Tourism policy 2010

THE government has said that the National Tourism Policy 2010 is on the anvil. One hopes it will be unveiled soon. The fact is that there is a lot of potential for tourism in Pakistan if it is properly tapped, given the rich cultural, archaeological and natural heritage the country possesses. These have drawn travellers from all over the world, and can attract more if the tourism infrastructure is efficiently organised and vigorous promotion campaigns are launched. Tourists, although greatly reduced in number, have continued to visit this country in spite of a weak tourism strategy and the dangers of terrorism. It would be criminal now to neglect this sector. The number of foreign tourists entering Pakistan grew steadily in the years 2003-06 when it touched a record high of almost 900,000. Thereafter it has been on the decline. Earnings from this source fell from $260m in 2006 to $243m in 2008. It is, therefore, an encouraging sign that the government is seeking to rebuild the infrastructure destroyed by conflict — especially in Swat — and is offering incentives.

Since there are many areas that are relatively secure, such as the Kalash valleys, Gilgit, the Galiyat, the archaeological sites of the Indus valley, the Gorakh hill station and the beaches of the Arabian Sea it is important that the new policy focus on them to give a new fillip to tourism in Pakistan. The strategy should aim at bringing domestic tourism in its loop by promoting modest travel costs and adequate board and lodging facilities. The revival of tourism can offer many advantages apart from the increased economic earnings it would fetch the country. A rise in the number of tourists coming from abroad would help improve the country’s image. Both domestic and foreign tourists would also boost the sectors related to tourism, such as local crafts and the catering industry.