ISLAMABAD, Sept 26: President Gen Pervez Musharraf and Prime Minister Shaukat Aziz have said the government is conscious that more attention should be paid to the tourism industry.

The president and prime minister stated this in their messages on World Tourism Day falling on Monday (today). President Pervez Musharraf, in his message, said "As Pakistan joins the international community in celebrating World Tourism Day, I am delighted to learn that the theme chosen for this year is Sports and Tourism: Living forces for mutual understanding, culture and development of society."

He said Pakistan was blessed with tremendous promise for tourism and adventure sports. The country is blessed with a variety of terrain, climate, fauna, flora combined with a rich blend of socio-cultural diversity, and is making efforts to provide an enabling environment through public-private partnership to realize this potential, he added.

Prime Minister Shaukat Aziz, in his message, said: "We are fortunate that in Pakistan there is immense potential for tourism, although we have not been able so far to exploit it to its full commercial and financial advantage."

"Our mountains alone, and the remarkable Karakoram Highway, have proved to be a great attraction for visitors from all over the world," he added. He said Ministry of Tourism had been directed to draw up a comprehensive plans for promotion and development covering the innumerable aspects of the tourist industry, and also to associate the private sector in this task.

OUR REPORTER FROM RAWALPINDI ADDS: Minister for Tourism Dr Ghazi Gulab Jamal, in his message, said tourism and sports were the key to alleviate tension among nations. He said Pakistan had some of the world's highest mountains, picturesque valleys, oldest civilizations and fabulous diverse cultures.