Conditions for tourism in Pakistan are gradually improving due to a better security situation. But, in the view of local tour operators, travel advisories and lack of facilitation in the issuance of visa are the main reasons why tourism has not flourished in the country.
"A number of tourists from the Middle East and European countries are interested in touring Pakistan. However, they face issues in visas," says Javed Ahmad, sales manager of a major tour operating private company.
"Further restrictions and asking foreign tourists to get a No Objection Certificate (NOC), which is very difficult to obtain, is also discouraging them," he says.
In his view, there was a decline in the number of foreign tourists up to 70 per cent in the past few years which is now gradually picking up. "We cannot improve the situation without making better policies and a speedy process of clearance that encourages foreign tourists."
"Many foreigners who come on business visa also travel as tourists. This is encouraging," says Ali Raza, manager of a four-star hotel in Lahore.
According to Pakistan Tourism Development Corporation (PTDC), the number of foreign tourists is gradually increasing due to better security situation. PTDC figures, gathered from different official sources, show 0.664 million foreign tourists visited Pakistan in 2012.
In 2013, the number of foreign tourists was 0.566m. This number went up to about one million in 2014 and Pakistan’s share of the global tourism market in 2014 was only 0.09 per cent, which is way below its potential. In South Asia, Pakistan’s share out of a total of 18.26m foreign tourists was a meager 6.7 per cent compared to India’s share of 46 per cent.
According to PTDC reports, the number of foreign tourists increased during the last two years as compared to the past. It was 1.247 million in 2015. While in 2016, this number rose up to 1.756m.
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"This sudden increase in tourism can be attributed to improved security situation, better economic conditions, and promotion of historical sites on social media," says a PTDC official. According to the official, 1970s was the best period in the country with an unprecedented arrival of foreign tourists.
In the international index by the World Economic Forum’s Travel and Tourism Competitiveness Index, Pakistan is far behind other countries. It is ranked among the last 30 countries in the list for the past many years.
Many tour operators say a majority of foreign tourists come to Pakistan from Europe. They are around 50 per cent of foreign tourists with a major number of overseas Pakistanis coming from the UK. A large number of foreign tourists include Hindus and Sikhs who come to visit their religious sites.
A position paper by Pakistan Tourism Forum, to be sent to relevant government offices soon, indicates inadequate peace and security situation in the country as the biggest challenge towards promoting tourism in the country.
"With security forces deployed on roads and all important places in the towns and their suburbs, tourists feel threatened and do not want to visit those areas. In some areas, there is the practice of providing security escort to foreign tourists, even without their request. This practice discourages tourists," the paper reads.
The paper further observes that due to uncertain security situation, tourists do not easily get Pakistani visa. It is even more difficult when entry into Pakistan is from India and Afghanistan. This restricts thousands of tourists travelling by road to Pakistan.
Most of the countries have adopted E-Visa policy to encourage foreign tourists. Even India has introduced E-Visa facility to the citizens of more than 120 countries in 2014 and it has greatly increased foreign tourists traffic to India. On the same lines, the government of Pakistan should also announce a revised tourist friendly visa policy and introduce E-visa facility to tourists.
"For touring certain places, foreign tourists have to get NOC from provincial governments. This is a cumbersome process," says Irfan Ali, sales manager of a tour operator company in Islamabad.
Chaudhry Abdul Ghafoor, chairman PTDC, believes there are challenges to foreign tourists in Pakistan for the past many years, which the government is trying to meet. "For foreign tourists coming from friendly countries, the government should issue visa on arrival."
Foreign tourists, tour operators, and forums promoting tourism call for removing unnecessary restrictions on the movement of foreign tourists. They say an institutional mechanism should be established to ensure fast-track issuance of NoCs for trekking and mountaineering expeditions. They suggest foolproof security should be provided to foreign tourists so that they can enjoy their holidays.
Foreign tourists also express similar concerns. "Why should foreigners bother about visiting Pakistan amid continuous violence and security concerns," says Cassie De Pecol, an Italian citizen while talking to TNS in a hotel lobby in Islamabad. "Not only security, there is also surveillance, which I feel as harassment," she adds. She urges the government of Pakistan to think about these issues seriously if it wants to promote tourism.
"Violence creates fear in our minds and tough surveillance further undermines our freedom and liberty," says Burghard, a Dutch tourist. "Also, most of the facilities at tourism sites are not equipped according to international standards, especially facilities which western tourists need; they are different from religious tourism."