The ‘industry’ of tourism in Pakistan is known to support a number of economic sectors, including the hospitality industry, the food industry, transportation, including air, land, and water transport, travel agencies, cultural events and activities, leisure pursuits, trade, and lastly, region-specific tourism pursuits.
In several nations, including Switzerland, Singapore, Turkey, the Philippines, the Maldives, and Thailand, “sustainable tourism” has become an essential instrument for growth.
Tourism in Pakistan
Pakistan invested hard in developing its tourism business after being faced with three threat scenarios internal unrest, an external threat from India, its neighbour, and terrorism and used it to great use to become one of the most popular travel destinations.
Pakistan has been hailed as a top travel destination for 2020 by famous publications like Forbes and Condé Nast Traveller because of its alluring natural beauty, cultural diversity, and unmatched hospitality provided to travellers.
According to the Pakistan 2020 Annual Report by the World Travel and Tourism Council (WTTC), Pakistan contributes more than 5.9% of the nation’s $2.285 trillion economy. 3,881.9 (6.2%) jobs are contributed by travel and tourism overall to employment, however there are still many unexplored paths and possibilities.
Additionally, according to the WTTC, the impacts of foreign visitors were worth Rs116.2 billion. ‘British Airways’ resumed their services in Pakistan nearly ten years after they had stopped practically as a result of the recovery of tourism business.
Visitors from 50 countries can now obtain visas in Pakistan upon arrival, while nationals of an additional 175 countries can do so online. The introduction of this policy change aims to enhance the number of travel visas available and promote tourism.
Archaeology and historical tourism, ecotourism, adventure tourism, and religious tourism are the four main types of tourism that are offered in Pakistan. Even though the sector is growing, there are still a number of obstacles in Pakistan.
Major Tourist Attractions in Pakistan
Pakistan’s beauty is reflected in the ruins of old civilizations, religious sites, monuments that are still active and tell the stories of past battles, tranquil valleys with snow-capped peaks and frozen lakes, picturesque shorelines, and lush green woods. Pakistan is an amalgam of various cultures.
The following are a some of the most popular tourist destinations:
Hunza Valley
Hunza Valley, located in the Karakoram Mountain Range, is made up of numerous valleys and vibrant settlements. The most helpful, liberal, and welcoming people may be found there.
Hunza offers mesmerising sunset views among the orchards, glaciers, meadows bordered by the magnificent Attabad Lake, and wooden bridges. Some of the most visited locations include the Altit and Baltit forts, Passu Cones, and Eagles Nest.
Skardu
Skardu is notable for its high mountains, stunning lakes, clear waterways and the highest baseball pitch in the world. Deosai National Park, which covers an area of 4,117 metres and is sometimes referred to as the world’s roof, is the location of the second-highest plateau on Earth.
Skardu rivals other tourist destinations with its Satpara Lake, forts that date back more than 600 years, and bustling bazaars.
Fairy Meadows
Fairy Meadows is another magnificent location in Gilgit-Baltistan. The meadows provide visitors with a breathtaking view of Nanga Parbat, the ninth-highest mountain peak in the world, while the nights in the meadow allow them to see the stars in the night sky. Because it is one of Pakistan’s best hiking trails, adventurers travel to Nanga Parbat to go trekking.
Khunjerab Pass
This well-known tourist destination connects Pakistan and China and is the highest paved border crossing in the world at a height of 15,397 feet (almost 4,600 metres).
Challenges Faced by Pakistan’s Tourism Industry
Pakistan checks all the boxes needed to develop a self-sustaining tourist business, with an increasing workforce and a reputation for hospitality.
However, the federal and provincial governments never properly prioritised tourism in Pakistan, despite the industry’s enormous potential benefits. To fully utilise the potential of this lucrative yet complex industry, a number of current potential difficulties must be overcome.
Depleted infrastructure
Poor access to highways, a developing hospitality industry, inadequate travel routes, and a dearth of visitor amenities are some of the most significant problems Pakistan’s tourism industry is now dealing with.
Quality infrastructure is crucial for boosting tourism, including airports, access to roads, vehicles, trains, aircraft, services, dining establishments, lodging options (hotels, motels), and local tour operators.
In Pakistan’s example, the infrastructure was less developed as a result of the absence of federal agencies and initiatives that pushed to improve the sector’s reputation.
To stimulate the industry, the present administration has announced planned projects and infrastructure, including a variety of tourist attractions, access roads, parking, and boarding and lodging services.
Underdeveloped Hospitality Sector
According to international standards, the hospitality industry is still underdeveloped due to inadequate infrastructure, a lack of government programmes, and security concerns. Currently, several of the country’s operating hotels and restaurants do not put in place sufficient certification standards that provide excellent services.
In order to maintain the standards of the hotel industry, which in turn reflects the transformation of the tourism industry, the implementation laws ensure cutting-edge services.
Lack of Human Resource Development
One of the most understated challenges that Pakistan’s tourism industry faces is a lack of human resource development. The lack of skilled manpower and lack of facilities, the low quality of services provided to the tourists discourage them from returning.
Unexplored Religious Tourist Sites
Pakistan, a country with a population of over 211.2 million, is blessed with a wide variety of religious sites, especially those dedicated to Buddhism, Sikhism, and Christianity. The Dhamarajika Stupa and Monastery, which dates from 300 BC to 200 AD, Bhir Mound (600–200 BC), Sirkap (200 BC–600 AD), Jandial Temple (c. 250 BC), and Julian Monastery (200–600 AD) are some of Pakistan’s most well-known Buddhist structures.
The grave of Baba Guru Nanak, the founder of the Sikh religion, is the largest and one of the most revered holy monuments in Pakistan for the Sikh religion. Another three of Pakistan’s most well-known Gurudwaras are Gurdwara Panja Sahib in Hasan Abdal, Gurdwara Rori Sahib in Eminabad, and Gurdwara Darbar Sahib in Kartarpur, Narowal.
On the other hand, some of the most popular destinations for both tourists and locals to visit are St. Andrew Church Stained Glass and Sacred Heart Cathedral in Lahore, Holy Trinity Cathedral in Karachi, and the Night view of St. Mary’s Cathedral & Bishop’s House in Multan. Pakistan never properly investigated and expanded the sector on this sustainable basis, despite its range and appeal.
Insufficient Private-Sector Investment
Large sums of money are needed to develop the infrastructure and facilities available in this sector. It has been difficult for the government to allot significant cash to address this issue because it is a “developing country.”
The only way to overcome this obstacle is to encourage private industry participation in tourism development initiatives. There is no strategy in place to entice private investment in the travel and tourism sector.
Potential Areas to Improve the Industry
A few major aspects that can be improved are mentioned in order to transform Pakistan’s tourist business into a great revenue-generating industry and compete on a worldwide scale.
Formulation and Implementation of Policies
Long-standing government regulations, a lack of funding, a lack of competence, and other factors have all hurt the nation’s tourism business. The creation of a national and provincial tourist policy was not aggressively pursued by tourism organisations or provincial governments.
The tourism industry, however, has been singled out by the present administration as one of the most important for developing and improving the economy, particularly in light of the COVID-19 outbreak.
For a systemic change, the governments should implement larger tourism policies, rules, and regulations that explore the socio-economic goals for tourism growth and encourage the private sector’s participation to attract investments and promote domestic and international travel.
Develop Modern Infrastructure
The government should also concentrate on bringing current infrastructure up to par with international standards, including not only road connectivity but also airports, the transport system, etc., in order to further boost tourism in the nation.
IT usage For the Promotion of Tourism
A rise in information technology (IT) has been seen around the world as a result of the COVID-19 epidemic. The “digital transformation” is what has kept the world interconnected and led to a 15–25% growth in internet usage and e-commerce penetration.
This allows the hospitality industry and other service providers to use IT to exhibit their businesses online through their websites, thorough online packages, information about the hotel, guest rooms, services, transportation, and, if applicable, tourist guides.
This development will not only benefit them with publicity, but it may also be a way to fill a vacuum in the market, appeal to tourists, and identify unmet needs.
Read More: Pakistan: Prospects of Tourism
Conclusion
The economy of any country is said to be supported by its tourism sector. Pakistan’s tourism industry has the potential and passion to turn this weakness into its strength because it is a “developing country.” Therefore, the government must discover the delights Pakistan’s tourist industry has to offer if it hopes to compete on a global scale.
This includes all available options, such as boosting tourism organisations by establishing provincial authorities, adopting a framework for policy development, preserving current destinations and introducing new ones to increase revenue, and expanding and providing more to tourists that come to our country.
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