ISLAMABAD, July 16: A plan has been chalked out to revive tourism activities in earthquake-affected areas. A Memorandum of Understanding in this regard was signed between USAID-funded NGO Improving Livelihoods and Enterprise Development (CNFA I-LED) programme and Pakistan Tourism Development Corporation on Monday.

The and the Pakistan Tourism Development Corporation signed a Memorandum of Understanding for this purpose. Programme Director of the NGO, Jerry Turnbull, and Managing Director PTDC, Salman Javed, signed the MoU.

According to the MoU, a promotion campaign would be launched this month through electronic and print media with a view to promoting domestic tourism in Kaghan Valley for the benefit of local hotel industry and generating economic activity in the region.

“Through this initiative, we hope to foster public-private partnerships to restore livelihoods in the devastated areas of NWFP and Kashmir,” said Mr Turnball.

Appreciating the NGO’s initiative to promote national tourism industry, Managing Director PTDC Salman Javed also offered facilities of PTDC’s Tourism Information Centers (TICs) to the NGO. He highlighted the importance of trained manpower and proposed to establish a training facility at PTDC Motel Naran in collaboration with the NGO.

Briefing about the campaign, CNFA’s Tourism Industry Development Specialist, Aftab Rana, said that a comprehensive website would also be launched catering to tourists needs and the general public in order to build up interest in the valley.

According to one assessment, approximately 175,000 visitors enjoyed the scenic mountain views and pleasant weather of the Kaghan Valley in 2005 before the deadly earthquake struck on October 8. In 2006, less than five per cent of that market returned to the region.

The total pre-earthquake direct economic impact of tourism in Kaghan valley is estimated to be $18.8 million per year. In 2006, the total economic impact of tourism was less than $1 million.

PTDC has already started a daily bus service to Kaghan from Rawalpindi. PTDC motels are operational in Kaghan Valley to facilitate tourists.

The campaign’s purpose is to establish a solid base for economic development through restored livelihoods and expanding employment and enterprise opportunities through tourism value chain development in conjunction with the US Agency for International Developments (USAID) commitment to the people of the affected regions of “building back better”.