Large numbers of Pakistanis headed north for respite from summer heat during Eid ul Fitr holidays last week. Tens of thousands went to Swat using the newly built Swat Expressway while others chose even cooler temperatures in the heights of the Karakoram mountain via the improved Karakoram Highway. Some of the preferred tourist destinations included Hunza, Astore, Fairy Meadows, Neelum Valley, Swat and Kumrat. In addition to using tents in camping areas, many tourists found accommodations in public rest houses ordered opened by Prime Minister Imran Khan.
Fairy Meadows near Nanga Parbat in Gilgit Baltistan
Over 60,000 vehicles used the expressway to enter Swat Valley over Eid holidays, according to local officials as reported by Pakistani media. It's a far cry from early 2009 when the Taliban appeared to be in control of Pakistan's Swat valley, and the US politicians and international media were deeply concerned about the insurgents closing in on Islamabad.
Then US Secretary of State Hillary Clinton warned in 2009 that Pakistan was “abdicating to the Taliban”. Various western commentators and pundits went further by predicting Pakistan's "imminent collapse", and the usual foreign policy rags chimed in with their shrill talk of Pakistan as a "failed state". By 2011, Pakistan Army cleared Swat of the militants, brought refugees back home and began to restore tourism.
Built by Pakistani military's Frontier Works Organization (FWO) under contract for Khyber Pukhtunkhwa privincial government, the Swat Expressway is a state-of-the-art 81 kilometers (50 miles) long 4-lane controlled access motorway that is opening up the hidden treasures of Swat, Chitral, Dir Upper, Dir Lower, Kohistan, Shangla, Buner, Mohmand and Bajaur districts to the world. It's been funded by a $50 million grant by the Saudi government. Its southernmost point is Karnal Sher interchange in Swabi District on Peshawar-Islamabad M1 Motorway and goes north to Chakdara Dir Lower district after passing through 21 bridges and 1300 meters twin tunnels on National Highway N-45.
Karakoram Highway (KKH)
Karakoram Highway (KKH), the highest paved road in the world, is a 1,300 kilometer (810 miles) Pakistani national highway that extends from Hasan Abdal in the Punjab province via Khyber Pukhtunkhwa (KP) prvince to the Khunjerab Pass in Gilgit-Baltistan, where it crosses into China. KKH upgrade is a $1.3 billion project expected to be completed as part of China-Pakistan Economic Corridor (CPEC) by 2020. After the upgrade, widths of its various sections will be in the range of 12.5 meters to 30 meters. Minimum widths of lanes will generally be between 2.5 to 3.25 meters.
KKH has opened up a world of unmatched natural beauty and splendor of places like Hunza, Astore and Fairy Meadows for domestic and foreign tourists. It has connected many cities and towns including Haripur, Abbottabad, Mansehra, Battagram, Besham, Pattan, Dasu, Chilas, Gilgit, Aliabad, Gulmit, Sust, Tashkurgan, Upal And Kashgar.
Pakistan's tourism industry, currently estimated at $20 billion (6.9% of GDP in 2016), is booming, according to data available from multiple reliable sources. World Travel and Tourism Council (WTTC) forecasts it to grow to over $36 billion within a decade.
Economic Impact of Tourism:
Pakistan tourism industry generates $20 billion in revenue and supports 3.6 million jobs directly and indirectly, according to the World Travel and Tourism Council. Foreign visitors generate nearly a billion US$ in exports.
Significantly improved security situation has helped boost annual tourist arrivals in Pakistan by 300% since 2013 to 1.75 million in 2016, while domestic travelers increased 30% to 38.3 million, according to the state-owned Pakistan Tourism Development Corp. Hotel bookings increased 80 percent in 2016, according to Jovago, Pakistan’s biggest hotel booking website.
By contrast, foreign tourist arrivals in the country’s larger neighbor, India, jumped from 6.97 million in 2013 to 8.8 million in 2016, according to Indian government figures. 88% of India's and 92% of Pakistan's tourism revenue is domestic. India's tourism industry is worth $209 billion (9.6% of of GDP in 2016), according to WTTC.
A story in the Financial Times, a British newspaper, quotes British tour operator Jonny Bealby as saying, “While I am sure this will raise some eyebrows, we are starting to see a marked increase in tourism to Pakistan". Bealby's company arranged 55% more clients to Pakistan in 2017 compared with 2016, and advance bookings are more than 100 per cent up on this point 12 months ago, according to the Financial Times.
Top Adventure Tourism Destination:
British Backpackers Society has recently ranked Pakistan as its top destination for adventure tourism. The Society describes Pakistan “one of the friendliest countries on earth, with mountain scenery that is beyond anyone’s wildest imagination”.
Pakistan Tourism Promotion in Jakarata, Indonesia
Pakistan Brand Promotion on London Buses
Pakistan Tourism Promotion:
Pakistan government's tourism campaign — including covering buses in several major world cities with beautiful pictures of Pakistan's tourist attraction — have helped raise the country’s profile. Increased investments in roads, airports and other infrastructure have helped ease travel.
Pakistan government has announced its decision to provide 30 day tourist visa on arrival for visitors from 24 countries on three continents.
Improved security and new infrastructure are boosting Pakistan's domestic and international tourism. The industry in Pakistan is booming with 300% increase in foreign tourist arrivals since 2013. Tens of thousands of domestic tourists went to Swat using the newly built Swat Expressway while others chose even cooler temperatures in the heights of the Karakoram mountain via the improved Karakoram Highway. Some of the preferred tourist destinations included Hunza, Astore, Fairy Meadows, Neelum Valley, Swat and Kumrat. In addition to using tents in camping areas, many tourists found accommodations in public rest houses ordered opened by Prime Minister Imran Khan. Tourism industry contributed $20 billion (6.9% of GDP in 2016) and supported 3.6 million jobs in Pakistan in 2016. World Travel and Tourism Council (WTTC) forecasts it to grow to over $36 billion within a decade.