ANALYSIS OF TRAVEL AND TOURISM

INDUSTRY OF PAKISTAN

GROUP MEMBERS: SYED HUMZA ZAIDI,ISTAHASAN

BARKAT,IBRAHIM KHAN,

ALIZA NIZAR ALI,AQSA AKBAR

INSTRUCTOR: SIR REHMAN KHOSANI

Table of content
Executive Summary…………………………………………………………………………………………………………………..1

Introduction……………………………………………………………………………………………………………………………….2

Significance of tourism of Pakistan………………………………………………………………………………………………2

Opportunities for tourism in Pakistan ………………………………………………………………………………………….2

Challenges faced by Pakistan’s tourism ……………………………………………………………………………………….3

Analysis of Pakistan’s tourism…………………………………………………………………………………………………………3

Recommendation…………………………………………………………………………………………………………………………….4

Conclusion…………………………………………………………………………………………………………………………………………5

Responsibility matrix………………………………………………………………………………………………………………………………5
EXCLUSIVE SUMMARY:
Tourism stands as a pivotal contributor to Pakistan's economy, playing a vital role in generating foreign exchange
revenues. The dynamics of a country's tourism industry are shaped by diverse factors, including natural and human
resources, economic and political conditions, governance, and overall societal progress. The objective of the study is
to uncover novel insights into the tourism sector, with the intention of providing valuable knowledge for
academicians, researchers, and policymakers. Despite existing research emphasizing the opportunities and benefits
associated with tourism-related businesses in developing nations, there remains a notable gap in the literature
regarding the challenges impacting tourism and the corresponding recommendations for mitigation, as highlighted
by the PTDC in 2019. Pakistan has also made significant progress in improving security and reducing terrorism
making it safe for tourist. The government has implemented measures to enhance the tourism industry such as
easier visa process and improved infrastructure. Social media has played a positive role in promoting .pakistan’s
attraction and the China- Pakistan economic relations has improved a lot for the tourist destinations. Pakistan's
tourism industry faces several challenges, including depleted infrastructure, underdeveloped hospitality sector,
and unexplored religious tourist sites. The country's limited hotel business, poor road accessibility,
underdeveloped tourist routes, and a shortage of visitor services are significant issues. The hotel industry is still
undeveloped due to inadequate facilities, a lack of government programmers, and security-related problems.
Pakistan's religious sites, particularly Buddhist, Sikhism, and Christianity, have not been fully explored or
developed. Terrorism has significantly impacted the Pakistani tourism industry, leading to the country being
labeled as "unsafe" and damaging its reputation. Government carelessness has also contributed to the dismal
tourist situation, with poor construction of hotels and poor road conditions. Social challenges include the
honorable, welcoming, and compassionate Pakistani community, as well as issues like overcharges and beaten
tourists in certain places like Murree. Addressing these challenges is crucial for Pakistan's tourism to become the
world's most popular tourist destination. Pakistan is a popular destination for travelers and scholars seeking to
explore different civilizations. As a top travel destination for 2020, it offers diverse cultures, people, and
landscapes. Attractions include ancient civilization ruins, Himalayan hill stations, mountain peaks, and ancient
fortresses. The National Tourism Board (NTCB) promotes cooperation among federal ministers, provinces,
and private entities. A national standard is being implemented for hostels to ensure exceptional hospitality.
However, COVID-19 has caused a significant loss of jobs in the tourism industry, ranking Pakistan 103rd out of
124 nations in terms of providing tourist services.Before the surge in travel and tourism, Pakistan ranked 120th
among 141 nations. The UNWTO promotes World Tourism Day on September 27. In December 2020, Pakistan’s
tourism revenue dropped from $992 million to $765 million. The COVID-19 pandemic severely impacted Pakistan’s
tourism in 2020, resulting in an estimated $3.64 billion loss in the first quarter. Domestic tourism, catering to
around 50 million potential tourists, holds significance, with KPK alone welcoming 5 million tourists in 2019. .There
are some recommendations for improvement in tourism industry like: 1. Establish a dynamic monitoring system
for tourism impacts.2. Implement stringent checks and balances, penalizing unauthorized activities.3. Promote
tourism as an academic discipline and provide career training.4. Encourage tourism through incentives like
microfinance and industry collaborations.5. Optimize management through thorough data collection, analysis, and
continuous evaluation.6. Efficiently manage over-tourism challenges and reintroduce traditional cultural events.7.
Emphasize societal transformation for a tourist-friendly environment in Pakistan.

INTRODUCTION
Tourism is the largest and fastest-growing sector
of the global economy, contributing to income
generation and the promotion of a nation's
culture. It has evolved with increased interest in
various types of travel such as vacation, business,
sports, health, religion, culture, and education.
The goal of tourism is to visit a place without
negatively impacting the local community and the
environment while boosting the economy and
social structure. Travel-related activities like
staying in hotels, dining out, and shopping are
considered part of tourism, whether for vacation,
business, or family trips. In 2018, the global
tourism industry generated USD 1.7 trillion in
exports, with 1.5 billion visitors in 2019. However,
the COVID-19 pandemic in 2020 significantly
impacted global travel, resulting in a loss of USD
730 billion in tourism-related trade earnings and a
substantial decrease in foreign visitors. Despite
Pakistan's abundant tourist potential, challenges
such as diverse cultures and customs have
hindered its recognition. The country has
historical, religious, archaeological, and
adventurous attractions, but its tourist sector
faces challenges and opportunities. In recent
years, there has been an increased interest in
promoting tourism in Pakistan. The government
has eased the tourist visa process, and travelers
from 30 countries no longer require a visa.
Pakistan's natural beauty, including peaks, lakes,
valleys, and cultural sites, is gaining international
recognition. The country has launched programs
like "Emerging Pakistan" and "Amazing Pakistan"
to enhance its tourism image. However, Pakistan
currently ranks 124th in the World Economic
Forum's tourism competitiveness rating, indicating
the need for improvement. Despite its
breathtaking beauty, including ancient relics,
Mughal architecture, mountains, lakes, valleys,
and beaches, Pakistan faces obstacles in
competing with top tourist destinations. The
"China-Pakistan Economic Corridor" (CPEC)
presents an opportunity to boost tourism with
infrastructure projects, given the frequent travel
of Chinese tourists. However, Pakistan must
address challenges to emerge as a competitive
global tourist destination.
SIGNIFICANCE OF TOURISM IN
PAKISTAN
Tourism plays a crucial role in Pakistan's economy,
contributing significantly to foreign exchange
revenues. Each country's tourism industry is
influenced by factors such as natural and human
resources, economic and political conditions,
governance, and overall progress. The study aims
to extract new knowledge about the tourism
sector, benefiting academicians, researchers, and
policymakers. While many studies focus on the
opportunities and advantages of tourism-related
businesses in developing nations, there is a lack of
data on the challenges affecting tourism and
recommendations for addressing them (PTDC,
2019)
OPPORTUNITIES FOR TOURISM
IN PAKISTAN
Pakistan’s Growing Peaceful Country:
As we know Pakistan used to have a security and
terrorism issues , Which discouraged people from
visiting for tourism. However things are getting
better now and more and more people are
recognising that Pakistan is a safe and peaceful
place to visit, thanks to the birth of its security
forces. Previously risky tourist sports, particularly
those in the northern regions , are now becoming
safe for men and women , whether they are local
or International visitors. One foreign woman
named “Eva zoo beck” recently visited Pakistan by
herself and had a great time without a safety
related problems. Her positive experience and
social media posts have encouraged others to visit
Pakistan and appreciate its stunning landscape.
Government’s Efforts To Enhance Tourism In
Pakistan:
The Pakistani government is now Improving the
tourism Industry , Which has not been fully
developed yet. The Pakistani government is doing
everything to promote tourism by making it easier
to get visas, welcoming tourism and ensuring their
safety while travelling in the country.
Impacts Of Social Media:
Significance of media in enhancing tourism in
Pakistan can’t be underestimated. Individuals In
Pakistan who utilised social media are quickly
sharing the most captivating and interesting
websites in the country. Nowadays, A growing
number of people are promoting Pakistan’s
landscape and Beautiful destination sound various
social medias platforms. There is now a lot of
blogs, vlogs and tourism organisation actively
working to create a positive image of Pakistan.
CPEC: Enhancing Connectivity:
The development of new roads and highways is a
part of CPEC aims to enhance connectivity across
Pakistan. This expansion is expected to positively
influence the country’s tourism industry.The
integration of rural areas with urban centres
through rail and road projects will make it easier
to access popular tourist destinations.
Furthermore these CPEC projects will help bring
attention to pakistan’s previously undiscovered
and developed beauty make it more accessible to
the general public.
Uses Of E-governence:
Pakistan administration has recently introduced E-
governance also known as ”Pakistan citizens
portal” which provides a convenient way to report
social issues and Instance of mismanagement
throughout the country. By using this platform
travellers can easily submit concerns related to
any other undesirable situation which is a single
click. The introduction of E-governance not only
assist in reporting problems but also help in
enhancing the nation and governance as a whole.
CHALLENGES FACED BY PAKISTAN’S
TOURISM
So, let us look at some of the challenges Pakistan
may undergo on its journey to being the world's
most popular tourist destination.
Depleted infrastructure
A limited hotel business, poor road accessibility,
underdeveloped tourist routes, and a shortage of
visitor services are some of the most significant
problems Pakistan's tourism industry is now dealing
with. Quality infrastructure is crucial for boosting
tourism, including airports, access to roads, vehicles,
trains, aircraft, services, dining establishments,
lodging options (hotels, motels), and local tour
operators.
Underdeveloped hospitality sector
According to international standards, the hotel
industry is still undeveloped because of inadequate
facilities, a lack of government programmers, and
security-related problems. Currently, several of the
country's operating hotels and restaurants have not
put in place sufficient certification criteria that
provide excellent services. The regulations'
application guarantees innovative services, which
are essential to upholding the standards of the hotel
business, which in turn reflect changes in the travel
and tourism sector.
Unexplored religious tourist sites
Pakistan is home to several religious sites,
particularly those that are devoted to “Buddhism,
Sikhism, and Christianity”. The earliest Buddhist sites
in Pakistan date from between 300 BC and 200 AD.
Sirkap, Jindal Temple, and Jaulian Monastery are
some of Pakistan's most wellknown Buddhist
landmarks. One of the most well-known and revered
religious landmarks in Pakistan is the tomb of “Baba
Guru Nanak, the founder of the Sikh religion”, which
is also the largest. Another three of Pakistan's most
well-known Gurudwaras are “Gurdwara Panja Sahib
in Hasan Abdal, Gurdwara Rori Sahib in Eminabad,
and Gurdwara Darbar Sahib in Kartarpur”, Narowal.
Pakistan never completely explored or developed
the industry on this sustainable basis, despite its
diversity and appeal.
Terrorism in Pakistan
The Pakistani tourist industry has suffered greatly as
a result of terrorism. After 9/11, there was an
increase in terrorism, which led to the worldwide
designation of Pakistan as "unsafe" and eventually
damaged its reputation. The regular bomb
explosions, targeted assassinations, drone attacks,
and carnage across the nation continued to be a
hindrance to the expansion of Pakistan's tourism
sector and economy.
Negligence to Tourist Places
The country office’s blatant carelessness is the fifth
element contributing to Pakistan's dismal tourist
situation. In the past, successive governments
ignored the construction of hotels or other potential
locations for tourist routes that could attract both
residents and visitors. Most of the time, travellers
are forced to camp or cook for themselves, and not
everyone appreciates it. In order to transform
stunning locations into popular tourist attractions,
hotels or resorts are needed. Consider "Tolipeer”,
one of the most famous tourist spots in Pakistani
Kashmir. The location itself is an example of poor
government work. The area is frequently littered, the
roads are in bad shape, and there are not any hotels
or other accommodations for travellers. These
factors all point to government carelessness.
Social Challenges
The Pakistani community is honourable, welcoming,
and compassionate. However, this is not always the
case. For instance, if you travel alone to the north,
you may encounter locals who will make every effort
to overcharge you for their services. The second
issue is how people behave in specific places, like
Murree, where there have been numerous instances
of tourists being beaten by locals on social media.
ANALYSIS OF TORISM OF PAKISTAN
1. Pakistan is blessed with a plethora of
incredible tourism sites that seamlessly
blend with the natural of the surrounding .
2. It is a true treasure trove for travelers and
scholars who are seeking to explore the
meeting point of different civilizations.
3. In fact Pakistan has been recognized as a
top travel destination for 2020, raking third
among vacation spots.
4. Tourism is a growing industry in Pakistan
based on its diverse cultures ,people and
landscape.
5. The variety of attractions range from the
ruins of ancient civilizations such as
(mohenjo-daro,Harappa,Taxila)
6. Himalayan hill stations which attract those
interested in field and winter sports.
7. Pakistan is home several mountain peaks
over 7000m. which attracts adventures and
mountain from around the world especially
K2.
8. The Northern parts of Pakistan have many
old fortresses, towers and other
architecture as well as the hunza and chitral
valleys, the latter being home to the small
 pre-islamic Animist kalasha community
who claim descent from the army of
Alexander the Great.
9. It has also been hailed as the number one
adventure travel destination for 2018 by the
British Backpacker Society.
10. To promote and enhance cooperation
among federal ministers, provinces, and
private entities, the National Tourism Board
(NTCB) utilizes working groups to develop
policies, plans, frameworks, and more.
11. . A national standard is being implemented
for hostels to ensure exceptional hospitality
in accordance with the strictest travel
promotion guidelines.
12. . The website will provide easy access to all
of Pakistan’s travel resources, including a
wide range of options offered by
international airlines and airports.
13. Original content: COVID-19 caused a
significant loss of jobs in the tourism
industry.
14. Pakistan ranks 103rd out of 124 nations in
terms of providing tourist services. Popular
tourist destinations have limited hotel
options and face economic challenges. The
local inhabitants also face unfavorable
conditions.
IMPORTANT POINTS
 Before the advent of travel and tourism,
Pakistan held the 120th position among 141
rankings.
 The United Nations World Tourism
Organization (UNWTO) advocates for a
worldwide observance of World Tourism
Day (WTD) on September 27.
 In December 2020, Pakistan experienced a
decline in tourism revenue, which
amounted to 765 million USD, compared to
the previous year’s 992 million USD.
 In 2019, tourism played a role in generating
4 million jobs and making a 5.9%
contribution to the country’s GDP.
However, in 2020, expectations of record-
breaking tourism were shattered by the
global COVID-19 pandemic, severely
impacting Pakistan’s tourism sector and
resulting in an estimated loss of $3.64
billion in the first quarter.
 In 2020, overseas travel experienced a 75%
decline due to the impact of COVID-19.
 The initial impact of the COVID-19
pandemic was substantial, causing notable
economic setbacks with significant job
losses and a decline in GDP contribution.
The tourism sector in 2020 witnessed a
sharp decrease in revenue due to the
pandemic, resulting in a remaining total of
$765 billion compared to the original $992
billion in 2019, signifying a 23% reduction in
Pakistan (as per Pakistan statistics of 2003).
 Domestic tourism holds significance for
every country when contrasted with
international tourism. Pakistan constitutes a
market catering to approximately 50 million
potential domestic tourists. The majority of
these individuals travel in their private
vehicles, accompanied by their families or
groups averaging around 5 people, although
precise information on them is not readily
available.
 In 2019, Khyber Pakhtunkhwa (KPK) alone
welcomed 5 million tourists.
 Globally, there were 1.458 billion tourist
arrivals in 2019, with Pakistan attracting
1.225 million foreign tourists on its own.
RECOMMENDATIONS
1. Monitoring structures and their impacts
becomes increasingly crucial given the rapid
and dynamic changes in their shapes. It is
essential to establish a system based on a
 vision and complementary command and
control methods.
2. A stringent system of checks and balances is
essential. All activities, whether in
constructing infrastructure or providing
services, must align with government
regulations. An unrestrained mindset
undermines the rule of law and
responsibilities. Therefore, unauthorized
construction needs monitoring. Only
registered businesses should be permitted
to operate, while unregistered entities
should face penalties and prohibition.
3. Promoting tourism as an academic
discipline and providing career training is
imperative. Establishing national capabilities
and cultivating the human resources
essential for realizing Pakistan’s tourism
potential can be facilitated through
vocational training institutions, relevant
undergraduate and graduate-level tourism
studies, and research initiatives.
4. Encouraging tourism through incentives
such as microfinance, loans, industry
collaborations with creative concepts, and
local champion competitions will attract
additional talent to the field. Furthermore,
the strategy has the potential to draw
sponsors through angel financing and public
crowdfunding.
5. Effectiveness in any management approach
is optimized through thorough data
collection and analysis. This involves tourist
planners conducting opinion polls,
qualitative and quantitative data research
and analysis, identifying target markets,
researching the market, and developing
demand and supply.
6. Continuous evaluation is necessary for the
sociocultural and environmental impacts of
tourist laws and practices. With the surge in
tourism, special attention must be
dedicated to
7. safeguarding natural resources and cultural
heritage. Consistent monitoring and expert
supervision are advantageous for
identifying and rectifying potential issues.
8. Efficient management of the “over-tourism”
challenge is essential. “Infrastructure”
extends beyond physical structures,
encompassing top-notch hospitality,
transportation services, and well-thought-
out plans for inland travel to attract
tourists. Substantial efforts are required to
ensure seamless facilitation in this regard.
9. Pakistan has the potential to evolve into a
“special interest destination.” Reintroducing
traditional cultural events, such as the
Basant festival and cattle shows, is crucial.
Designating minority religious sites as
sacred spaces, not merely public places,
ensures the preservation of their sanctity
for pilgrims, while also enhancing their
appeal as a sought-after tourist destination.
10. The growth of the tourism sector in
Pakistan cannot solely rely on state policies.
It necessitates a societal transformation to
establish a tourist-friendly environment,
including pleasant surroundings, seamless
travel, unobstructed multidimensional
transport, high-speed internet, a welcoming
social atmosphere, accessible and
affordable accommodation, stable law-and-
order conditions, and more.
CONCLUSION:

Tourism is important for the economy of Pakistan. Although Pakistan is still developing, Its tourism sector
has a potential to become a global competitor. To achieve this the government needs to discover and
promote the wonderful aspects of excellent tourism industry .This includes working together with different
groups to improve branding, marketing, infrastructure and private investment .By attracting more foreign
tourist Pakistan can experience sustainable and inclusive tourism growth .This can be done by creating
policies preserving current attractions and developing new ones. Pakistan can enhance its tourism potential
and become a popular destination.

RESPONSIBILITY MATRIX:

Humza: Introduction ,Significance , Exclusive summary

Aqsa: Opportunities ,Exclusive summary , Conclusion

Ibrahim: Challenges , Exclusive summary

Aliza: Analysis, Exclusive summary

Istahsan: Important points ,Recommmendations ,

Exclusive summary

MAIN ARTICLE LINK: file:///C:/Users/AQSA%20AKBAR/Downloads/13-tourism-in-pakistan-murad-ahmed

%20(5).pdf