Tourism ââ¬â an unexploited sector
By M. Nazir Ali
Despite its many visible and invisible benefits and its multiplier effects on the economy, the tremendous potential of tourism remains untapped.
In many countries, tourism is a major foreign exchange earner, lures foreign investment and contributes to employment-generation and poverty-alleviation. In Pakistan, the policy framework has failed to bring about any visible improvement in this sector.
Besides a full-fledged federal ministry of tourism, tourism development corporations work at the federal and provincial levels. The department of tourist services (DTS) looks after the standard and categorising of tourist service.
The Hotel and Restaurant Act 1976, Travel Agency Act 1976 and National Tourism Policy of 2001 (which accorded tourism the status of an industry) are in vogue.
The tourism policy targeted an annual growth of five per cent in tourist arrivals. The foreign exchange earning was expected to move to the level of $800 million by 2005 as compared to $200 million in 2001.
However, no target was accomplished. Pakistan ranks very low in terms of world tourism income. In the global tourism income of $ 514 billion, Pakistan shares only $135 million- a mere 0.03 of global income.
Likewise, out of the total touristsââ¬â¢ arrival in the world estimated at 694 million per year, Pakistan receives 0.5 million tourists annually, which is indeed very low. Indiaââ¬â¢s earns from tourism over $2 billion annually.
The Tourism Master Plan of 2000 says that, ââ¬ÅTourism in Pakistan is still in early stages of developmentââ¬â¢. The foreign tourists represent only 13 per cent of all visitors, while domestic tourists are only 5-7 per cent of all domestic travellers.
With the oldest civilization (Mohenjodaro, Harrape and Gandhara being their cradle), snow-bound mighty mountains in the north, shining beaches, and golden deserts in the South, combined with a large number of religious, cultural and historical places, the country has tremendous attraction for tourists. It has also potential for tourism sports like mountaineering and trekking.
There is a wide variety of natural, historical and religious sights for tourists, especially for Buddhists, Hindus and Sikhs.
But Pakistan has not been able to make headway in religious and cultural tourism whereas a study shows that, ââ¬Åout of 230 million tourist trips undertaken to India, the largest proportion is made up of religious pilgrimagesââ¬â¢.
Though having immense potential as envisaged in the tourism policy 2001, Pakistan could not emerge to be a viable and buoyant sector of the economy.
In fact, unlike any other industry, tourism cannot be developed or promoted in isolation. Its development is conditioned by a host of geo-political and socio-economic considerations.
The 9/11 had a very damaging impact on tourism and aviation industry all over the world. Having been declared as the hub of terrorism by the foreign media, Pakistan has been the worst sufferer.
The travelling advisories given by western countries to their citizens as well as refusal by some of the leading international air lines to touch Pakistani air ports further aggravated the situation. Afghan and Iraq wars combined with continued Middle East crisis had their own share in restricting travelling to this part of the world.
Tourists expect peaceful environment and security of life in the visiting country. Pakistanââ¬â¢s tarnished image largely keep away tourists. Undeveloped tourists sites, inadequate infrastructure, law and order problem, lack of A-one entertainment facilities, social and religious restrictions, and lack of proper publicity, are some of the major constraints.
Some of these factors also restricted the development of the domestic and religious tourism.
The medium-term development frameworkââ¬â2005-10, estimates Investment of Rs1.28 billion through public-sector development programme (PSDP), specially for the development of infrastructure.
In the past also, both public and private sectors were involved in the promotion of tourism. Now, the concept of public-private sector has been introduced, perhaps to ensure more co-operation and co-ordination between the two.
All the strategies adopted so far have failed to fully exploit the economic potential of tourism which is quite broad-based. Studies, made on the subject both at national and international level identified four core issues, which are pre-requisite for the sustainable development of tourism.
These are development of a policy; structure of the management machinery; the legal and regulatory process and the source of sustainable tourism funding.
The government needs to evolve a new composite and integrated policy encompassing the related issues and measures.
Some mechanism be developed for the promotion of foreign trade and attraction of foreign investment through interaction with foreign visitors as well as publicity and projection of our products.
Hotels and tourist spots must be show-windows of our products, specially those of handicrafts. All the staff, involved in tourism promotion activity must be educated and trained.
Tourism presently is supply-led rather than a market-driven industry. It is not important what we offer. What is important is what the market wants.
Therefore, all services/facilities, institutional frame-work, rules and regulations etc. be upgraded and restructured in conformity with the market requirements.
To sum up, the sustainable development of this sector, which is indeed long over-due, will accrue many-sided benefits both to the country as well as its people.
The efforts both at the government as well as private sector level be geared up to their optimum level to off set the deficiency of the past and to quicken process of its development, through appropriate policy framework.
By M. Nazir Ali
Despite its many visible and invisible benefits and its multiplier effects on the economy, the tremendous potential of tourism remains untapped.
In many countries, tourism is a major foreign exchange earner, lures foreign investment and contributes to employment-generation and poverty-alleviation. In Pakistan, the policy framework has failed to bring about any visible improvement in this sector.
Besides a full-fledged federal ministry of tourism, tourism development corporations work at the federal and provincial levels. The department of tourist services (DTS) looks after the standard and categorising of tourist service.
The Hotel and Restaurant Act 1976, Travel Agency Act 1976 and National Tourism Policy of 2001 (which accorded tourism the status of an industry) are in vogue.
The tourism policy targeted an annual growth of five per cent in tourist arrivals. The foreign exchange earning was expected to move to the level of $800 million by 2005 as compared to $200 million in 2001.
However, no target was accomplished. Pakistan ranks very low in terms of world tourism income. In the global tourism income of $ 514 billion, Pakistan shares only $135 million- a mere 0.03 of global income.
Likewise, out of the total touristsââ¬â¢ arrival in the world estimated at 694 million per year, Pakistan receives 0.5 million tourists annually, which is indeed very low. Indiaââ¬â¢s earns from tourism over $2 billion annually.
The Tourism Master Plan of 2000 says that, ââ¬ÅTourism in Pakistan is still in early stages of developmentââ¬â¢. The foreign tourists represent only 13 per cent of all visitors, while domestic tourists are only 5-7 per cent of all domestic travellers.
With the oldest civilization (Mohenjodaro, Harrape and Gandhara being their cradle), snow-bound mighty mountains in the north, shining beaches, and golden deserts in the South, combined with a large number of religious, cultural and historical places, the country has tremendous attraction for tourists. It has also potential for tourism sports like mountaineering and trekking.
There is a wide variety of natural, historical and religious sights for tourists, especially for Buddhists, Hindus and Sikhs.
But Pakistan has not been able to make headway in religious and cultural tourism whereas a study shows that, ââ¬Åout of 230 million tourist trips undertaken to India, the largest proportion is made up of religious pilgrimagesââ¬â¢.
Though having immense potential as envisaged in the tourism policy 2001, Pakistan could not emerge to be a viable and buoyant sector of the economy.
In fact, unlike any other industry, tourism cannot be developed or promoted in isolation. Its development is conditioned by a host of geo-political and socio-economic considerations.
The 9/11 had a very damaging impact on tourism and aviation industry all over the world. Having been declared as the hub of terrorism by the foreign media, Pakistan has been the worst sufferer.
The travelling advisories given by western countries to their citizens as well as refusal by some of the leading international air lines to touch Pakistani air ports further aggravated the situation. Afghan and Iraq wars combined with continued Middle East crisis had their own share in restricting travelling to this part of the world.
Tourists expect peaceful environment and security of life in the visiting country. Pakistanââ¬â¢s tarnished image largely keep away tourists. Undeveloped tourists sites, inadequate infrastructure, law and order problem, lack of A-one entertainment facilities, social and religious restrictions, and lack of proper publicity, are some of the major constraints.
Some of these factors also restricted the development of the domestic and religious tourism.
The medium-term development frameworkââ¬â2005-10, estimates Investment of Rs1.28 billion through public-sector development programme (PSDP), specially for the development of infrastructure.
In the past also, both public and private sectors were involved in the promotion of tourism. Now, the concept of public-private sector has been introduced, perhaps to ensure more co-operation and co-ordination between the two.
All the strategies adopted so far have failed to fully exploit the economic potential of tourism which is quite broad-based. Studies, made on the subject both at national and international level identified four core issues, which are pre-requisite for the sustainable development of tourism.
These are development of a policy; structure of the management machinery; the legal and regulatory process and the source of sustainable tourism funding.
The government needs to evolve a new composite and integrated policy encompassing the related issues and measures.
Some mechanism be developed for the promotion of foreign trade and attraction of foreign investment through interaction with foreign visitors as well as publicity and projection of our products.
Hotels and tourist spots must be show-windows of our products, specially those of handicrafts. All the staff, involved in tourism promotion activity must be educated and trained.
Tourism presently is supply-led rather than a market-driven industry. It is not important what we offer. What is important is what the market wants.
Therefore, all services/facilities, institutional frame-work, rules and regulations etc. be upgraded and restructured in conformity with the market requirements.
To sum up, the sustainable development of this sector, which is indeed long over-due, will accrue many-sided benefits both to the country as well as its people.
The efforts both at the government as well as private sector level be geared up to their optimum level to off set the deficiency of the past and to quicken process of its development, through appropriate policy framework.