Faiza Tehseen

Turning tourist sights into integrated tourist zones (ITZs) in Pakistan can not only provide socio-economic benefits but also contribute towards alleviating poverty and preserving the ecology. Discussing the development of ITZs in Pakistan, Managing Director of Pakistan Tourism Development Corporation (PTDC) Aftab Ur Rahman Rana told WealthPK, “ITZs are vital for creating more jobs and business opportunities and promoting the tourist sites as standard places and a sustainable livelihood. Presently, the government is working on a number of ITZ projects to further develop this sector.

Now the focus is on development of new sights as ITZs because the number of tourists is increasing day by day. We already have six million domestic tourists. So, we need new tourist spots to open for the public where they could go and spend their quality time. The development of ITZs is important for sustainable tourism, especially to benefit the related community. So, the federal and all provincial governments are keen to develop new tourist sights according to the international standards.’’

Continuing the discussion, he said professional approach was important to promote tourist sights. For example, recently a master project has been completed in Khyber Pakhtunkhwa where the first four ITZs have been planned to meet the international standards.

All feasibility studies and investment plans are completed and the private sector is invited to invest here. Now, the KP tourism department is going to open at least two projects to attract the private sector for investment. This development phase will take about 3-4 years to establish and operationalize. The areas related to these sights will also be developed according to the proper destination management system.

All principles of sustainable development will be followed here which will integrate all the other advanced aspects concerning the tourism projects. So, exclusive growth is ensured in terms of development in those areas with special emphasis on its impacts on the local communities. The ITZ areas in KP include Ganool in the Kaghan valley, Thandiani in the Galiyat, Mankyal in the upper Swat valley, and Madaklasht in the Chitral valley.

Furthermore, he said apart from the development of these zones, a proper destination management system would be applied at the existing tourist spots, such as the Galiyat region, Naran, Murree, and Kalam. It is important to make them more eco-friendly, sustainable, and viable.

With the help of the World Bank, the Punjab government is developing three ITZs, i.e. Kotli Sattian in Northern Punjab to reduce the tourist pressure from Murree, Chakwal in the central Punjab and Jhelum district including the Rohtas Fort, Katas Raj, Kallar Kahar, and the Khewra salt mine.

The third zone is in Southern Punjab covering Multan, Bahawalpur, Cholistan Desert, and Fort Munro (a hill station). All these places are full of heritage sights, cultural visions, and many more ingredients of tourism products. The Punjab government is developing feasibility studies and investment proposals. Very soon, they will be completed for an investment offer to the private sector.

Similar efforts are going on in other provinces, including Sindh and Balochistan. The Balochistan government is extensively preparing feasibility studies to develop ITZs at suitable locations. The Sindh government is preparing a master plan to develop many sights as ITZs, such as the Kirthar range and the desert area of Tharparkar. By the year 2027, all the discussed projects will be fully operational.

In all ITZs, accommodation, recreational and security factors will be superbly ensured. The focus of the federal and provincial governments is on attracting and involving private sector investment in the tourism industry. Without the private sector’s investment, tourism cannot grow in a handsome manner, added Aftab ur Rahman Rana.

Credit: Independent News Pakistan-WealthPk