For developing - especially least developing economies - tourism can contribute heavily to overall economic growth. Yet, in Pakistan, the sector remains at the backburner for each successive government.
The summer is in full-swing and reports from the countrys top tourism spot for foreigners visiting the country - i.e. Gilgit-Baltistan - suggest the porters, the travels guides, the restaurants and an assortment of ancillary businesses will be facing a tough season.
The seemingly unending war-on-terror and the shooting down of Osama Bin Laden in Abbottabad - a major hill station for domestic tourism - has had a definite impact on the tourism industry of the region.
"It should be noted that intensifying security concerns in the course of 2008 and 2009 mean that international arrivals are currently comprised mainly of the most determined adventure tourists," noted a recent study titled "Gilgit-Baltistan Economic Report". The combined study of government of Pakistan, ADB and the World Bank also noted that domestic visitors to the region are also limited.
Blaming it all on the war-on-terror and the negative perception it has built in recent years, however, will be an excuse thats only partially justifiable.
Thats because, and quite thankfully, the region has never faced the kind of terrorism activities seen in Khyber-Pakhtunkhwa, Southern Punjab or other parts of the country. Nor are the people of Gilgit-Baltistan known for the rigid behaviour of their southern neighbours of the KP province, or for that matter any kind of notorious activities.
In fact, if anything, the people of GB may well be ranked as most hospital in the country - sans perhaps those of Chilas. These myths of terror in GB, therefore, have to be broken by adopting techniques of modern perception management - including media campaigns.
Moreover, instead of blaming their failures on terrorism, the authorities should set up the right infrastructure needed to boost tourism - especially adventure tourism in the region.
The World Bank report cited above rightly notes that when mountaineers are asked about their tourism experience, "they list difficult air links, high royalties, substantial pollution along mountaineering routes, unreliable weather forecasts, and the limited number of high altitude porters, as their key concerns". The same is quite visible in the World Economic Forums tourism competitive rankings.
"In spite of tourisms proven contribution to foreign exchange generation, job creation and socio-economic development, low priority has so far [been] assigned to the sector in the development agenda," noted the UNs Steering Committee on Tourism for Development last month.
The sooner Pakistani authorities take note of UNs advice; the better it will be for the region and for the country.
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Travel & Tourism Competitiveness Index
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Rank
(out of 139)
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2011 index 125
2009 Index 113
T&T regulatory framework 129
Policy rules and regulations 106
Environmental sustainability 133
Safety and security 138
Health and hygiene 107
Prioritization of Travel & Tourism 121
T&T business environment and infrastructure 102
Air transport infrastructure 98
Ground transport infrastructure 71
Tourism in infrastructure 119
ICT infrastructure 113
Price competitiveness in the T&T industry 11
T&T human, cultural, and natural resources 122
Human resources 122
Education and training 134
Availability of qualified labor 100
Affinity for Travel & Tourism 137
Natural resources 83
Cultural resources 62
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