Project of International Marketing

Marketing
Plan
Pakistan Tourism Development
Corporation

Submitted to: Sir Faisal Mahmud

Submitted by:
• Muhammad Tayyab

• Farhan Nawaz

• Waleed Abbas

• Khizran Ilyas
 National College of Business
Administration & Economics

Abstract
The purpose of this document to serve as a roadmap for development of
tourism Industry in Pakistan.

Pakistan Tourism Development Corporation 2

Table of Contents
1.0EXECUTIVE SUMMARY...........................................................5

OBJECTIVE.................................................................................6

2.0 TOURISM.............................................................................8

3.0TOURISM IN PAKISTAN..........................................................8

PAKISTAN TOURISM DEVELOPMENT CORPORATION (PTDC)..........8

SITUATION ANALYSIS.................................................................9
1.1 Cultural differences with the countries visiting Pakistan:.................9
1.2 SWOT ANALYSIS.............................................................................9

PRODUCT................................................................................11

PLACES OF TOURISTS ATTRACTIONS IN PAKISTAN.....................11

1.3 Archaeological Museums..............................................................11
1.4 University Museums:....................................................................11
1.5 Provincial Museums:.....................................................................12
1.6 Historical Places...........................................................................13
1.7 Valleys.........................................................................................14
1.8 Passes.........................................................................................14
1.9 National Parks:............................................................................14
1.10 Deserts:.....................................................................................15
1.11 Lakes:........................................................................................15
1.12 Beaches:....................................................................................16
1.13 Muslim Shrines:..........................................................................16
1.14 Non-Muslim Shrines....................................................................17
1.15 Famous Hill Stations & Mountain Valleys.....................................18
1.16 Major Peaks of Pakistan..............................................................18
1.17 EVENTS......................................................................................20

DESTINATION PAKISTAN 2010(MARCH 15-APRIL 5)....................20

1.18 Basant ......................................................................................21
1.19 Performing Arts Festival.............................................................22
1.20 Food Festival.............................................................................22

Pakistan Tourism Development Corporation 3

 1.21 Pakistan Fashion Week...............................................................23
1.22 Shopping Mela...........................................................................23

RESEARCH AND DEVELOPMENT:................................................23

1.23 Selection of the Target Market (Market segmentation).................24
1.24 Analysis of Top Ten Tourist Generating Countries for Pakistan:. . . .25
1.25 Seasonality: ..............................................................................26
1.26 Motivational Analysis .................................................................27

TARGET MARKET .....................................................................28

1.27 The United Kingdom...................................................................29
1.28 The Middle East..........................................................................29
1.29 China.........................................................................................30

DISTRIBUTION NETWORKS........................................................30

PROMOTION ...........................................................................32
1.30 Media........................................................................................32
1.31 In flight advertisements .............................................................32
1.32 PIA Aircrafts ..............................................................................32
1.33 Print Media................................................................................33
1.34 Electronic Medium (Internet):.....................................................33

List of Figures and tabels

TABLE 1 INDICES OF TOURIST ARRIVALS BY MARKET 1995
THROUGH 2004........................................................................24

TABLE 2 TOP TEN TOURIST GENERATING COUNTRIES TO PAKISTAN

– 2004.....................................................................................26

TABLE 3 SEASONAL VARIATIONS IN TOURIST FLOWS 1995

THROUGH 2004........................................................................26

TABLE 4 MOTIVATIONAL ANALYSIS OF INDIAN, NON-INDIAN.......27

Pakistan Tourism Development Corporation 4

 1.0 Executive Summary
The following report is a hypothetical plan of action which if
implemented can revive and strengthen the culture of travelling and
tourism in Pakistan. Pakistan is blessed with a beautiful landscape,
every weather and serene beauty. It has every potential to become a
desired tourist destination provided if the government as and private
business concerns in the country plan and invest in improving of the
basic infrastructure and basic facilities. Tourism as an industry if
established in Pakistan can reap healthy dividends to the country and
the economy.

Pakistan Tourism Development Corporation 5

Objective
“The objective of this plan is to make Pakistan the next destination for
the tourists around the globe”

Pakistan Tourism Development Corporation 6

Pakistan Tourism Development Corporation 7
 2.0 Tourism

Travel & Tourism is one of the largest industries in the world providing
a strong impetus to global economic development. In 2009, the Travel
& Tourism Economy is expected to account for 9.3% of global GDP and
to generate over 210 million jobs, or 7.4% of global employment. In
2008, 922 million international tourist arrivals were recorded,
contributing US$944 billion in international tourism receipts.

3.0 Tourism in Pakistan

From the mighty stretches of the Karakorams in the North to the vast
alluvial delta of the Indus River in the South, Pakistan remains a land of
high adventure and nature. Trekking, mountaineering, white water
rafting, wild boar hunting, mountain and desert jeep safaris, camel and
yak safaris, trout fishing and bird watching, are a few activities, which
entice the adventure and nature lovers to Pakistan.

Pakistan is endowed with a rich and varied flora and fauna. High
Himalayas, Karakoram and the Hindukush ranges with their alpine
meadows and permanent snow line, coniferous forests down the sub-
mountain scrub, the vast Indus plain merging into the great desert, the
coast line and wetlands, all offer a remarkably rich variety of
vegetation and associated wildlife including avifauna, both endemic
and migratory. Ten of 18 mammalian orders are represented in
Pakistan with species ranging from the world's smallest surviving
mammals, the Mediterranean Pigmy Shrew, to the largest mammal
ever known; the blue whale.

Pakistan Tourism Development Corporation (PTDC)

The PTDC is a public limited company registered under the Companies
Act in April

1970. Ostensibly it was created to be the government's arm and thrust

for tourism

development in Pakistan. It was given a wide brief and effectively

fronted the ministry in
Pakistan Tourism Development Corporation 8
 all the activities of development and promotions.

PTDC maintains 20 Tourist Information Centers (TIC'S) in different parts

of the country. A model TIC has been set up at Taxila and Islamabad
and a new one has now opened at Karachi airport. PTDC owns and
operates 31 motels and facilities totaling some 550 rooms in areas
where the private sector would not invest and currently provides a
good deal of required low cost motel accommodation in the Northern
Areas and to a lesser extent in parts of NWFP.

Situation Analysis
1.1Cultural differences with the countries visiting Pakistan:
The country that visited Pakistan mostly is UK, the arrivals were mostly
the Pakistanis living their who entered through foreign passports. The
cultural differences are a lot as Pakistan a part of the indo-Pakistan was a
British colony , their values and their cultures were once introduced here,
but in the present scene the cultural difference is towards the extremes, if
they are to be targeted then they enjoy drinking so we will have to create
an environment where this issue can be resolved , this is the case with
most of the other countries who visit Pakistan. There is a culture of
security safety and protectiveness which is now a part of their nature in
order to generate or to capture them an environment of the sort is
needed. Other cultural differences are there as well like the religious
difference as well as the difference of lifestyle and values, such things can
be monetarily cashed if used in the proper way.

1.2SWOT ANALYSIS
Keeping in view the above findings/ conclusions in view, data available,
our analysis
of the market potential for Pakistani tourism identifies the following
strengths,
weaknesses, opportunities, and threats- prevailing in Pakistan’s tourism
sector:

Strengths
• A rich historical and cultural heritage

• World renowned natural attractions such as the Indus valley and

the northern mountains 150

Pakistan Tourism Development Corporation 9

 • Good access links with primary source markets

• An increasing range of hotels, tours and tourist services

Weaknesses
• Very limited tourism infrastructure

• Poor tourism services in many areas

• Lack of any meaningful promotion of the destination

• Inadequate national and provincial tourism organizations and

services

• Negative international image of Pakistan

Opportunities
• To improve foreign and domestic tourism by implementation of the

• WTO/UNDP Strategic Development Plan for Tourism

• To create a new image for Pakistan

• To optimize existing foreign and domestic markets

• To develop new markets, and new tourism products

• To increase the national awareness of the benefits of tourism

• To increase developmental opportunities in many rural areas

Threats
• Lack of national support for tourism

• Failure to implement recommendations of the Strategic

Development Plan

for Tourism

• Failure to improve standards of service in all sectors of the industry

• Failure to improve infrastructure in all tourist areas

• Renewed political and social instability

Pakistan Tourism Development Corporation 10

Product
Pakistan is a destination of special interest for travelers and tourists.
Its main attractions include Adventure tourism in Northern Areas.
Cultural and archaeological tourism as found at Taxila, Moenjodaro,
Harappa, Swat, along the Karakoram Highway, and early Muslim and
Mughal heritage of Multan, Lahore, Thatta and Peshawar. From the
mighty Karakorams in the North to the vast alluvial delta of the Indus
River in the South, Pakistan remains a land of high adventure and
nature. Trekking, mountaineering, white water rafting, wild boar
hunting, mountain and desert jeep safari, camel and yak safari, trout
fishing and bird watching, are among the few activities that entice the
adventure and nature lovers to Pakistan.

Places of Tourists Attractions in Pakistan

Places of tourist attractions of Pakistan are as follows:

1.3Archaeological Museums

• Archaeological Museum of Balochistan, Off: Fatima Jinnah Road,

Quetta.

• Archaeological Museum Banbhore, Thatta.

• Archaeological Museum Harappa, Distt. Sahiwal.

• Archaeological Museum Moenjodaro, Distt Larkana.

• Archaeological Museum Saidu Sharif, Swat.

• Archaeological Museum Taxila, District Rawalpindi.

• Archaeological Museum Umerkot, Distt Tharparkar.

• National Museum of Pakistan, Burns Gardens, Karachi.

• Sibi Museum, Sibi.

1.4University Museums:

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 • Archaeological Museum, Department of History, Karachi
University.

• Archaeological Museum, Department of Archaeology, University

of Sindh, Jamshoro.

• Archaeological Museum, University of Peshawar.

• Command and Staff College Museum, Staff College Road,

Quetta.

• Geological Survey of Pakistan Museum, University of

Balochistan, Quetta.

1.5Provincial Museums:

• Allama Iqbal Museum, Lahore.

• Armoury Museum and Sikh Gallery Old Fort, Lahore.

• Atiyya Faizi Art Gallery, Ingle Road, Karachi.

• Bahawalpur Museum, Bahawalpur,

• Bhitshah Cultural Museum, Hala, Matiari, Sindh.

• Chughtai Museum, Lahore.

• Dir Museum, Chakdara, Dir,

• Faqir Khana Museum, Lahore.

• Industrial and Commercial Museum, Lahore.

• Lahore Museum, Lahore.

• Mughal Museum, Old Fort, Lahore.

• Mangla Dam Museum, Mangla.

• National Museum of Natural History, Islamabad.

• Pakistan Air Force Museum, Peshawar.

• Pakistan Army Museum, Rawalpindi.

• Pakistan Folk Art Museum, Islamabad.

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 • Pakistan Forest Museum, Peshawar.

• Pakistan Navy Museum, Karachi.

• Peshawar Museum, Peshawar.

• Quaid-e-Azam, Birth Place Museum, Kharadar, Karachi.

• Quaid-e-Azam’s Relics Museum, Karachi.

• Shakir Ali residence Museum, Lahore.

• Sindh Provincial Museum, Hyderabad.

• Talpur House Museum, Hyderabad.

1.6Historical Places

• Wazir Mansion, Karachi.

• Quaid-e-Azam Mazar, Karachi.

• Kotri Barrage, Hyderabad.

• Hyderabad Fort, Hyderabad.

• Kot Diji, Khairpur.

• Lloyd Barrage, Sukkur

• Lansdown Bridge, Sukkur/Rohri.

• Minaret of Masum Shah, Sukkur.

• Sattein Jo Aastan ( Place of seven female friends),

• Sukkur.

• Sadh Belo (Hindu Pilgrimage Area) Sukkur.

• Makli Hills, Thatta.

• Badshahi Mosque, Lahore.

• Lahore Fort, Lahore.

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 • Minar-e-Pakistan, Lahore.

• Derawar Fort, Bahawalpur

• Fort Munro, D.G. Khan.

• Rohtas Fort, Jehlum

• Balahisar Fort, Peshawar.

• Kharfocho Fort, Khaplu, Ghanche.

• Hunza Fort, Hunza

1.7Valleys

• Chitral, Hunza ,Skardu

• Swat, Gilgit ,Nagar

• Kaghan, Ghizir ,Urak

• Kashmir, Khaplu, Pishin

1.8Passes

• Lak Pass (Kalat & Quetta)

• Bolan Pass (Sibi & Quetta)

• Khojak Pass (Pak - Afghan Border)

• Khyber Pass (Pak - Afghan Border)

• Khunjerab Pass (Pak - China Border)

• Darra (Kohat Pass)

• Babusar Pass (Kaghan – Gilgit)

1.9National Parks:

• Kirther National Park, Dadu.

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 • Hazarganji Chiltan National Park.

• Karkhasa Park.

• Dhrun, Balochistan.

• Hingol, Balochistan.

• Zoological Garden, Bahawalpur.

• Lal Suhanra National Park, Bahawalpur.

• Shalamar Garden, Lahore.

• Jallo Park, Lahore.

• Changa Manga Park, Lahore.

• Kallar Kahar Park, Chakwal.

• Ayub National Park, Rawalpindi.

• Chattar Park, Islamabad.

• Margallah Hills, Islamabad.

• Khunjerab, Northern Areas.

1.10 Deserts:

• Cholistan, Punjab. � Thar, Sindh

• Thal, Punjab � Sehan, Balochistan.

1.11 Lakes:

• Hana – Quetta, Balochistan.

• Keenjhar – Thatta, Sindh.

• Haleji – Karachi, Sindh.

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 • Mancher – Sehwan Sharif, Dadu, Sindh.

• Kalri – Thatta, Sindh.

• Kachura – Skardu, Northern Areas.

• Satpara – Skardu, Northern Areas.

• Saif-ul-Maluk – Naran, Mansehra, NWFP.

1.12 Beaches:

• Hawkes Bay, Karachi. � Sandspit, Karachi.

• Paradise Point, Karachi. � Clifton, Karachi.

• French (Haji Abdullah Goth), Karachi.

• Gadani – Balochistan.

1.13 Muslim Shrines:

• Abdullah Shah Ghazi, Karachi.

• Sachal Sar Mast, Draza Sharif, Khairpur.

• Bhitshah, Hala, Matiari.

• Sehwan Sharif, Dadu.

• Uch Sharif, Bhawalpur.

• Shah Rukan-e-Alam, Multan.

• Baha-ud-Din Zakaria, Multan.

• Shah Shams Tabrez, Multan.

• Data Ganj Bakhsh, Lahore.

• Jahangir’s Tomb, Lahore.

• Nur Jhan’s Tomb, Lahore.

• Baba Bulhe Shah, Kasur.

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 • Pir Waris Shah, Jandiala Sher Khan, Sheikhpura.

• Shah Abdul Latif, Islamabad.

• Pir Mehar Ali Shah, Golra Sharif, slamabad.

• Mohra Sharif, Murree.

• Ziarat Pir Baba, Swat.

1.14 Non-Muslim Shrines

Hindu Shrines

• Temple at Katas

• Temple at Makot

• Siv Ganga Temple

• Temple of Hinglaj, Balochistan

Buddhist Shrines

• Taxila

• Peshawar

• Charsada

• Swat

• Gilgit

• Hunza

• Skardu

Sikh Shrines Gurdwaras

• Nankana Sahib

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 • Rohri Sahib

• Punja Sahib, Hasanabdal.

1.15 Famous Hill Stations & Mountain Valleys.

• Murree Islamabad, Abbottabad & AJK. 2,290

• Ayubia Islamabad, via Murree & abbottabad,400

• Thandiani Abbottabad 2,500

• Kaghan Valley Balakot, Mansehra 2,134

• Swat Valley Peshawar/Islamabad 900-2,100

• Hunza Valley Peshawar/Islamabad 2,440

• Gilgit Valley Peshawar/Islamabad 1,454

• Chitral Valley Peshawar/Islamabad. 1,300

• Skardu Peshawar/Islamabad 2,440

• Ziarat Quetta & Loralai 2,450

1.16 Major Peaks of Pakistan

Sr. No Mountain Height (M) Range Group District

• 1. Chogori/K-2 8,611 Karakoram Boltoro Skardu

• 2. Nanga Parbat 8,125 Himalayas Diamer Diamer

• 3. Gasherbrum No.1/ Hidden Peak 8,068 Karakoram Boltoro

Skardu

• 4. Falchan Kangri/Broad Peak 8,047 Karakoram Boltoro Skardu

• 5. Gasherbrum No. II 8,035 Karakoram Boltoro Skardu

• 6. Broad Peak Middle/Central 8,016 Karakoram Boltoro Skardu

• 7. Gasherbrum No.III 7,952 Karakoram Boltoro Skardu

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 • 8. Gasherbrum No. IV 7,925 Karakoram Boltoro Skardu

• 9. Distaghil Sar Main 7,885 Karakoram Hispar Gilgit

• 10. Kunyang Chhish/Main 7,852 Karakoram Hispar Gilgit

• 11. Masherbrum NE/(K-1) 7,821 Karakoram Bagrot Gilgit

• 12. Masherbrum 7,806 Karakoram Bagrot Gilgit

• 13. Rakaposhi 7,788 Karakoram Bagrot Gilgit

• 14. Batura No.1 7,785 Karakoram Batura Mustagh Gilgit

• 15. Batura II 7,762 Karakoram Batura Mustagh Gilgit

• 16. Distaghil Sar No.II 7,760 Karakoram Hispar Gilgit

• 17. Kanjut Sar No. I 7,760 Karakoram Hispar Gilgit

• 18. Masherbrum W 7,750 Karakoram Boltoro Skardu

• 19. Saltoro Kangri No.1 7,742 Karakoram Soltoro Gaunche

• 20. Batura III 7,729 Karakoram Batura Mustagh Gilgit

• 21. Trivor/Peak No. 8 7,720 Karakoram Hispar Gilgit

• 22. Tirich Mir (Main) 7,708 Hindukush Hindukush Chitral

• 23. Saltoro Kangri II 7,706 Karakoram Soltoro Gaunche

• 24. Chhaltoro Gang R 1 N 7,705 Karakoram Soltoro Gaunche

• 25. Distaghil Sar (E) 7,700 Karakoram Hispar Gilgit

• 26. Tirich Mir (East) 7,692 Hindukush Hindukush Chitral

• 27. Saser Kangri 1 7,672 Karakoram Siachen(disputed) Gaunche

• 28. Chogolisa No. 1 SW/E 7,665 Karakoram Boltoro Skardu

• 29. Chogolisa No. II/NE 7,654 Karakoram Boltoro Skardu

• 30. Yukshin Garden Sar 7,641 Karakoram Hispar Gilgit

• 31. Kunyang Chhich (S) 7,620 Karakoram Hispar Gilgit

• 32. Shispare Sar 7,611 Karakoram Batura Mustagh Gilgit

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 • 33. Batura IV 7,594 Karakoram Batura Mustagh Gilgit

• 34. Broad Peak (N) 7,550 Karakoram Boltoro Skardu

• 35. Skyang Kangri No. 1 7,544 Karakoram Boltoro Skardu

• 36. Batura V 7,531 Karakoram Batura Mustagh Gilgit

• 37. Yakshin Gardaan No.1 7,530 Karakoram Hispar Gilgit

• 38. Mamostong Kangri 7,516 Karakoram Soltoro Gaunche

• 39. Saser Kangri E 7,513 Karakoram Siachen(disputed) Gaunche

• 40. Tirich Mir (West II) 7,500 Hindukush Hindukush Chitral

• 41. Skyang Kangri No. II 7,500 Karakoram Boltoro Skardu

• 42. Kunyang Chhish (W) 7,500 Karakoram Hispar Gilgit

• 43. Saser Kangri II W 7,500 Karakoram Siachen(disputed)

Gaunche

1.17 EVENTS
1. Destination Pakistan (From March 15 to April 5)

I. Basant

II. Performing Arts festival

III. Food Festival

IV. Pakistan Fashion Week

V. Sufi Festival

2. Industrial and Agricultural Exhibition (December of ever year)

Destination Pakistan 2010(March 15-April 5)

Destination Pakistan will be the best and most happening three weeks
to visit Pakistan. The even will be a series of events which will be
aimed towards informing and attracting tourist from all World to visit

Pakistan Tourism Development Corporation 20

 Pakistan. It will be a focused effort by the Government and almost
every segment of the private sector to present Pakistan as a nice place
to visit. It should attract tourists with lower than usual Air Fares, tourist
friendly accommodation pricing, fair priced holiday packages and
finally the showcasing of the finest things Pakistan has to show to the
world and the people for the effort to establish a world wide fame.

The desired results will require ministerial resources and the blessing
and patronage of the state and most important of all a “coherent
plan of action and partnership” amongst the public and private
sector both of whom will reap the benefits. Although the above stated
events do happen in Pakistan on a yearly basis but we have grouped
all the events together as one Package to entice and excite people into
visiting Pakistan from March 15 to April 5. A sound marketing plan
which will be explained will ensure a proper course of action.
Destination Pakistan will consist of the flowing events

1.18 Basant

Basant has been a cultural event in Pakistan which has been extremely
popular with its people and perhaps one of the most popular Pakistani
cultural events known outside Pakistan. Every year the kite flying frenzy
would bring in hundreds of thousands of local tourists to Lahore and
several thousand tourists from India, the Middle East, China, Srilanka and
various parts of Europe. Although most external tourists would be
Pakistani expatriates but a large number of foreigners would be seen in
Lahore shopping, eating at local and uptown dinners. The event was

Pakistan Tourism Development Corporation 21

prohibited due to inception of undesirable activates into the event.
Another element of this festival was the celebration of the arrival of
spring. This would be done by nice displays of flower exhibitions,
competitions. If the Government reconsiders its prohibition of Basant and
remove the undesirable activities Basant can be received as a healthy
activity which can again make Pakistan a place where one would be
interested in visiting.

1.19 Performing Arts Festival

The World Performing Arts Festival has been going on for the last two
decades where various national and international art troupes perform and
bedazzle viewers and spectators. It is one of the most eloquent display
and blend of local and international performing arts. It has been
noteworthy and well appreciated. Although this is a winter event it can be
coupled with Basant to provide a resonating effect to the advent of the
arrival of spring. It can surely attract local and international art lovers
from the immediate neighborhood and the world to Pakistan.

1.20 Food Festival

Pakistan has been much appreciated for its local cuisine which as Indian,
Turkish, Persian and Arabic flavors in it. It is extremely popular in Europe,
the Middle East and almost every where it has travelled. Every corner of
Pakistan is loaded with eat outs and restaurants for every class and creed
of customers. In the recent population of large cities have developed an
ever growing taste for almost every kind of food which includes, Chinese,

Pakistan Tourism Development Corporation 22

Western, Arabic cuisines. Fast food chains, coffee shops, pizza parlors,
steak houses have sprung up in almost every major city of Pakistan. Food
Streets and food courts in Lahore, Karachi, Islamabad and Peshawar have
become a center of attraction for weekenders and food lovers. If a a food
festival at major locations in Pakistan are held during the suggested three
weeks, it will provide an excellent opportunity for visiting tourists to
explore and appreciate whatever Pakistan serves on the table and
appreciation of which will be taken back to far flung areas of the world
which will indeed excite more people to visit Pakistan.

1.21 Pakistan Fashion Week

Pakistan Fashion Industry will aid the tourism by hosting Pakistan Fashion
Week ,this will Provide a chance to the international Designers to display
their work,
1.22 Shopping Mela

All the specialties of Pakistan , regarding food , clothes, shoes etc are to
be brought once a year in Lahore ,The Lahore Fort is planned to be used
for such events, The aim of this event is to mobilize the domestic tourism
as well as to attract foreigners.

Research and Development:

The Ministry of Tourism barters with other ministries on the government

level to create an environment of mutual comforting , this will create an
environment in which the roads, the civic services will get improved
,modes of transportation , the safety issues , better communication
availabilities are confronted and taken care of .

Pakistan Tourism Development Corporation 23

 1.23 Selection of the Target Market (Market
segmentation)
The most important market for Pakistan was Europe, which generated
280.9 thousand tourists (43.4 percent), sharing more than one third of the
total tourist arrivals. A sizable percentage of these tourists nevertheless,
were ethnic Pakistanis visiting Pakistan on foreign passports for V.F.R.
purpose. It was followed by the South Asian market, which generated
almost one fourth (160.3 thousand) of the total tourists in 2004, showing
an increase of 9.3 percent over the previous year. The American market
generated 103.1 thousand or 15.9 percent of tourists; Pacific & East Asia
59.5 thousand or 9.2 percent; Middle East Region 28.4 thousand or 4.4
percent and Africa 12.5 thousand or 1.9 percent of the total tourist
arrivals. The share of Europe in Pakistan tourism industry went up from
38.5 percent to 43.4 percent, Pacific & East Asia from 8.7 percent to 9.2
percent and Middle East from 3.9 percent to 4.4 percent in the year 2004.
The American market lost its share from 17.2 percent to 15.9 percent,
South Asian market from 29.3 percent to 24.7 percent and African market
also lost its share from 2.3 percent to 1.9 percent in the year 2004.
The long term market-wise tourist arrivals trends are shown in the
following table:-

Indices of Tourist Arrivals by Market 1995 through 2004

Mark 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004
ets
Europ 112 104 104 125 129 175 139 146 131 191
e
Ameri 137 128 128 144 143 212 194 208 203 244
ca
South 47 49 55 60 60 61 70 66 83 90
Asia
Pacifi 123 133 127 147 135 151 129 133 132 180
c&
East
Asia
Middl 109 110 107 105 108 180 166 121 107 154
e
East
Africa 202 188 160 160 187 317 286 223 225 240
n
All 89 87 88 101 102 131 118 118 118 153
Mark
ets
Table 1 Indices of Tourist Arrivals by Market 1995 through 2004
(1990 as Base = 100)

Pakistan Tourism Development Corporation 24

 The market-wise long term analysis shown in the above table indicates
that only indices of tourist arrivals from South Asian market continuously
increased from a level of 47 in 1995 to 90 in 2004. However, all other
markets observed ups and downs during the same period, but compared
to 1995, the indices of all markets increased in 2004 and were also higher
than the indices of the previous year 2003.

1.24 Analysis of Top Ten Tourist Generating Countries

for Pakistan:
The United Kingdom maintained its position as 1st among the ten top
tourist generating countries for Pakistan from 1995 to 2004 by generating
0.196 million tourists i.e. 30 percent of total foreign tourist arrivals in
Pakistan during 2004 which is 50 percent greater than the year 2003.
Other main tourist generating countries were Afghanistan, USA, India,
Germany, China, Canada, Japan, Norway and the Netherlands.
During the year 2004, U.K., Afghanistan and USA maintained their first
three positions, respectively, amongst the top ten tourist generating
countries for Pakistan. However, some of the countries improved their
position i.e. India from 12th to 4th and Norway from 11th to 9th, but China
maintained its previous year’s position i.e. 6th. However, some of the
countries have lost their position during 2004 i.e. Germany from 4th to
5th, Canada 5th to 7th, Japan 7th to 8th and the Netherlands, from 8th to
10th. Details of top ten tourist generating countries are shown in the
following table:-

Serial Countrie Arrivals Percenta Position

No s ge Share
2003 2004
1 U.K. 196.3 30.3 1st 1st
2 Afghanist 117.6 18.1 2nd 2nd
an
3 U.S.A. 87.3 13.5 3rd 3rd
4 India 19.7 3 12th 4th
5 Germany 19 2.9 4th 5th
6 China 17.2 2.7 6th 6th
7 Canada 15 2.3 5th 7th
8 Japan 13.4 2.1 7th 8th
9 Norway 10.5 1.6 11th 9th
10 Netherlan 9.9 1.5 8th 10th
ds

Pakistan Tourism Development Corporation 25

 Table 2 Top Ten Tourist Generating Countries to Pakistan – 2004

1.25 Seasonality:
Tourism, all over the world, is subject to seasonality and Pakistan being
no exception the seasonal variation in tourist flows are shown in the
following Table

Month 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004
January 34.9 30.5 28.4 31.7 36.9 45 50.1 30.7 38.9 49.9
February 28 26.1 22.7 35.5 35.3 41.3 54.1 31.5 32 53
March 27.1 33.5 29.4 38.1 38.1 46.4 55.5 37.5 33.5 57.9
April 26.7 32.1 32.4 36.7 37.1 43.6 49.5 34.1 32.8 48
May 28.4 32.7 29.7 29.7 28.7 39.9 44.2 33.7 30.2 44.3
June 29.6 27.3 33 29.3 33.3 44.3 41.1 36.2 43.9 57.7
July 32.1 28 33 43.1 38.6 56.3 42.9 50.3 65.4 72.1
August 32.7 31.3 34.1 43.1 33.9 46.7 41.1 47.5 44.5 53.4
September 29.7 21.8 30.9 30.6 33.7 42.2 33.9 49.7 50.4 46.5
October 31.1 30.8 37 38 33.8 53 26.3 51.3 44.3 34.8
November 35.6 37.1 33.5 39.5 46.4 47.4 26.5 40.6 42.6 54.8
December 42.5 37.5 30.7 33.5 36.4 50.7 34.5 55 42.4 75.6
Total 378. 368. 374. 428. 432. 556. 499. 498. 500. 648
4 7 8 8 2 8 7 1 9
Monthly 31.5 30.7 31.2 35.7 36 46.4 41.6 41.5 41.7 54
Average
Seasonality 1.3 1.2 1.2 1.2 1.3 1.2 1.3 1.3 1.6 1.4
Ratio
Co-efficient 13.2 14 11 13 11.3 10.7 22.6 20.1 22.3 20
of seasonal
variation

Table 3 Seasonal Variations in Tourist Flows 1995 through 2004

(000 Nos)

The above Table shows that during 2004, December was the highest
arrivals month, whereas the lowest arrivals month was October. The
seasonality ratio shows the relationship between the highest months and
the average of all month arrivals. It was 1.4 in 2004, which is lower than
the ratio of 2003 which was 1.6. A better measure of seasonality is the
one that would take into account all variations between arrivals in a
particular month and average arrivals of the year. The smaller the co-
efficient, the greater is the evenness in monthly arrivals. During 2004, co-
efficient of seasonal variation was 20.0 percent.

Pakistan Tourism Development Corporation 26

1.26 Motivational Analysis

Using western definition, Pakistan is not a leisure tourist destination. More

than three quarters of tourists visit Pakistan for family visits and business.
Motivational analysis of foreign tourists to Pakistan of Indian and non-
Indian origin during 2004 is given in the Table

Purpose of Visit Indian Non- Overall

No Indian
1 Holiday/Recreation 3.1 16.6 14.7
2 Business 2.6 24.4 21.4
3 Family Visit 91.8 50.2 56
4 Meetings/ 0.1 3.1 2.7
Conventions
5 Archaeology/ -- 0.5 0.4
Historical Sites
6 Sports -- 0.3 0.2
7 Diplomatic 0.1 0.4 0.4
8 Study -- 1 0.9
9 Health 0.1 0.4 0.3
10 Religion 0.9 1.2 1.1
11 Others 1.3 1.9 1.9
Table 4 Motivational Analysis of Indian, Non-Indian
(Percentage)

Pakistan Tourism Development Corporation 27

Target Market

I don't know the key to success, but the key to failure is trying to
please everybody.

Bill Cosby

The target market for reviving Pakistan’s tourism is the population of

the following countries and regions;

• United Kingdom

• Countries making up the region of the Middle East

• China

Pakistan Tourism Development Corporation 28

1.27 The United Kingdom
The United Kingdom or Great Britain is home to a little over a million
citizens of Pakistani descent and a much desired destination for
Pakistani tourists, students and businessmen. The UK Home Office
figures suggest that the United Kingdom will be a home to over 2.5
million Pakistanis by the year 2020. There is a high degree of traffic of
British national and temporary Pakistanis from the United Kingdom to
Pakistan on events, weddings and under extraordinary circumstances.
There are six flights only served by the national flag carrier PIA which
bring 1300 Pakistanis daily from the UK to Pakistan and 2000 during
the various holiday seasons every year. Pakistan is also a preferred
shopping destination for many over seas Pakistanis and British Indians
who prefer travelling on British passports to Pakistan to meet divided
families. If frequently visited markets are provided with better security,
basic facilities and attractive pricing it will indeed be reciprocated by a
spectacular increase in the influx of foreign currency and thus making
Pakistan a favorite destination for shoppers and buyers. It is
noteworthy that Pakistan has been an attractive tourist destination for
native British tourists until the recent Pakistan who have displayed
keen interest in South Asia’s glorious history, the British Raj in the
subcontinent, the native and Victorian architecture and the local
cuisine and markets etc. With an improvement in the security situation
in the country the fore stated previous trend can be revived and
Pakistan can offer an increased number of attractions with a carefully
planned strategy.

1.28 The Middle East

The Middle East is home to about 6 Million Pakistanis. They are primarily
based in the Kingdom of Saudi Arabia, United Arab Emirates, Kuwait,
Qatar, Oman, Bahrain. Almost all Pakistanis inhabiting in this part of the
world are skilled workers in the form of doctors, engineers, craftsmen,
industrial workers etc.

Pakistan Tourism Development Corporation 29

They are perhaps Pakistan’s greatest source of earning remittances.
Pakistan has also been an object of great attraction and interest for the
Arabs of the Middle East. Their historic ties with the present day areas of
Pakistan date back to thousands of years. Modern Middle East
demographics include Pakistan as a part of the greater Middle East.
Commerce, trade and exchange of goods and human resource between
these two parts of the world have been going on for centuries.

As compared to others Arabs have a higher degree of acceptability

amongst Pakistanis because of a common religion and various other
reasons which include strategic and historic partnerships, generous
economic assistance and investment from the Arab world. Modern day
Arabs even see Pakistan as a reasonable place to obtain higher education
but most Arabs have failed to recognize Pakistan despite its proximity and
rich history as a tourist destination. A subjective research can determine
the reasons as to why the case is not so and how best can the populations
of the Middle East can be targeted towards visiting Pakistan as a popular
tourist spot.

1.29 China
The present day People’s Republic of China has been one of Pakistan’s
greatest economic, military and scientific partners ever since the two
countries established relationships. A strategic partnership between
Pakistan and the PRC has existed and strengthened over the last several
decades. In the past Pakistan has been an attractive destination for
Chinese travelers and businessmen but the trend has been effected by
the prevailing security in the country. China with its 1.2 billion populations
and a huge middle class with tremendous buying power can be a lucrative
source of income if tourists from China can be attracted into visiting
Pakistan’s. This can be achieved by rebranding Pakistan and promoting it
as a country open, welcoming and friendly to outsiders especially those
from the People’s Republic of China.

Distribution Networks

Pakistan Tourism Development Corporation 30

 Hotels

International Hotels are to be aligned with the local hotel industry,

broachers are to be placed at the information counters.

Pakistan embassy

Pakistan embassies are mobilized to host workshops and Pakistan

tourism introduction sessions at their respected destinations.

Air line Offices

All the Pakistan Airline offices in the respective target markets will hold
broachers of the places and events and relevant material on tourism,
they will act as a front desk for tourism.

International Travel Agents

A monthly newsletter will be send to the international travel agents

,which will have the latest and the upcoming promotions as well as
events.

High commissions and consulate generals

High commissions and consulate generals are to be readily briefed on

the marketing efforts regarding tourism, in order to gain more tourism.

Ptdc Offices on National Airports

It is advised that local airports will have offices of the Pakistan tourism
and development authority, which will gain valuable information
regarding foreigners, and will provide guidance and will act as a front
desk to tourism, All the required data ,as well as the latest software
will be provided to assist the tourism movement.

Pakistan Tourism Development Corporation 31

Promotion

1.30 Media

Advertisements will be aired on the highest viewed channels along with

that big media giants like National Geographic and discovery are
facilitated on the governmental level to launch their media campaigns in
Pakistan, like they are doing in India and Egypt etc.(blind dolphins in
sindh)

Such media campaigns are never introduced before, adaptation of such

strong medium will surely create demand and will aid tourism; according
to the statistics TV commercials regarding tourism have a high conversion
rate.

1.31 In flight advertisements

Short advertisements are to be played in British airways; Emirates air

lines, Air China and Pakistan International Air Lines regarding Pakistan
tourism

Evaluation

Our target is to generate 10 leads out of every flight we will assess how
many passengers have visited our PTDC office at the airport after landing.
1.32 PIA Aircrafts

Pakistan Tourism Development Corporation 32

The airplanes of the PIA will have the Pakistan Destination promotion
logos on it as well as their tales are to be painted with the landmark sites
of Pakistan, images like the K2, Gawadar etc

Evaluation

Our target is to make sure in how many airports these planes are flying so
the people take interest and contact their local offices.

1.33 Print Media

Advertisements are to be posted in magazines that has the highest

circulation rates in the target market countries, magazines like the Times,
Readers Digest, National Geographic, Herald etc.

Evaluation

According to past research, magazines are proven to be one of the best

ways to communicate to your target market.

Our main motive is get contacted with people around the different country
through the numbers and email id’s given it into their Magazines.

1.34 Electronic Medium (Internet):

• Search Engines Optimization by google

• Search Engines Marketing by google

• Advertisements on community based web sites like face book,

orkut ,twitter are to be taken in consideration ,as well as the
ptdc web site is to be renovated and made more attractive,
online ticketing facilities as well as online reservations along
with the online credit card payment facilities are to be made
possible.

Pakistan Tourism Development Corporation 33

Evaluation

For SEO and SEM google will be providing the results

Advertisements on community based web sites will be avaluated by our

website CRM.

Pakistan Tourism Development Corporation 34