ISLAMABAD, Nov 20: Pakistan's foreign exchange earnings from tourism stood at $135 million during the year 2003 and the department intends to double the figure in the coming three years, Minister for Tourism Dr G.G. Jamal said.

"The foremost task is to introduce Pakistan's tourist attractions around the world and to promote the country as a safe and tourist-friendly destination for foreign tourists," said the minister while talking to mediapersons here on Saturday.

Dr Jamal said the government had strategies on engaging the private sector in some of the most effective international tourism exhibitions by setting up Pakistan Stands.

During the current financial year, Pakistan had participated in the International Tourism Exhibition held in Beijing in July and the Arabian Travel Market held in Dubai in May, said Dr Jamal.

"The results were absolutely positive. The Ministry of Tourism and PTDC have decided regularising participation in these exhibitions by securing more space and inviting more Pakistani tour operators to join hands with the government in capturing the fast growing tourism markets of China and the Middle East."

Pakistan, following this marketing strategy, had also recently participated in the World Travel Market held in London from 8th to 11th November, the minister told the mediapersons.

"Participants from 140 countries and regions of the world set up their stalls for projection of their tourism products. More than 65,000 people from 140 different countries appreciated Pakistan's stand in World Travel Mart," Dr Jamal proudly stated.

The minister further said that in order to promote Pakistan's image as a tourist-friendly country, the Pakistan High Commission in London had set up a tourism committee comprising some UK-based operators, travel agents and patriotic Pakistanis.

Speaking highly of the success accomplished during the 51st anniversary of climbing Nanga Parbat and the 50th anniversary of climbing K-2 celebrated this year, the minister said: "The event was a mega hit. Over 4,000 foreign mountaineers and trekkers visited Pakistan just to reach K-2 Concordia trek. To top it all, the anniversaries were covered by 16 national newspapers of Italy giving extensive coverage to the K-2 Golden Jubilee celebrations."

In an optimistic tone the minister hoped that the upcoming Gandhara Week being celebrated in January in collaboration with the private sector would go a long way towards promoting Pakistan's historical heritage in the international markets besides creating awareness among the locals.

"A number of foreign and Pakistani scholars, professors, writers and dignitaries are being invited to share a range of activities during the Gandhara week as a promotional initiative," Dr Jamal maintained.

Replying to a question, the minister said Pakistan had spent Rs8 million on promoting tourism both internally and externally compared to India that spent well over $325 million on promotion of tourism in international markets alone.

The meeting was attended by Federal Tourism Secretary Salim Gul Shaikh, PTDC Managing Director Malik Mohammad Habib Khan, Joint Secretary Tourism Samiullah Khilji, Deputy Managing Director PTDC Azfar Shafqat and Deputy Managing Director (D&A) PTDC, Dr Ghazanfar Mehdi.