#1PAKISTAN See the unseen TOURISM PROMOTION IN PAKISTAN BY AFTAB RANA PRESIDENT SUSTAINABLE TOURISM FOUNDATION PAKISTAN#2Tourist Map of Pakistan Chitral valley is stadded in the Hindikush mountainee સાઇન અહ પણ natus and antspalagita alka re on Corning ord LEGEND indestral Boundary ZAHIDAN AFGHANIS Makund P Musgo and Ma Quare in the hair Plans Олилейн CHAMAN QUETTA The T P Res O/Te P Опесткая нуж Deader Oran Сим Pan on De Dy Pain IAN SEA KALAT BALOCHISTAN Psor for Panou Pongrant Cytos panens & - меня скай * Med R KABUL 100 SWIFT OM 100 Ca Takun Tapal FANA SHAWAR DSLAMABAD, DIMAN PUIN ™ Tar Lorala 290 NOVALICOARD La Леб For KARACH предло Bring Theyare Cass RANN OF KUTCH Trapaim Card, CW & Barthere and AN C H end The Gr KARDU JAMMU KASHMIR OTSPUTED TERRITORY AMRITEAR LAHORE Man Sta Movies Th SUBSMADHE SING THE Ha nd the he UNDEFIN#3Performance of Tourism Sector in Pakistan No. of Tourists (000) Pakistan Foriegn Tourists Arrival Trend (Source: Ministry of Toruism, via Ministry of Interior) 1,000 898 873 840 823 900 798 800 648 700 557 600 500 498 501 500 400 300 200 100 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 Pakistan's Share in: • International tourist traffic South Asia tourist traffic 0.08 % 8.7 %#4Foreign Tourist Arrival in Pakistan from 2009 to 2016 Years Total Foreign Tourist Tourism Receipts (US$ Arrivals in Pakistan in millions) 2009 0.8549 240.60 2010 0.9068 305.90 2011 0.7188 351.34 2012 0.6638 369.03 2013 0.5652 298.48 2014 0.9654 285.46 2015 1.247 2016 1.756#5Foreign Tourism in Pakistan Foreign Tourist Traffic (based on data of 2014) No. of foreign tourists Foreign Tourism in Pakistan 00.96 million (overall) 7.90% 15% ■Recreation No. of foreign tourists 21% ■ V.F.R 00.14 million Business (for sightseeing) 56% Others Receipts USD 283 million Source: UNWTO Report#6Domestic Tourism in Pakistan Domestic Tourist Traffic Domestic Tourism in (based on data of 2009) • No. of domestic tourists 46.07 million (overall) No. of domestic tourists: 6.54 million (for sightseeing) As Per MOT Report of 2009 Pakistan 36% 14% Recreation ■ V.F.R 50% Others#7Comparison of Tourists Arrivals and Receipts in South Asia Country International Tourist Arrivals (1000) Receipts Year 2014 US$ Million India 7,697 19,700 Maldives 1,205 2,696 Sri Lanka 1,527 2,431 Nepal 790 487 Pakistan 965 282 Bangladesh 125 153 Bhutan 133 73 Source: UN World Tourism Organization (UNWTO)#8Development of Tourism Sector in Pakistan Year Activity 1970 Pakistan Tourism Development Corporation was established 1977 Separate Ministry of Tourism, Culture, Sports, Archaeology was created. Tourism Laws were approved and DTS was created 1987 1990 2000 2010 2010 2015 Punjab Government established its own Tourism Development Corporation. Later on Sindh and KP Provinces also established their own tourism corporations First National Tourism Policy was launched Tourism Master Plan was developed with the assistance of UNDP & WTO Revised draft of National Tourism Policy was prepared 18th Amendment in Constitution of Pakistan - Federal Ministry of Tourism was dissolved and subject of tourism was transferred to provinces. KP launched first Provincial Tourism Tourism Policy.#9Country's Tourism Promotion - Strategy At present there is no national strategy to promote Pakistan as a tourist destination in international market. In 2010 as result of 18th Amendment in Constitution of Pakistan Federal Ministry of Tourism was dissolved and subject of tourism was transferred to provinces. Now there is serious gap at national level to promote Pakistan as a tourism destination. Provinces make their efforts to promote tourism for their own regions so national image as a tourist destination is very weak. The private sector is now lobbing with new federal government to establish a national tourism authority to fill this gap.#10Current Product and Infrastructure Projects Aimed at Cross-border Tourism A new modern airport at Islamabad has been recently inaugurated to facilitate air traffic to capital city Improvement in road network from Khunjrab Pass to Gwadar Port upgradation of Gilgit-Skardu Road Reconstruction of Baharin-Kalam Road Swabi-Swat Motorway is also under construction Lawari Tunnel Project which link Chitral with rest of the country is also in final stage of its completion#11Targeted Market segments • Adventure tourists especially mountaineers and trekkers Cultural tourists interested to visit in sites of historical and religious interest Religious tourism – Sikh Tourism, Gandhara Tourism and Sufi Tourism Ecotourism and nature based tourism • Overseas Pakistanis#12Current examples of public-private partnerships in tourism development Policy framework for public-private partnerships in Tourism sector are being prepared at provincial levels. KP Province has engaged private sector for the restoration and further development of Malam Jabba Ski Resort at Swat. • KP has also plan to privatize government rest houses under PPP scheme to provide boarding and lodging facilities at tourist sports.#13Challenges in Promoting Inter-Country Tourism • Lack of coordination among countries' tourism promotion authorities and organizations. Poor air, road and rail connectivity Difficulty in getting visas Safety and Security issues Lack of joint tourism promotional strategies Language and communication barriers#14. Way Forward CAREC should provide technical and financial assistance to the government of Pakistan to make Tourism a priority sector for economic growth and employment generation. Based on the successful models of other countries CAREC should help the government of Pakistan to establish a National Tourism Authority on urgent basis. CAREC should establish a joint working group on tourism having representation (from public and private sector) of all member countries to promotion inter-country tourism. CAREC should help to formulate a joint regional tourism promotion strategy in consultation with stakeholders form public and private sectors of all the countries. There is need to establish a better quality assurance mechanism in the tourist services. For this inter-countries collaboration should be developed through technical assistance and capacity building program. CAREC should organize exposure visits of tourism professionals of members countries to learn from the best practices of each other.