The purpose of Pakistan Tourism Development Corporation (PTDC) is to develop innovative inbound and outbound tourism strategies in order to turn the nation’s tourism industry into a strong, revenue-generating sector of the economy.
“To improve socioeconomic conditions, Pakistan’s enormous tourism potential must be realized. Even if the tourism industry did well in 2023, there is still room for improvement. “PTDC is striving to increase the productivity and efficiency of this industry,” stated Aftabur Rahman Rana, managing director. In an interview with WealthPK, he stated that PTDC was working hard to realize this industry’s full potential in spite of a number of obstacles. “Nations are working hard to benefit from the tourism market, which is now a smarter place to earn financial benefits.”
He stated that the PTDC was concentrating on a few regions to boost the number of visitors to the nation. He stated that steps were being taken to ensure that visas for foreign visitors are easily and hassle-free obtained, that tourist-friendly infrastructure is being developed, that cooperation with domestic and international travel agencies is being strengthened, and that cultural events and Pakistani tourism products are being promoted on various international platforms.
He stated that every stakeholder’s involvement was being guaranteed in order to grow the Pakistani tourism markets. “Government and corporate sector cooperation is being strengthened to boost destination attraction strategies, hospitality, guidance, and safety. The strategy also includes training employees of regional airlines, railroads, and other transportation companies to make foreign visitors to Pakistan feel more at ease.”
According to a survey cited by Rana, Pakistan was deemed the top-performing tourism destination in 2023 by the United Nations World Tourism Organization. According to the barometer’s graph, Pakistan is leading the globe in tourism by 92% of pre-pandemic levels. In 2023, there were 115% more foreign visitors to Pakistan than in 2022. The entire Asia and Pacific region achieved 62% of pre-pandemic levels in 2023 as a result of the gradual reopening of international travel, he continued, citing the research.
According to him, PTDC is making every effort to promote Pakistan as a travel destination that welcomes tourists from all over the world. According to him, Pakistan took part in six major tourism events: World Travel Mart London, Travel Mart in Vietnam, Seoul Travel Mart Korea, ITB Berlin, Arabian Travel Mart Dubai, and New York Travel and Adventure Show.
He continued, “All relevant government and private sector departments participated in them with great enthusiasm and benefited from great opportunities to build strong B2B relationships with international tour operators.” According to Rana, the Pakistani missions overseas assist the PTDC in organizing a number of international online business-to-business meetings. It increased the number of foreign visitors to Pakistan in 2023. In August 2023, PTDC also unveiled “Salam Pakistan,” a brand-new travel label. It had a beneficial effect on drawing travelers from abroad and within Pakistan to the country’s picturesque locales.
According to a report released by the Pakistan Institute of Development Economics, Pakistan’s tourism industry has the potential to generate an economy of Rs1 trillion, but only if the nation’s law and order situation is stabilized.
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