Pakistan as a Tourist Pakistan as a Tourist Destination Destination

and Tourism Industry in and Tourism Industry in PakistanPakistan

Tourism in PakistanTourism in Pakistan

Foreign Tourist Arrivals (2011)Foreign Tourist Arrivals (2011) 0.0.929 929 MillionMillion Percentage Growth per year Percentage Growth per year 2.8%2.8% Earnings from tourism (2011) Earnings from tourism (2011) US$ 367.8 MillionUS$ 367.8 Million Tourist Receipts as percentage of GDP 0.3%Tourist Receipts as percentage of GDP 0.3% Domestic Tourist (2011)Domestic Tourist (2011) 49.500 Million49.500 Million Hospitality Industry employees Hospitality Industry employees 700,000 person700,000 person Number of Hotels Number of Hotels 1,9001,900 Number of RoomsNumber of Rooms 44,000 rooms44,000 rooms

* Estimated figures based on 2009-10 growth rate* Estimated figures based on 2009-10 growth rate

Foreign Tourist Arrivals and Tourism Foreign Tourist Arrivals and Tourism Receipts 2002 to 2011Receipts 2002 to 2011

YEARYEAR Tourists (million)Tourists (million) Receipts Receipts (US$ million)(US$ million)

20022002 0.4980.498 105.4105.4

20032003 0.5000.500 135.6135.6

20042004 0.6480.648 185.6185.6

20052005 0.7980.798 185.3185.3

20062006 0.8980.898 260.1260.1

20072007 0.8390.839 276.1276.1

20082008 0.8220.822 243.5243.5

20092009 0.8540.854 240.6240.6

20102010 0.9060.906 305.9305.9

20112011 0.9290.929 367.8367.8

MARKET WISE FOREIGN TOURIST MARKET WISE FOREIGN TOURIST ARRIVALS IN PAKISTAN - 2010ARRIVALS IN PAKISTAN - 2010

Top-10 Tourist Generating Countries Top-10 Tourist Generating Countries to Pakistanto Pakistan

FOREIGN TOURIST ARRIVALS IN FOREIGN TOURIST ARRIVALS IN

PAKISTAN BY PURPOSE (2010)PAKISTAN BY PURPOSE (2010)

PercentagePercentage Holiday / Recreation Holiday / Recreation 11.9%11.9% Visiting friends and relatives Visiting friends and relatives 35.6%35.6% BusinessBusiness 28.4%28.4% OthersOthers 24.1%24.1%

__________

TotalTotal 100%100%

Key Tourism Industry Stake-holdersKey Tourism Industry Stake-holders TouristsTourists Foreign Tourists, Domestic Tourists, Business Travellers, VFRsForeign Tourists, Domestic Tourists, Business Travellers, VFRs

Public Sector OrganizationsPublic Sector Organizations Federal Tourism Ministry Federal Tourism Ministry – Devolved to Provinces – Devolved to Provinces Federal Tourism Organizations Federal Tourism Organizations – Pakistan Tourism – Pakistan Tourism

Development Corporation (PTDC) and Department of Tourist Development Corporation (PTDC) and Department of Tourist Services (DTS)Services (DTS)

Provincial Tourism Departments Provincial Tourism Departments – Gilgit-Baltistan, Azad – Gilgit-Baltistan, Azad Kashmir, Khyber-Pakhtunkhwa, Punjab, Sindh and BalochistanKashmir, Khyber-Pakhtunkhwa, Punjab, Sindh and Balochistan

Provincial Tourism Organizations Provincial Tourism Organizations – Tourism Development – Tourism Development Corporation of Punjab (TDCP), Sindh Tourism Development Corporation of Punjab (TDCP), Sindh Tourism Development Corporation (STDC), Tourism Corporation of Khyber-Pakhtunkhwa Corporation (STDC), Tourism Corporation of Khyber-Pakhtunkhwa (TCKP), Balochistan Tourism Directorate, AJK Tourism (TCKP), Balochistan Tourism Directorate, AJK Tourism Directorate, Gilgit-Baltistan Tourism DirectorateDirectorate, Gilgit-Baltistan Tourism Directorate

Airports, Airport Services, Immigration, Customs and Security Airports, Airport Services, Immigration, Customs and Security Agencies, Pakistani Embassies, Local/District Governments Agencies, Pakistani Embassies, Local/District Governments

Allied Ministries: Interior, Foreign Affairs, Information & Allied Ministries: Interior, Foreign Affairs, Information & Broadcasting, Communications, Railways, Defense, FinanceBroadcasting, Communications, Railways, Defense, Finance

Private SectorPrivate Sector

Outbound Travel Agents/Tour OperatorsOutbound Travel Agents/Tour OperatorsInbound Tour Operators, Guides/Escorts, Drivers, PortersInbound Tour Operators, Guides/Escorts, Drivers, PortersHotels, Restaurants, Handicraft & Souvinir Shops Hotels, Restaurants, Handicraft & Souvinir Shops Travel & Tourism Associations, NGOs (Pakistan Hotels Association, Travel & Tourism Associations, NGOs (Pakistan Hotels Association, Travel Agents Association of Pakistan, Pakistan Tour Operators Travel Agents Association of Pakistan, Pakistan Tour Operators Association, Alpine Club of Pakistan, Adventure Foundation Pakistan, Association, Alpine Club of Pakistan, Adventure Foundation Pakistan, Chiltan Adventure Association, Sustainable Tourism Foundation etc.)Chiltan Adventure Association, Sustainable Tourism Foundation etc.)Airlines, Cruiseline, Railways, Inter-city Bus/Van Services, Rent-a-Car, Airlines, Cruiseline, Railways, Inter-city Bus/Van Services, Rent-a-Car, Local Transport (City Buses, Vans, Taxi, Rickshaw, Horse & Carriage)Local Transport (City Buses, Vans, Taxi, Rickshaw, Horse & Carriage)

Tourist Attractions/Destinations/ProductsTourist Attractions/Destinations/Products

Recreation & Amusements Parks, Nature/National Parks, Hill Resorts, Recreation & Amusements Parks, Nature/National Parks, Hill Resorts, Deserts, Mountains, Valleys, Museums, Zoo, Buildings (Architecture), Deserts, Mountains, Valleys, Museums, Zoo, Buildings (Architecture), Culture, People, Traditions, Entertainment Industry & Business Culture, People, Traditions, Entertainment Industry & Business Activities (Discos, Clubs, Musical Cencerts, Cinema, Indoor and Activities (Discos, Clubs, Musical Cencerts, Cinema, Indoor and Outdoor games , Fairs, Festivals, Exhibitions, Meetings, Seminars)Outdoor games , Fairs, Festivals, Exhibitions, Meetings, Seminars)

Key Tourism Industry Stake-holdersKey Tourism Industry Stake-holders

HOW TO DEVELOP TOURISMHOW TO DEVELOP TOURISMIN PAKISTAN ?IN PAKISTAN ?

Vision:Vision:

To develop tourism sector as a national priority in To develop tourism sector as a national priority in

a sustainable and acceptable manner, taking full a sustainable and acceptable manner, taking full

advantage of regional and international trends advantage of regional and international trends

and developments so that it can significantly and developments so that it can significantly

contribute to the improvement of quality of life in contribute to the improvement of quality of life in

Pakistan whilst promoting the country’s cultural Pakistan whilst promoting the country’s cultural

and natural heritage.and natural heritage.

MISSION ?MISSION ?

To create an enabling environment for Pakistan’s To create an enabling environment for Pakistan’s tourism industry by providing world-class facilities tourism industry by providing world-class facilities that commensurate with our rich cultural heritage, that commensurate with our rich cultural heritage, rare archaeological treasures and exquisite rare archaeological treasures and exquisite environmental beauty in close partnership and environmental beauty in close partnership and coordination between the public and the private coordination between the public and the private sector while preserving and protecting our sector while preserving and protecting our cultural and moral values and projecting tourist cultural and moral values and projecting tourist friendly image of the country.friendly image of the country.

Pakistan’s Tourism Potential

Nature & Adventure - Deserts, hill stations, valleys and Nature & Adventure - Deserts, hill stations, valleys and mountains offer opportunities for adventure sports like mountains offer opportunities for adventure sports like mountaineering and trekking, white water rafting, skiing, mountaineering and trekking, white water rafting, skiing, jeep & camel safaris, car rallies, mountain biking, Eco-jeep & camel safaris, car rallies, mountain biking, Eco-tourism, flora, fauna, wildlife etc.tourism, flora, fauna, wildlife etc.

Culture & Heritage - Indus Valley Civilization, Gandhara Culture & Heritage - Indus Valley Civilization, Gandhara Civilization, Early Muslim and Moghul Heritage, Colonial Civilization, Early Muslim and Moghul Heritage, Colonial Heritage, unique cultures and hospitable people. Heritage, unique cultures and hospitable people.

Religious Tourism - Sacred religious places for Muslims, Religious Tourism - Sacred religious places for Muslims, Buddhists, Sikhs and Hindus. Buddhists, Sikhs and Hindus.

Coastal Zone - spreading over 1,000 kms along the Arabian Coastal Zone - spreading over 1,000 kms along the Arabian Sea offers long term development potential for beach Sea offers long term development potential for beach resorts.resorts.

ChallengesChallenges

Coordination at all Levels of Government Coordination at all Levels of Government Numbers versus Yield Numbers versus Yield Industry Quality Industry Quality Aligning Product with Market NeedsAligning Product with Market Needs Tourists’ Dispersal and Niche ProductsTourists’ Dispersal and Niche Products Skills BaseSkills Base Tourism Infrastructure Tourism Infrastructure Aviation Services Aviation Services Research and Statistics Research and Statistics

ConstraintsConstraints

Security concerns Security concerns

Negative country image abroad Negative country image abroad

Underdeveloped civic, communication and tourism Underdeveloped civic, communication and tourism

infrastructure infrastructure

Financial constraints Financial constraints

Non-implementation of a well-laid and well coordinated Non-implementation of a well-laid and well coordinated

marketing strategy marketing strategy

Trust deficit between public and private sector tourism Trust deficit between public and private sector tourism

stake-holders. stake-holders.

INCENTIVES BEING PROVIDED BY THE INCENTIVES BEING PROVIDED BY THE GOVERNMENT IN TOURISM SECTOR:GOVERNMENT IN TOURISM SECTOR:

Group Tourist Visa on Arrival for 24 countries Group Tourist Visa on Arrival for 24 countries

Tourism is categorized as an industry.Tourism is categorized as an industry.

Plant, machinery and equipment (PME) not manufactured in Pakistan can Plant, machinery and equipment (PME) not manufactured in Pakistan can

be imported at only 5% customs duty.be imported at only 5% customs duty.

Tax relief - first year allowance at 75% of PME.Tax relief - first year allowance at 75% of PME.

Import of Special equipment for adventure and sports tourism allowed at Import of Special equipment for adventure and sports tourism allowed at

10% customs duty.10% customs duty.

Chartered flights allowed on “point to point basis” from Karachi, Lahore, Chartered flights allowed on “point to point basis” from Karachi, Lahore,

Islamabad and Peshawar.Islamabad and Peshawar.

Public-private sector joint ventures opportunity for a number of tourism Public-private sector joint ventures opportunity for a number of tourism

development projects.. development projects..

Marketing ToolsMarketing Tools

Participation in Foreign Tourism ExhibitionsParticipation in Foreign Tourism Exhibitions

Participation and organizing local cultural and tourism events, Participation and organizing local cultural and tourism events,

awareness and orientation seminars / walksawareness and orientation seminars / walks

Adventure and outdoor activitiesAdventure and outdoor activities

Printing, Publication and distribution of free tourist literature, Printing, Publication and distribution of free tourist literature,

newsletters, maps, posters etc.newsletters, maps, posters etc.

Publicity in print and electronic mediaPublicity in print and electronic media

Familiarization tripsFamiliarization trips

Production of documentaries, CDs, DVDs,Production of documentaries, CDs, DVDs,

Internet, Website, E-Commerce & social networksInternet, Website, E-Commerce & social networks

Marketing StrategyMarketing Strategy

Explore Asian Markets (SAARC, ECO, ASEAN, Middle East etc).Explore Asian Markets (SAARC, ECO, ASEAN, Middle East etc).

Strengthen traditional base – Adventure, Culture, Heritage and Strengthen traditional base – Adventure, Culture, Heritage and

Religious TourismReligious Tourism

Develop & explore new products & markets – Ecotourism, MICE, Develop & explore new products & markets – Ecotourism, MICE,

discover your roots, sports tourism, transit tours etc. discover your roots, sports tourism, transit tours etc.

Promote Domestic Tourism – family holidays, students and Promote Domestic Tourism – family holidays, students and

incentive toursincentive tours

Promote Winter tourismPromote Winter tourism

DEVELOPMENT STRATEGYDEVELOPMENT STRATEGY

Private sector plays a key role in the development of the tourist Private sector plays a key role in the development of the tourist

industry including hotel accommodation, resorts, recreation industry including hotel accommodation, resorts, recreation

activities, transport and tour operations.activities, transport and tour operations.

Enhance coordination and communication among private and public Enhance coordination and communication among private and public

sectors and develop public – private partnerships. sectors and develop public – private partnerships.

Major private sector investment will be in hotel & restaurant industry Major private sector investment will be in hotel & restaurant industry

which is expected to grow at a rapid pace.which is expected to grow at a rapid pace.

PPP Opportunities in Pakistan’s PPP Opportunities in Pakistan’s Tourism SectorTourism Sector

Development of Hotels, Restaurants, Resorts, Theme Parks and Development of Hotels, Restaurants, Resorts, Theme Parks and

recreation facilities. recreation facilities.

Leasing-out of existing public sector tourism facilities Leasing-out of existing public sector tourism facilities

Provision of foodservices and entertainment facilities at a tourist Provision of foodservices and entertainment facilities at a tourist

attractionattraction

Event Sponsorship Event Sponsorship

FUTURE STRATEGY?FUTURE STRATEGY? Offer more incentives to promote greater private sector Offer more incentives to promote greater private sector

investment in creation of tourist facilities. investment in creation of tourist facilities.

Public sector investment in the development of Public sector investment in the development of infrastructure is to be made part of overall national infrastructure is to be made part of overall national development effort. development effort.

Greater financial autonomy is to be given to the public Greater financial autonomy is to be given to the public sector tourism organizations at all levels. sector tourism organizations at all levels.

Formulation / implementation of a comprehensive and Formulation / implementation of a comprehensive and realistic tourism policy that will support tourism as an realistic tourism policy that will support tourism as an industry.industry.

Future StrategyFuture Strategy New market segments are to be explored. Marketing efforts for tourism New market segments are to be explored. Marketing efforts for tourism

at cultural places are to be intensified. at cultural places are to be intensified.

Quality and Standard of Pakistani tourism & hotel management institutes Quality and Standard of Pakistani tourism & hotel management institutes is to be improved in collaboration with international organizations.is to be improved in collaboration with international organizations.

Tourism & Hotel Management may be introduced at Degree level in Tourism & Hotel Management may be introduced at Degree level in Pakistani Universities.Pakistani Universities.

Provision of physical infrastructure at places of tourist interest Provision of physical infrastructure at places of tourist interest complemented by environmental improvement programmes.complemented by environmental improvement programmes.

The Draft National Tourism Policy prepared in 2010 in consultation with The Draft National Tourism Policy prepared in 2010 in consultation with all tourism industry stake-holders may be implemented with appropriate all tourism industry stake-holders may be implemented with appropriate updates and changes.updates and changes.

PAKISTAN TOURISM DEVELOPMENT CORPORATION

Pakistan Tourism Development Corporation (PTDC) was incorporated on

March 30, 1970 under the repealed Companies Act 1913 (Now the

Companies Ordinance, 1984) as a Public Corporation Limited by shares.

Principal objective of the corporation is to promote and develop tourism in

Pakistan. The Corporation owns and controls following subsidiaries:

PTDC Motels North (Pvt.) Ltd.

PTDC Motels South (Pvt.) Ltd.

Associated Hotels of Pakistan (AHP)

Pakistan Tours (Pvt.) Ltd (PTL)

PTDC is owned by Government of Pakistan (99.75% share)

12% shares of PTDC and its subsidiaries have been transferred to its

Employees under Benazir Employees Empowerment Scheme.

TOURIST INFORMATION CENTRES PTDC is providing tourist information, facilitation and publications to

tourists through its following 18 Tourist Information Centres:

S# LOCATION BUILDING STATUS

PUNJAB

1. BAHAWALPUR Rented

2. LAHORE CITY Rented

3. LAHORE AIRPORT Rented

4. RAWALPINDI CITY at Flashman’s Hotel

5. TAXILA at PTDC Motel

6. MULTAN Rented

KHYBER PAKHTUNKHWA

1. ABBOTTABAD Rented

2 PESHAWAR Rented

3. SAIDU SHARIF, SWAT at PTDC Motel

4. PESHAWAR AIRPORT Rented

GILGIT BALTISTAN

1. GILGIT at PTDC Motel

2. SKARDU at PTDC Motel

ISLAMABAD CAPITAL TERRITORY

1. ISLAMABAD Own Building

2. ISLAMABAD AIRPORT Rented

SINDH

1. KARACHI Rented

2. MOENJODARO Rented

3. THATTA Own Building

BALOCHISTAN

1. QUETTA Rented

TOURIST INFORMATION CENTRES

PTDC MOTELS (NORTH) LIMITED

PTDC Motels North (Pvt.) Ltd. was incorporated in 1977 as wholly

owned subsidiary of PTDC under the repealed Companies Act 1913

(Now the Companies Ordinance, 1984) to operate motels, resorts

and restaurants constructed under PSDP grants. It is governed by

its Board of Directors with MD PTDC as its Chairman.

PTDC Motels North (Pvt.) Ltd. is currently running 35 motels and 4

restaurants all over Pakistan. All restaurants and 10 motels have

been leased out to private parties.

PTDC MOTELS (SOUTH) LIMITED

PTDC Motels South (Pvt.) Ltd. was incorporated in 1977 as wholly owned subsidiary of PTDC under the repealed Companies Act 1913 (Now the Companies Ordinance, 1984) to operate PTDC motels / resorts located in Sindh and Balochistan (Keenjhar Lake Resort, Motels at Ziarat, Khuzdar and Moenjodaro).

PTDC Motels South (Pvt.) Ltd. is governed by its Board of Directors with MD PTDC as its Chairman. As per Board’s decision, the operation of its units was transferred to PTDC Motels North (Pvt.) Ltd w.e.f. 01-07-1990.

Keenjhar Lake Resort was handed over to Govt. of Sindh Tourism Development Corporation in August 1991.

List of PTDC Motels

Cont….

S# Location Facilities Area/Land StatusA. PUNJAB1 PTDC Motel at Taxila (7 rooms) 2 K 12 M Operational2 PTDC Motel at Wagha Pak-India

Border (4 rooms) 1K 11M Operational

3 PTDC Motel at Bahawalpur (14 rooms) 21K Operational 4 PTDC RSF at Bahawalpur Restaurant 41K 15M Leased out5 PTDC Motel at Katas (6 rooms) 20K 18M Leased outB. SINDH6 PTDC Motel at Moenjodaro (12 rooms) 6 K 18M Under Repair/ Renovation

C. KHYBER PAKHTUNKHWA7 PTDC Motel at Saidu Sharif (23 rooms) 6 K 10M Operational8 PTDC Motel at Kalam (38 rooms) 40K With Security Forces9 PTDC Motel at Miandam (21 rooms) 10K 19M Operational10 PTDC RSF at Chakdara Restaurant 6K Leased out11 PTDC Motel at Panakot, Dir (4 rooms) 6K 11M Leased out12 PTDC Motel at Bamburet (16 rooms) 8K 2M Operational 13 PTDC Motel at Bunni (4 rooms) 6K Operational14 PTDC Motel at Birmoglasht (16 rooms) 32K Leased out15 PTDC Motel at Chitral (30 rooms) 4K 15M Operational16 PTDC Motel at Mastuj (12 rooms) 13K Operational17 PTDC Motel at Chattar Plain (4 rooms) 9K 10M Leased out

Cont….

S# Location Facilities Area/Land Status18 PTDC Motel at Besham (47 rooms) 16K 4M Operational19 PTDC Motel at Barseen (4 rooms) 9K 7M Leased out20 PTDC Motel at Balakot (5 rooms) 2K 21M Operational21 PTDC Motel at Naran (60 rooms) 160K Operational22 PTDC Motel at Torkham (4 rooms) 1K 13M Operational23 PTDC Motel at Ayubia (24 rooms) 21K 9M OperationalC. BALOCHISTAN24 PTDC Motel at Taftan, Pak-Iran

Border (4 rooms) 20K Leased out

25 PTDC Motel at Ziarat (18 rooms) 11K 3M Leased out26 PTDC Motel at Khuzdar (6 rooms) 3K 4M Leased out27 PTDC Motel at Chamman (4 rooms) 8K 5M Leased outD. GILGIT – BALTISTAN28 PTDC Motel at Gilgit (44 rooms) 6K 10M Operational29 PTDC Motel at Gupis (12 rooms) 16K 7M Operational30 PTDC Motel at Hunza (28 rooms) 25K 12M Operational31 PTDC Motel at Phandar (12 rooms) 17K 6M Operational32 PTDC Motel at Rama Lake (12 rooms) 21K Operational33 PTDC Motel at Sust, Pak-China

Border (24 rooms) 8K Operational

34 PTDC Motel at Astak (4 rooms) 11K 8M Operational35 PTDC Motel at Khaplu (12 rooms) 12K 15M Operational36 PTDC Motel at Satpara (12 rooms) 30 K Non operational37 PTDC Motel at Skardu (28 rooms) 31K 1M OperationalE. ISLAMABAD38 PTDC Restaurant at Dam-e-Koh Restaurant 1K 10M Leased out 39 PTDC Restaurant at Jaltrang Restaurant 1K 2M Leased out

ASSOCIATED HOTELS OF PAKISTAN (AHP)

Associated Hotels of Pakistan Ltd. (AHP) was formed in 1961 under the

repealed Companies Act 1913 (Now the Companies Ordinance, 1984)

to take over running business of 04 hotels of Associated Hotels of India

(AHI), namely Cecil’s (Murree), Dean’s (Peshawar), Faletti’s (Lahore) and

Flashman’s (Rawalpindi).

PTDC owns 86.82% shares of AHP whereas 13.18% shares are with

Private Shareholders. AHP has its own Board of Directors with Managing

Director PTDC as its Chairman.

03 hotels were privatized in 1998 and 2004 leaving only Flashman’s Hotel,

Rawalpindi.

1. The Pakistan Tours (Pvt.) Limited was incorporated as PTDC’s wholly owned subsidiary in 1977 under the repealed Companies Act 1913 (Now the Companies Ordinance, 1984) . PTL has its own Board of Directors with MD PTDC as its Chairman.

2. Pakistan Tours (Pvt.) Limited is organizing package tours and treks renting tourist transport and operating a number of domestic / international tourist bus services;

i) Lahore – Delhi Bus Service

Pakistan Tours (Pvt.) Ltd. is operating Lahore - Dehli Bus Service on behalf of PTDC under a bilateral agreement between Pakistan (Ministry of Communication) and India since February 1999. On July 26, 2010, the bilateral agreement was extended upto February 17, 2014.

PAKISTAN TOURS LIMITED

ii) Lahore – Amritsar Bus Service

This service started in March 2006 under a bilateral agreement between

Pakistan and India

iii) Nankana – Amritsar Bus Service

PTL is operating this service since April 2006 under the bilateral agreement between Pakistan and India.

iv) Sost – Taxkurgan (China) Bus Service

This bus service is in operation since 1st May 1986 under the bilateral agreement between Pakistan and China. Many tour operators are operating tours, connecting Central Asia, China and Pakistan via Khunjerab Pass and vice versa, by utilizing this service.

PAKISTAN TOURS LIMITED

Thank YouThank You