As peace gradually returns to the scenic valley of Swat, efforts are under way to revive its badly damaged tourism industry. All Swat Hotels Association (ASHA) has offered a 10-day free stay package in hotels in the valley starting from January 1.

President of ASHA Zahid Khan says “Security forces have reduced the number of security check-posts. We had earlier stopped people from coming to Swat when the situation was not conducive for tourism. Now as peace has returned, we want our countrymen to help us revive tourism in the valley on which millions livelihood depends. Hundreds of people are coming but more should follow, buy food, fruits, embroideries and other local goods and help revive the economy.”

He says “no foreign tourists were ever harmed by the Taliban. Swatis are cordial, friendly and good-natured people who want the world to know that they have nothing to do with militancy and terrorism. It had been forced upon them from outside.”

According to estimates, Khan said, the local tourism industry had suffered around Rs80 billion in the last eight years. Of these, the hoteliers alone had suffered losses of Rs7.5 billion. There were around 900 hotels and restaurants in the valley. When conflict raged, the hotels were looted. Many of the buildings were destroyed in bomb blasts and shelling. Hundreds of thousands lost their jobs. Allied businesses also suffered heavily. But, sadly to speak, “we are yet to get any compensation. If the government can't compensate us for the entire losses, it should at least offer 50 per cent compensation. It should offer interest-free loans so that we can repair, rebuild and refurbish our hotels. It should announce incentives for hotels, motels, restaurants and allied businesses at the earliest,” he added.

Swat has a landscape suitable for all sorts of tourism - adventure tourism, eco-tourism, culture/heritage tourism, spiritual tourism, sports and commercial tourism etc.

“The valley has over 400 Buddhist sites. It has a number of snow- capped peaks. Its waterfalls and glaciers, springs and pastures, streams, vast grassy tracts, thick forests, natural parks, lakes and dark forests are matchless. It is not only a summer spot but also an ideal place for winter tourism,” he added.

Khan said community involvement in the management and security of tourists needed to be ensured. Road, communication and other development infrastructure would have to be provided. Malamjabba ski resort needs to be restored. The condition of taking no objection certificate from ministry of interior for foreign visitors should be removed. Buddhist and Hindu festivals should be arranged to attract tourists,” urged Khan.

Syed Aaqil Shah, provincial minister for culture and tourism, said the tourism industry lost around $400 million in Swat. Losses to infrastructure and businesses of the sector would duly be compensated if the funds asked for from the federal government were received, he said.

Tourism is on the decline. The number of foreign tourists coming to Pakistan in 2007 stood at 0.84 million as compared to 0.89 million in 2006. The number shrank to 0.82 million in 2008.

The Senate Standing Committee on Tourism directed the ministry of tourism last month to adopt a pro-active policy for revival of tourism industry in Swat and Malakand areas.

Mohammad Ali Syed, manager Sarhad Tourism Corporation, said billions were needed for reconstruction and rehabilitation of the tourist resorts, infrastructure and people in Swat. Infrastructure is to be developed as part of the overall reconstruction plan for Malakand. We hope to make Swat once again a coveted destination for local and foreign tourists.”

Rehmat Din Siddiqui, general secretary of Kalam Hotel Association, said gradually things would return to normalcy. “But the government should construct roads to various lakes located in Kalam. It should also develop a ski resort at Bishay Kalam where there is a natural miles long track. The government should arrange a chairlift facility. An international wildlife park at the world's biggest plain Deodar forest should be established. Also, the government can construct an international cricket/sports stadium near Kalam bazaar.”

Siddqui said the federal government must allocate a sizeable portion of the tourism development fund for the development of Swat --the 'Switzerland of Pakistan. Security check-posts should be minimised. And a robust tourism information and registration centre should be established at the Landakai check-post at the earliest.”