LAHORE – Pakistan geographically and ethnically is a country havingdiversity of historical, cultural, spiritual, archaeological heritagesites, providing tourists rich opportunities to visit ancient Indus ValleyCivilization, Mughal-British Era monuments and religious places, related toBuddhism, Sikhism and Hinduism sites.
To explore the new potential and stunning beauty of Pakistan, the incumbentGovernment of Pakistan Tehreek-e-Insaf (PTI) had announced in March 2019 ane-visa policy for the foreign tourists, ensuring attractive initiatives andsafety measures in the country.
On the launching occasion of this policy, Prime Minister Imran Khan hadensured the world that Pakistan was opening its doors to introduce themanifestation of a new confidence of the security situation which was quitesecure for the tourists.
Following the e-visa policy announcement for the citizens of 175 countries,different parameters show that Pakistan has regained the status of the mostfavoured tourist destination for 2020.
World Travel and Tourism Council (WTTC) data report issued recently hadrevealed that Pakistan’s $20 Billion Tourism Industry was rapidly boomingwith a trend forecast that the industry would further grow to over $36billion within a decade.
Due to the bold initiatives of PTI government, an upsurge in tourism sectorhas been witnessed during the years 2018-2020, as it has removed somebarriers in getting No Objection Certificate (NOC) for the touristsallowing them to visit every nook and corner of the country, to enjoy thescenic beauty and historical areas of their choice.
Punjab Economic Report issued recently points out that the Sikh tourism inthe province was around $34 million with 85,000 jobs suggesting Buddhisttourism could be generated to around $17 million with around 35,000 jobs.
Punjab Growth Strategy (PGS)-2023 document shows that the Punjab Provincecan generate around US $2 billion worth of income in tourism sectorannually, elucidating the domestic tourism has a potential around $1billion per year by creating 250,000 jobs.
Pakistan Tourism Development Corporation document observes that improvedsecurity situation has boosted annual tourist arrivals in Pakistan by 300per cent to more than 1.86 million in 2018, while domestic travelersincreased 42 per cent to 38 million.
Punjab, being the largest province population-wise, also features a widerange of Nature, Sports tourism in agro, eco and desert tourism sector inCholistan and Thal Deserts. A document of the Tourism DevelopmentCorporation Punjab shows that besides Soan Valley, Salt Range, Urban andRecreational Tourism, the Punjab agricultural landscape provides richtourist attractions in Lahore, Rawalpindi, Narowal, Multan and Bahawalpur.
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Pakistan is an agriculture country and 70 percent people directly orindirectly are attached with this sector, which is backbone of the economy.
In present digital age, the modern world is inclined towards agro-tourism,which includes farm and agricultural related tourism. Agro-tourism is beingundertaken by the urban residents for the recreational, excursion, andholidays’ purposes. The rural agriculture attracts tourists to explorerural communities, their language, and ways of farming, traditions andculture.
In the current life of capsules and molecules, the modern technology andrapid urbanization have confined people and their children with in theclosed walls sitting before screens, laptops and video games.
To explore the business in this sector the Agro-Tourism DevelopmentCorporation of Pakistan has established a training institute forAgro-preneurs which are being trained to meet the organic style needs oftourism in the province.
The Punjab government during the budget 2019-20, had earmarked an amount ofRs 1187.734 million to spent on 18 new schemes including the establishmentof thematic food Courts, Arts & Craft Shops and entertainment activity likezip lining, wall-climbing in Murree,. Attock Khurd, Chakwal, TillaJogian-Rohtas Fort Parkway and Khushab tourist sites.
It is worth mentioning here that British Backpackers Society has alsorecently termed Pakistan one of the friendliest countries on the planet,and has ranked it on the top destination for tourism with stunning mountainscenery. This numbering was carried out by the vote counts of its membersof adventure travel experts from across the globe
Meanwhile according to a study carried out by the World Bank has identified23 major tourist sites in the province Punjab, which could be outsourced byengaging male and women youth in the tourism sector, by giving themrepresentation in most economic and policy making activities.
The Punjab government with engagement of the World Bank has requestedprovision of assistance of technical and financial resources to multiplytourism sector opportunities in the province, said the Punjab TourismDepartment official.
