Pakistan’s Tourism, Archaeological Heritage Await Your Exploration

Fakhar-e-Alam

Peshawar: Internationally recognized as home to six United Nations Educational, Scientific and Cultural Organization (UNESCO) heritage sites, Pakistan offers an abundance of tourism activities for both local and foreign visitors.

With its second-highest mountain peak, extensive coastline, and rich cultural and religious heritage, the country presents a diverse array of attractions.

From enchanting deserts to mesmerizing plains, from snow-covered peaks to adventurous seashores, Pakistan boasts a wealth of natural wonders waiting to be explored.

Its cultural and archaeological sites, including the archaeological wonders of Mohenjo-Daro in Sindh and Harappa in Punjab, as well as Buddhist ruins in Takht Bhai and Sahri Bahlol in Mardan and Taxila, showcase the ancient Indus and Gandhara civilizations.

Additionally, the Thal and Thar deserts, along with the architectural marvels of ancient rulers, particularly from the Mughal era, add to the country’s allure.

In the future, these sites hold immense potential to become hotspots for tourism, attracting travelers from around the globe who seek to delve into Pakistan’s rich history and breathtaking landscapes.

The tourism potential of Pakistan extends beyond its renowned mountain peaks, including the majestic K-2, the second-highest peak in the world at 8611 meters, and its numerous other towering summits above 7000 meters.

The country’s diverse landscapes, such as the Deosai plain, and its rich cultural heritage across regions like Sindh, Punjab, Khyber-Pakhtunkhwa (KP), Balochistan, and Azad Kashmir, further enhance its allure. Historical monuments scattered throughout Pakistan also contribute to its tourism treasure.

Despite the visible growth of local tourism in recent years, these treasures have not been fully tapped into due to various factors, including inadequate promotion, insufficient tourism facilities, and concerns regarding law and order stemming from regional turmoil.

Experts argue that Pakistan’s share in global tourism revenue remains modest, but there’s immense potential for growth. They believe that by harnessing the power of digital techniques and social media to showcase these hidden destinations, the government could potentially generate billions of dollars in revenue annually.

Abu Zafar, President of the Alpine Tourism Club of Pakistan, highlights the importance of embracing digital tourism in today’s era of technological advancement.

He points out Pakistan’s abundance of natural beauty and recreational opportunities, from scenic skiing spots and picturesque valleys to rivers, brooks, hiking trails, polo grounds, ice hockey fields, desserts for car rallies, sea surfing spots, and towering peaks awaiting adventurous climbers.

With effective digital promotion, these attractions could attract tourists from around the world, boosting Pakistan’s tourism industry and economy significantly.

Despite the vast potential of Pakistan’s tourism offerings, many of its areas remain inadequately highlighted on the global stage.

To fully leverage its tourism assets, it’s crucial to harness the power of social and digital media while also ensuring a welcoming environment for tourists.

Pakistan’s current share in the global tourism economy is disproportionately low.

As the international media predicts a full recovery of the tourism industry by 2024, Pakistan must take steps to secure its rightful share from the trillions of dollars circulating within this economy.

According to the United Nations World Tourism Organization (UNWTO), there were an estimated 1.286 billion international tourists (overnight visitors) worldwide in 2023, marking a 34 percent increase over 2022 as international tourism recovered 88 percent of pre-pandemic levels. The Middle East spearheaded this recovery by becoming the only region to surpass pre-pandemic levels, with arrivals 22 percent above 2019.

Europe reached 94 percent of pre-pandemic levels, Africa recovered 96 percent, the Americas reached 90 percent, and Asia and the Pacific achieved 65 percent recovery by the start of 2023.

With such promising global trends, Pakistan has an opportunity to enhance its tourism industry by strategically positioning itself in the international market and capitalizing on the growing interest in travel.

By effectively promoting its diverse attractions and creating a favorable environment for tourists, Pakistan can aspire to a more significant share of the global tourism economy.

Following a robust rebound in 2023, the latest UNWTO Tourism Confidence Index survey reflects positive sentiments among tourism professionals, with 67 percent indicating better or much better prospects for 2024 compared to the previous year.

Dr Muhammad Naeem, former Chairman of the Economics Department at Peshawar University, highlights Pakistan’s meager share in the international tourism economy, lamenting that the country only secures a fraction of the trillions of dollars circulating within this industry. He emphasizes the need for a transformation in efforts, leveraging modern trends and utilizing the latest tools to showcase Pakistan’s tourism potential more effectively.

Dr Naeem calls upon the new government to appoint digital professionals and experts dedicated to promoting tourism, aiming to secure Pakistan’s rightful share in the global tourism economy.

Beyond the natural wonders of Khyber-Pakhtunkhwa, Azad Jammu and Kashmir, and Gilgit-Baltistan, Pakistan boasts ancient and religious sites in Sindh, Balochistan, and Punjab that have the potential to attract millions of foreign tourists.

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By strategically promoting these diverse attractions, Pakistan can work towards increasing its share in the global tourism market and boosting its economy.

“Scientific advancements and modern technological inventions have virtually turned the world into a global village. Therefore, we should vigorously project our amazing sites and archaeological wonders,” remarked Manzoorul Haq, former ambassador.

“As developed nations have replaced conventional publicity methods with digital tourism, so we also need to exploit the global positioning system (GPS) and artificial intelligence for quick dissemination of information and projection of our sites,”  he stated, proposing the patronage of vloggers, bloggers, and social media groups for this purpose.

Although Pakistan witnessed a 115 percent increase in foreign tourism during 2023, as mentioned by the then Caretaker Minister of State for Tourism, Wasi Shah, it earned just US$ 1.3 billion. The “World Tourism Barometer” published by the World Tourism Organization of the United Nations also noted Pakistan’s remarkable recovery in tourism to pre-pandemic levels.

This 115 percent increase marks just the beginning of a journey towards an overall revolution in this sector, which has the potential to reach 500 percent or even thousands percent, provided that it is transformed along modern lines to showcase Pakistan’s true potential.

It is unfortunate that a country with much more potential than other nations earns significantly less than them. This situation underscores the need for the right person for the right job, political will, and a modern approach to excel in this arena.

This approach should be multi-dimensional, promoting natural, religious, cultural, and adventure tourism on a war footing to bring in precious tourism-associated foreign exchange supporting our economy and moving forward towards economic sustainability.

By showcasing the diverse array of attractions Pakistan has to offer, including its stunning natural landscapes, rich religious sites, vibrant cultural heritage, and thrilling adventure opportunities, the country can attract a wide range of tourists from around the world. This influx of visitors not only boosts revenue from tourism but also creates opportunities for local communities and businesses to thrive.

With a concerted effort to highlight Pakistan’s unique tourism offerings through various channels, including digital platforms, traditional marketing, and international partnerships, the country can position itself as a must-visit destination on the global tourism map. This, in turn, will contribute to the sustainable development of Pakistan’s economy and pave the way for a brighter future.

The feature report was released by APP. 

All information and facts provided are the sole responsibility of the writer.