The huge untapped potential of tourism in Pakistan
https://arab.news/57n3f
Tourism has evolved globally as a major sector in various economies in the last few decades. It has created 1.2 million jobs in France and accounts for 11 percent of Thailand’s national income. It promotes air and land travel, helps the hospitality business in a big way and improves the living standards of people living near tourist sites as they get opportunities to work as guides, souvenir sellers or cab drivers. It promotes people to people contacts and boosts the soft image of the host country. For a variety of reasons, the security situation in recent times being the foremost, Pakistan is a late entrant into the global tourism business.
Now that the security situation has vastly improved, it is about time Pakistan manages its tourism sector like an industry. The Imran Khan-led PTI government was quite keen on doing just that but its efforts have been hampered by the coronavirus pandemic. Pakistan has been blessed by nature with geographical diversity, well known historical sites and a rich cultural heritage. It has five of the eight highest mountain peaks in the world, vast deserts and a tremendous variety of flora and fauna. Above all, Pakistani people are friendly and hospitable.
No wonder then that Forbes magazine described Pakistan as one of the “coolest places” to visit last year. The British Backpackers’ Society rated Pakistan as the number one tourist destination in 2018. Conde’ Nast Traveler has selected it as a top destination in 2020. Two highly successful royal visits from the UK and Netherlands last year highlighted Pakistan as an attractive tourist destination as well. It was against this background that the government carved an ambitious road map to enter the club of nations like Egypt and Turkey. Egypt, despite its current security challenges, earns twice Pakistan’s revenue from tourism. And Turkish tourism revenue is more than four times Pakistani earnings from that sector.
Pakistan earns 2.3 percent of its GDP from tourism while Sri Lanka derives 5.3 percent from the same industry. This shows that Pakistan’s untapped potential is promising. Also, a word here about the possibilities of religious tourism in Pakistan.
The security situation in Syria and Lebanon is still restive. After 9/11, the bulk of Arab family tourism had shifted from the US and Europe to these two countries and Turkey. Now, Pakistan’s northern areas could be a valuable addition to the destinations of choice for Arab families.
Javed Hafeez
The country is home to ancient Hindu temples, several holy Sikh sites and Budhist monasteries. Museums in Lahore, Taxila and Peshawar display an array of authentic Buddhist antiques. There is vast potential for the promotion of Sikh religious tourism as the famous Nankana Sahib temple is barely two hours by road from the Indian border.
Domestic tourism has also seen an upsurge in Pakistan in recent years. On average, it is estimated 50 million Pakistanis, including returning expats, travel for recreation mostly to the scenic northern areas every summer. This region, bordering China, has majestic mountains that offer a cooler climate than the plains down south. It has scenic Babusar top with an elevation of 13,000 feet above sea level and the Kaghan valley, full of fruit orchards and lush green meadows. Beautiful Hunza valley is located along the fabled Silk Route that once operated between China and Europe through South and West Asia. The people of Kalash valley have preserved their cultural heritage through their distinct religion, social norms and folk dances.
The northern area of Pakistan is a treasure trove that attracts families traveling in private vehicles, mountain climbers around the globe, wildlife watchers and hunters alike. The area has become more tourist friendly as the Karakoram Highway has been upgraded. It has skiing resorts, lakes, rivulets, the highest immigration post and a polo ground touching the skies. This is also where three well known mountain ranges meet. It is no wonder the place is called the roof of the world.
While COVID-19 has hit the tourism industry hard around the globe, Egyptian authorities have come up with a new idea of virtual tourism. With the technical support of Harvard University’s Giza Unit, they have prepared high quality 3D videos of selected historical buildings of touristic interest. These videos can be seen by anyone on the Internet. You get a feeling of actually walking through those buildings from room to room. Now that Pakistani tourism officials are relatively free, they should duplicate the Egyptian initiative. It is a great way to advertise.
The security situation in Syria and Lebanon is still restive. After 9/11, the bulk of Arab family tourism had shifted from the US and Europe to these two countries and Turkey. Now, Pakistan’s northern areas could be a valuable addition to the destinations of choice for Arab families.
This is not difficult to achieve and can be done by upgrading a couple of airports and building a few top quality hotels-- leading to the enhancement of people-to-people contacts with the Arab world. All that is required is determination and a professional approach. Luckily, the current government has both.
*Javed Hafeez is a former Pakistani diplomat with much experience of the Middle East. He writes weekly columns in Pakistani and Gulf newspapers and appears regularly on satellite TV channels as a defense and political analyst.
Twitter: @hafiz_javed
