Pakistan, a land of captivating beauty and diverse landscapes, remains a hidden gem in the world of tourism. With towering mountain ranges, lush valleys, historic landmarks, and a rich cultural tapestry, this Pakistani nation is a treasure trove waiting to be explored.
In this article, we will unravel the boundless potential that Pakistan holds for tourism and offer suggestions to the government on how to unlock this potential and strengthen the dollar inflow in order to make its economy better at the fastest possible pitch spanning over months, not years.
Tourism is essential for multiple reasons because of its effect on international relations mainly through public diplomacy. It generates a large amount of income in payment for goods and services available, as global tourism accounts for 29% of the world’s exports of services, and 7% of overall exports of goods and services. International tourist movements surpassed the milestone of one billion tourists globally before the coronavirus pandemic. Once again international tourism has picked up generation of over $ 1 trillion revenue.
Unfortunately, despite having the world’s best tourist attractions, the number of tourists visiting sites in Pakistan every year is negligible. Multiple factors are responsible for this low turnout of tourists, the major ones being poor law and order situation, lack of capacity of tour operators and tour guides, inadequate media campaigns and poor reach out by Pakistan missions abroad.
UAE has become one of the most popular tourist destinations in the World. It has now reached a level that accounts for nearly 86 % of tourism-related construction projects in the Gulf. Around $234 billion was earmarked for tourism-related construction projects in 2018. Every year around 12 million tourists visit UAE and the tour operators offer them different packages.
During my tenure as Ambassador, I approached leading tour operators of UAE and encouraged them to introduce and offer an extended package of “Satellite Tour” of Gilgit and Sakardu to the tourists visiting UAE. The following has been envisaged in the abovementioned concept of “Satellite Tourism”:
- Tourists would be taken directly from UAE to Gilgit or Sakardu by a chartered flight of approximately three hours duration.
- From there onwards high-class local transport facility will take the tourists to the hotels free of cost as the expenses would be covered in the package.
- Same day or next day they would be taken to the sites.
- Well-trained tourist guides will be made available all the way free of cost.
- After completion of the trip, the tourists would be taken directly from Gilgit or Sakardu to U.A.E by a chartered flight
The idea was appreciated by the tourist operators and they were confident that it would be successful provided the following support is extended to them by Government of Pakistan:
- Banners displaying, “Satellite Tour to Gilgit & Sakardu” to be provided free of cost to all tour operators so that they can display.
- Pamphlets and leaflets highlighting different features of major attractions in and around Gilgit and Skardu.
- Local media campaign.
- Cheaper rates of hotel accommodation for those tourists who want to plan independently and for a longer duration.
- Cheaper fare for the complete round trip by air.
- VIP immigration and Customs facilities at the two airports for tourists.
- Adequate security measures and security briefings by world-certified security experts.
It is believed that the success of this idea will go a long way in promoting tourism in Pakistan which will not only help in earning foreign exchange for the country but also in generating much-needed employment opportunities for our youth. This model once implemented in GB can also be applied in Thar deserts in the form of desert safari satellite tours.
Pakistan boasts some of the world’s most breathtaking mountain ranges, including the Himalayas and the Karakorams. The iconic K2, the second-highest peak on Earth, resides here, attracting mountaineers and adventurers from across the globe. The government can promote trekking and mountaineering by improving infrastructure, ensuring safety measures, and providing logistical support for expeditions.
Our history spans thousands of years, and its cultural heritage is as diverse as it is rich. Ancient civilizations like the Indus Valley and Gandhara have left behind remarkable archaeological sites, such as Mohenjo Daro and Taxila. The government should uplift the preservation and promotion of these historical places, making them accessible and informative for tourists.
Cities like Lahore and Karachi offer a unique blend of modernity and tradition. Lahore’s vibrant street food scene, Karachi’s stunning coastline, and beautiful sea life in Sindh and Balochistan with stunning camels and green turtles make them ideal destinations for tourists.
To attract more visitors, the government can facilitate the tourists with their available resources utilizing the infrastructure could subsequently be improved and uplifted with the flow of funds and improvement in the country’s economy.
Pakistanis are known for their warmth and hospitality and from white-water rafting in the Swat Valley to jeep safaris in the deserts of Balochistan, Pakistan offers an array of adventurous experiences. Pakistan is home to numerous religious sites of remarkable significance, such as the Badshahi Mosque in Lahore and the Kartarpur Corridor for Sikh pilgrims. Pakistan’s national parks and wildlife sanctuaries, like Chitral Gol National Park and Khunjerab National Park, are extraordinary for nature enthusiasts as these places, like heaven on earth, contain some unique and rare animals like white leopards and Marco Polo sheep.
In today’s digital age, effective online promotion is key. The government should create user-friendly websites and social media platforms to showcase Pakistan’s tourist destinations, provide travel information, and encourage interaction with potential visitors which costs almost nothing these days.
Pakistan’s tourism potential is boundless, offering diverse experiences for travelers of all interests and by focusing on “Satellite Tourism” we can earn the required foreign exchange in months, if not in weeks if we are able to adopt some of the practical steps mentioned in the article.
