How to promote tourism culture in Pakistan

Tourism can be a multi-billion-dollar industry in Pakistan provided there is awareness and policy on the part of stakeholders to promote the culture of tourism. A country’s image and reputation are judged on the basis of its capacity to provide basic facilities to tourists, particularly foreigners.

When India and China can earn more than $20 billion from tourism and various European countries like Switzerland, France, the UK, Italy and Greece can fetch several hundred billion dollars from tourism, why cannot Pakistan, a country blessed with enviable natural beauty? Recently, Prime Minister Imran Khan said if a country like Switzerland can earn several billion dollars from tourism, Pakistan can certainly take meaningful steps to attract tourists. But, merely by-passing statements on transforming Pakistan as a hub of tourism will not make sense unless the government takes practical steps to create a culture of tourism which would require a mindset of local people, tour operators, hotels and officials attached with the ministry of tourism.

When one talks about the culture of tourism it means four major requirements.

First, the attitude and behavior of those who are supposed to provide guidance and facilities to tourists.

Second, adherence to hygiene and cleanliness at restaurants, eateries, washrooms and hotels at tourist spots. Unfortunately, with a few exceptions, there is absence of hygiene and clean environment for tourists, which creates a very bad impression for both local and foreign tourists.

Third, availability of affordable accommodation and food is essential for creating a culture of tourism in Pakistan. During summer and winter tourist seasons, there is no check on the part of concerned authorities to prevent hotel owners who take advantage of the situation and charge excessive amount from tourists.