The Tourism industry in Pakistan has gone through period's of robust growth and bust, from its heyday during the 1970s when the country received unprecedented amounts of foreign tourists, thanks to the Hippie trail. The main destinations of choice for these tourists were the Khyber Pass, Peshawar, Karachi, Lahore, Swat and Rawalpindi.[1] The tourism industry has declined since the start of War on Terror in 2001.[2]
In October 2006, just one year after the 2005 Kashmir earthquake, The Guardian released what it described as "The top five tourist sites in Pakistan" in order to help the country's tourism industry.[3] The five sites included Taxila, Lahore, The Karakoram Highway, Karimabad and Lake Saiful Muluk. To promote Pakistan's unique and various cultural heritage, the Pakistan launched the "Visit Pakistan" marketing campaign in 2007. This campaign involved various events throughout the year including fairs and religious festivals, regional sporting events, various arts and craft shows, folk festivals and several openings of historical museums.[4] In 2009, The World Economic Forum's Travel & Tourism Competitiveness Report ranked Pakistan as one of the top 25% tourist destinations for its World Heritage sites. Ranging from mangroves in the South, to the 5,000-year-old cities of the Indus Valley Civilization which included Mohenjo-daro and Harappa.[5]
Pakistan's tourism industry attracted an estimated of 1.1 million foreign tourists annually in 2011 and 2012 contributing $351 million and $369 million respectively.[6] Before declining to 565,212 in 2013 which contributed only $298 million, in 2014, Pakistan received 480,000 foreign tourists contributing $285 million.[7] By comparison, Pakistan's domestic tourism industry is estimated at 50 million domestic tourists who travel within the country on short trips usually travelling between May to August.[8] The largest tourism inflow in 2010 was from United Kingdom, followed by United States, India and China.[9][10] In 2010 Lonely Planet termed Pakistan as being "tourism's ‘next big thing’ for more years than we care to remember. [But] world media headlines [always] send things off the rails".[11]
Contents [hide]
1 Overview
2 UNESCO World Heritage Sites
3 Tentative List
3.1 Other Landmarks
4 Infrastructure and the economy
4.1 Pakistan Tourism Development Corporation
5 Tourism by subdivisions
5.1 Balochistan
5.2 Khyber Pakhtunkhwa (KPK)
5.3 Punjab
5.4 Sindh
5.5 Azad Kashmir and Gilgit-Baltistan
6 Main places
6.1 Valleys
6.2 Buildings
6.3 Lakes
6.4 River
7 Top 5 tourist sites
7.1 Future
8 See also
9 Gallery
10 References
11 Further reading
12 External links
Overview[edit]
The country's attraction range from the ruin of the Indus Valley Civilization such as Mohenjo-daro, Harappa and Taxila, to the Himalayan hill stations, which attract those interested in winter sports. Pakistan is home to several mountain peaks over 7000 m, which attracts adventurers and mountaineers from around the world, especially K2.[12] The north part of Pakistan has many old fortresses, ancient architecture and the Hunza and Chitral valley, home to small pre-Islamic Animist Kalash people community. The romance of the historic Khyber Pakhtunkhwa province is timeless and legendary, Punjab province has the site of Alexander's battle on the Jhelum River and the historic city Lahore, Pakistan's cultural capital, with many examples of Mughal architecture such as Badshahi Masjid, Shalimar Gardens, Tomb of Jahangir and the Lahore Fort. Before the Global economic crisis Pakistan received more than 500,000 tourists annually.[13] However, this number has now come down to near zero figures since 2008 due to instability in the country and many countries declaring Pakistan as unsafe and dangerous to visit.
UNESCO World Heritage Sites[edit]
Currently Pakistan has six major cultural sites that are categorised as UNESCO World Heritage Sites. They are:
Archaeological Ruins at Moenjodaro of the Indus Valley Civilization.
1st Century Buddhist Ruins at Takht-i-Bahi and Neighbouring City Remains at Sahr-i-Bahlol.
The ruins of Taxila from the Gandhara Civilization
The Lahore Fort and Shalimar Gardens in Lahore.
Historic Monuments of the ancient city of Thatta.
The ancient fort of Rohtas.
Tentative List[edit]
During the period of 1993–2004, Pakistan was unable to submit information to UNESCO which delayed several sites to be categorised as potential World Heritage Sites. In 2004, the Ministry of Tourism was given funding to continue its research and ten sites were placed onto UNESCO Tentative List. In total, eighteen sites are awaiting to be categorised as of April 2014 which include:[14]
Badshahi Mosque, Lahore - Mosque built in 1673 during Mugal Empire.
Wazir Khan Mosque, Lahore - Mosque built in 1635 by Shah Jahan.
Tombs of Jahangir, Asif Khan and Akbari Sarai, Lahore - Mausoleum built in 1627.
Hiran Minar and Tank, Sheikhupura - Built by Mughal Emperor, Jahangir in 1606.
Tomb of Shah Rukn-e-Alam, Multan - Tomb for sufi Rukn-e-Alam.
Rani Kot Fort, Dadu - One of the largest Fort in the world.
Shah Jahan Mosque, Thatta - Mosque built in 1647.
Chaukhandi Tombs, Karachi - Tombs built during Mughal Empire.
Mehrgarh, Balochistan - one of the oldest Neolithic ruins and archaeological sites.
Rehman Dheri, Dera Ismail Khan - Historical ruins of Indus Valley Civilization.
Harappa, Punjab - Historical ruins of the Bronze Age.
Ranigat, Khyber Pakhtunkhwa - Archaeological remains of Buddhist monastic complex.
Shahbazgarhi Rock Edicts, Mardan - Inscriptions of the Mauryan emperor, Ashoka.
Mansehra Rock Edicts, Mansehra- Earliest writings of the 3rd century BC.
Baltit Fort, Hunza Valley - Tibetan style Fort built in the 13th century.
Tomb of Bibi Jawindi, Baha'al-Halim and Ustead, Mosque of Jalaluddin Bukhari, Uch Sharif - Five monuments of historical figures.
Port of Banbhore - Archaeological site of historical port city on the Indus River.
Other Landmarks[edit]
Furthermore, there are several landmarks and structures that have not yet made the UNESCO Tentative List. Long before the creation of Pakistan in 1947, there were plenty of cultures and religions that existed before the independence. Pakistan being the centre of various wars led to several dynasties and tribes ruling its lands. They left various landmarks behind which some have become national icons whilst others needing the attention of concerned authorities. Some of these include:
Faisalabad Clock Tower and the Eight Bazaars
Altit Fort in Hunza Valley
17th and 18th century Tombs of Talpur Mirs
Faiz Mahal of the Talpur Mirs
Samadhi of Ranjit Singh
Mughal built tomb of Asaf Khan at Shahdara Bagh
Empress Market built during the rule of the British Empire
The tomb of Qutb-ud-din Aibak the first Sultan of Delhi and founder of the Slave dynasty.
Mohatta Palace (built in 1927)
18th century Omar Hayat Mahal
19th Century Italian chateau Noor Palace
Derawar Fort
Mughal-built Hiran Minar
Khewra Salt Mines, one of the oldest salt mines in Asia
The 3000BC built fort of Kot Diji and Faiz Mahal in Khairpur
16th century built fort at Skardu
Nagar Fort - Chitral.
Post-independence Pakistan retained its heritage by constructing various sites to commemorate its independence by blending various styles and influences from the past. Some of these include:
Minar-e-Pakistan in Lahore.
Grand Jamia Mosque, Lahore
Faisal Mosque in Islamabad.
The mausoleum of the founder of Pakistan, Mohammad Ali Jinnah.
Bab-e-Pakistan a memorial site for the victims of the independence.
Pakistan Monument in Islamabad.
The mausoleum of Allama Muhammad Iqbal.
Infrastructure and the economy[edit]
Main articles: Economy of Pakistan, Transport in Pakistan and Telecommunications in Pakistan
The mausoleum of Shah Rukn-e-Alam
Tourism is a growing industry in Pakistan. With more and more foreign investment and funding, Pakistan was able to build its major road and air networks to cater mass movements of cargo and inter-city travel. Roads are being developed by several consultants from the Northern Areas all the way down to the Port of Karachi. However, till this date, the government has not be able to take the tourism market seriously within Pakistan. Pakistan is home to a diverse number of tourist attractions which have not been funded or protected due to the government giving the tourism market a low priority.
Several statistics from the last decade show tourism is a "market led industry and not supply driven" which has led a large decline in travel to Pakistan. This has led to fewer tour agencies being set up and development of historical sites. It has been estimated that the public and private sectors have gradually earned less income from the tourism market causing less investment and innovation within the industry. This has led to several sites to depreciate over time and the lack of Minimum International Standards have left many sites in poor states. The latest budget showed that less money was being spent on research and marketing and more on defence and other fixed markets.
The 2008 World Economic forum's Travel and Tourism Competitiveness Report (TTCR) ranked Pakistan 75 out of 124 countries.[15] low branding and marketing effectiveness and low priority the government gave to the travel and tourism industry. Despite various campaigns such as the Visit Pakistan 2007 scheme the number of tourists dropped each year. This year it dropped by 6% as compared to the figures of last year.[16]
Pakistan Tourism Development Corporation[edit]
Many critics have encouraged the government to again attract tourists to Pakistan by initiating the sponsorship of new businesses within the tourist market. Building and maintaining the road and air networks to meet international standards. The maturation of human and natural resources can also contribute in development of this feeble industry. Advertising campaigns need to attract tourist by developing holiday packages tailored to explore the greater regions of the country.
PTDC Motel at Malam Jabba Ski Resort
PTDC Motel at Malam Jabba Ski Resort.
In September 2004 with the bifurcation of the Minorities, Culture, Sports, Tourism and Youth Affairs, Tourism was given a separate status of Ministry of Tourism. The Ministry of Tourism was responsible for the policy formulation, development, marketing and promotion of both foreign and domestic tourism besides coordination and regulating of federal and provincial governments and private sector activities responsible and involved in tourism.[17]
South Korean tourists in Golden Peak in Hunza–Nagar District
However, it was not able to achieve any of its objectives for tourism industry and therefore it was abolished under Constitutional requirements in Pakistan on June 30, 2011. The promotions of tourism was transferred to the provinces. Now each province runs its own organization that is responsible for tourism in their province. It is now part of Pakistan Tourism Development Corporation or PTDC. It is now responsible for the development of tourism sector.
Tourism Development Corporation of Punjab (TDCP) is working in Punjab for the promotion of tourism sector.[18]
Culture Tourism And Antiquities Department - Sindh[19]
Department of Tourism - Khyber Pakhtunkhwa[20]
Secretary of Culture, Tourism & Archive - Baluchistan[21]
Tourism, Sports, Culture and Youth Department - Gilgit-Baltistan[22]
Department of Tourism - Azad Jammu and Kashmir[23]
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