Faiza Tehseen

Experts have called for fostering departmental coordination to boost Pakistan’s tourism sector.

Talking to WealthPK, Aftabur Rehman Rana, Managing Director of Pakistan Tourism Development Corporation (PTDC), said: “To tap into the vast tourism potential, departmental coordination was a must as it provides a cohesive framework on Pakistan’s rich cultural heritage, natural beauty, and traditional hospitality. “This approach will develop the sector in a multidimensional way, including streamlining visa procedures and immigration processes, infrastructure development in tourist destinations, and developing targeted marketing campaigns to attract both domestic and international tourists.” He said that the provincial governments were playing an active role in promoting tourism. “Regional authorities always play a critical role in identifying and developing local attractions, as well as providing logistical support to tourists,” he said, emphasising the need for strong coordination among tourism, archaeology departments, and evacuee properties trust for the promotion of the tourism sector.

Aftab said: “The government has also encouraged the private sector, inviting industry stakeholders to contribute to the development of tourism infrastructure and services. PTDC has also leased its properties to the private sector. Hopefully, this collaborative approach will inject investment, expertise and innovation into the tourism sector.” Talking to WealthPK regarding the importance of departmental coordination for tourism promotion, Rahat Karim Baig, deputy director of the tourism department of Baltistan, said: “Departmental coordination is key to transforming the tourism sector of Pakistan.” He said that tourism was not just beautiful landscapes; it also entailed accessibility, safety, and ease of movement. “Despite the vast tourism potential in the country, we are still in the need of concerted efforts from all departments to make use of these riches. An enhanced collaboration between federal and provincial governments can significantly boost this sector.”

Rahat said: “In recent years, Pakistan has seen an uptick in the arrival of international tourists attracted by our rich cultural heritage, landscapes, and historical sites. PTDC also reported a 25% increase in foreign visitors in 2023, which proves the country’s growing tourism sector. However, challenges related to infrastructure, security and service delivery still hinder its full progress.” He said that the tourism industry in Pakistan heavily depended on collaboration between various government sectors. “The ministry of tourism and provincial departments of culture are the main bodies to market Pakistan’s attractions. However, other entities, such as the ministry of interior and the ministry of communications, have also to play important roles like providing foolproof security to tourists and developing robust infrastructure.” He urged the government to establish a dedicated task force entrusted with the job of ensuring coordination among relevant stakeholders to flourish the country’s tourism sector.

Credit: INP-WealthPk