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Pakistan as a Tourist Destination and Tourism Industry in Pakistan

Tourism in Pakistan

Foreign Tourist Arrivals (2010) Percentage Growth per year Earnings from tourism (2010) Domestic Tourist (2010) Hospitality Industry employees Number of Hotels Number of Rooms

0.907 Million 2.8% US$ 305.9 Million 47.500 Million 600,000 person 1792 41,901 rooms
Source: Ministry of Tourism (Defunct) Government of Pakistan

Tourist Receipts as percentage of GDP 0.3%

Foreign Tourist Arrivals and Tourism Receipts 2001 to 2010


YEAR 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Tourists (million) 0.4997 0.4981 0.5009 0.6480 0.7983 0.8984 0.8395 0.8228 0.8549 0.9068 Receipts (US$ million) 92.20 105.4 135.6 185.6 185.3 260.1 276.1 243.5 240.6 305.9

Top-10 Tourist Generating Countries to Pakistan

MARKET WISE FOREIGN TOURIST ARRIVALS IN PAKISTAN - 2010

FOREIGN TOURIST ARRIVALS IN PAKISTAN BY PURPOSE (2010)


Percentage

Holiday / Recreation Visiting friends and relatives Business Others Total

11.9% 35.6% 28.4% 24.1% _____ 100%

Pakistans Tourism Potential


Nature & Adventure Culture, Architecture & Heritage Religious Tourism Shopping Paradise Domestic Tourism MICE

Tourism Industry Stake-holders


Tourists Foreign Tourists, Domestic Tourists, Business Travellers, VFRs Federal Tourism Ministry Devolved to Provinces Federal Tourism Organizations Pakistan Tourism Development Corporation (PTDC) and Department of Tourist Services (DTS) Provincial Tourism Departments Gilgit-Baltistan, Azad Kashmir, Khyber-Pakhtunkhwa, Punjab, Sindh and Balochistan Provinciial Tourism Organizations Tourism Development Corporation of Punjab (TDCP), Sindh Tourism Development Corporation (STDC), Tourism Corporation of Khyber-Pakhtunkhwa (TCKP), Balochistan Tourism Directorate, AJK Tourism Directorate, Gilgit-Baltistan Tourism Directorate Airports, Airport Services, Immigration, Customs and Security Agencies, Pakistani Embassies, Local/District Governments Allied Ministries: Interior, Foreign Affairs, Information & Broadcasting, Communications, Railways, Defense, Finance

Tourism Industry Stake-holders


Private Sector Outbound Travel Agents/Tour Operators Inbound Tour Operators, Guides/Escorts, Drivers, Porters Hotels, Restaurants, Handicraft & Souvinir Shops Travel & Tourism Associations, NGOs (Pakistan Hotels Association, Travel Agents Association of Pakistan, Pakistan Tour Operators Association, Alpine Club of Pakistan, Adventure Foundation Pakistan, Chiltan Adventure Association, Sustainable Tourism Foundation etc.) Airlines, Cruiseline, Railways, Inter-city Bus/Van Services, Rent-a-Car, Local Transport (City Buses, Vans, Taxi, Rickshaw, Horse & Carriage) Tourist Attractions/Destinations/Products Recreation & Amusements Parks, Nature/National Parks, Hill Resorts, Deserts, Mountains, Valleys, Museums, Zoo, Buildings (Architecture), Culture, People, Traditions, Entertainment Industry & Business Activities (Discos, Clubs, Musical Cencerts, Cinema, Indoor and Outdoor games , Fairs, Festivals, Exhibitions, Meetings, Seminars)

Constraints

Security concerns Negative country image abroad Underdeveloped civic, communication and tourism infrastructure Financial constraints Trust deficit between public and private sector tourism stake-holders.

Marketing Strategy

Explore Asian Markets (SAARC, ECO, ASEAN, Middle East etc). Strengthen traditional base Adventure, Culture, Heritage and Religious Tourism Develop & explore new products & markets Ecotourism, MICE, discover your roots, sports tourism, transit tours etc. Promote Domestic Tourism family holidays, students and incentive tours Promote Winter tourism

DEVELOPMENT STRATEGY

Private sector plays a key role in the development of the tourist industry including hotel accommodation, resorts, recreation activities, transport and tour operations. Enhance coordination and communication among private and public sectors and develop public private partnerships. Major private sector investment will be in hotel & restaurant industry which is expected to grow at a rapid pace.

PPP Opportunities in Pakistans Tourism Sector

Development of Hotels, Restaurants, Resorts, Theme Parks and recreation facilities. Leasing-out of existing public sector tourism facilities Provision of foodservices and entertainment facilities at a tourist attraction Event Sponsorship

INCENTIVES BEING PROVIDED BY THE GOVERNMENT IN TOURISM SECTOR:


Group Tourist Visa on Arrival for 24 countries Tourism is categorized as an industry. Plant, machinery and equipment (PME) not manufactured in Pakistan can be imported at only 5% customs duty. Tax relief - first year allowance at 75% of PME. Import of Special equipment for adventure and sports tourism allowed at 10% customs duty. Chartered flights allowed on point to point basis from Karachi, Lahore, Islamabad and Peshawar. Public-private sector joint ventures opportunity for a number of tourism development projects..

Future Strategy

New market segments are to be explored. Marketing efforts for tourism at cultural places are to be intensified. Quality and Standard of Pakistani tourism & hotel management institutes is to be improved in collaboration with international organizations. Tourism & Hotel Management may be introduced at Degree level in Pakistani Universities. Provision of physical infrastructure at places of tourist interest complemented by environmental improvement programmes.

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:
LOCATION BAHAWALPUR LAHORE CITY LAHORE AIRPORT RAWALPINDI CITY TAXILA MULTAN ABBOTTABAD PESHAWAR SAIDU SHARIF, SWAT PESHAWAR AIRPORT BUILDING STATUS Rented Rented Rented at Flashmans Hotel at PTDC Motel Rented Rented Rented at PTDC Motel Rented

S# 1. 2. 3. 4. 5. 6. 1. 2 3. 4.

PUNJAB

KHYBER PAKHTUNKHWA

TOURIST INFORMATION CENTRES


GILGIT BALTISTAN 1. 2. GILGIT SKARDU at PTDC Motel at PTDC Motel

ISLAMABAD CAPITAL TERRITORY 1. 2. ISLAMABAD ISLAMABAD AIRPORT Own Building Rented

SINDH 1. 2. 3. KARACHI MOENJODARO THATTA Rented Rented Own Building

BALOCHISTAN 1. QUETTA Rented

PTDC MOTELS NORTH (PVT) LTD.

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 (PVT) LTD.


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 Boards decision, the operation of its units was transferred to PTDC Motels North (Pvt.) Ltd w.e.f. 0107-1990. Keenjhar Lake Resort was handed over to Govt. of Sindh Tourism Development Corporation in August 1991.

List of PTDC Motels


S# A. 1 2 3 4 5 B. 6 C. 7 8 9 10 11 12 13 14 15 16 17 Location PUNJAB PTDC Motel at Taxila PTDC Motel at Wagha Pak-India Border PTDC Motel at Bahawalpur PTDC RSF at Bahawalpur PTDC Motel at Katas SINDH PTDC Motel at Moenjodaro KHYBER PAKHTUNKHWA PTDC Motel at Saidu Sharif PTDC Motel at Kalam PTDC Motel at Miandam PTDC RSF at Chakdara PTDC Motel at Panakot, Dir PTDC Motel at Bamburet PTDC Motel at Bunni PTDC Motel at Birmoglasht PTDC Motel at Chitral PTDC Motel at Mastuj PTDC Motel at Chattar Plain Facilities (7 rooms) (4 rooms) (14 rooms) Restaurant (6 rooms) (12 rooms) (23 rooms) (38 rooms) (21 rooms) Restaurant (4 rooms) (16 rooms) (4 rooms) (16 rooms) (30 rooms) (12 rooms) (4 rooms) Area/Land 2 K 12 M 1K 11M 21K 41K 15M 20K 18M 6 K 18M 6 K 10M 40K 10K 19M 6K 6K 11M 8K 2M 6K 32K 4K 15M 13K 9K 10M Status Operational Operational Operational Leased out Leased out
Under Repair/ Renovation

Operational With Security Forces Operational Leased out Leased out Operational Operational Leased out Operational Operational Cont. Leased out

S# 18 19 20 21 22 23 C. 24 25 26 27 D. 28 29 30 31 32 33 34 35 36 37 E . 38 39

Location PT Motel at Besham DC PT Motel at Barseen DC PT Motel at Balakot DC PT Motel at N DC aran PT Motel at T DC orkham PT Motel at Ayubia DC BALOCHISTAN PT Motel at T DC aftan, Pak-Iran Border PT Motel at Z DC iarat PT Motel at Khuzdar DC PT Motel at C DC hamman GILGIT BALTISTAN PT Motel at Gilgit DC PT Motel at Gupis DC PT Motel at H DC unza PT Motel at Phandar DC PT Motel at R DC ama Lake PT Motel at Sust, Pak-China DC Border PT Motel at Astak DC PT Motel at Khaplu DC PT Motel at Satpara DC PT Motel at Skardu DC ISLAMABAD PT Restaurant at Dam-e-Koh DC PT Restaurant at Jaltrang DC

Facilities (47 rooms) (4 rooms) (5 rooms) (60 rooms) (4 rooms) (24 rooms) (4 rooms) (18 rooms) (6 rooms) (4 rooms) (44 rooms) (12 rooms) (28 rooms) (12 rooms) (12 rooms) (24 rooms) (4 rooms) (12 rooms) (12 rooms) (28 rooms) Restaurant Restaurant

Area/Land 16K 4M 9K 7M 2K 21M 160K 1K 13M 21K 9M 20K 11K 3M 3K 4M 8K 5M 6K 10M 16K 7M 25K 12M 17K 6M 21K 8K 11K 8M 12K 15M 30 K 31K 1M 1K 10M 1K 2M

Status Operational Leased out Operational Operational Operational Operational Leased out Leased out Leased out Leased out Operational Operational Operational Operational Operational Operational Operational Operational N operational on Operational Leased out Cont. 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 Cecils (Murree), Deans (Peshawar), Falettis (Lahore) and Flashmans (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 Flashmans Hotel, Rawalpindi.

PAKISTAN TOURS (PVT.) LTD.


1.

The Pakistan Tours (Pvt.) Limited was incorporated as PTDCs 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

PAKISTAN TOURS (PVT.) LTD.


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.
ii)

Lahore Amritsar Bus Service: This service started in March 2006 under a bilateral agreement between Pakistan and India.

PAKISTAN TOURS (PVT.) LTD.


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.

PTDC LANDS / PROPERTIES


S# Name of Provinces / Areas Federal Land Acres/Kanals/Sq. Yards List of offices building Facilities Covered area (Sq. Ft.) Area A. PUNJAB 1. 2. 3. PTDC Flashmans Hotel, (Rawalpindi) PTDC land Haider Road adjacent Flashmans Hotel, (Rawalpindi) PTDC Bus Terminal at Nankana Sahib, (Nankana Sahib) {under construction} 57 K 18 K 6 M 20 K 18 M Under litigation Under litigation Owned Hotel (60 rooms) Land Bus Terminal/ 14 rooms 70500 17340 Status

B. SINDH 4. 5. 6. 7. PTDC Land at Sukkur, (Sukkur) {Encroached} PTDC Motel at Hawks Bay, (Karachi) {under construction} PTDC TFC at Karachi, (Karachi) {under construction} Tourist Information Center (TIC), Thatta 4 Acres 8 Kanals 1.5 K 4757 Sq. yards Owned Owned Land on lease Owned Land Motel (14 rooms) Office building Office building 30000 8585 1890
Contd.....

PTDC LANDS / PROPERTIES


S# Name of Provinces / Areas Federal Land Acres/Kanals/Sq. Yards Area Status

List of offices building Covered area (Sq. Ft.)

Accommod-ation

C. KHYBER PAKHTUN KHWA 8 PTDC Motel at Baffar, (Swat) {under construction} 25 K 40 K 10 K Owned Disputed Owned Motel (17 rooms) Motel (18 rooms) Land 30150 25100 -

9. PTDC Motel at Chail Mankial, (Swat) 10. PTDC land at Garam Chashma, (Chitral) D. BALOCHISTAN 11. PTDC land at Gadani Beach, (Hub) {Encroached} 12. PTDC TFC at Quetta, (Quetta) {under construction} E. GILGIT BALTISTAN 13. PTDC land at Thalichi, (Chilas) 14. PTDC TFC at Gilgit, (Gilgit) {under construction}

172 Acres 12 K

Owned

Land

7417

Mutation is under Office building process

8K 8K5M

Owned Owned

Land Office building

9312

Contd

PTDC LANDS / PROPERTIES


S# Name of Provinces / Areas Federal Land Acres/Kanals/Sq. Yards Area F. ISLAMABAD 15. PTDC Land for Camping site Islamabad, (Islamabad) 25 Acres Owned Owned Land Office building 4434 Status List of offices building Facilities Covered area (Sq. Ft.)

16. PTDC Land for Head Office 7544 sq. yards Islamabad, (Islamabad), {TFC building under construction} 17. Tourist Information Center (TIC), 83.3 Sqm

Owned

Office building

2250

Agha Khan Road, Super Market, Islamabad


G. AJK 18. PTDC land at Benjosa, (Rawalakot) 19. PTDC land at Muzaffarabad, (Muzaffarabad) 20. PTDC TFC Muzaffarabad, (Muzaffarabad) {under construction} 9K 8K 1K Owned Owned Mutation under process Land Land Office building 5180

Tourism Documentary

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