Revamping Tourism in Pakistan: Challenges and Opportunities
Exploring the potential of Pakistan's tourism sector, this presentation by Zehra Shallwani sheds light on the country's position as an emerging travel destination. Despite accolades from renowned organizations, there are key issues like government oversight and visa facilitation hindering its full potential. The presentation uncovers the need for strategic management of tourists and addresses obstacles faced by foreign visitors, calling for policy adjustments to optimize Pakistan's tourism industry.
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Presentation Transcript
REDISCOVERING AND OPENING UP PAKISTAN- a case of tourism sector Presenter: Zehra Shallwani Founder-Dastaan Tours Pvt Ltd DTS License Government of Sindh Member Pakistan Association of Tour Operators
Tourism next big thing 2010 LONELY PLANET world s top adventure travel destination 2018 BRITISH BACKPACKER SOCIETY one of the coolest places 2019 FORBES 2020 BEST HOLIDAY DESTINATION 3rd highest potential adventure destination
UNWTO DATA FOR 2023 International tourism has continued to recover & reached 84% of pre-pandemic levels between January and July 2023. The Middle East, Europe and Africa lead the global sector's rebound.
TRADE DEVELOPMENT AUTHORITY OF PAKISTAN Tourism is contributed 2.9% (USD 8,832.1 Mn) directly and 7.3% (USD22,286.3 Mn) as total contribution to GDP in 2017
WORLD TRAVEL AND TOURISM COMPETITIVENESS REPORT on the factor of government prioritization of Travel & Tourism (T&T) Industry-120th position In terms of T&T enabling conditions, Pakistan was ranked 123rd Pakistan ranking in visa facilitation was at 135th position in the list of 136 countries
PROBLEM STATEMENT the government approach towards tourism in the country has focused simply on getting people both local and foreign to travel and experience Pakistan without much care as to how these tourists should be managed
HINDRANCES FOR FOREIGN TOURISTS Removal of Tehsil, district & province name in visa form Need NOC to visit Peshawar, Swat, Balochistan & Kashmir, hard to get the NOC on time Tourist & trekking visa shouldn t be separate, travel history of last 5 years too much details asked of parents and job, online visa system inefficient, takes time, embassies lack knowledge and information about sites & licensed tour operators delays in ETA, limited to 34 countries, visa delays, difficulty in filling online forms Long arduous, unpredictable clearances. harrassment under the garb of security clearances by 10-15 check posts
NATIONAL TOURISM POLICY 1990 The major reasons of this failure in implementation included absence of stakeholder involvement, poorly defined public and private sector actors, financial limitations, institutional constraints and low capacity of concerned departments and agencies.
NATIONAL TOURISM POLICY 2010 dissolution of Federal Tourism Ministry as a result of 18th Amendment in the constitution of Pakistan the work on developing the National Tourism Policy was deferred and the subject of tourism was transferred to the provinces
Punjab Tourism Policy 2019 KPK Tourism Policy 2015 National Tourism Policy (Draft) by National Tourism Coordination Board NTCB 2019 2020 BEST HOLIDAY DESTINATION
National Tourism Coordination Board NTCB with membership from public & private sectors from all provinces PTDC as an executive wing of NTCB NATIONAL TOURISM POLICY 2019 Expert working groups on product & faciliation Establishing Provincial Tourism Board
The Pakistan Hotels and Restaurants Act 1976 The Pakistan Tourist Guides Act 1976 The Travel Agencies Act 1976 Regulator to limit informal & unlicensed tourism practices DEPARTMENT OF TOURIST SERVICES DTS Licenses, capacity building, certifications for transport, hotel & tour guides
Government role as facilitator & regulator, not an enterprise Regulator to limit informal & unlicensed tourism practices NTCB PRIORITY AREAS Public Private sector partnerships District Tourism Management Organizations Investment in Infrastructure to build road linkages, sanitation, solid waste management
COTHM, Islamabad PITHM Karachi TOURISM EDUCATION University of Swabi, Abdul Wali Khan University of Mardan, Karakorum International University Hunza Iqra & Greenwich University, Karachi, NUST Islamabad
RECOMMENDATIONS Inter provincial, departmental communication and coordination Ease of doing business in tourism & hospitality sector, one stop solution for business operation and tourist applications Innovative startups facilitated by National Incubation Centers, access to credit and involvement of youth & women in the sector Improved governance, taxation & law and order with tourist complaint cell & police Research, planning & climate friendly infrastructure & hospitality development Investment in Infrastructure to build road linkages, sanitation, solid & waste water management along with local community involvemnet
THANK YOU zehrashallwani93@gmail.com
