ISLAMABAD (March 09 2009): Efforts, though belated, are underway by both public and private sectors to revive tourism activities in earthquake hit areas of Kaghan as well militancy prone Swat, where tourism sector used to provide livelihood to one out of every ten persons.
Both of these fascinating valleys were visited every year by thousands of tourists not only from Pakistan, but also from around the globe. Pakistans spectacular tourism industry had suffered after 9/11 incident in the United Sates, however, it gradually improved in the ensuing years. Then came the devastating earthquake on October 8, 2005 followed by militancy in Swat and NWFP. This phenomenon ground the potential tourism industry to a lull.
Pakistans tour operators, Pakistan Tourism Development Corporation (PTDC) and many others linked to travel and tour sector bear witness to the this grim situation that made countrys tourism industry as principal victim. Realising the pressing need for reviving tourism upon which, rely most of the world economies, the Ministry of Tourism is making elaborate measures to extract benefits for Pakistan from this multi-billion dollar trade.
We have prioritised to boost our tourism, said Minister for Tourism, Maulana Atta ur Rahman, who has recently assumed charge as the minister, after the slot remained vacant for about one year.
Maulana Atta, who holds a Masters degree in Islamic Studies from Gomal University, DI Khan, is also ambitious to see improvement in law and order to elevate tourism activity in NWFP for the promotion of the industry. We need to let the world know that we are a peace loving country, progressive nation and hospitable people, the minister said stressed on drawing an end to militancy in the area.
He regretted that Pakistan is being negatively projected by the Western media, where certain countries have had issued negative travel advisories. It is a national obligation that we all should serve our country in our respective capacities, he said and urged national media to counter anti-Pakistan and anti-Islam propaganda in the West for the best interest of the country.
The minister is likely to embark upon a foreign tour to allay the fears of Western people about either Pakistan or Islam. The tour will also be used to learn from the expertise of such countries that have developed their tourism industry, he remarked.
Meanwhile, PTDC and Usaid jointly launched a project at Abbottabad that aimed at fostering public-private partnership to restore tourism linked with livelihoods in Kaghan Valley, devastated by earthquake in 2005. In this connection, PTDC and USAID-funded Improving Livelihoods and Enterprise Development (I-LED) programme implemented by CNFA, Tourist Facilitation Centre (TFC) at Abbottabad.
One out of ten persons in Kaghan Valley was linked with tourism industry that suffered massive setback in the October 8, 2005 devastating earthquake, depriving hundreds of thousands of people of livelihood.
MD PTDC Brigadier Amanullah (Retd) said the federal government was fully equipped with the latest multimedia and fixtures for the convenience of the tourist transiting to Kaghan Valley from all over Pakistan.
PTDC has already started a daily bus service to Kaghan from Rawalpindi and its hotels are operational in Kaghan Valley to facilitate tourists. A large number of people, who were affiliated with tourism industry in picturesque Kaghan Valley, were rendered jobless in the wake of deadly earthquake in 2005. We need to improve and promote our local tourism industry. Amanullah appreciated the efforts of US Agency for International Development efforts for promoting tourism in Pakistan, besides contributing to other sectors. He emphasised on improvement of the local tourism industry in Pakistan.
Programme Director USAIDs I-LED programme Mark Treacy who was the Chief Guest of the inauguration ceremony stated that USAIDs I-LED programme was helping the tourism sector by providing training to the local community in front office management, tour operations, housekeeping management, food and beverage operations, quality assurance and hotel management in terms of providing better facilities and quality services to tourists visiting the valley.
He said I-LED supported with grants scheme for renovation and upgrading of the hotels according to international standards of one-, two-, and three-star levels. So far nine hotels are upgraded in Kaghan Valley in Naran and Shogran, he said.