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Tourism policy – Newspaper – DAWN.COM

 


The approach of governments to revive tourism in Pakistan seems confused and riddled with contradictions. Barely a month after Prime Minister Imran Khan announced the reopening of the tourism sector, an inexplicable decision given the growing number of Covid-19 cases in the country, PTDC motels in the north were closed and employees dismissed. By the way, Khan also stressed that potential unemployment in the tourism sector was a factor in its reopening. According to the notification issued, the federal government and the PTDC board of directors were forced to take the plunge due to the organization’s continuing and irreparable financial losses. Approximately 25 motels and 300 employees were affected by this decision; six sick PTDC motels and restaurants were closed in March of last year.

A board member of the National Tourism Corporation, within which the PTDC operates, said the government would focus exclusively on promoting travel to the country and that the now closed properties will be privatized. While the tourist industry of the Pakistans can hardly be described as a nascent industry, at least from an international perspective, its wealth of picturesque landscapes, particularly its superb views of the northern mountains, is gaining increasing attention. The British Backpacker Society has ranked Pakistan as its top travel destination for 2018, and last year Forbes called it one of the coolest countries to visit. Unfortunately, the government has not taken advantage of this momentum and goodwill, even though the Prime Minister has often rightly cited the potential of tourism to become a major source of foreign exchange. Even in December 2019, Wanderlust, the British travel magazine, named Pakistan as its priority destination for 2020. The pandemic, of course, has derailed tourism everywhere.

However, many mountains must be climbed before Pakistan becomes a preferred international travel destination. Its image has long suffered from extremist violence within its borders. The murder of foreign climbers by activists in Gilgit-Baltistan in 2013 was the last nail in the coffin. Although militancy has been crushed and law and order restored, it will take sustained multidimensional efforts to attract international tourists to the Pakistani coast. According to the 2019 report on the competitiveness of travel and tourism, the country is the least competitive in South Asia in this sector. Reducing visa processing times and easing restrictions on the movement of foreign visitors are reasonable measures, but the tourism infrastructure is far from robust and does not inspire the kind of trust sought by international travelers. In fact, PTDC motels offered decent budget accommodation, but that too is no longer an option. Hosting summits with a range of foreign travel influencers before setting up building blocks, as a hassle-free method for visitors to travel inland, is like putting the cart before the horse.

Posted in Dawn, July 6, 2020

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