Tourism is indeed the fastest growing industry in the world, despite many setbacks experienced in recent past. During the year 2004, global tourism had generated an income of $6 billion as a result of the movement of 760 million tourists, according to estimates of the World Tourism Organization, registering five per cent growth in 2004 compared to the previous year.

Sadly, Pakistan enjoys practically no position among the tourism destinations in the world that reap the many benefits of sustained tourism development. Our performance in the past years remained dismally low, if statistics are an indicator.

Until the 1980s, there was an average inflow of over 400,000 visitors per year, almost stagnant for many years, which declined to about 300,000 persons in the early 1990s. The situation however did improve in late nineties.

During 2003, the number of visitors increased to 501,000 and in 2004 to 648,000. All these figures unfortunately relate to total passenger traffic and do not represent the number of the tourists in real sense, as these include a large number of visitors from India who came to Pakistan to see their relatives.

Likewise, many of the other visitors were the overseas Pakistanis settled abroad who came on holidays and also the immigrant workers returning home. Taking into consideration these factors, it is estimated that during the year 2003-04 only about 4,500 international tourists visited Pakistan. These tourists mostly came on the occasion of K-2 Golden Jubilee celebrations.

Pakistan tourism though offers numerous opportunities and has rich potential, it is in need of positive exposure— both within the country and overseas. The prevailing image of Pakistan abroad, especially after the recent happenings, internationally as well as domestically, is an issue.

Tourism information and its distribution and availability have not been satisfactory, both within the country and abroad. Also, tourist locations and sights in Pakistan have not been developed and maintained properly. Local tourism facilities and standards are not quite of adequate quality, and most importantly, are not consistent.

In short, what we lack is precisely the strategic marketing. Successful marketing techniques make use of targeted and focused strategies in any field. Pakistan is required to tackle these problems, to find definite solutions that would need to be implemented and correlated with the rest of the decisions being taken for tourism promotion. It is one of the easiest of things to bring in customers, but one of the most difficult to bring them back, for quality and service are the only tools at one’s disposal to assure customer satisfaction.

Similarly for tourism, it is possible to attract tourists via tactical marketing, but if the services within Pakistan remain below par, it will only jeopardise any future possibility of a steady supply of tourists. Because word of mouth and reputation plays an amazing role in tourism, it is essentially important to take measures to improve local facilities significantly before opening its doors for foreign tourists.

The Federal Ministry of Tourism has set an annual target of earning $300 million during the next three years against its revenue of $135.6 million generated in 2004. A strategic plan for promotion of tourism is said to be in place for implementation through adopting new strategies, improving tourist destinations, access to tourist sites and their projection.

Plans are underway to revive tourism industry in the earthquake-hit areas of the NWFP and Azad Jammu & Kashmir as more than one hundred hotels and motels and other infrastructure has been destroyed there.

The ministry will also facilitate establishment of ‘tent motels’ at key tourism potential locations in the NWFP such as Naran, Shogran and Besham. For the purpose the tourism policy is currently under review.

In marketing a product at the international level, it is highly desirable that the product be of good quality Sadly, tourism is marred by improper maintenance of sites of interest, not to mention the complete absence of tourist facilities and standards of service in most of the locations.

In order to improve tourist facilities various measures may be taken. Ministry of tourism or Pakistan Tourism Development Corporation (PTDC) should embark on an informative campaign to involve local authorities to maintain the tourist sites in their areas.

This may be achieved by offering to channel a good amount of foreign tourists-and consequently the tourist money-to only those sites that are well maintained, well taken care of, and safe.

Major attractions around the country have professional tour guides to direct a group of visitors at a time. This should allow for more controlled and monitored admittance to various sites in order to curb vandalism and littering on the part of visitors.

PTDC-sponsored stalls should be set up at all major tourist locations, selling tourist items like postcards, key chains, local handicrafts, jewellery, photography services, location specific special T-shirts and knick knacks, kurta shalwars, dupattas, hats, snacks and/or local food specialities (depending on location). This measure will allow tourists to spend more money locally. It may well be suggested that these stalls be handed over to the local authorities as an incentive to maintain the site.

Effective lobbying is required on the part of PTDC to move local and even federal administration to better the existing infrastructure in and around tourist locations for easy access, greater enjoyment and increased security.

Public and private partnership is the key to success of promoting national tourism, and all available opportunities in the field shall be availed optimally, aiming at simultaneous development of micro- and the SMEs of the tourism sector.

Security is on the mind of every potential tourist. PTDC should evolve all tour packages with security in mind, including travel arrangements, accommodation and excursions. Foreign tourists be offered tailor-made tours that will ensure their safety. For example, tourists travel by PTDC buses and coaches, stay at secure PTDC motels or a hotel of integrity, visit the sites etc.; under the supervision of a PTDC guide and/or security personnel assigned to them, leaving little chance for them to interact locally and consequently inviting a security breach.

Other tourism promotional activities should also be undertaken, such as conducting seminars and workshops to create awareness about Pakistani cultures, and arranging other activities reflecting on the image of our hospitality.

In fact Pakistan has the potential to attract millions of foreign and domestic tourist every year, even with the existing infrastructure, seeking reasonable share in world tourist arrivals.

An amount of Rs30.84 million has been allocated to the ministry of tourism in the 2005-06 budget for implementation of various projects including development of a website and printing of tourism publications. Let us expect that these measures would help promoting tourism.