AIM

TO HIGHLIGHT THE ECONOMICAL POTENTIAL OF TOURISM INDUSTRY OF PAKISTAN

SEQUENCE Introduction Aim Pakistan tourism industry and its activities Statistics of tourists coming to Pakistan Factors affecting tourism industry Prospects and strategy of tourism industry for Pakistan Recommendations Conclusion Questions & ans

HISTORY OF PAKISTAN TOURISM

Member of UNWTO in September 1949

Initially Pakistan Railways was responsible for tourism matter

In 1956 , transferred to Communications and Transport Division

In June 1960, was named as Bureau of Tourism

In 1964, was placed under control of CAA and Tourism

PTDC was set up in In March 1970

In September, 2004 it was given status of Ministry of Tourism

VISION OF MINISTRY OF TOURISM To promote and develop tourism by providing

Accommodation

Food

Entertainment/amusement

Public amenities

To exploit great potential of our cultural, scenic & religious tourism to;

Create employment

Generate revenues

Reduce poverty

Bring equitable distribution of benefits

MAJOR ACHIEVEMENTS

Development of Patriata sky ride project & road side service areas

Mona Bao train for Indian tourists

Intercity luxury bus service

Adventure package tours, city towers etc

Launched website for online communication

TOURISM AS ECONOMICAL FORCE

It includes potential tourist spots:

Various Museums of Pakistan

Various national parks of Pakistan

Other historical places

Small scale industries

Tourist spots in Northern areas

NATIONAL MUSEUM OF PAKISTAN

Established in 1950 in Frere Hall Building at Karachi

11 galleries in museum including Quranic Gallery

Ancient collections include;

Indus Valley Civilization Artifacts

Gandhara arts

Islamic art

Paintings

Ancient Coins

LAHORE MUSEUM

Established in 1894

A Mughal style building

Fine collection of;

Specimens of Mughal and Sikh doorways

Wood work

Musical instruments

Ancient jewellery

Textile, pottery, and armory

TAXILA MUSEUM

Located on GT. Road to Peshawar

Famous work of Gandhara art

Sites are dating back to 600BC to 500BC

Depicts ancient Taxila

PESHAWAR MUSEUM

Originally called Victoria Memorial Hall

Built in1906-07 in the memory of Queen Victoria

Amalgamated design of British and Mughal art

Largest antiques collection in the world

Its preserves are;

14,101 items of Gandhara art

Coins, dresses, manuscripts, weapons, jewellery, painting of Mughal era etc

Greco-Buddhist art collection is 4247 pieces

LOK VERSA MUSEUM AND HERITAGE LIBRARY

Located near Shakarparian Hills

Preserves;

living folk and traditional culture of Pakistan

Jewellery

wood work

Metal work, ivory and bone work

HINGOL NATIONAL PARK

Covers about 1,650 km²

Largest of National Parks of Pakistan

Lies on the Makran coast in Balochistan

Firstly declared reserved in 1988

KIRTHAR NATIONAL PARK 2nd biggest National Park

Habitate for;

5,000 wild goats

About 150 chinkara

Ibexes are 13,155

Reptiles include;

Rock python

Sindh cobra

Royal rat snake etc

KHUNJERAB NATIONAL PARK

One of highest altitude parks

Animal species are;

Snow leopard

Marco Polo sheep

Himalayan Ibex

HAZARGANJI-CHILTAN NATIONAL PARK

Lies in the central area of Chilton Hills and HazarGanji Range

Habitate for:

Chilton wild goat or Markhor

No of Chilton wild goat is about 800

Carnivores include Red fox

Different species of birds and reptiles

AYUBIA NATIONAL PARK Named after President Ayub Khan

Riding trails, hiking places, picnic spots and motels

Chairlift is available for tourists

Harbors;

Golden eagle, vulture

Sparrow hawk, hill pigeon

Asiatic leopard

Black bear, hill fox etc

DEOSAI NATIONAL PARK

Located at 4,114 m AMSL

Millions of flowers and wide variety of butterflies

Natural habitat for;

Himalayan brown bear

Ibex, red fox, wolf

Snow leopard

Himalayan musk deer

Golden eagle

Griffon vulture

Falcon

Located in the foothills of the Himalayas

Safe habitate for;

Asiatic leopard

Gray goral

Barking deer

Red fox

MARGALLA HILLS NATIONAL PARK

INDUSTRIAL POTENTIAL

CARPETSCARPETS

TEXTILESTEXTILES

EMBROIDERYEMBROIDERY

JEWELLERYJEWELLERY

CERAMICSCERAMICS

WOOD WORKWOOD WORK

METAL WORKMETAL WORK

SPORTS GOODSSPORTS GOODS

SURGICAL INSTRUMENTSSURGICAL INSTRUMENTS

TREASURES OF GEMSTONES

Northern areas have variety of gemstones Some are metamorphic in nature such as emerald, ruby,

sapphire These include;

EMERALD

AQUAMARINE

PERIDOT

RUBY

TOURMALINE

TOPAZ

WOOD CARVING Ranges from smaller items to furniture items Important traditional designs are Lotus, Dragon etc

JEWELLERY

Blend of Mughal jewelry and the modern jewelry Transferred from Mughal era to later generations

MONUMENTAL PAINTING

An art made by applying paints to a surface Can be seen on the National Monument in Islamabad

CALLIGRAPHY

Sadeqain (1930-1986) was self-made, self-taught painter and calligrapher

Worked on;Book titlesPortraitsSketchesQuranic calligraphy

TEXTILES  Art transmitted from ancient people of Mohenjodaro,

Harappa and Taxila Well established in Karachi and Faisalabad

GLASS AND GLASS WARE

Glimpses of these can be seen on;Ancient tombs Shrines of Makli Badshahi Masjid Shish Mehal

SHANDUR MELA (July 7-9) Polo at the top of the World

Held at Shandur Pass Reflects culture, traditions of this region Includes;

Folk music DancingFishingHorse back ridingMountaineeringHiking and exploring Trout fishing

MELA CHIRAGHAN / MELA SHALAMAR Celebrated on urs of Sufi poet /saint Shah Hussain Takes place at in Baghbanpura Ethnic foods - Gol Gappas, Sweetmeats, Qatlamas etc Thousands of candles are lit up Dervishes dance to the tunes of drums

WORLD PERFORMING ARTS

The biggest international cultural event Takes place in Lahore at the Gaddafi Stadium Reflects Pakistan's cultural tradition in performing arts

Takes place in the mid of February Tourists worldwide come to join in and celebrate it It decorates Lahore with multicolored kites Source of tourist attraction

JASHN-E-BAHARAN

LOK VIRSA FOLK FESTIVAL

Largest cultural activity in Pakistan Artisans & performers around world  participate Reflects traditionally rich culture

THE SILK ROAD FESTIVAL Main trading route between south Asia and central Asia Attracts other silk route countries like;

China, kyrgyzstan, uzbekistanTajikistan, kazakhstan

MOHENJO-DARO

Means the "mound of the dead”

Symbol of civilized and modern society

Remarkable construction of;

Buildings

Highly developed drainage system

HARAPPA

Harappa dates back to 3rd to 2nd millennium B.C.

Harappa houses are interesting

Well-maintained museum

Finest collection of artifacts found in the area

MOUNTAINEERING IN PAKISTAN

05 peaks of over 800m including;World’s second highest peak K-2 (8611m)29 peaks of over 7500m121 peaks of over 7000mHundreds of peaks still lying unclimbed

Permits are issued for open and restricted areas

TREKKING IN PAKISTAN

Pakistan is paradise for trekking (May-Oct) Generates great revenues Most of trekking routes lie in:

HindukushKorakorum Himalayas

It has three zones;Open, restricted and closed

SKARDU A landscape of

Towering mountains

Waterfalls and Quiet lakes

Located on banks of river Indus

Known as mountaineers' paradise

The five main valleys are;

Skardu, Shigar

Khaplu, Rondu

Kharmang

Galliat region is famous for ;Natural beauty Cool temperatures in summer seasonEqually popular around the yearBhurban, Patriata and Ayubia are other attractions

MURREE

KAGHAN VALLEY

The best place to enjoy cool weather in summer Worth seeing places are;

Lake Saif-ul-MulukPlateaus of Shogran & LalazarNaran , Kaghan Mansehra and Balakot

VISITORS TO PAKISTAN ANNUAL ARRIVAL DATA

ANNUAL ARRIVAL SHARES OF

VARIOUS REGIONS

Source: Ministry of Tourism-2006

Europe South Asia

America Pacific & East Asia

Middle East Africa

Others

27250

132

55

101

141

ANNUAL ARRIVAL SHARES OF VARIOUS REGIONS IN %AGE

Source: Ministry of Tourism-2006

Europe South Asia

America Pacific & East Asia

Middle East Africa

Others

5 %42 %

2 %

1% 9 %

17 %

24 %

ANNUAL ARRIVAL SHARES OF

VARIOUS COUNTRIES IN %AGE

Source: Ministry of Tourism-2006

India Iran Pakistan Bhoutan

Nepal Srilanka Maldives

7 %43 %

4 %

0% 8 %

9 %

24 %

0

5

10

15

20

25

30

35

PLACES OF INTEREST TO FOREIGN TOURISTS

WHAT ATTRACTED TOURISTS

9% SCENIC BEAUTY13% MOUNTAIN7% CULTURE5% ARCH/HISTRORICAL PLACES8% OLD BAZAR20% PEOPLE2% DESERTS9% CLIMATE7% HANDICRAFTS3% SPORTS2% ENTERTAINMENT2% WILDLIFE10% LOCAL FOODS14% SHOPPING1% OTHERS

9 13 7 5 8 20 2 9 7 3 2 2 10 14 1

FACTORS AFFECTING TOURISM

Presence of tourist spots Levels of security for tourists Government policies for tourism Development of transport and communication Non-availability of funds Management of tourist attractions lack of infrastructure facilities Marketing at local and international level No concept of rail tourism in Pakistan Rising inflation Hunza lake incident

LEVEL OF SECURITY FOR TOURISTS

Terrorism has hampered tourism industry of Pakistan 04 lacs foreign visitors came in 2008 No of tourists dropped by 6% in 2009 Pakistan’s ranking was 103/124 countries Even regular tourists are hesitant and feeling insecure

GOVERNMENT POLICIES

Essential factor of tourism industry Gives direction to industry Triggers a sound economic activity Pak needs an implementable policy

DEVELOPMENT OF TRANSPORT AND COMMUNICATION

Air/ground transport facility for northern areas is available in summer season

No transport and communication in winter season Ranked 40th for its airline services 39th for ground transport infrastructure

NON-AVAILABILITY OF FUNDS

Used for Developmental projects Funded by Govt Currently Govt has not allocated sufficient funds

NO PROMOTION OF GAMES

Pakistan has huge potential for sports tourism Currently Govt has no sound policy for sports tourism Although few trials have been made for hot air ballooning

in Shandur and Skardu valleys

MANAGEMENT OF TOURISTS

Currently TICs established to assist the tourists in terms of;Tourist registration Tourist guidanceRent a transportBooking of hotels Scheduling events Formation of groupsPackage details

LACK OF INFRASTRUCTURE

Current infrastructure does not meet with international standards

Due to poor tourism infrastructure rankings of Pakistan are;110/124 w.r.t accommodation 110/124 w.r.t ATM

MARKETING AT LOCAL AND INTERNATIONAL LEVEL

They are redirection of revenues Needs less than 1% of Pakistan’s tourism revenue It will multiply in future

RISING INFLATION

Positive aspects are;Generates more revenues Strengthens the economy

Negatives are;Negative impact on intending touristsReduces tourism

FUTURE CHALLENGES OF PTDC

Eradication of terrorism Promotion of local/international tourism Drafting tourism policy by Govt Promotion of sports tourism Provision of infrastructure Development of Website for Tourism

Re-vamping of Tourist Information

ERADICATION OF TERRORISM

Taken many steps like;Operation Rah-e-NijaatOperation Rah-e-Raast Struggle is continued..

PROMOTION OF LOCAL/INTERNATIONAL TOURISM

Various tourism campaigns have been launched President has announced;

Rent free accommodation in swat valley for local & international tourists

PROVISION OF TRANSPORT FACILITIES

PIA and Pakistan railways offers following concessions;30% discount on international flights 50% on domestic flights is for studentsPakistan Railways allow 25% concession to foreign

tourists Pakistan Railways allow 50% concession to Foreigner

students

CONCEPT OF MEDICAL TOURISM IN PAKISTAN

Medical tourism is Key element of Pakistan's tourism policy 2010

It is under discussion at parliament Positives are;

To promote and develop medical healthCosts half of that of IndiaGenerates revenues

Punjab Govt is working on;Kidney transplantHair transplant Heart surgery

LAUNCHING OF WEBSITEWWW.TOURISM.GOV.PKWWW.TOURISM.GOV.PK//

Plate form to disseminate information to;Domestic and foreign Tourists Tourism Professionals National and international Organizations

 Website has been completed

RE-VAMPING OF TOURIST INFORMATION

Govt. is re-vamping tourist information Objectives are:

To facilitate tourists Provision of updated/ Better information Guidance to foreign and domestic tourists

PROJECTS UNDER CONSTRUCTION

Purchased 16-Kanals for service area at khajut Installation of chairlift/cable car system at fort Monroe Construction of hotel/tourist facilities

at Bahawalpur Mangla view resort (pvt) ltd Hashwani hotel ltd islamabad Grand sari hotel, lahore Serena hotel islamabad Islamabad club Royal raim golf ; country club lahore Rehman residency hotel, lahore Holiday inn, islamabad Grand leisure, karachi Lahore regency

Regency Inn Hotel Islamabad Sozo Adventure Park, Murree Millennium Entertainment Avari Hotels Karachi Pearl Continental Hotels Pizza Hut Restaurant Karachi Hawk Gliding Club Lahore Wayzgoose Park Chakwal Jacaranda Family Club, Islamabad. Aashiana Hotel Lahore Lahore Sports Meadows, Lahore Gloria Jean's Coffees Lahore

PROJECTS UNDER CONSTRUCTION

RECOMMENDATIONS

To frame sound policy for sport, religious, beach, cultural tourism, rail tourism, medical tourism

To give it status of industry in real senseTo create awareness among peopleManpower may be trained for itEducation system (at degree level) may devised like

other countries like India, Egypt etc

CONCLUSION

BEGGARS- DEVELOPE POTENTIAL

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