Domestic tourism on the upswing

It is very encouraging to note that hundreds of tourists from all over the country have flocked to hill stations in a bid to enjoy the summer vacations and get away from the heat of the plains. Pakistan Tourism Development Corporation (PTDC) Managing Director Abdul Ghafoor has been quoted as saying that a large number of tourists, especially domestic tourists, had been booking their hotels, motels and rest houses at hilly picnic spots such as Murree, Nathiagali, Ayubia, Bhurban Patriata, Abbottabad, Swat, Naran, Kaghan, Shogran, Rawalkot, Neelum Valley, and Gilgit-Baltistan. These areas are likely to receive between 50,000 and 60,000 local tourists this year. This is in stark contrast to previous years where tourists would shy away given the country’s law and order situation.

From what we are seeing this year, local tourism is picking momentum — a development that will gladden the hearts of all our compatriots. This suggests that finally the fate of the tourism industry in Pakistan is taking a turn for the better. We must now move to put into place an enabling environment so that the industry can grow further. Tourism is always a good source of revenue for economically deprived areas and helps with local business and employment. But for it to thrive and attract international attention, it must be carefully regulated and monitored so that standards are maintained. Pakistan should now work on a practical tourism policy which encourages both local and foreign tourists to visit the different sites, which have a lot to offer. Not only should security be taken into consideration, an enabling environment should be created to facilitate the industry and its players. For this a first step would be to brainstorm with the local stakeholders after which some practical steps can be implemented to give impetus to the industry. The tourism development authorities should be allowed a freer hand and a bigger purse.

A combination of government and private sector initiatives will help the tourism industry stand on its feet and give the much-needed uplift to long suffering areas.

Published in The Express Tribune, July 4^th, 2017.

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