BACKGROUND
If Pakistan is known at
all in the world of tourism, it is essentially because of the mountainous
regions of the north; the four mountain ranges of the Hindukush, Pamir,
Karakoram and the Great Himalaya form the densest concentration of high peaks
in the world. Yet the most notable feature of the country’s topography is the
diversity of its landscape, from the coastal regions and the deserts of the
south to the lush plains of the 2500 km long Indus river which courses through
the country, rising in Tibet and emptying into the Arabian Sea. Historically
and culturally, too, Pakistan offers far greater diversity for the tourist than
is generally assumed: although an Islamic country, the local culture is
enriched with the influences and resources of over half a dozen ancient
civilisations that have flourished here since the 4th Millennium BC.
The historical and archaeological sites of the Gandhara and Indus Valley
civilisations, Moenjodaro, the Mughal Empire; these treasures are relatively
unknown outside the country and are rich resources for the development of
tourism in Pakistan.
This United Nations
Statement on Tourism, Employment and Culture presents a brief situation
analysis of tourism in Pakistan, and describes strategies that may be employed for
the sustainable development of a sector whose economic potential has, as yet,
not been recognised. The document is based mostly on information provided by
the Tourism Master Plan 2000, which was produced by the joint efforts of the
United Nations Development Programme, the World Tourism Organisation and the
Government of Pakistan.[1]
It is structured around the essential issues identified in the Master Plan.
Each of the following chapters sets the context through a situation analysis of
the specific area and suggests approaches for the way forward.
Tourism is now the
world’s largest and most widespread industry. There were 670 million tourists
in the world in 2000, of which South Asia welcomed some 6 million visitors.
Pakistan’s share was approximately 400,000.[2]
However, only 13% or one in seven of every international arrival is classified
as a ‘tourist’, the rest being business travellers and overseas Pakistanis
visiting their families.
Contrary to general
belief, tourism in Pakistan at this time is a supply-led rather than a
market-driven industry. Mountaineering and trekking are now reaching saturation
levels and other tourism assets have been downgraded by poor infrastructure and
falling standards. Due to the lack of a marketing strategy and funds, Pakistan
has little or no influence in the international marketplace. By comparison,
Nepal, a country also in the South Asian region and smaller than Pakistan,
whose major tourist attractions are the mountains and trekking, boasts steady
growth of over 6.5% per year in the tourism sector. The reason may be
attributed to a better international image, more government and private sector
support, and a public-private sector partnership with institutional cooperation
responsible for destination marketing and promotion.
By developing tourism
through an optimum use of Pakistan’s natural, cultural and historical
resources, this document suggests strategies, which would also impact
positively on the environment and increase employment opportunities.
1.
THE
UN AND TOURISM IN PAKISTAN
The motivation
behind developing tourism is not just to get more tourists to Pakistan, but to
ensure that economic benefits are complementary with other advantages of
tourism expansion. At the same time, the negative impacts of irresponsible tourist
development need to be avoided, such as the damaging effects on the local
natural, cultural and historical resources. The United Nations in Pakistan has
provided technical advice and assistance, and will continue to do so within
available resources and the goal framework of poverty reduction and sustainable
environment. In response to the specific needs and environment of Pakistan,
assistance can be provided in the fields of planning, policy, management, laws,
infrastructure, funding, marketing, education, ecotourism and human resource
development.
The fundamental
factor is getting the right ‘product concept’ which, on the one hand, will
reflect what Pakistan has to offer and on the other, what the market wants.
Pakistan’s ‘tourism product’ is composed of:
·
The primary resource base – the natural, heritage
and cultural environment
·
The tourism facilities and services –
accommodation, amenities, access transport
·
The supporting infrastructure – roads, utilities,
telecommunications
·
The enabling environment – institutions,
regulations, controls, marketing, human resources and training
·
Effective management – which includes community
involvement, sector policies and adequate funding.
All these aspects
need to be addressed if tourism is to develop successfully in Pakistan.
However, there are a number of constraints, which must be overcome to ensure
the sustainable development of tourism services:
·
Lack of
awareness amongst the general public about the structure, impact and benefits
of tourism
·
Limitations on adequately trained personnel in all
sectors
·
Outdated regulations and over-regulation of tourist
services and facilities in certain areas and a lack of regulation in other
areas
·
Lack of investment in tourist facilities and
services by both national and provincial authorities and few incentives for
private investors
·
Limited and outdated infrastructure all over the
country.
In particular, four core
issues have been identified as essential to tourism development: the
formulation of policy, the structure of the management machinery, the legal and
regulatory process and the source of sustainable tourism funding.
Sustainability is important at all levels: ecological, social, cultural and
economic. For Pakistan, these issues are not inconsequential, as the primary
tourism resource base is both fragile and largely irreplaceable. The
WTO/UNDP/GOP Assistance on Tourism Development and Management Project 2000
proposes a three-pronged medium-term development strategy, focusing on:
·
Nature-based tourism – which encourages the
conservation of natural resources
·
Heritage-based tourism – which promotes Pakistan’s
history and culture, and
·
Community-based tourism – which involves the local
communities in the industry, provides jobs and minimises negative impacts.
Responsible tourism must
be encouraged through an awareness of the conservation and protection of
natural resources for the enjoyment and benefit of both locals and visitors. At
the same time, such tourism should be beneficial to the local communities,
offering them opportunities for employment and trade, yet allowing them to keep
their cultural heritage unspoiled by commercial influences. The UN decision to
designate 2002 as the International Year of Ecotourism expresses a similar
objective; namely, that sustainable development in the tourism industry must be
fully integrated to ensure that travel and tourism provide a source of income
for many people and contribute to the conservation, protection and restoration
of the Earth’s ecosystem, ‘and that environmental protection is an integral
part of tourism development’.[3]
For the
concurrent celebration of 2002 as the International Year of Mountains, the Food
and Agriculture Organisation (FAO) has been assigned the lead agency role, in
collaboration with other UN agencies, in particular the United Nations
Environment Programme, the United Nations Development Programme (UNDP) and the
United Nations Educational, Scientific and Cultural Organisation (UNESCO),
government and non-governmental organisations (NGOs).
Pakistan is ideally
suited to participate in events related to this issue at a time crucial to the
development of its fledgling tourist industry. Apart from four of the most
exciting mountain ranges, it boasts five of the fourteen highest peaks (above
8000 metres) in the world, which include Mount Godwin Austin (K2), the second
highest and the most difficult to climb, and Nanga Parbat, the ninth highest in
the world. Along with these, the beautiful valleys and lakes of the Northern
Areas and the unique cultural heritage of mountain communities such as the
Kalash Kafirs provide exceptional tourism resources whose potential can be
developed in the run-up to 2002.
Directed by an effective
plan of action, the Pakistan promotional campaign for the International Year of
Mountains and the International Year of Ecotourism needs to get underway
without delay. This could include awareness raising on ecotourism, the production
and dissemination of marketing aids such as posters, films, and web sites, the
organisation of marketing trips abroad for travel trade delegations and
cultural troupes, and familiarisation trips for foreign tour operators and
travel writers.
UNESCO and Pakistan’s
World Heritage Sites
Cultural heritage
has been identified as the principal vehicle for the promotion of tourism. As
national monuments and historical sites are symbols of a nation’s cultural
identity, and also bring together people of different cultures, they must be
preserved. Pakistan is fortunate to have a wide array of heritage sites, of
which six have been inscribed on the UNESCO list of ‘World Heritage Sites’.
These are:
·
The archaeological ruins at Moenjodaro
·
The Buddhist ruins at Takht-e-Bahi and
Sahr-e-Bahlol
·
Taxila
·
The historical monuments of Thatta
·
Lahore Fort and Shalamar Gardens
·
Rohtas Fort
The UNESCO World Heritage
Centre recently conducted a project relating to cultural tourism in
collaboration with the Ministry of Culture and the Department of Archaeology
and Museums of Pakistan. Its objective was to formulate a new tentative list of
heritage sites and prepare a serial nomination list of sites relating to the
Indus Valley civilisation.
A UNESCO/Japan Trust Fund Project for the
preservation of Gandhara Monuments extended beyond the preservation and
restoration of the Buddhist monuments to capacity building and the training of
the officials of the Department of Archaeology and Museums in terms of skills,
scientific documentation and equipment.
With the Shalamar
Gardens having been placed on the list of endangered sites on the World
Heritage list, UNESCO has intensified its efforts and has sent out expert
missions with emergency assistance to examine the site and start preservation
work.
In September
1999, UNESCO launched Masterpieces of
Lahore Museum, a pictorial book by the museum’s director, providing
information about 100 selected sculptures, paintings, ceramics, coins, rugs and
other treasures on display. In the first quarter of 2000, UNESCO organised a
monthly series of presentations on ‘Culture and Development’, with
participation from all UN agencies, presentations by government as well as
private sector experts and attended by the media and related
organisations. In the first quarter of
2001, UNESCO launched World Heritage
Sites in Pakistan, a pictorial book documenting the six archaeological
sites that are inscribed in the World Heritage list of monuments.
·
Saving
the Himalayan Brown Bear
Funded by the UNDP
Global Environment Facility Small Grants Programme (GEF-SGP), with the
partnership of the Himalayan Wildlife Project (HWP), Islamabad, this project is
designed to protect the biodiversity of the Deosai plains and the threatened
species of the Himalayan Brown Bear through the establishment of a Deosai
National Park and Wildlife Sanctuary. Because of hunting and poaching, the
population of the bears had shrunk to 19 by 1993. The project aims to increase
awareness about the area and provide alternative sources of income for the
local people through research, management, and tourism.
The GEF-SGP grant has been used primarily to build the capacities of local people – both villagers and officials of the Northern Areas Wildlife Department (NAWD) – to manage the Park effectively, protect its vegetation and wildlife and establish a modest infrastructure for ecotourism by employing local people trained as guides. In addition, they have been trained and employed to conduct research to monitor the bear population, other wildlife and vegetation and measure the impact of the human population and of pollution in the area.
·
GEF-SGP
Rumbur (Kalash) Valley Rehabilitation Project
This project is
organised by the Adventure Foundation Pakistan (AFP), with the technical
support of the World Wide Fund for Nature (WWF Pakistan), and funding from the
UNDP GEF-SGP. The government has declared the territory of the Indus River
dolphin a protected area. Through the development of eco-friendly tourism
initiatives, this project aims to protect both the diminishing population of
the 500 rare dolphins against extinction, as well as to help the Mohannas, the
boat people with whom they compete for food and space on the river. A small
cooperative society of the boat people manages and benefits from the proceeds
of the ecotourism activity, while the AFP provides technical guidance to
improve their boats, ensure safety for visitors and train certified safari
guides.
The boat safari
is an incentive and reward for the boat people to conserve the unique dolphins,
which are threatened not only by being trapped between the river barrages, but
by fishermen’s nets and polluted water. It also helps to promote their
off-season activities, such as traditional handicrafts such as basketry and
embroidery.
While
contribution of tourism to economies of the Asian and Pacific countries is
becoming increasingly evident, to harness tourism's potential fully, countries
need to formulate policies and strategies to develop their tourism sector in a
manner that is economically viable, socially acceptable and environmentally
sustainable. Effective strategies to
spread the benefits of tourism to wide segments of society must be formulated. There is also a need to strengthen capacity
of government tourism agencies, provincial governments, local communities,
NGOs, tourism education/training institutes and private sector in taking
effective measures to foster sustainable tourism development.
Recognizing the
important role of tourism in the socio-economic development of the developing
Asian and Pacific countries, ESCAP has undertaken a number of activities in
this field. Recent initiatives of ESCAP
include launching of the Plan of Action for Sustainable Tourism Development in
the Asian and Pacific Region (PASTA 1999-2005). The Plan sets forth proposals for action in the following six
theme areas: (a) Human resources
development in the tourism sector, (b) Economic impact of tourism, (c) Environmental management of tourism, (d)
Infrastructure development and investment for the tourism sector, (e) Facilitation of
travel and (f) Regional and subregional cooperation in tourism development.
Pakistan has been
actively participating in ESCAP tourism activities. Pakistan participated in a
Seminar on Developing Ecotourism in the Asian Region (Bangkok, 1998), an ESCAP/WTO Seminar on Challenges for Human
Resources Development in Tourism in the Asia-Pacific Region in the New
Millennium (Macao, 1999) and a Seminar on Expanding the Economic Benefits of
Tourism through Promotion of Investment in Tourism Infrastructure (Seoul,
2000). Pakistan will be invited to
participate in the APETIT Conference on Tourism Education and Training in the
Asia-Pacific Region to be held in Khajuraho on 7-10 August 2001. In response to the request of the
Government of Pakistan, advisory services on National Park management and
ecotourism development for the Sindh Wildlife Department were undertaken from
26 April to 5 May 2001. The objectives
of the advisory services were to develop a framework that will outline a
management plan for Khirthan National Park, identify ecotourism attractions and
suggest actions for development and promotion of ecotourism. ESCAP assistance for Pakistan included
undertaking of a study on the environmental impact of tourism in the
mountainous areas of Pakistan (1994), a study on the economic impact of tourism
in Pakistan (1994) and a study on cultural impact of international tourism in
Pakistan (1995).
Pakistan is
encouraged to fully utilize opportunities for sharing of experiences in tourism
education and training that are available through the Network of Asia-Pacific
Education and Training Institutes in Tourism (APETIT). APETIT was established by ESCAP in 1997 to
promote cooperation in human resources development in the tourism sector. Currently, 100 education and training
institutes and national tourism organizations in 30 countries and areas are
participating in its activities. APETIT
members in Pakistan are Ministry of Minorities, Culture, Sports, Tourism and
Youth Affairs, Pakistan Institute of Tourism and Hotel Management, and Pakistan
Tourism Development Corporation.
For
most leisure tourists, Pakistan offers a comprehensive range of natural, historical
and cultural attractions. In addition, there are a number of specialist
activities available, from mountaineering and trekking to bird-watching, jeep
and camel safaris, hill-walking, skiing, white water rafting, golf, diving and
fishing. Based on its natural and cultural assets, Pakistan’s tourism resources
can be classified as follows:
·
Coastal
Zone
This
consists of the stretch of coastline along the Arabian Sea, which is more than
a thousand kilometers long and offers great potential for the development of
beach resorts and water sports. Clifton Beach and Hawkes Bay are popular
resorts in Karachi, and Gwadar on the Makran coast presents opportunities for
tourism development.
·
Natural
Conservation Areas
With
the help of the World Wide Fund for Nature (WWF), the government has identified
three categories of protected areas. These comprise 17 National Parks, which
are accessible to the public, about 100 Wildlife Sanctuaries, which are not
accessible, and 95 Game Reserves for which special permits are available.
·
Natural
Recreation Areas
Areas
including the hill stations of Murree, the Galliat, Kalam and Kaghan offer a
wide range of recreational facilities in surroundings of immense natural
beauty.
·
Cultural
Heritage Sites
The
relics and ruins of the Indus Valley Civilisation in the south, of the Gandhara
civilisation in the north, and of the Mughal period are exceptional cultural
assets recording Pakistan’s varied history.
·
Religious Sites
These
include sites relating to Muslim saints and mystics, mosques, and Buddhist and
Sikh shrines.
·
Adventure
Zones
Most
of these are located in the mountainous regions of the north, where the world’s
largest concentration of high peaks and glaciers are found. The deserts of the
south also have great potential for safari development.
Tourism
Development Areas
The spatial distribution of the tourism resources of
Pakistan generally follows the settlement and road network pattern at national
and regional levels. As most of these areas can be grouped together to form clusters,
it is practically viable and technically feasible to base the physical planning
of these sites based on these clusters, which can be termed Tourism Development
Areas. These are: Karachi, Mekran, Quetta, Bahawalpur, Multan, Lahore, Salt
Range, Islamabad, Peshawar, Mardan, Swat, Dir, Chitral, Hazara, Kaghan, Gilgit,
Skardu and Hunza. All these Areas have an urban centre with a number of tourism
facilities and services, and their main tourist sites are situated within a
reasonable distance to facilitate the formulation of tourist trails.
Access Transportation and Other Infrastructure
The majority of
all foreign tourists arrive in the country by air, and Pakistan has fairly good
international access. The national carrier, Pakistan International Airlines
(PIA), provides services from 33 foreign stations, but there are also a growing
number of private Pakistani airlines, which offer both domestic services and
access to the Gulf States. The primary international gateway airport is
Karachi, and many international services also operate into Lahore, Islamabad
and Peshawar. While PIA offers an extensive network, it would attract more
tourists with a modernised, all-weather fleet of aircraft, which would offer
reliable access to the popular Northern Areas. The national airline can play a
proactive role in tourism by offering safaris, day-trips and other promotional
offers.
Although there
are rail services between most major cities, few are of a standard to attract
international tourists. However, special services like the Khyber Pass steam
train connecting Peshawar to the Pass, which has already received some
international exposure through foreign television documentaries, has the
potential to become a world-renowned tourist attraction.
There is an
extensive network of roads and highways linking the major cities and towns, but
many potential tourist areas in the north are difficult to reach in the winter
due to closed roads. The Karakoram Highway, which has been built along the
ancient Silk Road route and links Pakistan with Xinjiang Province in China, is
a great boon to tourism, but is vulnerable to blockages due to landslides. An
improved road network, road signs, directional signs to tourist areas, and
roadside comfort stop facilities would all contribute to the development of
tourism, as ground transport of all types is used extensively by both domestic
and international tourists.
Most
areas of Pakistan are linked by both landline and mobile phone services, with
fax and e-mail facilities available in the urban centres and increasingly at
holiday resorts. With the assistance of external funding agencies, the
telephone system has been upgraded and extended, with International Direct
Dialling now also available in the Karakoram Highway region. Public Call Offices
offering this facility have sprung up in almost every village for the
convenience of locals and visitors.
As
infrastructure development is a priority for enhancing tourism, careful
attention needs to be paid to the adequate and efficient provision of water,
sewerage and power services at tourist sites. Only about half of the population
in Pakistan has access to safe drinking water. Piped sewerage systems operate
only in the bigger cities, where waste matter is often disposed of without any
adequate treatment.
While
most areas in Pakistan are supplied by the national grid, remote areas have to
rely on the local production of electricity by small dams, thermal power or
generators. The infrastructure for water, waste treatment and power services
has been further strained due to the increased influx in popular tourist
areas.
Accommodation Facilities
In 1999, there
were 1,324 hotels, motels, guesthouses and other accommodation units identified
by the Ministry of Culture, Sports, Tourism and Youth Affairs, providing 34,598
rooms. Of these hotels, only 14 were considered to be of 4/5 Star standard
which would attract the high-value tourist, and these were located primarily in
the main towns. Only 741 hotels were considered to possess a sufficient
standard to be graded (1-5 Star); the rest were unclassified because they were
sub-standard or had not registered. Good medium-grade hotel accommodation is
needed in the rural areas of Pakistan, where the local natural and cultural
assets would attract both domestic and foreign tourists. The current system of
grading needs to be modernised in line with other systems operating in the
South Asian region, and facilities need to be upgraded and maintained through
effective regulation and monitoring mechanisms.
Tourist Facilitation and Services
Most tourists
visiting Pakistan require visas, which are issued by Pakistani Embassies or
High Commissions in other countries. While implementation is satisfactory,
visas are an irritant to tourism and add to the cost of a holiday. Visas for
nationals from some neighbouring states include considerable restrictions,
which puts significant limitations on the development of regional tourism.
However, as a part of its policy to facilitate tourism, the government has
recently eased restrictions on visas.
The Pakistan Tourism
Development Corporation maintains 21 Tourist Information Centres at various
sites across the country; in addition, there are information offices operated
by provincial tourism authorities. However, the standard of service offered is
variable and a rationalisation of all centres is required, with staff training
in foreign languages and customer relations. High-tech Tourist Information
Centres of the kind available at Karachi International Airport, with e-mail,
fax, and website facilities need to be established at the other major airports
and city centres. A website of 1500 pages showing Pakistan’s scenic tourist
sites and cultural heritage has recently been launched which will greatly
enhance awareness both nationally and internationally.
There are approximately
41 tour operators in Pakistan that provide destination management services for
domestic and foreign tourists. As their services are critical to the
development of international tourism, they need to be treated as a primary
sub-sector and supported accordingly.
Several areas of
regulation impact negatively on tourism, such as the forbidden photography of
bridges and airports, and restricted zones where trekkers require special
permission to enter. These restricted areas could be limited and perhaps
renamed ‘permit zones’. Tribal leaders may be involved in the development of
tourism activities in their areas.
Although Pakistan
possesses world-class tourist attractions, the international tourist potential
of areas such as the Swat Valley has been considerably reduced because of the
lack of planning regulations, over-development and environmental degradation.
Due to lack of co-ordination between the tourism industry and authorities in
charge of natural, historical or religious sites, the tourism potential of such
sites is not fully realised.
Recommendations for Physical Planning and Development
·
Development activity may initially be directed to a
limited number of areas
·
Specialised themes to be selected for the development
of the diverse tourism resources
·
All schemes need to be oriented towards sustainable
development
· &