Faiza Tehseen

Pakistan needs to promote theme-based tourism to increase the footfall of specialized tourists and popularize responsible tourism, opined Aftab ur Rehman Rana, Managing Director (MD) Pakistan Tourism Development Corporation (PTDC), while talking WealthPK. “Theme-based tourism is the perfect way to categorize destinations only for tourists interested in visiting specific places. Mostly, this kind of tourism is related to the archaeological sites, religious places, or for adventure tourism enthusiasts,” he said. Theme-based tourism is a very important component of this sector because we have a rich history and a lot of cultural attractions. Besides, the country has interesting landscapes, world heritage, and archaeological sites. So, using all this potential, we can develop various theme-based products. Aftab further told WealthPK, “Some products which could highlight the religious aspect of tourism can be quoted as the Sikh heritage, the Buddhist heritage, or the Hindu heritage, which we have in a good number.

Similarly, we can also develop a kind of adventure tourism in the mountain areas.” He said festival tourism – representing the special happenings or culture of a specific area – could also be developed. There are so many festivals going on in different areas of Pakistan round the year. So, quite a lot of activities could be based on themes that attract domestic and international tourists. The PTDC managing director further said, “In collaboration with the provincial governments and other stakeholders, we are developing targeted tourism strategies concerning the promotion of theme-based tourism – eco-tourism, cultural heritage tourism, adventure tourism, religious tourism, and food and craft tourism”. Going beyond general tourism, focus on niche markets related to this sector will make Pakistan a leading tourist destination. In this regard, public-private partnerships, targeted marketing campaigns, and training programs for the related communities and tourism professionals will also play a positive role, he added.

Talking to WealthPK about the promotion of theme-based tourism, Deputy Director of Tourism, Baltistan Rahat Karim Baig said, “The tourism sector in Pakistan stands at the crossroads. Theme-based tourism can showcase unique attractions globally and help strengthen the economy.” With strategic investment, Pakistan can transform its diverse landscape and rich heritage into a thriving industry. But, there are several challenges ahead of theme-based tourism. Mostly, the security concerns, limited infrastructure in some areas and lack of trained people in this industry need to be addressed. He said the contribution of the government and private sector was necessary to promote theme-based tourism, which will open up new venues of business and revenue generation.

Credit: INP-WealthPk