Pakistan Research Repository

Management Tourism In Pakistan- A Case study of Chitral

Baloch, Qadir Bux (2007) Management Tourism In Pakistan- A Case study of Chitral. PhD thesis, Qurtuba University of Science and Information Technology, Peshawar.



This study was designed and conducted to analyze the efficacy of the existing tourism management system in Pakistan and efficiency or effectiveness of its role in the sustained development of tourism sector. However, the main purpose of this study was not to score points by criticizing or crying over past mismanagement rather the overriding purpose of this research study was to diagnose causes of crawling nature of our growth and suggest ways and means to develop Pakistan tourism through an optimum use of Pakistan’s natural, cultural and historical resources. The research did built upon its findings and solutions by keeping Chitral Valley as a case study for the purpose of reference in national context. The study, on the whole, brings out the fact that Pakistan is a country blessed with a very rich potential for almost all types of tourism, whose potential has not been exploited to its optimum. The main findings in this respect are as follow: Formation of independent Ministry of tourism and declaration of year 2007 as a “Year of Tourism” in Pakistan are hailed by the research as timely steps in right direction. However, the ministry has to go a long way to overhaul its organizational structure, modernize its functioning through equipping itself with new equipment, and technology, and earn respect and confidence of the private sector. Its new vision must address its deficiencies as ineffective source of tourism related data, non existence culture of research based activities/ policies, and low level state of developmental funds. Until 2005 the Ministry was working with outdated procedures and work methods and its efficiency is hampered by considerable impediments ranging from administrative bureaucracy, lack of modem day computer technology, lack of funds, lack of experience and professional knowledge, lack of facilities, short working hours and general lethargy. Lack of political will, ineffective coordination between federal, provincial and local governments and lack of funding at all levels had serious implications in the effective management of the tourism sector so far. Tourism management agencies have not been a source of effective and meaningful data, and have no worthwhile tourism surveys on its credit. The so-called referred Survey-2000, and most of the documents are not easily accessable. As with the PTDC, staff is divided into two groups. One group employed by the Ministry and the other employed by PTDC. This has created hostility among the staff, which is adversely affecting the working environment, efficiency and standards of service at the resort. There is an urgent need to address the lack of training and provision of qualified staff for the Malam Jabba resort, hotels / motels of PTDC at Chitral and other parts of the country and PAITHM Karachi and Sawat. Our tourism related legal instruments have yet to confirm to international standards with regards to; construction of hotels and other facilities including hotel grades, kitchens, food preparation, health, services, public areas, sanitation, and environment etc. · The Registration of Foreigners Rules, 1996, framed under the Registration of Foreigners Act 1979, places tedious and cumbersome requirements on any foreign staying in Pakistan more than 30 days. This period is too short. Most countries allow tourists a six-month stay beyond which they must seek special resident status and permission. · The ministry needs to enhance Tourist Information Centers in quantitative and qualitative terms duly equipped with latest information, and staffed with well-trained and courteous employees. · There is a dire need to repel the existing image of Pakistan as a state of Violent and conservative people involved in human rights abuses, centaury of terrorist of and cultured with Talibanization. Efforts should be made at all levels and from all directions to present Pakistan with a soft image, a country of peace loving, who are tolerant and accommodative and ever willing to welcome modernity without damaging own Islamic and cultural identity. · Peace is language of tourism and tourism enriches people. South Asia, a poverty ridden region can be turned in to prosperous through tourism, provided we are able to promote, maintain and preserve peace in the region and create environment of harmony based on mutual trust and confidence. · SAARC, ECO and OIC can serve best platforms to enhance our tourism growth by linking member countries through cultural, religious, social, regional and socio- economic and educational ties. These platforms, if used properly can yield benefits even beyond our imagination. · Special events are important in attracting tourists and can influence the numbers of foreign and domestic tourists, both business and leisure, depending on the style of event. Trade fairs attract both local people and foreign supplier; and buyers. Sports events such as cricket matches, polo tournaments, international athletic meets and others attract supporters from the visiting country as well as domestic visitors. Though, Pakistan in general and Chitral in particular receives limited numbers of tourists in comparison to world tourism, but international arrivals are showing substantial increase constantly for the last ten years. A worth mentioning recovery from 368700 in 1996, to 798300 in 2005, is a positive sign for promising future. If the same pace of tourism growth in Pakistan continues then the days are not far off, when tourism will count a substantial portion in Pakistan GNP. Market wise statistics of tourists’ arrivals in Pakistan for last four years show constant trend with Europe as a major supply region, followed by South Asia, America and South East Asia. · Pakistan’s share in South Asian Tourism is far less then its potential and serves as an eye opener for the tourism management in Pakistan. Foreign arrivals in Pakistan are much lesser than India, Iran, and nearly equal to Bhutan, a smaller country with much less returning ethnic traffic. · An examination of the motivation for travel in 2005 shows that Social tourism accounts for more than half of all foreign arrivals, followed by business visits with 21% share, while holiday/ vacation visits are limited to only 14.7% of all arrivals. Pakistan’s potential for religion tourism, especially related to Sikh, Buddhism has very low base and needs added concentration of efforts. · Amongst the foreign arrivals, male constitute 74 % , whereas 26% are the female visitors. In age based strata, over 30 years visitors are 72% and visitors having age below then 30 years constitutes 28%. The current trend in almost all regions of the world is towards public-private sector partnerships with the government providing the legal and regulatory framework and the private sector/ NTO's administering, managing and marketing the tourism export product. The same approach is needed in Pakistan for speedy and focus growth of its tourism. Chitral and High peaks of the Hindukush, with their unspoiled green valleys and friendly and hospitable population are tourism resource of its own kind, which can become major source of much needed revenue for the people of Chitral. · Existing abundance of physical and social environment in Chitral constitutes the resource base for tourism and source of prime attraction for tourists. The lack of an environmentally conscious attitude by guides, cooks, kitchen helpers, porters, hotelkeepers, and local residents as a major problem and "turn-off" for tourists in Chitral. · Neither public sector nor private sector is spending to improve the infra structure base to enhance capacity and capability to attract, hold, sustain and satisfy the international arrivals as well as domestic ones. · There is a dire need to involve public and private stakeholders in planning, organizing and implementation of tourism plans for managing destinations. · The most immediate constraint on tourism and conservation of the resource base of tourism is visible trash and pollution. · Private transport is not clean and regular in timings Pakistan is full of tourist potential and a well suited destination for all types of tourists; may that be cultural or natural tourists, having religious or adventure related aims, interest in archeology, business or supports, Pakistan can become the choice destination. Tourism is a wholesome activity, which ignites multi facets activities, generating unending opportunities for socio- economic development. There is no denying the fact that tourism enriches individuals, families, communities, countries and the entire world. Tourism facilitates economic development, increased foreign earnings; creates more jobs. It increases economic benefits to local people, which include: improved telephone access, health facilities, airports and road networks. It is also responsible for increase in prices, desire to possess more material things and change eating habits, dress etc. However, Tourism development also has some positive and negative impacts upon cultural traditions, life style, and environment of the local people, which are to be tackled at all levels.

Item Type:Thesis (PhD)
Uncontrolled Keywords:Managing, Tourism, Analytical Approach, Chitral Valley
Subjects:Business Administration & Management (d)
ID Code:2685
Deposited By:Mr. Javed Memon
Deposited On:04 Aug 2009 16:31
Last Modified:04 Aug 2009 16:31

Repository Staff Only: item control page