Revitalising collapsed tourist economy along with promoting community-based sustainable eco-tourism can stem the rot
JHANG: Pakistan is home to beautiful beaches and a vast array of mountains. It has many distinctive animals and birds. It has places, which are like earthly paradise, such as the Neelam Valley, Swat, Hunza, the unique Kalash valley, the Murree hills, the Shandur Pass and many others. It has all types of tourism opportunities, be they archaeological, religious, adventure or of the conventional type. Unfortunately, Pakistan’s tourism potential has not been realised because of the bad law and order situation, the country’s chronic energy crisis, corruption, red tape, etc.
The tourism ministry’s history is chequered and unfortunate. Initially, it was part of the railway ministry and in 1955, was transferred to the commerce ministry. Then, in 1960, the tourism bureau was created, and was moved in 1964 to the ministry of civil aviation. From 1972 to 1976, Pakistan had a separate tourism ministry, but thereafter, it was merged into the larger ministry of culture, sports and tourism, a position that did not change for many years. It was only in 2004 that a separate tourism ministry was created once again. Having its own ministry meant a higher profile in policymaking and the ability to market Pakistan’s tourism potential in a better way. However, this was again undone with the passage of the Eighteenth Amendment when the tourism ministry was devolved to the provinces. The reason for the current decline is linked in large part to this since the provinces do not seem to have done anything to promote tourism. The Kalash region in Chitral comprises three stunning valleys: Bumboret, Birir and Rumbur. These valleys have always fascinated tourists, anthropologists and historians because of their unique history, customs and rituals. But nowadays, the people of Kalash are under threat from commercialisation and extremists. As for our historical and archeological sites, they have, over the years, fallen prey to devastation and destruction. Unesco has taken some measures to preserve these places, but the main role needs to be played by the government and that has been singularly lacking.
Revitalisation of the collapsed tourist economy along with promoting community-based sustainable eco-tourism can perhaps, stem the rot and reverse the decline. Organisations like the WWF Pakistan can only do so much and need government support. The travelogues of Mustansar Hussain Tarar and other local and foreign tourists and writers can also play a valuable role in promoting tourism. However, the requirement of a having a No Objection Certificate makes it very difficult for foreigners to go anywhere else other than the cities of Karachi, Lahore and Islamabad. Our embassies overseas need to play a vital role by arranging tourism shows and selling Pakistan’s soft image abroad.
Zulqarnain Sewag
Published in The Express Tribune, October 26th, 2014.
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