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Pakistan as a Tourist Destination and Tourism Industry in Pakistan

Tourism in Pakistan

Foreign Tourist Arrivals (2011)

0.929 Million

Percentage Growth per year


Earnings from tourism (2011)

2.8%
US$ 367.8 Million

Tourist Receipts as percentage of GDP 0.3%

Domestic Tourist (2011)


Hospitality Industry employees Number of Hotels

49.500 Million
700,000 person 1,900

Number of Rooms

44,000 rooms
* Estimated figures based on 2009-10 growth rate

Foreign Tourist Arrivals and Tourism Receipts 2002 to 2011


YEAR Tourists (million) Receipts (US$ million)

2002 2003 2004 2005 2006 2007 2008


2009 2010 2011

0.498 0.500 0.648 0.798 0.898 0.839 0.822


0.854 0.906 0.929

105.4 135.6 185.6 185.3 260.1 276.1 243.5


240.6 305.9 367.8

MARKET WISE FOREIGN TOURIST ARRIVALS IN PAKISTAN - 2010

Top-10 Tourist Generating Countries to Pakistan

FOREIGN TOURIST ARRIVALS IN PAKISTAN BY PURPOSE (2010)


Percentage

Holiday / Recreation Visiting friends and relatives Business Others

Total

11.9% 35.6% 28.4% 24.1% _____ 100%

Key Tourism Industry Stake-holders


Tourists Foreign Tourists, Domestic Tourists, Business Travellers, VFRs Public Sector Organizations Federal Tourism Ministry Devolved to Provinces Federal Tourism Organizations Pakistan Tourism Development Corporation (PTDC) and Department of Tourist Services (DTS) Provincial Tourism Departments Gilgit-Baltistan, Azad Kashmir, Khyber-Pakhtunkhwa, Punjab, Sindh and Balochistan Provincial Tourism Organizations Tourism Development Corporation of Punjab (TDCP), Sindh Tourism Development Corporation (STDC), Tourism Corporation of Khyber-Pakhtunkhwa (TCKP), Balochistan Tourism Directorate, AJK Tourism Directorate, Gilgit-Baltistan Tourism Directorate Airports, Airport Services, Immigration, Customs and Security Agencies, Pakistani Embassies, Local/District Governments Allied Ministries: Interior, Foreign Affairs, Information & Broadcasting, Communications, Railways, Defense, Finance

Key Tourism Industry Stake-holders


Private Sector Outbound Travel Agents/Tour Operators Inbound Tour Operators, Guides/Escorts, Drivers, Porters Hotels, Restaurants, Handicraft & Souvinir Shops Travel & Tourism Associations, NGOs (Pakistan Hotels Association, Travel Agents Association of Pakistan, Pakistan Tour Operators Association, Alpine Club of Pakistan, Adventure Foundation Pakistan, Chiltan Adventure Association, Sustainable Tourism Foundation etc.) Airlines, Cruiseline, Railways, Inter-city Bus/Van Services, Rent-a-Car, Local Transport (City Buses, Vans, Taxi, Rickshaw, Horse & Carriage) Tourist Attractions/Destinations/Products

Recreation & Amusements Parks, Nature/National Parks, Hill Resorts, Deserts, Mountains, Valleys, Museums, Zoo, Buildings (Architecture), Culture, People, Traditions, Entertainment Industry & Business Activities (Discos, Clubs, Musical Cencerts, Cinema, Indoor and Outdoor games , Fairs, Festivals, Exhibitions, Meetings, Seminars)

HOW TO DEVELOP TOURISM IN PAKISTAN ?


Vision:
To develop tourism sector as a national priority in a sustainable and acceptable manner, taking full advantage of regional and international trends and developments so that it can significantly contribute to the improvement of quality of life in Pakistan whilst promoting the countrys cultural and natural heritage.

MISSION ?
To create an enabling environment for Pakistans tourism industry by providing world-class facilities that commensurate with our rich cultural heritage, rare archaeological treasures and exquisite environmental beauty in close partnership and coordination between the public and the private sector while preserving and protecting our cultural and moral values and projecting tourist friendly image of the country.

Pakistans Tourism Potential

Nature & Adventure - Deserts, hill stations, valleys and mountains offer opportunities for adventure sports like mountaineering and trekking, white water rafting, skiing, jeep & camel safaris, car rallies, mountain biking, Ecotourism, flora, fauna, wildlife etc. Culture & Heritage - Indus Valley Civilization, Gandhara Civilization, Early Muslim and Moghul Heritage, Colonial Heritage, unique cultures and hospitable people. Religious Tourism - Sacred religious places for Muslims, Buddhists, Sikhs and Hindus. Coastal Zone - spreading over 1,000 kms along the Arabian Sea offers long term development potential for beach resorts.

Challenges

Coordination at all Levels of Government

Numbers versus Yield


Industry Quality Aligning Product with Market Needs

Tourists Dispersal and Niche Products


Skills Base Tourism Infrastructure

Aviation Services
Research and Statistics

Constraints

Security concerns

Negative country image abroad


Underdeveloped infrastructure civic, communication and tourism

Financial constraints Non-implementation of a well-laid and well coordinated

marketing strategy

Trust deficit between public and private sector tourism stake-holders.

INCENTIVES BEING PROVIDED BY THE GOVERNMENT IN TOURISM SECTOR:

Group Tourist Visa on Arrival for 24 countries

Tourism is categorized as an industry.


Plant, machinery and equipment (PME) not manufactured in Pakistan can be imported at only 5% customs duty.

Tax relief - first year allowance at 75% of PME.


Import of Special equipment for adventure and sports tourism allowed at 10% customs duty. Chartered flights allowed on point to point basis from Karachi, Lahore, Islamabad and Peshawar.

Public-private sector joint ventures opportunity for a number of tourism development projects..

Marketing Tools

Participation in Foreign Tourism Exhibitions Participation and organizing local cultural and tourism events, awareness and orientation seminars / walks Adventure and outdoor activities Printing, Publication and distribution of free tourist literature, newsletters, maps, posters etc. Publicity in print and electronic media Familiarization trips Production of documentaries, CDs, DVDs, Internet, Website, E-Commerce & social networks

Marketing Strategy

Explore Asian Markets (SAARC, ECO, ASEAN, Middle East etc).

Strengthen traditional base Adventure, Culture, Heritage and


Religious Tourism Develop & explore new products & markets Ecotourism, MICE,

discover your roots, sports tourism, transit tours etc.

Promote Domestic Tourism family holidays, students and incentive tours

Promote Winter tourism

DEVELOPMENT STRATEGY

Private sector plays a key role in the development of the tourist industry including hotel accommodation, resorts, recreation

activities, transport and tour operations.

Enhance coordination and communication among private and public


sectors and develop public private partnerships.

Major private sector investment will be in hotel & restaurant industry


which is expected to grow at a rapid pace.

PPP Opportunities in Pakistans Tourism Sector

Development of Hotels, Restaurants, Resorts, Theme Parks and


recreation facilities.

Leasing-out of existing public sector tourism facilities Provision of foodservices and entertainment facilities at a tourist attraction

Event Sponsorship

FUTURE STRATEGY?

Offer more incentives to promote greater private sector investment in creation of tourist facilities. Public sector investment in the development of infrastructure is to be made part of overall national development effort. Greater financial autonomy is to be given to the public sector tourism organizations at all levels. Formulation / implementation of a comprehensive and realistic tourism policy that will support tourism as an industry.

Future Strategy

New market segments are to be explored. Marketing efforts for tourism at cultural places are to be intensified. Quality and Standard of Pakistani tourism & hotel management institutes is to be improved in collaboration with international organizations.

Tourism & Hotel Management may be introduced at Degree level in Pakistani Universities.
Provision of physical infrastructure at places of tourist interest complemented by environmental improvement programmes. The Draft National Tourism Policy prepared in 2010 in consultation with all tourism industry stake-holders may be implemented with appropriate updates and changes.

PAKISTAN TOURISM DEVELOPMENT CORPORATION

Pakistan Tourism Development Corporation (PTDC) was incorporated on March 30, 1970 under the repealed Companies Act 1913 (Now the Companies Ordinance, 1984) as a Public Corporation Limited by shares. Principal objective of the corporation is to promote and develop tourism in Pakistan. The Corporation owns and controls following subsidiaries:

PTDC Motels North (Pvt.) Ltd.

PTDC Motels South (Pvt.) Ltd.


Associated Hotels of Pakistan (AHP) Pakistan Tours (Pvt.) Ltd (PTL)

PTDC is owned by Government of Pakistan (99.75% share)


12% shares of PTDC and its subsidiaries have been transferred to its Employees under Benazir Employees Empowerment Scheme.

TOURIST INFORMATION CENTRES

PTDC is providing tourist information, facilitation and publications to tourists through its following 18 Tourist Information Centres:
S# LOCATION BUILDING STATUS

PUNJAB 1. 2. 3. 4. 5. 6. BAHAWALPUR LAHORE CITY LAHORE AIRPORT RAWALPINDI CITY TAXILA MULTAN Rented Rented Rented at Flashmans Hotel at PTDC Motel Rented

KHYBER PAKHTUNKHWA 1. 2 3. 4. ABBOTTABAD PESHAWAR SAIDU SHARIF, SWAT PESHAWAR AIRPORT Rented Rented at PTDC Motel Rented

TOURIST INFORMATION CENTRES


GILGIT BALTISTAN

1.
2.

GILGIT
SKARDU

at PTDC Motel
at PTDC Motel

ISLAMABAD CAPITAL TERRITORY


1. 2. ISLAMABAD ISLAMABAD AIRPORT Own Building Rented

SINDH 1. KARACHI Rented

2.
3.

MOENJODARO
THATTA

Rented
Own Building

BALOCHISTAN 1. QUETTA Rented

PTDC MOTELS (NORTH) LIMITED

PTDC Motels North (Pvt.) Ltd. was incorporated in 1977 as wholly

owned subsidiary of PTDC under the repealed Companies Act 1913


(Now the Companies Ordinance, 1984) to operate motels, resorts and restaurants constructed under PSDP grants. It is governed by its Board of Directors with MD PTDC as its Chairman.

PTDC Motels North (Pvt.) Ltd. is currently running 35 motels and 4 restaurants all over Pakistan. All restaurants and 10 motels have

been leased out to private parties.

PTDC MOTELS (SOUTH) LIMITED


PTDC Motels South (Pvt.) Ltd. was incorporated in 1977 as wholly owned subsidiary of PTDC under the repealed Companies Act 1913 (Now the Companies Ordinance, 1984) to operate PTDC motels / resorts located in Sindh and Balochistan (Keenjhar Lake Resort, Motels at Ziarat, Khuzdar and Moenjodaro).

PTDC Motels South (Pvt.) Ltd. is governed by its Board of Directors with MD PTDC as its Chairman. As per Boards decision, the operation of its units was transferred to PTDC Motels North (Pvt.) Ltd w.e.f. 0107-1990.
Keenjhar Lake Resort was handed over to Govt. of Sindh Tourism Development Corporation in August 1991.

List of PTDC Motels


S# A. 1 2 3 4 5 B. 6 C. 7 8 9 10 11 12 13 14 15 16 17 Location PUNJAB PTDC Motel at Taxila PTDC Motel at Wagha Pak-India Border PTDC Motel at Bahawalpur PTDC RSF at Bahawalpur PTDC Motel at Katas SINDH PTDC Motel at Moenjodaro KHYBER PAKHTUNKHWA PTDC Motel at Saidu Sharif PTDC Motel at Kalam PTDC Motel at Miandam PTDC RSF at Chakdara PTDC Motel at Panakot, Dir PTDC Motel at Bamburet PTDC Motel at Bunni PTDC Motel at Birmoglasht PTDC Motel at Chitral PTDC Motel at Mastuj PTDC Motel at Chattar Plain Facilities Area/Land (7 rooms) (4 rooms) (14 rooms) Restaurant (6 rooms) (12 rooms) (23 rooms) (38 rooms) (21 rooms) Restaurant (4 rooms) (16 rooms) (4 rooms) (16 rooms) (30 rooms) (12 rooms) (4 rooms) 2 K 12 M 1K 11M 21K 41K 15M 20K 18M 6 K 18M 6 K 10M 40K 10K 19M 6K 6K 11M 8K 2M 6K 32K 4K 15M 13K 9K 10M Status Operational Operational Operational Leased out Leased out
Under Repair/ Renovation

Operational With Security Forces Operational Leased out Leased out Operational Operational Leased out Operational Operational Cont. Leased out

S# 18 19 20 21 22 23 C. 24 25 26 27 D. 28 29 30 31 32 33 34 35 36 37 E. 38 39

Location PTDC Motel at Besham PTDC Motel at Barseen PTDC Motel at Balakot PTDC Motel at Naran PTDC Motel at Torkham PTDC Motel at Ayubia BALOCHISTAN PTDC Motel at Taftan, Pak-Iran Border PTDC Motel at Ziarat PTDC Motel at Khuzdar PTDC Motel at Chamman GILGIT BALTISTAN PTDC Motel at Gilgit PTDC Motel at Gupis PTDC Motel at Hunza PTDC Motel at Phandar PTDC Motel at Rama Lake PTDC Motel at Sust, Pak-China Border PTDC Motel at Astak PTDC Motel at Khaplu PTDC Motel at Satpara PTDC Motel at Skardu ISLAMABAD PTDC Restaurant at Dam-e-Koh PTDC Restaurant at Jaltrang

Facilities Area/Land (47 rooms) 16K 4M (4 rooms) 9K 7M (5 rooms) 2K 21M (60 rooms) 160K (4 rooms) 1K 13M (24 rooms) 21K 9M (4 rooms) (18 rooms) (6 rooms) (4 rooms) (44 (12 (28 (12 (12 (24 rooms) rooms) rooms) rooms) rooms) rooms) 20K 11K 3M 3K 4M 8K 5M 6K 10M 16K 7M 25K 12M 17K 6M 21K 8K 11K 8M 12K 15M 30 K 31K 1M 1K 10M 1K 2M

Status Operational Leased out Operational Operational Operational Operational Leased out Leased out Leased out Leased out Operational Operational Operational Operational Operational Operational Operational Operational Non operational Operational Leased out Cont. Leased out

(4 rooms) (12 rooms) (12 rooms) (28 rooms) Restaurant Restaurant

ASSOCIATED HOTELS OF PAKISTAN (AHP)

Associated Hotels of Pakistan Ltd. (AHP) was formed in 1961 under the repealed Companies Act 1913 (Now the Companies Ordinance, 1984) to

take over running business of 04 hotels of Associated Hotels of India (AHI),


namely Cecils (Murree), Deans (Peshawar), Falettis (Lahore) and Flashmans (Rawalpindi).

PTDC owns 86.82% shares of AHP whereas 13.18% shares are with Private Shareholders. AHP has its own Board of Directors with Managing Director PTDC as its Chairman.

03 hotels were privatized in 1998 and 2004 leaving only Flashmans Hotel, Rawalpindi.

PAKISTAN TOURS LIMITED


1.

The Pakistan Tours (Pvt.) Limited was incorporated as PTDCs wholly owned subsidiary in 1977 under the repealed Companies Act 1913 (Now the Companies Ordinance, 1984) . PTL has its own Board of Directors with MD PTDC as its Chairman. Pakistan Tours (Pvt.) Limited is organizing package tours and treks renting tourist transport and operating a number of domestic / international tourist bus services; Lahore Delhi Bus Service Pakistan Tours (Pvt.) Ltd. is operating Lahore - Dehli Bus Service on behalf of PTDC under a bilateral agreement between Pakistan (Ministry of Communication) and India since February 1999. On July 26, 2010, the bilateral agreement was extended upto February 17, 2014.

2.

i)

PAKISTAN TOURS LIMITED


ii)

Lahore Amritsar Bus Service

This service started in March 2006 under a bilateral agreement between Pakistan and India
iii)

Nankana Amritsar Bus Service PTL is operating this service since April 2006 under the bilateral agreement between Pakistan and India.

iv)

Sost Taxkurgan (China) Bus Service This bus service is in operation since 1st May 1986 under the bilateral agreement between Pakistan and China. Many tour operators are operating tours, connecting Central Asia, China and Pakistan via Khunjerab Pass and vice versa, by utilizing this service.

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