Despite tall claims of the federal and provincial governments for measures to promote domestic and international tourism, Pakistan failed to attract foreign tourists to visit the abundant tourist resorts across the country during the current year, Pakistan Today has learnt reliably.
Pakistan has abundant natural scenic spots which are enough to lure in the domestic and foreign tourists. Following the success of Operation Zarb-e-Azb, the security situation has significantly improved and special protection is being provided to foreign tourists.
A source at the Pakistan Tourism Development Corporation (PTDC) told Pakistan Today that while the number of foreign tourists could not be increased despite many measures, a surge of 20 per cent in domestic tourism has been recorded in the ongoing summer vacations.
When contacted, PTDC public relations officer Mukhtar Ali confirmed to Pakistan Today that the number of foreign tourists could not be increased. However, the PTDC official said that an increase of 20 per cent has been recorded in domestic tourism and people are particularly traveling towards scenic areas of Northern Pakistan (Gigit-Baltistan and KP). Ali further added that its 39 motels and 3 restaurants have seen an amazing peak during summer vacations and most of the PTDC motels are reserved till August 15.
PTDC is providing world class facilities to international tourists on very cheap rates, he said, and added that the PTDC’s main job is to explore new venues where private investors are reluctant to invest.
A source told Pakistan Today requesting anonymity that after the 18th Amendment, PTDC is under the control of provincial governments. PTDC does not have sufficient funds to represent itself in international tourism festivals to show the world that the country offers world class facilities on very competitive prices. And like other countries tourism departments advertise tourist attraction places on international channels but PTDC does not have enough funds to present Pakistan’s tourist attraction places on international media neither on national media.
He further added that Punjab, KP and Gigit-Baltistan have been taking appropriate steps while Sindh and Balochistan have failed badly to take initiatives to promote tourism.
The World Tourism Organization (UNWTO) forecasts international tourism to increase by 3.5% to 4.5% during 2016.
The UNWTO said that despite the terror attacks in Europe and around the globe, travelers have not been deterred from packing their bags and venturing out. In 2015 International tourism rose by 4.6 per cent and at the start of 2016, UNWTO World Tourism Barometer has recorded the rise in international tourism by 5%.
Muhammad Saqib, an expert on international tourism said that Pakistan has been affected by terrorism and has an image problem, especially in rich western countries. However, terrorism is becoming an international phenomenon and is not stopping tourists from exploring new destinations.
“Pakistan lacks in marketing itself as a tourist destination. Our authorities needs to develop aggressive marketing strategies to boost the tourism sector in the country so it can bring prosperity to residents of tourist destinations and ultimately to Pakistan’s economy,” he said.