Pakistan attracted two million foreign tourists in a year amid improving scenario

Shangrila Resort Skardu Photo Credit: Zaeem Siddiq via Wikimedia Commons

Travel advisories or internationally negative perceptions are no more keeping foreign tourists away from the stunning landscapes and breathtaking mountain ranges of Pakistan.

As law and order has improved following a series of counterterrorism operations, the inflow of international tourists shows a steady rise, cheering up the once dormant tourism industry.

The number of tourists visiting the South Asian country – at the center of ancient civilizations and some of the most lively manifestations of modern economic scenario like China Pakistan Economic Corridor with it zigzagging routes through northern mountains– has tripled in the last four years.

Last year, more than two million people from across the world visited the country, also famous for housing some unique cultures such as the Kalash and a variety of popular cuisines like “Chicken Tikka Masala” and “Kababs.”

Still, the number is considered low as compared to the neighboring India, which also faces dozens of insurgencies and freedom movements amid violence and communal violence perpetrated by violent groups aligned to BJP ruling party, and yet attracted a record number of 10 million foreign tourists last year.

“It will take another couple of years to reverse the factors responsible for decline in number of tourists. Everyone has to play a role toward improving the perception of the country abroad,” says Qamar Abbas, a Lahore-based tour operator.

The potential of the tourism in the region can be judged by the fact that in 2017, Turkey, bordering next door Iran, had a record season with 37 million foreign tourists despite occasional incidents of terrorism and violence.

Globally, Europe, led by Spain and Italy, pulls a lion’s share of tourists.

Though quite different from export of commodities and services, tourism has become an important source of revenue generation for several countries in recent decades. The tourism industry was responsible for 10.2% of the global GDP in 2017.

For example, in Turkey tourism accounted for 20% of its total GDP while India earned $27 billion for the year of 2017 . According to the World Tourism and Travel Council, direct contribution of tourism to Pakistan was only 2.7% of the GDP.

Recovering from one of its most turbulent phases since it 1947 independence– insurgency in Balochistan, which opens a new world for Pakistan, China and other countries of the region with its Gwadar Port and terror troubles along the Afghan border – Islamabad needs to do some real homework to pitch itself to the enormous international tourism.

Despite a sharp decline in the incidents of terrorism during 2017 years after it joined the global U.S.-led fight against terrorism after 9/11 terrorist attacks, Pakistan still needs to improve the general law and order situation for both its own people and the world outside.

Then, it needs to realize availability of infrastructure for travel through the breadth of the country, particularly good quality transport facilities and hospitality outlets.

Thirdly, the country still has a lot to tell the world about its economic and tourism potential, which of course derives from the situation on the ground.

Some of the new developments like greater power generation, a network of roads under the $ 55 billion CPEC from the north right to the southwest, and inception of a new Islamabad International Airport promise to raise the potential for tourism industry.

Some major urban centers like capital Islamabad, Lahore, the Punjab metropolis, Karachi, the biggest city and Peshawar, home to some of the most ancient heritage in Khyber Pakhtunkhwa, have good facilities but many areas of Sindh, Balochistan and the Northern Areas need a development boost – particularly travel and hotel facilities – to take tourism in those areas to the next level.

For instance, Lahore, with changes in its skylines mass transit system, may be marketed for international tourists. Yet, sites of Indus valley civilization in Khyber Pakhtunkhwa and Mohenjo-Daro in Sindh and many other need fresh marketing campaigns.

Already, Pakistan has a good story to tell about expansion in domestic tourism.

In contrast to foreign tourists, the number of domestic tourists has increased manifold after elimination of militants from places like scenic Swat and other northern parts of Pakistan.

In 2017, about 38.3 million local tourists visited Murree, Swat, Kaghan valley and Azad Kashmir.

Another factor that can help Pakistan internationally, would be to relax visa regime for different countries to attract more tourists. Following the Malaysian and UAE models, there is need of branding Pakistan as a favorite destination.

Neighboring India has been able to brand itself with the slogans like ‘Incredible India’ with the Taj Mahal as its face.

The last government launched an “Emerging Pakistan” campaign to project Pakistan’s potential and improve its image but the impact of the effort is still not fully known.

The next government, taking reigns of the country after July 25 general elections, must make it a priority to market Pakistan as an attractive tourist destination.