ASAD ALI BAIG BBA(HONS) IN MARKETING COMSATS LAHORE 0333-8633115 Asad.baig138@gmail.

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INJECTING NEW BLOOD INTO TOURISM

IMPORTANCE OF TOURISM Tourism is important to the world because of the amount of income it brings into countries and it promotes interconnectedness throughout the world. It provides people visiting the country of their choice with the services while they are there in exchange for the visitors boosting the country's economy. It helps provide jobs to the residents of the country that are being visited not only in the tourism and service industry, but also in the manufacturing industry as many people leave their vacation destination with souvenirs in hand.

SOME FACTS AND FIGURES Tourism in Pakistan has been stated by the Lonely Planet magazine as being the tourism industry's "next big thing" The World Economic Forums Travel & Tourism Competitiveness Report ranked Pakistan as one of the top 25% tourist destinations for its World Heritage sites. Ranging from mangroves in the South, to the 5,000-year-old cities of the Indus Valley Civilization which included Mohenjo-Daro and Harappa. Pakistan is home to several mountain peaks over 7000 m, which attracts adventurers and mountaineers from around the world, especially K2. The north part of Pakistan has many old fortresses, ancient architecture and the Hunza and Chitral valley, Currently Pakistan has six major cultural sites that are categorized as UNESCO World Heritage Sites. These include: Archaeological Ruins at Mohenjo-Daro of the Indus Valley Civilization. 1st Century Buddhist Ruins at Takht-i-Bahi and Neighboring City Remains at Sahr-i-Bahlol. The ruins of Taxila from the Gandhara Civilization The Lahore Fort and Shalimar Gardens in Lahore. Historic Monuments of the ancient city of Thatta. The ancient fort of Rohtas.

CHALLENGES FACED BY PAKISTAN TOURISM INDUSTRY The 2008 World Economic forums Travel and Tourism Competitiveness Report (TTCR) ranked Pakistan 103 out of 124 countries to visit. This low figure was due to a weak travel and tourism infrastructure, low branding and marketing effectiveness and low priority the government gave to the travel and tourism industry. Despite various campaigns such as the Visit Pakistan 2007 scheme the number of tourists dropped each year. This year it dropped by 6% as compared to the figures of last year With a poor tourism infrastructure the provision of standard and competitive hotel rooms in Pakistan is at number 110, the national and cultural recourses is at 96, with recent security situation prevailing it is ranked 106 and ATM machines accepting Visa cards is 110 within 124 countries. The latest budget showed that less money was being spent on research and marketing and more on defense and other fixed markets. Pakistan is home to a diverse number of tourist attractions which have not been funded or protected due to the government giving the tourism market a low priority.

RECCOMENDATIONS Immediate and aggressive marketing is needed to attract international tourists to Pakistan. New policies need to be introduced to promote domestic tourism as well. Initiating the sponsorship of new businesses within the tourist market. Building and maintaining the road and air networks to meet international standards The maturation of human and natural resources can also contribute in development of this feeble industry. Advertising campaigns need to attract tourist by developing holiday packages tailored to explore the greater regions of the country Focus on preserving the natural environment like many other countries.