A REPORT ON TOURISM INDUSTRY IN PAKISTAN AND

ITS PROBLEMS AND SOLUTIONS

Prepared for
Mr. Muhammad Arif
Prepared by
Muhammad Sannan Khan
Submitted on:
July, 06, 2015

PAKISTAN TOURISM DEVELOPMENT

CORPORATION
Flashmans Hotel, the Mall, Sadder, Rawalpindi Cantt, Pakistan Tel: +923449482365

Saad-ul-Hassan,
Director of Tourist Industry,
Lahore.
July, 06, 2015.
Muhammad Sannan khan
GCU Lahore
Dear Mr. Sannan khan:
Subject: Authorization for study of tourism industry in Pakistan
You are authorized to study tourism industry in different places of Pakistan.
The purposes of your study are:
1.
2.
3.
4.

What are the factors affecting tourism industry in Pakistan?

To determine if the present preparations are satisfactory for tourists?
What the government should do to develop the tourism industry in Pakistan?
Advantages of tours of foreigners.

I recommended that you should report on different places of Pakistan and find out the opinions of different people
about the problem and its solutions. Your sample should be randomly drawn.
As we have agreed, a consulting fee of RS 80,000/- will be paid to you on the successful completion of this study and
the submission of an acceptable report. I shall allow you to report on different cities of Pakistan if the results of this
study seem worthwhile.
Your report should be submitted to me by July 06, 2015. Please contact me if you need any further information or
guideline
Sincerely,

Saad-Ul-Hassan ( Director )

Letter of Transmittal
Sannan khan.
Reporter,
July, 06, 2015.
Saad-ul-Hassan,
Director of Foreign Industry,
Pakistan.
Dear Mr. Sannan khan:
Here is the report you requested on the Tourist Industry in Pakistan its problems and its solutions.
We reported on randomly beautiful places of Pakistan. We also talked with different people of Pakistan as well as
foreigners. We found different opinions on that topic. Here are some of the major problems faced by foreigners and
other people.
Pakistan is one of the favorite places for tourists but now condition is totally changed. One of the major problems is
Terrorism. Pakistan has become an unsafe place due to ever-increasing terrorist attacks. It is a major factor that is
not only damaging the repute of Pakistan in the world but also causing its tourism industry to a decline. The second
main problem is lack of Proper Infrastructure. Poor infrastructure in Pakistan is a great cause of the failure of
profitable tourism industry. There are not proper roads, railway tracks and other transportation services. So tourists
find it difficult to visit different places in Pakistan. Natural disasters have impact in declining the tourism industry in
Pakistan.
Based on these report findings, we recommended that if we want to make our tourists industry strong firstly we have
to make our security strong. So that tourists feel safe. Secondly Government of Pakistan has to pay attention on the
administration of tourism industry. The Government of Pakistan has to make roads and proper tracks so that tourists
can visit easily different places of Pakistan.
Thank you for the opportunity to complete this research. I hope that you will find the results valuable and that you will
authorize additional, similar studies in other places of Pakistan. I am convinced that by doing so you will facilitate the
tourism industry.
Cordially,
Muhammad Sannan khan

TABLE OF CONTENTS

EXECUTIVE SUMMARY
I
INTRODUCTION
. 1
Background
Statement of the Problem
Purpose of the Study
Scope
II
III
IV

V
VI

RELATED
LITERATURE.

PROCEDURES
. 3
FINDING
. 4
Civic Information
Tour Planning
Economy Booster
Complications
Results
ANALYSIS
.. 8
CONCLUSIONS
RECOMMENDATIONS
Conclusions
Recommendations

AND
9

LIST OF ILLUSTRATIONS
FIGURES
1. AGE.
.4
2. GENDER.
3.
4.
5.
6.
7.

MARTIAL STATUS 4
LOCATION FOR TOUR.. 5
DURATION OF TOUR. 5
ECONOMY BOOSTER. 5
EMERGING BUSINESS
6

8. POOR LAW-AND-ORDER. 6
9. INSECURE ENVIORNMENT. 6
10.
LACK OF GOVERNMENT
INTEREST 6
11.
RESULT
.. 7

EXECUTIVE SUMMARY
The chief concern of Pakistan tourism Development Corporation is to increase number of tourists. Hence, the main
purpose of report was to find new places across country, which could be considered as new attractions. The report also
brought light upon the factors which were affecting this industry badly. It also indicated the aspects which need to be
improved.
The report included simple questionnaires and interviews. These interviews were carried at different hotels in Murree.
The questions asked were open ended and simple check list which were easy to answer. Interviews covered hotel
owners along with local visitors. The results obtained were sampled through special techniques and analyzed by
concerned researchers.
Stats. Indicates that tourism has reached to zero figures in past few years due to instability in country. Along with
security, tourists also demand good environment. Which means the government need to build new infrastructure like
hotels and roads to make communication easier and faster.
The survey revealed that most of the visitors are from age group of 25-30 and they are males largely. Since they are
employees at different places they prefer visiting these attractions in vacations. Most of these people travel through
local transport, considering the fact that it is cheap and safe. Only 1% of them spend money on consulting agents
while other prefer extracting info through internet. The survey indicated that most people like visiting hill stations and
historical places. Which in turn shows that historical places need more care and publicity as most of the tourists do not
know different places the country has.

INTRODUCTION
The introductory section includes the background of problem, statement of the problem, purposes of the study, and
scope of the study.

Background
The PTDC was interested in increasing the number of tourists in Pakistan and to develop the tourism industry in Pakistan. For
this purpose they decided to survey different places of Pakistan. Other similar studies will be conducted if this study is deemed
helpful.

Statement of the Problem

The focus of this study was to determine (1) the preferences of tourists and (2) to determine the improvements that could be
made in tourism department of Pakistan.

Purposes of the study

The purposes of this study were as follows:
What are the factors affecting tourism industry in Pakistan?
The PTDC was interested in increasing the number of tourists in Pakistan and to develop the tourism industry in Pakistan. For
this purpose they decided to survey different places of Pakistan. Other similar studies will be conducted if this study is deemed
helpful.

Scope:
The scope of this study included analysis of the tourism industry in Pakistan, factors affecting the tourism industry, and its
solutions.

A survey was conducted using a sampling technique to ensure randomization in respondence.It was determined
statistically that a sample of 50 different places would provide information about tourism industry .The procedure
followed included these:

A questionnaire was developed that contain simple dichotomous questions, check list questions and open
ended questions.

ii

Teams of interviewers were stationed at five large hotels located in Murree and Northern areas.

iii

Interviews were conducted over a three day period Friday to Saturday_ binging on 20 May 2015.

iv

The interviews I had taken based upon three steps:

Firstly I had taken interview from the foreigners.

Secondly, from the honors and staff of different hotels and guest houses.

Thirdly from the people of surroundings.

The data was tabulated using computerized scheme.

The results were analyzed by a team of researchers and this report prepared.

Related Literature
The literature on studies of preferences of tourists is extensive. Although this broad expense of research was generally
helpful, two recent studies of tourism industry were found to be especially valuable.
In 2004-2005 study by Qadar Bakhsh Baloch, it was found that, our tourism industry declined by 2% from 185.6
million in 2004 to 185.3 million rupees. Pakistan tourism industry has come down to near zero figures since 2008 due
to instability in the country and many countries declaring Pakistan as unsafe and dangerous to visit. In 2010, 906800
tourists came to Pakistan and the earning is 304.9 million rupees but in 2011 it was down to 718,832 tourists. The
number of foreign visitors to Pakistan fell by 50% in the first six months of this year. The conclusion was that tourism
industry should improve security conditions and its infrastructure.
In 2014 surveys show that the preferences of tourists are that they want safe and healthy environment, good
hospitality, better market approach, communication and other facilities as well.

FINDINGS

hese are the major outcome about Tourism Industry in Pakistan. The following sections include statistics and
demographic information about tourist favorites and their views about tourism industry..

Civic Information
AGE
70.00%
60.00%
50.00%
40.00%

Series 1

30.00%
20.00%
10.00%
0.00%
Male

Female

81.3%

18.8%

As indicated in the above charts, 80% respondents were males and 30% were females. The age chart shows that 18.8%
ages are below 18 and 81.3% respondents had ages in the middle of 18 and 25 years. As indicated in the chart below,
84.60% of the respondents were married, and 15.40% respondents were unmarried.

Martial Status
100.00%
80.00%
Graph

60.00%
40.00%
20.00%
0.00%
Married

Unmarried

Tour Planning
As indicated in chart below, shows that there were most tourists would like to visit in Pakistan. According to that, the
percentage of Hill Stations is 55%, Desserts 25%, Beaches 10%, Historically Significant Place 25%, and
Commercially Bus Cities is just 5%. In response to a question regarding how often they visit these places, we receive
following material which is statistically characterized in duration chart. Rendering to it, 59% people manage their
voyage once year, 29% visit after every 6 months, 7% after 3 months and 5% each month.

Locations
7%
24%

27%

Hill Stations

Beaches

Once a Year

Dessets

Historically
Significant
Places

Once in a 6 Month

31%
11%

Duration

Once in a 3 Month
Every Month

Commercially
Bus Cities

29%
59%

7%
5%

Economy Booster
The study exposed that 85% respondents strongly agreed that tourism industry of Pakistan is one of the foremost key
for empowering economy, 15% agreed to this point, 5% remained neutral, and null respondents disagreed.

Economy Booster
Economy Booster
0%

20%

40%

60%

80%

As point out in the chart below, 70 % respondents strongly agree tourism an emerging business around the world, 20%
agreed to the fact, 5% neutral, and 0% remained disagree.
80%
60%
40%
20%
0%

70%
20%

5%

Emerging Bussiness 0%

0%

Complications
As indicated in the below chart, 48% respondents strongly agreed to the element of poor law-and-order situation and
insecure environment, are one of the main reasons behind collapse of tourism industry of Pakistan, 32% agreed, 15%
remained unbiased, and 5% respondents disagreed to this.
Strongly Agreed
Agreed
Neutral
Disagreed

Also, 73.5% people strongly agree that Government of Pakistan showing lack of interest in tackling the problems of
tourists and tourist enterprises, 16.5% are agree that government is main reason behind downfall of tourism industry,
and 10% are disagree from accusing government as a real culprit.

Strongly
Agree
Agree
Disagree

Results

Disagree

Agree

Series 1

Strongly Agree
0%

10%

20%

30%

40%

50%

According to above graphic representation, 8% public is strongly agreed that present preparations are satisfactory for
tourist, 45% are just agreed and 47% are disagreed.

ANALYSIS
Pakistan becomes a member of International Union Of Tourism Organization (IUOTO). Now the World Tourism
Organization (WTO) in 1948 and the field of tourism were placed with the ministry of railways where it remained
until 1955. It was then transferred to commerce ministry.
Tourism in Pakistan was taken seriously for the 1st time at the policy making level in 1972, when the ministry of
minority and religious affairs and tourism was created .Tourism wing of ministry currently has approximately 90
officers and staff on full time employment ranging from joint secretarys office down to assistant chief and clerks.
Depart of Tourist Services (DTS) was established in 1976 after promulgation of three acts to ensure the standard and
quality of facilities to be provided by the hoteliers, tour operators and tourist guides. Currently it has a staff of 116.
NWFP along with the northern areas is generally recognized as the tourism region of Pakistan. With its beautiful
valleys, lakes, ski resorts, archaeological sites, historic remains, rivers, mountains and glaciers, civilization,
culture and its people. Efforts of the federal and provincial governments have resulted in promotion of tourism in
these provinces. But have not been able to fully explore the tourism potential in the province.

Pakistan becomes a member of International Union Of Tourism Organization (IUOTO). Now the World Tourism
Organization (WTO) in 1948 and the field of tourism were placed with the ministry of railways where it remained
until 1955. It was then transferred to commerce ministry.
Tourism in Pakistan was taken seriously for the 1st time at the policy making level in 1972, when the ministry of
minority and religious affairs and tourism was created .Tourism wing of ministry currently has approximately 90
officers and staff on full time employment ranging from joint secretarys office down to assistant chief and clerks.
Depart of Tourist Services (DTS) was established in 1976 after promulgation of three acts to ensure the standard and
quality of facilities to be provided by the hoteliers, tour operators and tourist guides. Currently it has a staff of 116.
NWFP along with the northern areas is generally recognized as the tourism region of Pakistan. With its beautiful
valleys, lakes, ski resorts, archaeological sites, historic remains, rivers, mountains and glaciers, civilization,
culture and its people. Efforts of the federal and provincial governments have resulted in promotion of tourism in
these provinces. But have not been able to fully explore the tourism potential in the province.

By this research, for Pakistan we have identified a range of markets that will be attracted by the selected tourism
products. Some of which can be developed in short term while others must wait for opening up of the whole country
to tourists or the development of true infrastructure.
At present time, adventures tourism is the most evident in Pakistan and given the highest priority in existing tourism
promotions. This is very important form of tourism and includes tracking and mountaineering. Most of the tourism of
the North based on this and it has been reported that over 50% of all the foreign holidays tourists at present time
participate in these activities.

CONCLUSION AND RECOMMANDATIONS

Conclusion
From the forgoing overview we concluded that the manner in which the tourism was shifted around over the years, it
had a relatively low priority in government.
1. Very limited tourism infrastructure.
2. Poor tourism services in many areas.
3. Lack of any meaningful promotion of the destination.
4. Inadequate national and provincial tourism organizations and services.
5. World renowned natural attractions such as Indus valley and northern mountains.
6. Good access links with primary source markets.
7. An increasing range of hotels, tours and tourist services.

Recommendation
1. To improve foreign and domestic tourism by implementation of them
WTO/UNDP Strategic Development Plan for Tourism.
2. To create a new image for Pakistan.
3. To optimize existing foreign and domestic markets.
4. To develop new markets, and new tourism products.
5. To increase the national awareness of the benefits of tourism.
6. To increase developmental opportunities in many rural areas.
7. Nevertheless it is generally accepted that for tourism to develop in a sustainable and orderly manner, an
appropriate physical and regulatory framework is required government can only provide this.

SURVEY FORM FOR TOURISM INDUSTRY

IN PAKISTAN
1. Name (optional):

2. Age : *
Under 18 years
1825 years
25-30 years
35-40 years
40-45 years
4550 years a b ov e
50 years
3. Gender: *.
Male
Female
4. Nationality: *

5. Monthly Income: *
Below Rs 20,000
Rs 20,000Rs 40,000
Rs 40,000Rs 60,000
Rs 60,000Rs 80,000
Rs 80,000Rs 100,000
Above Rs 100,000

6. How often do you travel outstation? *

Once a Year
Once in a 6 Months
Once in a 3 Months
Every Month
Every Week
7. How to do Plan your Trip? *
By Yourself
Through a Travel Agent
8. Where do you hear about tourist destination? *
I already knew of it
the internet
Friends and Relatives
Media
Books and Guides
Travel Agency
Other:
9. What is most common type purpose of your tourist destination?
*
Family Vacation
Adventures
Business
Spiritual
Religious
Culture
Fun
Other:

10. What mode of transportation do you opt? Rate them on the basis of your preference
(most preferred at the top, Least preferred at the bottom) Car, Bus, Train, Aero plane,
Ship *

11. Where do you go most often? *

Hill stations
Beaches
Desserts
Historically Significant Places
Commercially Bus Cities
12. With whom, Do you travel most often? *
Family
Friends
Colleagues
Alone
13. Where do you like to stay? *
Expensive
Economy Hotels
Resorts
14. What is generally the length of the trip? *
12 days
35 days
a week
A fortnight
a month

15. How much do you spend on a trip on an average?

*
Up to 5,000
5,00015,000
15,00025,000
25,00035,000
35,00040,000
Above 40,000
16. What are the factors you consider in Travel Agency products? *.
Tour Package
Safety & Security
Product Quality
Pricing
Variety
Other:
17. Below are listed some elements that you might consider when you choose a tourist destination. We ask
you to evaluate them twice. First, please indicate HOW IMPORTANT is each of these elements to you
choose any tourist destination. Then we ask you to indicate to what extent do you agree with these
elements are EXCEPTIONAL at tourist destination. ( Tick 1 for disagree and 5 for completely agree )

ELEMENTS OF TOURIST
DESTINATION

HOW IMPORTANT IS
THIS ELEMENT
Completely
Unimportant

1
Personal safety and security.
The destination can easily reach.
Overall cleanliness of the destination.
Spoiled nature.
Climate conditions.
Diversity of cultural/historical attractions
(architecture, tradition and customs).
The quality of the accommodation (hotel,
motel, apartment.).
Friendliness of the local people.
Organization of the local transportation
services.
The offer of local cuisine.
Possibilities for shopping.
Night life and entertainment.
Opportunity for rest.
Availability of sport facilities and
recreational activities.
Offer of cultural and other events.
Thermal spa offer.
Conference offer.

Completely
Important

I
dont
know

AT THIS DESTINATION, THIS

ELEMENT IS EXCEPTIONAL / AT
EXCEPTIONALLY HIGH LEVEL <<
Completely
Unimportant

Completely
Important

I dont
know

Clubs and casino offer (for foreigners).