The other day, a meeting of the board of directors of the Pakistan Tourism Development Corporation underlined the need for concerted efforts to promote tourism industry in the country. Tourism has emerged as a promising industry in recent years and is not only a popular recreation but also it means business. Several economies in Europe, Asia and North America wholly or partially depend on tourism. Switzerland, Greece, Hungary, Italy and even Croatia have become favourite destinations for the tourists across the world. Some are the religious destinations while the others are recreational, but tourism brings money and positive side of the host country. Only last year, around 2 million Chinese visited the United States and the number is expected to reach 20 million by 2020.
Pakistan is blessed with snow-cladded mountains, lush green valleys and thousands of feet above the sea level beautiful lakes. At least 14 out of 17 highest mountain peaks in the world are in Pakistan and Indus civilisation is one of the oldest in the world having academic and historical worth not less than that of the Euphrates and Nile civilisations. Pakistan has holy relics and sacred places for the devotees and pilgrims of Sikh, Jain, Hindu and Buddhism.
There is a need to revive tourism industry in Pakistan by not only encouraging the local tourists but also from all over the world. As it was observed in the meeting, tourism can act as a driving force for economic development and it will also help build a soft image of Pakistan.
The tourism industry in Pakistan is facing multiple problems at official and social levels. The government never considered tourism as an industry to regulate it on modern lines. The official rigmarole is a big hurdle in the way of a large-scale investment as no one is ready to put his money at stake in this business. The general public should also accept tourists as guests and do not look the foreign tourists with disdain and avoid them asking unwanted questioning. The government should at least relax visa regime for the pilgrims of regional countries to visit sacred locations in Pakistan.
