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ABSTRACT

Tourism plays an important role in the


economy of a country and especially if it is a
developing country. This is because huge
amounts of foreign reserves can be earned
from it without much investment and given the
geographic location of Pakistan it is a haven for
tourists. Although it has low growth rate in
Pakistan and facing some problems, but we
good strategies and policies we can get rid of
the problems and boost our tourism to increase
its good impact on our economy.

TOURISM OF
PAKISTAN
WHAT IS TOURISM?
WHAT IS THE IMPACT OF IT?
WHAT ARE THE PROBLEMS?
HOW TO COPE UP THAT PROBLEMS?
(IN THE CONTEXT OF PAKISTAN)

ECONOMICS
SUBMITTED TO:

MR. LIAQUAT ALI


SUBMITTED BY

MUHAMMAD AFZAL
MOHAMMAD AHMED
SAMEER BIN SADAQAT
(MBA 2-A)

DATE: 10-12-15

TOURISM OF PAKISTAN

CONTENTS
TOURISM OF PAKISTAN ..................................................................................................................................... 2
WHAT IS TOURISM ............................................................................................................................................... 2
IMPACT OF TOURISM .......................................................................................................................................... 5
CONTRIBUTION TO PAKISTAN ECONOMY ................................................................................................. 7
WHY TOURISM DECLINE IN PAKISTAN.................................................................................................... 13
FACTORS AFFECTING TOURISM OF PAKISTAN .................................................................................... 15
REFERENCES. 19

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TOURISM OF PAKISTAN

TOURISM OF PAKISTAN
Pakistan is just like heaven for tourists. It is full of beautiful places full of greenery high
mountains flowing beautiful rivers and lakes. It is one of the most blessed countries in the
world which are being sanctified by numerous beautiful expressions of nature ranging from
huge glaciers, hollow valleys, beautiful water demonstrations and dry and traditional deserts
which have from several years been the eye catching for the tourists from all around the world.
Thats why tourism contributes a major proportion in the countrys GDP. There are several
places staring from the Karakorum in the north till the Arabian Sea in the south of Pakistan.
Murree is also a commercialized tourist spot in Pakistan which has the pleasure of snow falling
and evens the commercialized market having all the souvenirs regarding the natural places
and traditions in Pakistan. The significant tourist attraction is the Sea side which adds the
beauty to the place. Mohenjo-Daro and Thatta which are located in the interior Sindh are also
one of the preferences of the tourist. Pakistan is home of most stunning Himalayan peaks,
including K-2 and various magnificent valleys. It has beautiful Arabian Sea, deserts, Indus
valley, ancient Buddhas civilization carved in its mountains and historic forts. With all this it
is supposed to be one of the worlds greatest tourist destinations.
Pakistan is home of a lot of beauteous Himalayan peaks, including K-2 and assorted arresting
valleys. With all this it is accept to be one of the worlds greatest day-tripper destinations. It
has admirable Arabian Sea, deserts, Indus valley; age-old Buddhas acculturation carved in its
mountains and celebrated forts.
Tourism is one of the most rapidly growing industries in the world, which accounts for 10 per
cent of the global GDP. It is an important means of income generation, job creation, poverty
reduction, foreign exchange earnings and promotion of cross-cultural understanding and
cooperation.

WHAT IS TOURISM
Tourism is defined as the activities of persons travelling to, and staying in places outside their
usual environment for not more than one consecutive year for leisure, business or personal
purpose other than to be employed by a resident entity in the country or the place visited.
A tourist is the individual that spends a period of time of at least 24 h in a country different
than that of residence
The economic relevance of tourism is remarkable, the UNWTOthe United Nations World
Tourism Organization (2010) estimates that tourism is roughly 9 % of the global Gross
Domestic Product (GDP) and 8 % of world employment.

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TOURISM OF PAKISTAN
Table 1: Market-wise Foreign Tourist arrivals in Pakistan-2010
Market
Europe
South Asia
America
Pacific & East Asia
Middle East
Africa
Others
Total

Tourists (Nos.)
395,644
204,136
168,421
89,748
28,188
15,320
5,361
906,818

Percentage Share
43.6
22.5
18.6
9.9
3.1
1.7
0.6
100.0

Table 2: Top Ten Tourist Generating Countries- 2010


COUNTRY
U.K
U.S.A
Afghanistan
Canada
India
China
Iran
Germany
Philippines
Australia
Total

ARRIVAL
(000)
288.2
120.4
110.9
46.2
43.7
27.9
37.7
22.6
15.9
13.9
727.5

Percentage
Share
31.8
13.3
12.2
5.1
4.8
3.1
4.2
2.5
1.8
1.5
80.3

Position
2009
1st
2nd
3rd
4th
5th
6th
7th
8th
9th
10th

2010
1st
2nd
3rd
4th
5th
7th
6th
8th
9th
10th

Table 3: Province wise Foreign Tourists Arrivals - 2010


Area
Balochistan
Sindh
Punjab
Khyber Pakhtunkhwa
Azad Jammu & Kashmir
Gilgit-Baltistan
Others
Total
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Tourists(000Nos.)
23.6
262.1
487.9
99.7
18.1
9.1
6.3
906.8

Percentage Share
2.6
28.9
53.8
11.0
2.0
1.0
0.7
100.00

TOURISM OF PAKISTAN
Table 4: Causes of Attraction to Foreign Tourists to Pakistan - 2010
Causes
Tourists(000Nos.)
Scenic Beauty
77.1
Mountains
29.9
Culture
69.8
Archaeological sites/Historical Places
29.9
Old bazaars/ shopping Places
58.0
People
178.6
Deserts
4.5
Climate
80.7
Handicrafts
21.8
Sports
12.7
Entertainments
27.2
Wildlife
6.3
Local Foods
141.5
Shopping
121.5
Beaches
7.3
Others
40.0
Total
906.8
FIGURE: 1

Percentage Share
8.5
3.3
7.7
3.3
6.4
19.7
0.5
8.9
2.4
1.4
3.0
0.7
15.6
13.4
0.8
4.4
100.0

CAUSES OF ATTRACTION TO FOREIGN TOURISTS TO


PAKISTAN
Beaches, 0.8
Shopping, 13.4

Others, 4.4

Scenic Beauty, 8.5


Mountains, 3.3
Culture, 7.7
Archaeological
sites/Historical
Places, 3.3

Local Foods, 15.6

Old
bazaars/sho
pping
Places, 6.4
Wildlife, 0.7

Entertainments, 3
Sports, 1.4
Handicrafts, 2.4
Climate, 8.9

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People, 19.7
Deserts, 0.5

TOURISM OF PAKISTAN
Table 5: Contribution of Tourism in the Pakistan Economy
YEAR

2004-05
2005-06
2006-07
2007-08
2008-09
2009-10

GNP **
Market Price
at constant
Factor cost
of 1999-2000
4970546
5303974
5560382
5650961**
5880374**
6212576**(P)

Export *
(Current
Price)

Tourism
Receipts*
(Million
Rs.)

Tourism
Receipts
as % of
GNP

Tourism Tourism
Receipts Position in
as % of
Export
Export

854255
984767
1029312
1196638**
1383718**
1616537***(P)

10759
13199
16906
16486*
17392*
23178*

0.2
0.2
0.3
0.3
0.3
0.4

1.3
1.3
1.6
1.4
1.3
1.4

15th
15th
15th
17th
19th
17th

Source: - * Tourism Division ** Pakistan Economic Survey 2008-09


** Statistical Bulletin 2010 (P) Provisional

IMPACT OF TOURISM
Tourism is great for not just individual travelers, but also the local economies. Primarily its
just a fantastic source of income, because its money that wouldnt have been earned if the
tourists were not there. Tourism also allows wealth to be injected into a community in a
variety of ways. The great benefit of this industry is that its extremely labor intensive, and
many of the businesses that operate within it are only small businesses and micro operators.
This means that every dollar coming into the industry is felt quickly by business owners and
staff, and is directly related to a boost in local spending. For a community with the potential to
become a tourist destination, there are a huge range of benefits. Its also great for individual
travelers, because with a booming tourism industry there are lots to do, plenty of places to
stay, and as a result more and more tourists are drawn in.
Positive Economic Impact:
1)

It generates foreign exchange.

2)

It creates new job and employment opportunities.

3)

It stimulates trade, income and entrepreneurship - especially in small business sectors.

4)

The provision of new infrastructure which is available for non-tourism uses.

5)

It increases regional development - particularly in isolated areas.

6)

It generates greater collection of taxes and revenues.

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TOURISM OF PAKISTAN
Negative impacts:
1)
It can have a negative impact on the environment. It increases air travel and thereby
contributes towards air pollution.
2)
Mostly local people are employed in low skill, poorly paid work in unhygienic working
conditions.
3)
Travel agents, airline companies and hoteliers benefit more than local companies when
holidays are booked to destinations in LEDCs.
4)

Destroys local culture and traditions.

5)
Locally run accommodation companies face competition with foreign companies which
build hotels in this new tourist destination.
Negative Economic Impacts
1)

Necessity to import goods increase.

This is especially with small economies which often do not produce what the tourists demand,
and therefore import to meet the demands of the tourist.
2)

Displacement effects.

When a new tourism project takes customers away from an existing industry or facility, the
economy is said to be shifted.
3)

Over-dependence on tourism.

When initially developing, the tourism industry is in vigor. The people start investing their
money in this industry, resulting in downfall of other industries that were initially present. But
soon tourists begin to dislike the particular tourist location and the economy falls.
4)

Over-reliance on labor.

As the tourists would increase, the labor required to fulfil their requirements would increase.
The industry would extensively rely on labor; therefore these companies would highly exploit
labor to meet the tourist demands.
5)

Higher land values.

Higher number of tourists would require more accommodation. Therefore hotels, lodges and
rest houses are built. These results in shortage of land and the prices shoot up, which affect
the locals.

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TOURISM OF PAKISTAN
6)

Prices of goods increases.

More tourists means more needs of supplies example: food, water, electricity, gas supply, etc.
Also maintenance and repair would increase. These would make the market more expensive,
making difficult for local people.

CONTRIBUTION TO PAKISTAN ECONOMY


Travel & Tourism is an important economic activity in most countries around the world. As
well as its direct economic impact, the sector has significant indirect and induced impacts.
DIRECT CONTRIBUTION
The direct contribution of Travel & Tourism to GDP reflects the internal spending on Travel
& Tourism (total spending within a particular country on Travel & Tourism by residents and
non-residents for business and leisure purposes) as well as government 'individual' spending
- spending by government on Travel & Tourism services directly linked to visitors, such as
cultural (e.g. museums) or recreational (e.g. national parks).
The direct contribution of Travel & Tourism to GDP is calculated to be consistent with the
output, as expressed in National Accounting, of tourism-characteristic sectors such as hotels,
airlines, airports, travel agents and leisure and recreation services that deal directly with
tourists. The direct contribution of Travel & Tourism to GDP is calculated from total internal
spending by netting out the purchases made by the different tourism industries. This measure
is consistent with the definition of Tourism GDP, specified in the 2008 Tourism Satellite
Account: Recommended Methodological Framework (TSA: RMF 2008).
Figure 2:

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TOURISM OF PAKISTAN
TOTAL CONTRIBUTION
The total contribution of Travel & Tourism includes its wider impacts (ie the indirect and
induced impacts) on the economy. The indirect contribution includes the GDP and jobs
supported by:

Travel & Tourism investment spending an important aspect of both current and
future activity that includes investment activity such as the purchase of new aircraft
and construction of new hotels;

Government 'collective' spending, which helps Travel & Tourism activity in many
different ways as it is made on behalf of the community at large e.g. tourism
marketing and promotion, aviation, administration, security services, resort area
security services, resort area sanitation services, etc.

Domestic purchases of goods and services by the sectors dealing directly with tourists
- including, for example, purchases of food and cleaning services by hotels, of fuel and
catering services by airlines, and IT services by travel agents.

The induced contribution measures the GDP and jobs supported by the spending of those who
are directly or indirectly employed by the Travel & Tourism sector.
1. CONTRIBUTION TO GDP
The direct contribution of Travel & Tourism to GDP in 2014 was PKR726.8bn (2.9% of GDP).
This is forecast to rise by 3.9% to PKR755.4bn in 2015.This primarily reflects the economic
activity generated by industries such as hotels, travel agents, airlines and other passenger
transportation services (excluding commuter services). But it also includes, for example, the
activities of the restaurant and leisure industries directly supported The direct contribution of
Travel & Tourism to GDP is expected to grow by 5.3% pa to PKR1,266.5bn (2.8% of GDP) by
2025.

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TOURISM OF PAKISTAN
Figure 3: PAKISTAN: DIRECT CONTRIBUTION OF TRAVEL & TOURISM TO GDP

Figure 4: PAKISTAN: TOTAL CONTRIBUTION OF TRAVEL & TOURISM TO GDP

2. CONTRIBUTION TO EMPLOYMENT
Travel & Tourism generated 1,396,500 jobs directly in 2014 (2.4% of total employment) and
this is forecast to grow by 2.3% in 2015 to 1,428,000 (2.4% of total employment). This includes
employment by hotels, travel agents, airlines and other passenger transportation services
(excluding commuter services). It also includes, for example, the activities of the restaurant
and leisure industries directly supported by tourists.
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TOURISM OF PAKISTAN
Figure 5: PAKISTAN: DIRECT CONTRIBUTION OF TRAVEL & TOURISM TO
EMPLOYMENT

The total contribution of Travel & Tourism to employment (including wider effects from
investment, the supply chain and induced income impacts, see page 2) was 3,480,000 jobs in
2014 (6.0% of total employment). By 2025, Travel & Tourism is forecast to support
4,524,000 jobs (6.2% of total employment), an increase of 2.3% pa over the period.
Figure 6: PAKISTAN: TOTAL CONTRIBUTION OF TRAVEL & TOURISM TO EMPLOYMENT

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TOURISM OF PAKISTAN
3. VISITOR EXPORTS AND INVESTMENT
Money spent by foreign visitors to a country (or visitor exports) is a key component of the
direct contribution of Travel & Tourism. In 2014, Pakistan generated PKR94.8bn in visitor
exports. In 2015, this is expected to grow by 1.7%, and the country is expected to attract
1,040,000 international tourist arrivals.
By 2025, international tourist arrivals are forecast to total 1,742,000, generating expenditure
of PKR182.0bn, an increase of 6.6% pa.
Figure 7: PAKISTAN: VISITOR EXPORTS AND INTERNATIONAL TOURIST ARRIVALS

Travel & Tourism is expected to have attracted capital investment of PKR289.3bn in 2014. This
is expected to rise by 10.5% in 2015, and rise by 7.7% pa over the next ten years to
PKR671.1bn in 2025.
Figure 8: PAKISTAN: CAPITAL INVESTMENT IN TRAVEL & TOURISM

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Figure 9: COUNTRY RANKINGS: RELATIVE CONTRIBUTION, 2014

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WHY TOURISM DECLINE IN PAKISTAN


Pakistan is a country that is facing its worst conditions ever regarding its tourism industry.
First, it was the great tragedy of 9/11 that dented the tourism industry, and then in 2005, a
horrific earthquake collapsed the total tourism infrastructure. This was followed by the
Taliban capturing the beautiful Swat Valley. These disasters were followed by year 2010
bringing the floods that wreaked havoc with the entire tourism sector. Now, there is no
tourism ministry left in Pakistan, and no tourism ministry means no tourism department and
no tourism minister.
Such a situation has sent a very negative image of Pakistan around the world, because when
other countries like Sri Lanka and Nepal went through law and order situations, these
countries increased publicity and the promotion budget of the tourism industry and recovered
from downward trends.
The Federal Ministry of Tourism was abolished under the constitutional requirement that
ensures transfer of the tourism ministry to the provinces. This decision should have been
followed by a National Board to look after publicity and promotion of Pakistan abroad and
registration with international tourism organizations. However, it has not been done, and
responsibilities of the former Ministry of Tourism (MOT) have been distributed among many
different federal ministries without any focal authority to look into the affairs.
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The Ministry of Tourism is not fully empowered to tackle the problems of tourists and tourist
enterprises because of assigning of most of these responsibilities to other ministries/divisions.
The Ministry was not computerized until 2005, and was working with outdated procedures
and work methods. Internal sources, on the promise of confidentiality, informed that work
output and accomplishments is hampered by considerable impediments ranging from
administrative bureaucracy, lack of modern-day computer technology, lack of funds, lack of
experience and professional knowledge, lack of facilities, short working hours, and general
lethargy. The deficiencies in all departments and lack of funding have had serious implications
in the effective management of the tourism sector so far. It has never been a source of effective
and meaningful data, and has no worthwhile tourism survey to its credit.
Beside the government being responsible for the tourism downfall in Pakistan, other factors
like lack of education and awareness; poor infrastructure; lack of medical facilities; and above
all, insecure environment and the poor law-and-order situation, are the major factors which
have played strong roles in declaring Pakistan a lonely planet.
In this situation, it is strongly recommended that the international tourism organizations
should formulate a tourism board working under them in Pakistan, which will look after the
Pakistan Tourism Development Corporation, Pakistan Tours Limited, and will also be
responsible for international memberships, and arranging tourism conferences and seminars
worldwide for the publicity of Pakistan as a tourism destination.
Some incidents which cause of declining the tourism in Pakistan.
9/11 INCIDENT (September 11, 2001)
AFGHAN WAR
MARRIOTT HOTEL ATTACK IN ISLAMABAD (September 21, 2008) -Killed
foreigners.
SWAT OPERATION (8th May, 2009), 3 million people are displaced from their
places of residence. And Disturb many natural places.
ATTACK ON SRILANKAN CRICKET TEAM (3rd March, 2009) -8 police men were
killed, 6 player injured.
QUAID-E-AZAM RESIDENCY ATTACK (15 June, 2013) - The residency totally
destroyed which is located in Ziarat.
TOURIST KILLED IN NANGA PARBAT (23 June, 2013) -9 foreign tourist killed five
Ukrainians, three Chinese and a Russian.
HIGH INFLATION RATE- High priced food, hotel and transportation has made
Pakistan a place that is beyond the reach and affordability of tourists.
LACK OF INFRASTRUCTURE- Tourism sector is the lack of facilities that cannot
compete the international standards.

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BAD TRANSPORTATION SYSTEM- Bad road condition, Ground transport system


and Rent a cars at very high rate
GOVERNMENT INTERVENTION- No subsidies, No awareness conferences, No
special festivals, No best policies and No publicity.

According to report Pakistan become the 7th most DANGEROUS COUNTRY for travel due
to terrorism and target killing and every country allow their ambassador to move very
limited area.

FACTORS AFFECTING TOURISM OF PAKISTAN AND THEIR SOLUTIONS


Unfavorable Political Conditions
Pakistan has been one of the favorite places for tourists but now the situation has been
completely changed. The reason is its unfavorable political conditions. People think it an
unsafe place after the assassination of popular political figures like Benazir Bhutto and Salman
Taseer (governor of major province Punjab). Moreover the corrupt leaders dont pay attention
to this major industry which can take its economy to the highest peak.
Lack of Proper Infrastructure
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. Poor infrastructure is a hindrance in the way of
developed and flourished tourism industry. Inability to Cope with Natural Disasters Pakistans
government lacks the ability to cope with the natural calamities. Northern areas of Pakistan
have been the tourists favorite place but after earthquake of 2005, those areas suffered
incomparable loss but nothing had been done for their re-construction and redevelopment.
Poor disaster management caused a loss to the tourism industry.
Inefficiency of Airlines
Transportation sector is most important sector of any economy and aviation industry is major
part of this sector. In Pakistan the transportation and communication sector holds more than
10% share in GDP (Gross Domestic Production). The aviation industry can affect the other
sector of the economy, e.g. the International Trade, tourism and socio-economic condition of
the country. But there are some crashes which pull down the image of Pakistan in the eye of
others and in result people found it unsafe to visit Pakistan, which is affecting the tourism of
our country.

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Terrorism
Pakistan has become an unsafe place due to ever-increasing terrorist attacks. That is another
major factor that is not only damaging the repute of Pakistan in the world but also causing its
tourism industry to a decline. Tourism is one of major revenue earners for Pakistan, but
persistent terror activities in the country have negatively impacted the tourism business,
especially after the Marriot Hotel attack which left 60 people dead. In the latest Travel and
Tourism Competitiveness Report (TTCR) 2009 released by World Economic Forum, Pakistan
stands at 113, two places down from the previous year, moreover, the list got longer from130
to 133 this year. Pakistan is one of the poorest countries on the planet, ranking 171st in the
world on the GDP per capita measure, according to the CIA's World Fact book. Terrorism is a
big detriment to Pakistan's development, including its tourism industry. Terror attacks are
common in the country, and even Pakistan's former Prime Minister Benazir Bhutto was killed
as a result of a suicide attack in 2007.
Attack on Sri Lankas cricket team has also severely influenced the most loved sport in the
country. With the international cricket teams unwilling to play in Pakistan, the tourists who
were attracted via this sport have been lost due to national security concerns.
Pakistans GDP has been one of the main economic Factors that have been affected by
terrorism exposed to the country. Consumer who were used to going out on a regular basic
and purchasing high volumes of merchandise have been afraid to do in the recent years. This
has caused a large decrease in consumer spending, which in turn has a negative impact on the
Pakistan economy. As the GDP growth rate has gone down from 8.40% to 5.80% in 2007- 08
and more recently it has reduced to 2.10% in 2008-09 (The business exchange). According to
experiences curves and studies that have been conducted, it has concluded that it will take the
Pakistan economy 33 years to double its size. Other effects of terrorism on the Pakistan
economy the exchange rate has gone up which has a bad effect on the economy. According to
recent surveys, it cost Rs340 billions on terrorism which has caused the economy more than
$35million in lost export, revenue and opportunities etc. The inflation is currently at a high of
18.85%. Pakistan tourism country suffered a loss of 44million dollars in the past year and has
gone down by 6% despite various campaigns.
Changing Weather
Global warming and pollution has caused to change the climate and weather conditions of
Pakistan. The northern areas and snowy mountains have started losing their beauty. So
tourists are now attracted towards places having good weather and proper tourism facilities.

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Rising Inflation
Inflation is considered another major cause of the failure of tourism industry. The hotel
owners have to increase the price of food because of ever-increasing prices of goods. High
priced food has made Pakistan a place that is beyond the reach and affordability of tourists.
Lack government concern towards tourism
It is important to address the issue of how the Government of Pakistan can promote tourism
in our country. At present, the government has not been able to figure out how to capitalize on
the tourism potential and turn our tourism assets in to a sustainable employment generating
and foreign exchange earning venture. Infrastructure in Pakistan is a great cause of the failure
of profitable tourism industry. There are no proper roads, railway tracks and other
transportation services made by government. So tourists find it difficult to visit different
places in Pakistan. Poor infrastructure is a hindrance in the Way of developed and flourished
tourism industry.
Pakistans government lacks the ability to cope with the natural calamities. Northern areas of
Pakistan have been the tourists favorite place but after earthquake of 2005, those areas
suffered incomparable loss but nothing had been done for their re-construction and
redevelopment. Poor disaster management caused a loss to the tourism industry.
Negative Factors
The negative factors effecting Pakistan tourism industry are the views and opinions of
domestic and international tourists obtained via questionnaire and interview. According to
the tourists the biggest problem they are facing while travelling is security issues which
include the current insurgency in Pakistan. Even the domestic tourists dont feel like travelling
in their own country. Second issue of tourists decline is the negative image of Pakistan
portrayed by media to the outside world. Lack of infrastructure, ineffective promotional
policies, inadequate tourists services and facilities, lack of initiative by concerned government
departments, inadequate knowledge and training of personnel in tourism sector, law and
order situation especially in the high tourist attraction areas, inadequate infrastructure
facilities, lack of incentives in the tourist sector, failure to show and project the positive image
of the country via media to the outside world, low allocation of annual tourist budget, lack of
development and facilities in the mountain regions, lack of understanding to the tourist needs,
the overtaking and change of governments and administration within the country (army rule),
high inflation rate are the key points which have altogether made tourism an unsuccessful
industry in Pakistan. The tourism Ministry is not playing sufficient role and tourist faces
difficulties in getting timely visa, other information's. The tourism authorities must focus on

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this sector as tourism is the only sector, which can contribute substantially in the poverty
alleviation and improving the living standards of the local community.
Affecting Income and GDP growth
The downfall of Pakistans tourism and travel industry can also be illustrated by the fact that
last year, despite many competitive disadvantages, Pakistan ranked 40th for air travel and
39th in ground transport structure, but dropped to 99thand 73rd respectively in 2009.
Currently, the tourism picture is not very rosy.
CONCLUSION
Travelling has become an excellent remedy for the stress and anxiety demanded by our
modern day life schedules. People prefer change when they get holidays so that they can relax
their minds and spend some quality memorable time. Therefore, Tourism has become a
popular global leisure activity and is the most dynamic and current growing industry of the
world. Tourism activity and tourists are important because it is the most effective mean of
exploring other countries, its people and their culture whereas the tourists help in building
the bridges between nations through love, mutual understanding and knowledge, thus
bringing different cultures together. Pakistan with is natural and historical beauty holds a
great potential for tourism. The factors that have brought this industry down are the weak
infrastructure and instability in the country. All these factors can be turned positive
if government takes serious actions for this industry and for the country and also follow the
techniques and methodologies being used by most successful destination countries in tourism.
And get the people more educated so that each and every individual take care of the beauty of
our country and its heritage.

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