Pakistan's $20 Billion Tourism Industry is Booming

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.

Economic Contribution of Pakistan Tourism. Source: WTTC

Tourism Growth: 

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.

Courtesy: Nikkei Asian Review

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's northern areas are a top destination for adventure-seekers interested in mountain climbing, white water rafting,  extreme kayaking and helicopter skiing.

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.

Summary:

Tourism industry in Pakistan is booming with 300% increase in foreign tourist arrivals since 2013. It contributed $20 billion (6.9% of GDP in 2016) and supported 3.6 million jobs in 2016. World Travel and Tourism Council (WTTC) forecasts it to grow to over $36 billion within a decade.

Here's a video about Pakistan narrated by an American Journalist Cynthia Ritchie:

https://youtu.be/G8bzv3G9vjY

Related Links:

Haq's Musings

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Indian Visitors Share "Eye-Opening" Stories of Pakistan

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Pakistani American to Pakistani Diaspora: Go Back and Visit Pakistan

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Comment by Riaz Haq on December 28, 2018 at 4:39pm

#Pakistan to host ice #skating, ice #hockey competition for the first time. Alongside PAF Naltar, Malam Jabba #Ski Resort would host #snowboarding National Ski Championship, Malam Jabba Ski Cup and CAS International Karakoram Alpine Ski Cup #wintersport https://dailytimes.com.pk/338350/pakistan-to-host-ice-skating-ice-h...

The picturesque winter resort of Naltar in Gilgit Baltistan and the enchanting ski slopes of Malam Jabba in Swat brace for some exhilarating winter sports in the coming days.

The Winter Sports Federation of Pakistan (WSFP) has chalked out an elaborate calendar of events for the season. The winter sports season has already commenced at Pakistan Air Force (PAF) Naltar with Sadia Khan & Children Ski Cup this week. Besides, snowboarding and ice skating, ice hockey competitions would also be held there for the first time in the country.

Other than these, Shah Khan Ski Cup and Joint Chiefs of Staff Committee Championship would be held. This year, inter-varsity championship for men and women have also been planned to promote winter sport in the educational institutions of the country. Alongside PAF Naltar, Malam Jabba Ski Resort would host National Ski Championship, Malam Jabba Ski Cup and CAS International Karakoram Alpine Ski Cup. WSFP has chosen the recently developed Rattu Ski Resort to host two events this year, including inter services ski cup and National cross country ski cup.

Prominent international skiers from across the world are arriving to participate in different ski racing categories. Besides international athletes, top level national skiers would take part in these races to showcase their talents in this exciting sport. Competing with the famous skiers of the world would provide an excellent opportunity to Pakistani athletes to learn from their competitors and improve their standing in the world rankings.

WSFP has also procured a snow-making machine to make it less dependent on snowfall in the area. With the installation of new tow-lift and the induction of Snow-Making machine, the winter sports enthusiasts would be able to enjoy a prolonged season this year.

Comment by Riaz Haq on December 29, 2018 at 7:31am

G-B hosts first-ever #icehockey match in #Pakistan. Pakistan’s first-ever ice hockey match was played on Saturday as snow sports season kicked off in the scenic winter resort of Naltar in #GilgitBaltistan. #wintersport #Tourism #skiing https://tribune.com.pk/story/1877188/7-gb-holds-first-ever-ice-hock...

The match was played between the teams of Pakistan Air Force and G-B Scouts. Players from both sides showed some extraordinary skills but no team could score a goal within the stipulated time.


The fate of the match was decided on penalty shoot-outs, in which Shahsyar scored the only goal of the match, paving way for a PAF win.

The history of ice hockey in Gilgit-Baltistan region could be related to a local game, called ‘Ghatal’, which is also played with two sticks and a ball. To continue the legacy of this traditional game, ice hockey has been introduced in the region.

Earlier, the Winter Sports Federation of Pakistan (WSFP) chalked out an elaborated calendar of events for the 2018-19 season, according to a PAF spokesperson.

In a statement, he said the winter sports season has already commenced at PAF Naltar with Sadia Khan and Children Ski Cup this week. Besides snowboarding and ice skating, ice hockey competitions will also be held at the venue for the first time in Pakistan.

To continue the legacy of this traditional game, ice hockey has been introduced in the region.

Earlier, the Winter Sports Federation of Pakistan (WSFP) chalked out an elaborated calendar of events for the 2018-19 season, according to a Pakistan Air Force (PAF) spokesperson in a statement issued in Islamabad on Friday.

Comment by Riaz Haq on January 21, 2019 at 9:23am

Top #French adventure travel agency returns to #Pakistan after decade. The tour operator will offer four trips, ranging from 17 to 24 days, intended for lovers of high #mountains. #Tourism #Travel #adventure

https://www.thenews.com.pk/latest/421410-top-french-adventure-trave...

Following the fast improving ranking of country in tourism, Terres d’Aventure, a French tour agency specialized in adventure travel, hiking and trekking has decided to re-programme Pakistan, after a decade.

According to an article appeared in French magazine Tour Mag, the tour operator would propose four trips, ranging from 17 to 24 days, intended for lovers of high mountains.

Two treks in the heart of the Karakoram Range are intended for good walkers.

“A hike for 13 days along the Baltoro glacier to the famous Concordia site, then on to the base camp of K2, the most beautiful mountain in the world according to mountaineers, and then to Gondogoro La (5 585m), from where one can view an exceptional panorama of four eight thousanders, K2, Broad Peak, Gasherbrum I and II”, the tour operator said.

The agency also offered another tour, a seven-day trek along the Batura glacier in Hunza.

“With few steep passages, this trek offers a gradual acclimatization and presents no major difficulties, offering exceptional views of 14 peaks over 7000 meters and vast glacial landscapes,” added Terres d’Aventure.

Established in 1976, Terres d'Aventure is one of the top French adventure travel agencies.

In a statement the agency said: “Au-delà des clichés relayés par la presse, et sans nier certaines difficultés politiques, nous recommandons le Pakistan pour ce qu'il est réellement : un peuple qui a beaucoup à offrir, et qui aspire à la paix et à l'ouverture sur le monde. Plusieurs régions sont sûres, notamment le Gilgit-Baltistan, et les autorités sont mobilisées pour assurer la sécurité des populations et des visiteurs”.

(Translation: Beyond the clichés relayed by the press, and without denying certain political difficulties, we recommend Pakistan for what it really is: …….. Several regions are safe, including Gilgit-Baltistan, and the authorities are mobilized to ensure the safety of people and visitors.)

Comment by Riaz Haq on April 26, 2019 at 9:35am

2,000-years-old #metal workshops found in #Peshawar #Pakistan. “The relics recovered show that the site was some sort of a metal workshop as we have found iron melting pots, molds, trowels, knives and drills, which were used at the workshop.” #Archaeology http://bit.ly/2LkbzTR

Pakistani archaeologists say they have discovered the remains of metal workshops from the Indo-Greek period dating back to the 2nd century BCE.

The archaeologists from the University of Peshawar (UoP) made the discovery at a site in the Hayatabad area of Peshawar, Dawn reported.

Professor Gul Rahim told journalists the site is located close to the border of the Khyber district, adding that excavation work at the site had been going on for the past three years.

He said they had found coins dating back to the Indo-Greek period and estimated to be about 2,200 years old.

The professor said that the Indo-Greeks had migrated from Afghanistan to present day Peshawar, and ruled the region for about 150 years.

“The relics recovered show that the site was some sort of a metal workshop as we have found iron melting pots, molds, trowels, knives and drills, which were used at the workshop,” Rahim said.

The workshop also likely produced arrows, bows, daggers, and swords, he added.

“The site shows that the workshop was divided into blocks, whereas remains of furnaces, grinder stones and other vestiges of the era are still clearly visible,” the professor said.

Professor Gul further said “this marks the first discovery of an organised Indo-Greek workshop in the province so far.”

Meanwhile, Mohammad Naeem, an archaeological surveyor, said that “as compared to Buddhist sites that were built using brick masonry, this site was made from clay so it was difficult to preserve it.”

He said that remains of the Indo-Greek period have also been found in Gor Khatri archaeological complex.

Jan Gul, an MPhil scholar at the UoP, said that it was the first time that students were able to see Indo-Greek remains, as previously only Buddhist and Mughal relics had been studied.

Comment by Riaz Haq on June 7, 2019 at 9:42am

Malakand Division Attracts Influx Of Tourists After Swat Expressway's Opening

https://www.urdupoint.com/en/pakistan/malakand-division-attracts-in...

SWAT, (UrduPoint / Pakistan Point News - 7th Jun, 2019 ) :All the six districts of Malakand division have witnessed massive influx of foreign and domestic tourists during week long Eid holidays following an opening of multi-faceted Swat Expressway to enjoy its pleasant and cool weather conditions.

The scenic hilly areas and tourism resorts in Malakand division including Swat, Dir Upper, Dir Lower, Chitral, Shnagla and Buner have attracted tourists in droves from plain areas of Pakistan mostly from Khyber Pakthunkhwa and Punjab provinces after the distance between Malakand division and Islamabad was cut short to only two and half hours following an opening of 81-kilometer long Swat expressway before Eidul Fitre on the directives of Chief Minister Mahmood Khan.

The four-lane fenced Swat expressway commences from Karnal Sher Interchange in Swabi district on Peshawar-Islamabad Motorway (M-I) and concludes at Chakdara in Dir Lower district after passing through 21 bridges and 1300 meters twin tunnels on National Highway N-45, inter-connecting Swat, Chitral, Dir Upper, Dir Lower, Shangla, Buner, Mohmand and Bajaur districts with rest of the country.

Former KP Chief Minister Pervez Khattak had performed the ground-breaking of Swat expressway on August 25, 2016 to provide an extra and fast track communication facilities to hundreds of thousands of travelers visiting this part of the country on daily basis.

The expressway brought massive surge in tourists at scenic Kalam, Malam Jabba, Maho Dhand, Fizagut, Maidan, Bahrain in Swat, Pir Baba in Buner, Komrat in Dir, Shangla and Chitral where finding a room in hotels, restaurants and rest houses for staying along with families was highly a challenging task these days.

Kalam has remained main centre of attraction of tourists due to its cool weather and pleasant climate where tourists from AJK, Punjab, KP and Gilgit Baltistan were seen in droves. They enjoyed waterfalls, lush green valleys, meadows, snow-covered peaks, water boating, horse and camel ridings in a very pleasant atmosphere.

Located on River Swat some 99 kilometers of Mingora Swat, Kalam's scenic areas Matiltan, Usho, Utror, Gabral and Mohodhand lake saw tourists of all social class during Eid vacations where low income groups stayed at makeshift hotels, tents and rooms of houses vacated by local people earning great profits.

"I came from Nowshera along with my friends to enjoy Eid vacations at Kalam due to its pleasant and cool weather to beat the scorching heat," Zeeshan Khan, 25, a tourist told APP. "The weather of Kalam is very pleasant and tourists can come here to enjoy its natural waterfalls, lakes and snow covered mountains peaks in a safe atmosphere," he said.

Malama Jabba, the country's lone skiing resort in Swat district has attracted influx of tourists with families enjoyed chair-lift ride.

'I came to Malam Jabba after visiting Kalam to enjoy Eid holidays in a pleasant weather," Haseeb Khan, a resident of Peshawar told APP.

"I enjoyed ride an imported chairlift at Malam Jabba as it was very comfortable, safe and tourists must come here to enjoy its natural beauty, lush green valleys and chairlift ride," he said. However, he complained over high prices being charged by private hotels, restaurants and shopkeepers that needed to be checked by the district administration and proper arrangements should be made for car parking in famous tourists' destinations to avoid traffic jams.

Haseeb said private hotels are charging Rs 6,000-10,000 per room per night stay from families at Kalam and demanded strong actions against profiteers.

------

Chairlift at Malam Jabba, which was destroyed during militancy in 2008-09, has been reconstructed and opened for tourists, adding the newly reconstructed chairlift has been imported and safe in all aspect.

Comment by Riaz Haq on June 7, 2019 at 9:43am

CAA begins development work on Swat, Chitral airports

https://www.pakistantoday.com.pk/2019/05/20/promoting-tourism-caa-b...

In line with Prime Minister Imran Khan’s move to promote tourism in the country, the Civil Aviation Authority (CAA) has started development works for Swat, Chitral and Parachinar airports.

Sources said the Swat airport will be made operational at a cost of Rs80 million while the development work will be completed within two months.

Saidu Sharif Swat Airport is known as a gateway of tourism which was built in 1978. Later, in 2004, owing to the volatile security situation, the airport was closed.

For the same reason, Parachinar airport was also shut down in 2004. On the directions of the secretary aviation, a high-level committee visited Swat and Chitral airports.

The committee, comprising engineers, experts and administrative, surveyed the construction site of runways, terminal building and the control tower.

Under the new aviation policy, the airlines would be given perks regarding landing and parking charges at Swat and Parachinar airports.

Comment by Riaz Haq on June 7, 2019 at 9:43am

PM directs opening rest houses for general public, tourists

https://www.thenews.com.pk/print/480379-pm-directs-opening-rest-hou...

Prime Minister Imran Khan here on Monday directed the concerned authorities to open government’s rest houses for general public and tourists.


Chairing a high level meeting to review progress in tourism sector PM Imran said that the commercial usage of rest houses will not only boost tourism in the country but also generate revenue. He said, “It is the part of the government’s policy to open rest houses for general public.” The premier said that he would not tolerate any obstacle in implementation of the government’s policy. He directed the authorities to categorise all the rest houses in the county.

On the occasion Khyber Pakhtunkhwa chief sectary apprised the meeting that there were 157 rest houses in the province while Punjab Tourism Minister Raja Yasir told the prime minister that the provincial government had opened 177 rest houses for general public.

Punjab Tourism Minister Raja Yasir, Khyber Pakhtunkhwa Minister for Tourism Muhammad Atif and other high officials were present in the meeting.

Earlier on May 4, Prime Minister Imran Khan had said that while other countries earned billions of dollars from tourism alone Pakistan had in past neglected its cultural heritage.

Meanwhile, the prime minister issued special directions to BISP chairperson Sania Nishtar to help ensure prioritised treatment of physically handicapped individuals.

The premier in a cabinet meeting issued special directives for physically handicapped and challenged individuals. He directed Sania Nishtar to ensure welfare and prosperity of such individuals. He ordered that a set quota of 2% to be kept for differently-abled citizens of Pakistan in employment opportunities.

He also directed to ensure provision of free hearing aids wheelchairs and other things to handicapped at the working place. “We will make sure that the handicapped will be taken care of and will be issued Sehat Insaf Cards,” said Imran Khan.

Continuing on he said that to attain the dream and vision of making Pakistan an Islamic welfare state the state must look after its needy and poor. He stressed on the need to care for and work for the handicapped of the country.

Comment by Riaz Haq on June 7, 2019 at 2:01pm

#Pakistan : in search of Shangri‑La. #GilgitBaltistan #Tourism | Travel | The Sunday Times story on the unmatched splendor and beauty of Pakistan’s northern areas https://www.thetimes.co.uk/article/pakistan-in-search-of-shangri-la...

Comment by Riaz Haq on June 8, 2019 at 10:59pm

Opening of Swat Expressway facilitates people

https://www.dawn.com/news/1486990/opening-of-swat-expressway-facili...

MINGORA: The tourists visiting Malakand division showed satisfaction over temporary opening of Swat Expressway during the Eidul Fitr holidays, saying it saved their time and shortened the journey between Islamabad and Swat by about two hours.

According to the district administration, more than 60,000 vehicles used the expressway to enter Swat.

“When we heard that the expressway was opened for traffic, we immediately planned to visit Swat on the second day of Eid. The expressway till Palai interchange is complete and is under construction at several locations onwards. But it is good that temporary roads have been built for light traffic,” said Haris Iqbal, a tourist from Islamabad, who was travelling to Swat with his family.

He said that he reached Swat in three hours using the newly opened expressway. The tourists said that they enjoyed lush green scenes stretched along the expressway.

“It has not only shortened the distance between Islamabad and Swat but the route also offers enchanting scenes of lush green landscape and beautiful mountains. I invite people from all over the country to come and travel on the route to see the natural beauty of Pakistan,” said Jamila Qureshi, a tourist from Lahore.

The expressway, which was temporarily opened for Eidul Fitr holidays, would be closed to traffic after the holidays. According to FWO officials, the motorway would be officially opened by Prime Minister Imran Khan after two months.

However, people of Malakand division requested the provincial government to keep the route open for them.

Former chief minister of Khyber Pakhtunkhwa Pervez Khattak had inaugurated work on the 81-kilometre project in August 2016 and it was claimed the road would be completed by December 2017. However, the project could not be completed within the stipulated time.

Later, the PTI government claimed to open it by December 2018 and once again it could not be opened according to the schedule.

The four-lane road costing Rs40 billion starts from Colonel Sher Khan Interchange and passes through Sawabi and Mardan to reach Chakdara.

Comment by Riaz Haq on June 9, 2019 at 7:07am

Where are people travelling in and around Pakistan on Eid?
Eid Al Fitr is the time everyone has been waiting for the whole year to enjoy the holidays

https://gulfnews.com/world/asia/pakistan/where-are-people-travellin...


Technology and social media are greatly influencing our travel decisions as people are relying on Instagram photos and website reviews instead of tour guides.

Inspiration from social media
Amina Jaffri, 24, an Islamabad student, mostly relied on social media for travel ideas.

“The breathtaking sights I see on Instagram every day compelled me to explore undiscovered places of Pakistan,” she says.

“After finalising the places, I sought expert opinion on hotel and car bookings on Facebook groups” she shared, adding that plentiful group tour ads on social media also helped her plan the itinerary.

--

Sher Ali Saafi, one of Pakistan’s top travel photographers, who currently has 30k followers on Instagram, urges responsible tourism by treating people, culture and environment with respect. “Pakistan is beautiful and we can only keep it that way by not littering. The least we can do is bring back our own trash,” he advised.


As many adventure lovers are all set to brave crowds and traffic to vacation over the Eid holidays, Gulf News checks out the top five places Pakistanis are planning to travel to this Eid

1. Hunza


The mountainous valley of Hunza situated in a remote, pristine area of northern Pakistan is about 100 kilometres from Gilgit. The valley offers exceptional experiences and views from lofty peaks to historic buildings to unique culture and heritage. In central Hunza, the 1000-year-old Altit fort and 700-year-old Baltit fort offer a glimpse into local history. The famous Attabad Lake is also near Hunza, where visitors can enjoy fishing and boating. The mighty Passu Glacier and Hopper Glacier, are only two hours away from the Centre. British mountaineer Eric Shipton called the Hunza valley “the ultimate manifestation of mountain grandeur” with the magnificent Rakaposhi (7788m) as the valley’s star attraction. Eagle’s Nest Hotel in the village of Duikar, preached on a 2850 meter high ridge in Hunza valley offers splendid views of some of Pakistan’s highest peaks and unforgettable sunrises, according to the visitors.


2. Astore


Astore, a valley 120km long with an area of 5,000km2, is located at the eastern face of Nanga Parbat, a peak 8,125 meters high. The valley has more than 100 villages of which Chilm is the most gorgeous as it is the starting point of Deosai, the world’s second highest plateau. The main attraction of this place is Rama Meadows, a place covered with pine trees, milky-white steams, and ice-covered peaks in background. One-hour jeep ride away from the meadows is the heavenly Rama Lake at an elevation of 11000 feet. Altaf Ahmed, Gilgt-based tour operator, described Astore Valley as an “undiscovered paradise.” Minimerg is another secret location near Astore valley. Harpo Pass, Bubin Pass and Mazino Pass are a must visit too. “Astore is perfect for camping with a breathtaking view of towering mountains. The best time to visit is May to October,” says Altaf.

3. Fairy Meadows

The Fairy Meadows are unquestionably one of the most picturesque destinations in northern Pakistan that offers a little taste of heaven. This lush green, eye-soothing plain, offers striking views of Nanga Parbat, the ninth highest mountain, known to climbers as the ‘Killer Mountain’. “Clean white carpets of untouched snow. Mighty peaks of blue and grey and silver and purple flinging themselves into the sky, blocking out the last of the sun and promising a radiant evening filled with stars” is how Will Hatton of The Broke Backpacker described the Fairy Meadows. 

4. Neelum Valley



5. Swat and Kumrat

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