Balancing the Balance of Payment Tourism a Way Out

Abstract
Over the years, tourism has become a painless procedure for transfer of real resources from capital surplus countries to low-income countries and vice-versa. It has become a major employer, taxpayer, serving as an important means to increase economic growth, raise the quality of life, generate employment opportunities, and improve the overall balance of payments. A glance over World Tourism statistics reveals that for several countries like the United States in American peninsula, UK, France, Spain and Italy in Europe, Nepal, Sri Lanka, Maldives and India in South Asia, tourism emerges amongst the leading source of foreign exchange earning. The world in general and South Asia in particular is witnessing annual growth in tourism sectors in last so many years. However, trends in the scale of mountaineering expeditions, mountaineers, trekkers and trekking parties is showing decline since 2005. The continued disappointing state of affairs is alarming for Pakistan’s economic growth and dwindling state of negative balance of payment. Hence, the subject of tourism in Pakistan needs a critical appraisal to diagnose the causes with the ultimate objective of reversing the existing trend – a way out to balance the balance of payment dilemma.

Introduction
Tourism is probably as old as mankind however, as an organized, regular and multidimensional business activity it qualified for the status of an industry in the post Second World War period. For too long, tourism has been regarded as unworthy of serious consideration or analysis, and provider of only ‘candy floss’ jobs¹. However, over the years, the tourism phenomenon has attracted the entire world and has become a painless procedure for transfer of real resources from industrially capital surplus developed countries to low-income developing countries and vise versa. It has become a “major employer, taxpayer, and political player in many jurisdictions.”² Pakistan is a country with immense tourism potential, a center of half a dozen ancient civilizations and four seasons enriched with all types of weathers and terrains ranging from lofty mountains to lush green plans and virgin beaches, endowed with over 160 millions friendly and hospitable people. However, if today Pakistan is known at all in the world of tourism, it is essentially because of the mountainous regions of the north where the four mountain ranges of the Hindukush, Pamir, Karakoram and the Great Himalaya present a concentration of high peaks in the world. But the most notable feature of the country’s tourism potential yet to be exploited is the diversity of its landscape, historical and archaeological sites of over half a dozen ancient civilizations, holy remains of Sikhism and Buddhism, virgin beaches, vast desert steppes, strategic location inviting the business worlds of the East and the West to meet, home land of sports lovers and dreamland of Marco Polo. Therefore, for the nature lover, Pakistan is a land of beauty coupled with a few unspoiled beaches in the world and for the adventure seeker – a terrain that challenges the most daring of spirits with eight of the ten highest peaks in the world; for the historian – plenty of excavations, museums, artifacts and the Karakoram Highway popularly known as the Eighth wonder of the world; for the Sikh and Buddha pilgrimages a lot of holy shrines, and spiritual remains of glorious Gandhara and for the education seekers of the Middle East and Central Asia – more than 110 institutions of higher learning³. It is in this scenario that Pakistan emerges as a favorable tourist destination in the world. Despite being endowed with abundant tourism attractions for tourists Pakistan lags far behind a number of countries in capitalizing its tourist resources and improve its foreign reserve. The situation in Afghanistan, the on going war on terrorism, fragile nature of South Asian peace environment, fear of sectarian extremism, unstable political situation, lack of social security and poor facilities/infrastructure and devastating effects of earth quake may be some of the obstructions in tourist arrivals in Pakistan.

Tourism serves as an important means for increasing economic growth, raising the quality of life, generating employment opportunities and improving the overall balance of payments. For example, the World Travel and Tourism Council estimated that in the year 2003 the world travel and tourism industry accounted for 195 million jobs, US$ 3,527 billion in GDP, US$ 1,010 billion in exports, US$ 686 billion in capital investments and US$ 224 billion of all government expenditure⁴. A glance over World Tourism statistics reveal that for several countries like the United States in the American peninsula, UK, France, Spain and Italy in Europe, Nepal, Sri Lanka, Maldives and India in South Asia, tourism emerges amongst one of the leading sources of foreign exchange earning. However, Pakistan is the only state whose value of tourism receipts has declined overall by 0.2 % from $ 185.6 million in 2004 to 185.3 million in 2005.⁵

An examination of the motivation for travel in 2005 shows that returning Pakistanis and others visiting friends and relatives account for more than half of all foreign arrivals at 56%. Business visits remain strong at 21%, while holiday/vacation visits are limited to only 14.7% of all arrivals.⁶ Pakistan has lot of potential for religion tourism, especially related to Sikh and Buddhism. In real terms, with only 8800 tourists arriving in Pakistan for religious purposes in 2005, this is a very low base. The same situation is observed in holiday/recreation tourism. After discussion with tour operators, it is believed that over 75% of long-haul leisure tourists confine their tour to major cites such as Lahore and Islamabad and to the northern part of the country. Trekking, and to a lesser degree mountaineering, are the high profile activities of tourists, although there are a growing number of more general tours, while religious sites are providing a significant attraction to visitors from the Far East and Indian East Punjab. Throughout the world tourism is contributing positively towards the socio-economic development of the country, but in Pakistan it is adding further to the existing poverty level and eating up a big chunk of foreign reserves. The management has failed so far to meet the challenge. The manner in which it has been shifting like a rolling stock around over the years, from Pakistan Railways to the Ministry of Commerce and others, it speaks of a relatively very low priority as far as the government is concerned. Such a dismal picture of tourism is a matter of serious concern for our tourism management system in Pakistan.

With this background in mind, the overriding purpose of this paper is to review and analyze the existing tourism structure in Pakistan with a view to identify its weaknesses and strengths and determine threats and opportunities being offered by the environment, diagnose causes leading to crawling nature of tourism growth in Pakistan and recommend measures to make its market more attractive for tourists, management more encompassing and tourism destinations more promising one. This study was designed and conducted to analyze the efficacy of the existing tourism management system in Pakistan and efficiency or effectiveness of its role in the sustained development of tourism sector. However, the main purpose of this study was not to score points by criticizing or crying over past mismanagement rather the overriding purpose of this research study was to diagnose causes of that stem our growth and suggest ways and means to develop Pakistan tourism through an optimum use of Pakistan’s natural, cultural and historical resources.

Pervailing Tourism Environment
Pakistan offers range of markets which attract tourists because of their selected tourism products. The tourist markets with their strengths and weaknesses are illustrated in the succeeding paragraphs.

Business Markets
Business, professional or official visitors come from countries that have official or trading links with Pakistan The majority of business traffic is regional, and current statistics identify China, India and other parts of the sub-continent as the principal source markets, as well as the United Kingdom and America as markets outside the region. At present, business visitors account for approximately 21% of all visitors to Pakistan.⁹ Special events are important in attracting tourists and can influence the numbers of foreign and domestic tourists, both business and leisure, depending on the style of event. Trade fairs attract both local people and foreign suppliers and buyers. Sports events such as cricket matches, polo tournaments, international athletic meets and others attract supporters from the visiting country as well as domestic visitors. Festivals and national events attract all types of visitors and are particularly important in attracting regional tourists.

Visiting Friends and Relatives
Because of the diaspora of overseas Pakistanis there are major Pakistani communities in Europe, America, East Africa and the Middle East. Most of them return regularly to visit friends and relatives and in 2005 accounted for 56% of all visitors.¹⁰ However, because of the very structure of this market, it is a static market that is unlikely to grow unless there is a significant increase in emigration and the decision to visit is rarely stimulated by normal tourism promotional campaigns.

Adventure Tourism
At the present adventure tourism is a well placed and highly acknowledged form of the tourism in Pakistan which is given highest priority in existing tourism promotion. The major activities of adventure tourism include trekking and mountaineering which are mostly directed to Northern Areas since long, and no share is provided to Chitral and other areas having peaks more than 6000 meter and above. This single area approach has created monotony and boredom in the circles of mountaineers and trekkers who expect new localities for their repetitive visits. This practice has not only deprived the mountaineering expeditions from the new sites, rather has hindered the development of other areas deserving merit / attention from the concerned quarters of management.

Leisure/Resort Tourism
There are a limited number of tourist resorts in Pakistan to look after a large domestic market. There is dire demand for tourist resorts that are aimed at the needs and in a price range appropriate to domestic travelers.

Cultural, Religious and Historical Interests
The sub-continent’s primary attraction to most international source markets is the broad range of cultural, religious and historical attractions. The many cultures, the wealth of relics from past empires and civilizations, the strong religious heritage of the region, and the diversity of the people provide an appeal that is hard to match in other parts of the world. However, statistics show that Pakistan has yet to tap its huge potential available in this type of tourism. The religious sites can attract pilgrims while historical sites can be linked in themed tours. In many cases regional pilgrims from Japan, Korea and Taiwan may combine a holiday tour with visits to Buddhist shrines. In Pakistan, Buddhist, Sikh and Muslim shrines all provide the opportunity of developing a wide range of religion-based programs.

Environmental and Eco-Tourism
Environmental tourism, whether referred to as safari, eco-tourism (although this term is suffering from excessive and incorrect use and a poor image), or nature tourism attracts serious tourists who are keen to discover more about the natural life of Pakistan. Pakistan can offer a variety of areas that are of high environmental interest. However, this lucrative market will not attract tourists if environmental degradation, in any form, is allowed to escalate or infrastructure is not improved.

The primary constraints that have inhibited the development of robust markets for Pakistan, compromised any positive image that the destination may have tried to cultivate, and limited the impact of both airline and private sector initiatives in core markets are:

• Market perception of political instability, regional and local conflicts, and poor ‘ security and safety
• Lack of investment in correctly targeted and integrated marketing activities, including the provision of information in Pakistan and overseas.
• Erratic standards of service, facility and welcome to foreign tourists.
• Poor quality control of both tourist services and facilities
• Inadequate research, and therefore inadequate information, on core markets, their primary operators and their market needs

Measures to energize Pakistan Tourism
Pakistan is full of tourist potential and a well suited destination for all types of tourists may that be cultural or natural tourists, having religious or adventure related aims, interest in archeology, business or supports, Pakistan can become the choice destination. Tourism is a wholesome activity which ignites multi faceted activities, generating unending opportunities for socio- economic development. There is no denying the fact that tourism enriches individuals, families, communities, countries and the entire world. Tourism facilitates economic development, increased foreign earnings and creates more jobs. It increases economic benefits to local people, which include improved telephone access, health facilities, airports and road networks. It is also responsible for increase in prices, desire to possess more material things and change eating habits, dress, etc. However, while energizing tourism development one has to be reminded that tourism does have some negative impacts also upon cultural traditions, life style, and environment of the local people which are to be tackled at all levels. Therefore, efforts at all levels are needed to ensure preservation/ purity of our socio- culture, moral values and civilizational identity.

1. Government of Pakistan- (Ministry of Tourism):
   Formation of an independent Ministry of Tourism and declaration of year 2007 as a “Year of Tourism” in Pakistan were hailed by researchers as timely steps in the right direction. However, the ministry has to go a long way to overhaul its organizational structure, modernize its functioning through equipping itself with new equipment and technology, and earn respect and confidence of the private sector. Its new vision must address its deficiencies as ineffective source of tourism related data, non existence culture of research based activities/policies and low level state of developmental funds.

• Until 2005 the Ministry was working with outdated procedures and work methods and its efficiency is hampered by considerable impediments ranging from administrative bureaucracy, lack of modem day computer technology, lack of funds, lack of experience and professional knowledge, lack of facilities, short working hours and general lethargy.
• Lack of political will, ineffective coordination between federal, provincial and local governments and lack of funding at all levels has had serious implications in the effective management of the tourism sector so far.
• Tourism management agencies have not been a source of effective and meaningful data and have no worthwhile tourism surveys to its credit. The so-called referred Survey-2000 and most of the documents are not easily accessable.
• As with the PTDC, its staff is divided into two groups – one group employed by the Ministry and the other employed by PTDC. This has created hostility among the staff which is adversely affecting the working environment, efficiency and standards of service at the resort.
• There is an urgent need to address the lack of training and provision of qualified staff for the Malam Jabba resort, hotels / motels of PTDC at Chitral and other parts of the country and PAITHM Karachi and Swat at the very first opportunity after respite from the Swat Operation.
• Our tourism related legal instruments have yet to conform to international standards with regards to construction of hotels and other facilities including hotel grades, kitchens, food preparation, health, services, public areas, sanitation, environment, etc.
• The Registration of Foreigners Rules, 1996, framed under the Registration of Foreigners Act 1979, places tedious and cumbersome requirements on any foreigner staying in Pakistan for more than 30 days. This period is too short. Most countries allow tourists a six-month stay beyond which they must seek special resident status and permission.
• The ministry needs to enhance Tourist Information Centers in quantitative and qualitative terms that must be equipped with latest information, and staffed with well-trained and courteous employees.
• There is a dire need to repel the existing image of Pakistan as a state of violent and conservative people involved in human rights abuses, sanctuary of terrorists and cultured with Talibanization. Efforts should be made at all levels and from all directions to present Pakistan’s soft image, a country of peace loving people who are tolerant and accommodative and ever willing to welcome modernity without damaging Islamic and cultural identity.
• Peace is the language of tourism and tourism enriches people. South Asia, a poverty ridden region can be turned into a prosperous one through tourism provided we are able to promote, maintain and preserve peace in the region and create environment of harmony based on mutual trust and confidence.
• SAARC, ECO and OIC can serve as the best platforms to enhance our tourism growth by linking member countries through cultural, religious, social, regional, socio-economic and educational ties. These platforms, if used properly can yield benefits beyond our expectations and imagination.
• Special events are important in attracting tourists and can influence the numbers of foreign and domestic tourists, both business and leisure, depending on the style of event. Trade fairs attract both local people and foreign suppliers and buyers. Sports events such as cricket matches, polo tournaments, international athletic meets and others attract supporters from the visiting country as well as domestic visitors.

3. Public- Private Partnership:
   The current trend in almost all regions of the world is towards public-private sector partnerships with the government providing the legal and regulatory framework and the private sector administering, managing and marketing the tourism export product. A similar approach is needed in Pakistan for a speedy and focussed growth of tourism. By making direct linkage between the tourist environment and the success of tourism both local communities and private businesses have to realize that their economic incentives directly relate to their efforts to conserve biodiversity and natural beauty. Our research survey recognizes the need to involve public and private stakeholders in planning, organizing and implementation of tourism plans by managing destinations in such a way which could increase the tourism turnover / tourist arrivals manifold. The primary concern for the envisaged public-private partnership should be:

• How to develop the tourism destination and tourism growth without damaging the environment. Or,
• How best to manage tourism so as to maximize the income generation from tourism by optimizing tourism carrying capacity in the area.

4. Research & Development Paradigm:
   Research finds that the public decision makers have, over the years been making decisions based on outdated statistical information and miscalculated research findings coupled with misleading assumption.11 There is no worth to presenting research report if no product oriented survey has been conducted during the last 5-6 years. As a result tourism has been badly assessed and managed over the last many years. This has led to a gradual decline in relationship between the public and private sectors. On seeing the antiquated laws and regulatory licensing standards, untrained staff hampered with a bureaucratic system of administration and lack of commercial interest, is sad indictment and its mentality can only be described as one of collection and enforcement rather than cooperation and facilitation. Probably a more telling effect has been the total omission of a supporting marketing and promotional programs that would target and mobilize the increase in tourist arrivals. So far, it has been supply driven attitude that has been characteristic of Pakistan’s approach to tourism development. The analysis of the prevailing state of tourism in Pakistan illustrated above leads to certain findings/conclusion, which shall be taken into consideration to improve the state of tourism affairs in Pakistan as follows:
   
5. Enhancing Tourist Arrivals:
   The market wise statistics of tourists’ arrivals in Pakistan for last four years show constant upwards trend with Europe as a major supply region, followed by South Asia, America and South East Asia. Tourists’ arrivals in 2004 and 2005 indicates that tourism has regained its pace with renewed vigor after severe shocks it suffered due to 9/11, the war against terror in Afghanistan, and devastating earth quake of October 2005. If the marketing campaign for attracting tourism is well oriented on these established target markets, then the days are not far off when tourism will count a substantial portion of Pakistan’s GNP. Therefore, there is a need to speed up our marketing efforts with right orientation to identified target markets. The following is suggested in this regard:

• The current share of tourists visiting the SAARC region is very insignificant—less than one per cent of world arrivals. Situation concerning share of tourism receipts is also similar.
• Similarly, Pakistan is not getting reasonable inflow of tourists from the ECO block or the OIC countries. These platforms can be used to attract tourists.
• Pakistan’s share in South Asian Tourism is far less then its potential and serves as an eye opener for the tourism management in Pakistan. Foreign arrivals in Pakistan are much lesser than India, Iran, and nearly equal to Bhutan, a much smaller country with much less returning ethnic traffic.
• An examination of the motivation for travel in 2005 shows that Social tourism accounts for more than half of all foreign arrivals, followed by business visits with 21% share, while holiday/ vacation visits are limited to only 14.7% of all arrivals.
• Amongst the foreign arrivals, males constitute 74 %, whereas 26% are female visitors. In age based strata, visitors over 30 years make up 72% and visitors below 30 constitute 28%.
• Our embassies in all European and South East Asian countries should launch more concerted efforts to attract people to Pakistan in general and Chitral in particular. Being the leading countries in generating substantial portion of foreign tourist in Pakistan, the following must be targeted for more focused marketing/ awareness campaign:
  
  o Europe: UK, France, Germany, Greece, Holland, Belgium, Spain, and Slovenia
  o South East Asia: Japan, Korea, China and Singapore
  o America: USA, Canada
  o Australia
  
• Soften up the image of Pakistan as a peace loving, tolerant, accommodative and hospitable land endowed with the spirit of co-existence and civilization harmony.
• Bring our tribal areas under calm and peaceful environment and end the insurgency/enmity as soon as possible.
• Our marketing campaign, embassies and tour operators make it a point to educate our potential tourist with regards our socio-cultural values and religious norms. They be told in clear terms that respect of these values and norms shall be respected at all cost so as to tap the fruits of enjoyable tours without confronting any problem.
• Our tourist accommodation/ hoteliers shall provide them quality service of acceptable standard, hygienically fit food, and bathroom / washing facilities of their style- not Indian style shit pots.
• Our cell phone companies shall speed up their efforts to provide mobile coverage in and around the tourist destinations including Northern Areas, Chitral and Galiat.
• Existing health facilities should be improved and mobile hospital/ dispensaries to be in place during the season at far-flung destinations so as to relieve the tourist from their health worries.
• Sufficient number of guides be trained and employed by tour operators to help to their tourists. Guides must be trained to talk in Urdu and English to serve as effective / reliable guides for their guests.
• Efforts should be made to introduce quality standard transport that should be punctual and regular in their schedules. However, road infra structure needs to be improved to match the requirements of good standard transports.

Eco-tourism Training Programme:
The tourism industry must develop and execute eco-tourism training programs, initially aimed for two key groups. Firstly, the domestic tour operators/trekking companies and hotel operators and secondly, the locals and officials / caretakers of various tourism natural/ man made resources. Furthermore the contents of the training program should also include Codes of Conduct besides the normal eco-tourism based curriculum. Training programs need to be conducted on an annual basis, prior to the start of every tourist season. Principles to include in these training programs for both groups follow. To create environmental awareness among stakeholders, dissemination of environmental education is recommended:

• To broadcast outreach programs in regional language,
• To start environmental education in schools from childhood.

Resource Base Awareness:
The tourism resource base in Pakistan is great, but not well-known – even to our domestic tour operators / trekking companies. Wise use of this resource base holds the key to future tourism promotion and development. Our survey of tourists’ shows that the quality of both the physical and social environment is the single most important factor for tourist likes and dislikes. In order to make the tourist better understand the variety and richness of this resource base, a proper strategy is to be chalked out. Necessary brochures highlighting the attractiveness of various destinations along with their distinctions / interests, their routes, maps, dos/ don’ts etc must be provided to each tourist as he reaches the destination. This activity must include outstanding natural features, outstanding biological features (including botanical features), activities for tourists, accessibility, sensitivity of the locals, and Dos/ Don’ts that should be practiced by the tourists.

Adventure Tourism:
Our Tourism department has focused its attention to the Northern Areas for adventure tourism. The research does not intend to under emphasize the potential of our Northern Areas rather it aims to draw attention of the management to include Chitral as well for adventure tourism. This reorientation in managerial approach would create lot of attraction for the mountaineer and trekking parties who could unearth new areas and virgin peaks/treks. Resultantly, it will provide major source of much needed revenue for the people of Chitral to develop and alleviate their poverty. The high peaks of the Hindukush with their unspoiled, green valleys and friendly and hospitable population have lot of potential where adventure tourism can thrive and also attract other types of tourism. The Hindukush has a number of peaks above 6000 meters as well as excellent treks that could become first choice for mountaineers and trekking parties. The problem doesn’t lie in the potential of the area, rather in ignorance of the tourists and poor planning of tourism management. Improved access to certain areas, improved standard of guiding, development of facilities for additional activities such as skiing, white water rafting, para- and hang-gliding and canoeing through trained and qualified adventure centers, will stimulate additional interest. Soft adventure tourism can be developed in all parts of the Country with such examples as Camel Safaris in Sindh and Balochistan, River Sailing on the Indus, Jeep Safaris in many parts of Pakistan, Sailing and Game Fishing off the coast of Sindh and Balochistan and Horse Trekking in other regions. The deserts are ideal areas in which to develop new soft adventure programmes.

Religious Tourism:
Pakistan’s potential for religion based tourism, especially related to Sikh and Buddhism has a very high chance of growth and needs extra concentration of efforts. ‘Pakistan is the hub of religious tourism, but unfortunately this potential was never exploited in the past,’¹² therefore, the federal government should plan to exploit the country’s immense potential relating to religious tourism and chalk out a strategy to conserve religious sites and provide facilities to tourists coming here for religious purposes. And “for attracting religious tourists, it is necessary to provide better facilities at all the sacred sites including improved residence. Proper promotion of religious tourism would also help in improving the soft image of the country abroad, besides generating revenue.”¹³

Improving the Existing Infra Structure:
Neither the public sector nor the private sector are spending to improve the infrastructure base so as to enhance its capacity and capability to attract, hold, sustain and satisfy the international as well as domestic arrivals. A look at the Chitral District Annual Budget from 2002 through 2005 reveals that not a single penny has been allocated for the improvement of tourism in the area. Keeping in view the grey areas highlighted by almost all of the respondents of questionnaires and interviews, the following is suggested:

• l Construction of Lowari Pass tunnel and revamping / widening up of the main roads connecting Chitral to the outer world. Construction of culverts over seasonal nullahs, new roads and tracks, and improving existing ones to ensure smooth traffic and all weather connectivity between different destinations.
• l Earmarking and preparing of camping sites alongside the Chitral River, Lake Saiful Malook, and other suitable locations within different valleys.
• l Construction of new hotels of high standards to meet the requirements of tourists. A lot of improvement and quality addition is also needed in the existing facilities.
• l Effective human waste disposal systems are also needed to improve existing infrastructure on the hill spots and alongside the tracks. The existing cement pit toilets alongside the parks, and Indian styles shit pots are poorly designed, under utilized, and in disrepair. Effective toilets designed for high altitude, including solar toilets, should be installed in key areas especially on trekking routes for all tourists and porters to use.
• l Efforts at all levels should be made to preserve, protect, and promote the civilization heritage, historic places, monuments, parks, wild life, and biodiversity existing in the country.

6. Use of platforms like SAARC, ECO, and OIC:
   Regional platforms like SAARC, ECO, and OIC provide an excellent opportunity for Pakistan to have market access to more than 3 billion people. If we plan a proper strategy to tap into these markets then the arrivals and receipts could be very promising ones. Pakistan has a variety of attractions to offer to the people of these regions. The following measures, separately oriented towards each block are suggested as follow:

• To jointly produce TV and CD-ROM documentaries, press releases, brochures, etc to show and promote the cultural heritage and the diversity and landmarks of the ECO/ OIC countries as a single cultural world with common socio- religious heritage. Similarly SAARC countries should solidify their existing plan to share tourism benefits.
• Several national and cultural festivals are being held in almost all countries of all tree blocks but they are not being promoted as tourist and cultural attractions. Hence, OIC, ECO and SAARC Member Countries could come together to adopt similar type of programmes for the promotion of cultural festivals among their member countries.

Code of Conduct for Tourists:
Uncooperative attitudes and negative interaction between tourists and host communities is another issue which may erode tourism. Although everyone is happy to see more tourists, everyone is not glad to see piles of trash at camp sites, trees cut down, toilet paper strewn along trails, heaps of plastic bottles behind hotels, villagers angry with tourists for wearing indecent clothing, and trekkers arguing with guides and porters over wages. The key in addressing this problem is:

• To develop a way to resolve conflict that will be acceptable to all stakeholders. The activity of formulating Codes of Conduct for all stakeholders will go a long way toward resolving this constraint. As long as tourists think that disputes can be expected in a certain area, they will not go there no matter how beautiful the area might be. A case in point is Nagyr, one of the most beautiful areas of the Hunza River valley. Nagyr men have a reputation of being argumentative and dishonest, and tourists began to avoid it. However, when the Nagyrs saw the wealth generated from tourism flowing to neighboring Hunza, they recognized their role in the problem, and are working to change their reputation.¹⁴
• Tourists, local people, and tour operators/trekking companies need to be aware of these problems and learn how to deal with them. Presently tour operators and host communities meet annually to set wages for labor. Tour operators also meet with hotel operators and transport operators to set costs for each season. These existing dialogues could be widened to include development of sector based Codes of Conduct and a mechanism for sharing equitably the cost of minimizing the negative impacts of tourism. This should be viewed as an investment to preserve and sustain the essential resource base for tourism.

Community Based Development:
There is need of developing community based environmental and wildlife management activities on tourist destinations throughout Pakistan. Efforts should be made to involve the local community in the efforts aimed at conservation and protection of environment and wildlife in the area to ensure their sustainable use. Few steps to realize this are suggested as follows:

• The local institutions such as schools and villagers should be given knowledge, proper training and skills for the management and rehabilitation of natural environment in the areas.
• The federal government should further cooperate with IUCN-Pakistan, World Wide Fund for Nature (WWF) and the Agha Khan Rural Support Programme (AKRSP) to ensure sustainable natural environment in Chitral valley, Northern Areas and other parts of the country.
• Voluntary agencies and educational institutions should be involved in making such programmes successful. Environmental protection Agency (EPA) should also take necessary measures to develop eco-tourism in the region.
• The local people should be given special training and incentives to check deforestation and hunting of wild life in the area. New plantations should be raised in the project area.
• A substantial portion of tourism revenue especially earned as expedition fees, etc should be made available for the implementation of a sustainable natural environment in the area.
• Local people should be encouraged to use alternative sources of energy. They should also be given incentives in the adoption of these energy alternatives.
• Without community involvement in planning tourism and exercising some degree of control over tourism resources and revenue in Northern Areas, the promotion of tourism will undermine fundamental principles and objectives of community development.
• Tourism development should be integrated with other sectors of the local economy, rather than handled in isolation.
• Professional and committed guides could also facilitate the dissemination of information and education among tourists visiting the cultural and historic sites
• Uncontrolled and heavy tourism concentration can lead to negative resident attitude towards tourists and tourism in general. Uncontrolled tourism also causes long term social problems. To deal with such issues, a careful government planning and management of international tourism in close coordination with local community is required.

Conclusion
The importance of travel and tourism to the Pakistan economy cannot be overemphasized. Pakistan is endowed with all types of tourism potential and the prospects are bright for it to take off. Pakistan, for the first time in history, has created a separate ministry of tourism which has sent a strong and clear signal that the present Government is paying more attention to the tourism industry. However, a lot is still required to be done. A dynamic and supporting tourism structure is needed which could focus on ground at gross root level and able to move out of Islamabad; in short a system that could create corporate culture in the industry and be forthcoming to involve private sector to develop the market. Pakistan needs to work fast on the challenges faced to the industry such as more liberalization of air transportation, visa facilitation, positive image building, overall tourism policy design and diversification of tourism markets and products. From a long stagnating break, Pakistan tourism must start to show encouraging tends in upward direction. Leisure tourism is expected to sustain its growth, while business tourism will recover further. We have to reverse the mountaineers and trekkers flow to Pakistan by incorporating other attractive peaks and tracks like Chitral over and above the Northern Areas.

End Notes
1. Trippier. D. “Tourism in the 1990-UK Government View”, Tourism Management, June1987, p79
2. Smith, V.L. and Eadington, W. R., Ed, Tourism Alternatives: Potentials and Problems in the Development of Tourism, (Philadelphia, University of Pennsylvania Press, 1992) p.2
3. WWW. hec.gov.edu.. pk
4. Report by: Asia Pacific Economic Cooperation International Center for Sustainable, Tourism (AICS), Tourism Risk Management for the Asia Pacific Region.
5. “General Highlights of Tourism Industry in Pakistan-2005”, Pakistan Tourism Facts &Figures” 2005, Ministry of Tourism, Pakistan, p.1.
6. See annexure-C, “ Foreign Tourist arrivals by Motivation-2005”
7. FIA, Ministry of Interior, Government of Pakistan, Islamabad.
8. World Tourism Organization.
9. see Appendix-T, “ Foreign tourists arrivals by motivation- 2005”
10. ibid
11. Government of Pakistan, UNDP, and WTO, Tourism Master Plan- Pakistan, Madrid-2000. p.iv.
12. Tourism Minister, Dr G.G. Jamal, “Pakistan relaxes visa policy for religious tourism”, The DAWN, Mar 2, 2006
13. ibid
14. John Mock and Kimberley O’Neil,” Survey of Ecotourism Potential in Pakistan’s Biodiversity Project Area (Chitral and Northern Areas), IUCN, 2002