“PAKISTAN’S transformation from terrorism to tourism is absolutely remarkable,” said United Nations Secretary-General Antonio Guterres on his visit to Pakistan in February 2020.

The coronavirus has hit tourism the worst. The closing down of entire cities and countries and travel restrictions brought the industry to a standstill. According to the World Travel and Tourism Council (WTTC), this pandemic can cut 75 million jobs and cause a $2.1 trillion loss in revenues worldwide. Asia is expected to be the worst hit, with more than 40m job losses. The tourism industry in 2018 accounted for 10.4 per cent of the global GDP, which equals to $8.8tr. In Pakistan, this sector had just started to show potential before Covid-19 hit.

From 2014 to 2019, we saw a sharp increase in the number of both local and international tourists. As per a Gallup report in 2019, the tourist footfall for cultural and museum sites increased more than 300pc in last three years. The foreign tourist traffic rose more than 130pc for museums and 100pc for cultural sites.

These numbers are promising as we lived in fear and terror for more than two decades. The Swat valley was under the heavy influence of the Taliban not so long ago. But now it is a paradise for both national and international tourists. There is a state-of-the-art ski resort in Malam Jabba, which was built in collaboration with the government of Austria.

For five years, the number of tourists increased mainly in Punjab (Lahore), Khyber Pakhtunkhwa and Gilgit, Chitral and Hunza. Pakistan offers many historical monuments and landmarks. It has one of the largest settlements of ancient Indus civilisations, scenic beaches and the highest mountains. It’s a refuge for religious devotees. Its wilderness offers a great escape for nature lovers.

Thanks to the digital revolution, the newness of Pakistan’s tourist attraction has been appreciated by the world. Top US travel magazine Conde Nast ranked Pakistan first in travel destinations for 2020. Very little of this fascinating country has seen tourist habitation owing to decades of unrest. We have paid a high price, monetary and otherwise, in our transition from terrorism to tourism.

With precautionary measures, Pakistan should consider opening domestic travelling by the end of June

With the rest of the world, we are also facing the effects of Covid-19 on this sector. However, the satisfactory news is that world travel associations are taking measures to ensure safe future travelling.

Let’s look at how the world of tourism is preparing for the return of tourists.

1. The WTTC is calling on governments to remove or simplify visas wherever it is possible, cut travel taxes and introduce incentives once the epidemic is under control. Our government was working on relaxing visa policies for many countries even before the pandemic, like adding online visa and visa-on-arrival services for countries such as the United States, United Kingdom, Malaysia, Saudi Arabia, and Turkey.

2. The United Nations World Tourism Organisation (UNWTO) is working closely with the World Health Organisation (WHO) to ensure that measures are implemented to minimise the unintended impact on international travel and tourism. Just like other sectors, tourism will also implement the new norms of travelling.

3. Globally, travel agencies are receiving training on the “new normal” for travel bookings. Also, new guidelines are being drafted.

4. Hotels and Airbnb are beefing up their cleaning methods.

5. The Hilton chain is partnering with Reckitt Benckiser and Mayo Clinic to introduce new cleaning procedures for its units by June 2020. It also plans to put a seal on the door once it’s cleaned and disinfected so the guests know that no one has entered the room.

6. Airbnb is partnering with Ecolab to develop a new protocol for hosts that will be mandatory to follow. Another critical factor is that the host will be required to take 24 hours of the waiting period between guests.

7. Most airlines are banishing the middle seats and looking into other measures approved by the WHO.

8. Travel advisories will be included with every booking for hotels or airlines.

9. Safety instructions will be showcased in hallways and reception areas of hotels/guesthouses.

In Europe, Germany has extended its tourism ban until June. Spain, which is one of the worst hit European countries, has allowed its hotels to reopen from May 11.

In Pakistan, foreign travellers should perhaps be not allowed this year. However, with precautionary measures following WTTO and UNWTO guidelines, it should consider opening domestic travelling by the end of June.

Covid-19 is not going away in the short term at least. This is the fact that we must accept and move on with our lives slowly and steadily. We must manage to live with this virus until a vaccine is developed, which can take a year or more.

The writer is the founder of Woodpecker Communications and a travel enthusiast

Published in Dawn, The Business and Finance Weekly, May 11th , 2020