McCombes, 2019).
As indicated before, some recent studies have assessed the economic potential of
patrimony, religious tourism and general tourism in Punjab. The following table presents a
summary of various estimates on Punjab's income and employment, both direct and indirect. It
comprises, national tourism, Sikh tourism, Buddhist tourism.

Travel Agents Association of Pakistan (TAAP)

Pakistan Travel Agents Association (TARP), created in 115th Central Hotel Building, in 1974
with its Registered Head Office. Merewether Road. - Merewether Road. Civil line. Civil line.
The Karachi Trade Organization is the prominent proponent and forerunner in the Pakistani
travel and tourism industry registered in accordance with section 42 of the Company Act 1984
and now the Pakistan Securities and Exchange Commission (SECP) Companies Ordinance 2017:
regulated by the Trade Organizations Act 2013: mandated by the Ministry of Commerce, the
State of Pakistan through its Division. The South Zone Regional Secretariat is concerned with
Sindh and Baluchistan concerns whereas Punjab is being looked at by the Northern Zone
Regional Secretariat. Capital Territory KPK and Islamabad.

Economic Contribution of TAAP. Source: WTTC

In order to encourage air travel amongst its inhabitants and promote tourism through domestic
and international tourism in Pakistan, TAAP was founded with the specific aim to raise
Pakistan's flag at the worldwide fora. TAAP has been formed. Unlike other developing nations,
such trade organizations are often created to seek government redress on complaints and
challenges facing the travel and tourist businesses. They are a unified front. The Association of
Touring Agents of Pakistan (TAAP) serves as a catalyst and acts as a crucial bridge between the
government, private sector in Pakistan and abroad and members of the Fraternity of Pakistan's
TAAP/Touring Agents and is committed to preserving and encouraging the interests of the
Pakistani and other aviation / tourism industries. TAAP is presently working with five tourism
departments as well as four provinces' Tourist Service Directorates and Islamabad's Capital
Territory, after transferring and transferring the tourism portfolio to the provinces.

Economic Contribution of TAAP. Source: WTTC

TAAP. is the only/exclusive legitimate association representing Pakistan's tourist and travel
agencies in Pakistan maintains a relationship with all relevant Federal and Provincial Ministries.
TAAP. Division of air traffic. Trade Development Services Council - Trade Ministry. Service
Wing – Trade Development Authority of Pakistan, the Pakistan Civil Aviation Authority,
International Air Transport Association, the UFTA, a variety of national and international
airlines and all other government and private sectors in Pakistan and abroad. Service Wing –
Universal Traveler Association (UFTAA).

Core Functions and Scope

 Projecting and promoting Aviation/Tourism Industry's interest in the capitals, provinces,
countries and overseas.
 In Pakistan, on all issues affecting similar commercial interests, to encourage closer
understanding and unanimous involvement among the brotherhood of travel brokers.
 Support the private enterprise cause and strengthen its contribution to the country's
financial system and socio-economic growth.
 Engage with and assist address difficulties facing and confronted by the federal and
provincial ministers and government officials.
 Interact with ambassadors. foreign missions. trade delegations and officials to discuss
common interest issues.
 The signature of Molls to support reciprocal tourism among Pakistan and nations with
international counterparts.
 Dissemination of the information important for IATA updating by the members. Policy
on Aviation. Policies for DTS. Pakistan's tourism development
 TAAP. should seek to provide IATA members with financial safeguards as needed in
accordance with the IATA Regulations.

Sustainable Tourism Foundation Pakistan (STFP)

The Sustainable Tourist Foundation Pakistan (STFP) is founded as a national entity by a group
of promoting ecologically sound, sustainable practices in the Pakistani tourism sector as well as
by eco-friendly and non-political experts. With the Societies Registration Act 12, 1860 the
Foundation was registered. STFP is engaged in working in close cooperation with the Federal
and Provincial government bodies in charge of the promotion of tourism, as well as with private
sector organizations, and other similar national, regional and international bodies, to facilitate
and promote synergies of local and national policies, initiatives and actions. Ecotourism is a
famous phrase worldwide and has lately gained acknowledgment of the importance of
sustainable tourism. Ecotourism and Sustainable Tourism are closely connected and ecotourism
is part of sustainable tourism, if anything.

Economic Contribution of STFP. Source: WTTC

Economic Contribution of STFP. Source: WTTC

Core Values:
  Conservation of the environment: the natural environment in Pakistan is the biggest
asset, which ultimately depends on both companies and jobs. It is so imperative that they
take active efforts to conserve our natural resources to prevent over-exploitation that
would damage Pakistan's capacity to take advantage both of present and future
generations.
 Social responsibility: All individuals and organizations in the tourist sector must seek to
improve Pakistani society, in particular the host communities in the regions where they
operate. The company must be representatives of Pakistan, by contributing a fair portion
of what we take, give a powerful good example.
 Protection of the culture: Tourism has a major role in increasing interactions between
cultures. In addition, the rich legacy of Pakistan is an inherently valuable resource.
Therefore, tourism activities should be organized and managed in close contact with the
host communities so that they defend themselves against undesired cultural change.
 Cooperation: Sustainable tourism development cannot be achieved through isolated
people and groups. Close cooperation amongst all parties concerned is necessary to be
effective.

Challenges faced by the tourism industry of Pakistan:

The tourism industry of Pakistan has great potential but tourism is one of the most
neglected industry of Pakistan. Currently Pakistan is facing major economic crisis, political
instability, improper infrastructure, war against terrorism and many other challenges which is
holding onto the Pakistan’s tourism industry to flourish. A government plays an important role in
the development of the tourism industry but in spite of knowing that Pakistan’s tourism industry
is a billion-dollar industry the government does not have enough interest in gaining the proper
benefit out of it.
In FATA, the district of Swat is beauty place for tourist attraction but due terrorism
attacks and occupation of Swat by the Taliban in 2007(Aftab Ahmed, Jasmin Lavoie, Shahzaib
Wahlah, Taha Siddiqui, 2017). The Taliban tried impose the Sharia rule in Swat (Iftikhar
Firdous, 2018). The military started its operation in 2009 and the appearance of Swat changed, it
became a no-go area even for Pakistanis like Mullah Fazlullah, the leader of the Tehrik-i-Taliban
Pakistan (TTP) (Aftab Ahmed, Jasmin Lavoie, Shahzaib Wahlah, Taha Siddiqui, 2017). Poor
infrastructure in Pakistan is causing a great harm to the tourism industry of Pakistan. Several
tourists’ attractions are deprived from basic infrastructure. Popular attractions do not even
Pakistan’s tourism Industry have good quality restaurants and hotels. Most of the time People
have to live in low standards which is a discouraging sign for tourists which stop them from
visiting Pakistan. There are no proper roads to access breathtaking and beautiful tourist
attractions up in the north is a major issue as well. Lack of telecommunication services is also a
sign of bad infrastructure. There are even insufficient infrastructure facilities in the desert plains
of Pakistan (Shakeel Ahmad Ramay, 2018). The tourism industry is not flourishing enough due
to Pakistan’s incapability to cope with natural disasters. This could easily be explained through
the earthquake of 2005, which resulted in thousands of the causalities and caused an
unprecedented damage to the infrastructure. (Modo, 2019).
There are more challenges that Pakistan face that is stopping the tourism industry to
develop such as the political instability, lack of security of tourist and the poor way how media
has portrayed Pakistan internationally. All the above stated points are the challenges faced by the
tourism industry of Pakistan.

Steps taken by Pakistan to overcome these challenges:

To revive tourism in Pakistan the government has been taking various steps such as
introducing new policies to ensure social, cultural and environmental sustainability of tourist
attraction, safety and security to tourists. The government is funding several Federal and
Provincial departments for the maintenance and development of Roads, Highways, Motorways,
Bus Terminals, Railways, Air-services, and Sea-ports etc. After with investing into fixing the
basic infrastructure of Pakistan the government is encouraging sustainable tourism. The initiative
the government is taking is that it is identifying various tourist attractions and is trying to
preserve heritage, and all the other attraction that can help promote tourism in Pakistan (Business
Recorder, 2011).
To change the negative perception of Pakistan in the west the government had to ensure
that Pakistan is being promoted in a positive way. So, in 2007, Prime Minister Shaukat Aziz
launched a campaign “Visit Pakistan”. (Pakistan insider, 2012). For more marketing campaign
the high commissioner of Pakistan Syed Ibne Abbas started a 4-week campaign. This campaign
was to use double decker buses in London which were paid to advertise Pakistan culture,
attractions, and beauty by displaying images. This campaign was to portray a positive image of
Pakistan. (Tyrone Tellis, 2017). Many other initiatives are taken by the Tourism Development
Corporation of Punjab (TDCP). The government on the other hand is encouraging private sector
to invest in the tourism industry. As together they can plan efficient sustainable and profitable
growth of the tourism industry (Business Recorder, 2011).
All these steps taken by the government and the private sector organizations have helped
a lot in changing the perception of Pakistan globally and each year the amount of foreign tourist
double. Many people feel safe to travel to Pakistan, and the beauty of Pakistan, its people, food
and many more is what attracts people to Pakistan again and again (CPIC, 2018).

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