Mir Shahjahan Khetran - SUMMIT Conference

Regional Tourism Potentialin South Asia

International TourismKey Trends 2011International tourist arrivals grew by 4.6% to reach 983 million in2011, up from 940 million in 2010. International tourism receipts for 2011 are estimated at US$ 1,030billion worldwide, up from US$ 928 billion in 2010 (+3.9% in realterms), setting new records in most destinations despite economicchallenges in many source markets.Most tourists visit destinations within their own region, with about afour out of five worldwide arrivals originating from the same region.Main source markets for international tourism were in Europe (over50%,) the Americas (16%) and Asia and the Pacific (22%).However, many emerging economies have shown fast growth overrecent years, in Asia, Central and Eastern Europe, the Middle East,Southern Africa and South America.

International TourismLong-term trendsDespite occasional shocks, international tourist arrivals have shown suninterrupted growth – from 277 million in 1980 to 528 million in1995, and 983 million in 2011.The number of international tourist arrivals worldwide is expected ed toincrease by 3.3% a year on average from 2010 to 2030. Thisrepresents some 43 million more international tourist arrivals every eyear, reaching a total of 1.8 billion arrivals by 2030.East Asia and the Pacific, South Asia, the Middle East and Africa a areforecast to grow at over 5% per year. It is estimated that by 2030, 2South Asia will receive around 36 million tourists.Source: UNWTO

World’s s Top Ten Tourism Destinations2011Rank:CountryArrivals(millions)2010 2011Percentchange2010to 2011Percentchange2009to 20101. France 77.1 79.5 +3.0 +0.52. United States of America 59.8 62.3 +4.2 +8.83. China 55.7 57.6 +3.4 +9.44. Spain 52.7 56.7 +7.6 +1.05. Italy 43.6 46.1 +5.7 +0.96. Turkey 27.0 29.3 +8.7 +5.97. United Kingdom 28.3 29.2 +3.2 +0.48. Germany 26.9 28.4 +5.5 +10.99. Malaysia 24.6 24.7 +0.6 +3.910. Mexico 23.3 23.4 +0.5 +4.2Source: UNWTO

World’s s Top 10 Tourism Earners2011RankCountryUS$ in billion Change %2010/20092010 2011Change %2011/20101. United States of America 103.5 116.3 9.9 12.32. Spain 52.5 59.9 -1.2 14.03. France 46.6 53.8 -6.0 15.64. China 45.8 48.5 15.5 5.85. Italy 38.8 43 -3.6 10.96. Germany 34.7 38.8 0.1 12.07. United Kingdon 32.4 35.9 7.5 10.98. Australia 29.8 31.4 17.4 5.59. Macao 27.8 N/A 53.210. Hong Kong 22.2 27.7 35.3 24.7

South East Asia & South Asia - 2011South-East Asia experienced the highest growth ininternational arrivals (+10%), with Myanmar (+26%),Cambodia, Thailand (both +20%) and Vietnam (+19%)posting the highest growth in arrivals. Bhutan (+39%), Sri Lanka (+31%) and Nepal (+22%)boasted the highest growth in South Asia (+8%),followed by Maldives (+18%). India, the largestdestination in the sub-region, recorded a 9% increase.Pakistan recorded 3.9% growth in 2010 (over 2009).Source: UNWTO

South AsiaTourist Arrivals & Receipts 2010-20112011:S.No CountryArrivals(1000’s)PercentChange2010 to2011Receipts(In US$ Mn)2010 2011 2010 2011PercentChange2010to 20111. Afghanistan N/A N/A N/A N/A N/A N/A2. Bangladesh 303 N/A 13.4* 81 N/A 0.02*3. Bhutan 27 37 39.2 35 48 0.014. India 5,776 6,290 8.9 14,160 17,518 6.15. Iran N/A N/A N/A 2,707 N/A N/A6. Maldives 792 931 17.6 714 N/A 0.4*7. Nepal 603 736 22.1 344 386 0.18. Pakistan 907 N/A 6.1* 305 358 0.19. Sri Lanka 654 856 30.8 576 830 0.310. TOTAL 11,479 12,395 18,932 22,966* %age Based on 2009-2010 Figures•Source: UNWTO

Tourism in Pakistan 2010Foreign Tourist ArrivalsPercentage Growth per year 2.8%Earnings from tourismTourist Receipts as %age of GDP 0.3% Domestic Tourist (2010)Hospitality Industry employees0.907 MillionUS$ 305.9 Million47.5 MillionNumber of Hotels 1,792Number of Rooms600,000 persons41,901 roomsSource: Ministry of Tourism (Defunct)Govt. of Pakistan

MARKET WISE FOREIGN TOURISTARRIVALS IN PAKISTAN - 2010MarketTourists ArrivalsPercentage ShareEurope 395,646 43.6South Asia 204,136 22.5America 168,421 18.6Pacific & East Asia 89,748 9.9Middle East 28,188 3.1Africa 15,320 1.7Others 5,361 0.6TOTAL: 906,818 100.0Source: Ministry of Tourism (Defunct)Govt. of Pakistan

FOREIGN TOURIST ARRIVALS INPAKISTAN BY PURPOSE (2010)%ageNumbersHoliday / Recreation 11.9% 107,911Visiting Friends & Relatives 35.6% 322,828Business 28.4% 257,536Others 24.1% 218,543___________Total 100% 906,818Source: Ministry of Tourism (Defunct)Govt. of Pakistan

Tourism Potentials of Pakistanfor South Asian Countries Buddhist Heritage Sites of Gandhara (Mankiala(Mankiala, , Taxila, Takht Bahi, Swat) Sikh Sacred Shrines (Gurdwaras(at Nankan Sahab, , Lahore, Gujranwala,Panja Sahab and Peshawar) Hindu Sacred Places (Hinglaj(Mata Balochistan, Sadhu Bela Sukkur, Katas)Indus Valley Civilization Sites (Moenjodaro & Harappa).Cosmopolitan Cities of Karachi, Lahore and Rawalpindi/Islamabad.International, regional and traditional sporting / cultural eventsMeetings, Incentives, Conferences & Exhibitions (MICE Tourism)Himalayan Hill Stations (Murree, Bhurban, , Ayubia & Nathiagali)

Steps to be takenEasing of Tourist Visa Policy to promote group tourism.Frequency of intra-region region flights, bus & train services to beincreased.Enhanced interaction between Public & Private sector tourismorganizations. Increased participation in regional tourism exhibitions &conferences.SAARC Action Plan on Tourism adopted by SAARC TourismMinisters’ Conference held during May 2006 at Cox’s Bazar may beimplemented in letter and spirit through the SAARC Working Groupon Tourism.

Pakistan Tourism DevelopmentCorporation (PTDC)Pakistan Tourism Development Corporation (PTDC) was incorporated onMarch 30, 1970 under the Companies Act 1913 (Now the CompaniesOrdinance, 1984) as a Public Corporation Limited by shares. PTDC isowned by Government of Pakistan (99.75% share). Principalobjective of the corporation is to promote and develop tourism in Pakistan.The Corporation owns and controls following subsidiaries:• PTDC Motels North Ltd.• PTDC Motels South Ltd.• Associated Hotels of Pakistan (AHP)• Pakistan Tours (Pvt.) Ltd (PTL)

Services being offered by PTDCTourist Information Centres (TICs)PTDC is providing tourist information, facilitation andpublications to tourists through its 18 Tourist InformationCentresPublicity & PromotionMarketing of Pakistan’s tourist products through Print &Electronic Media and marketing tools like publications,Internet, participation in Fairs & ExhibitionsPTDC Hotels & MotelsPTDC owns and operates One Hotel (Flashman’s Hotel,Rawalpindi) 24 Motels & Restaurants while 15 of itsMotels/Restaurants are being run by Private parties onLease.

Services being offered by PTDCPakistan Tours Limited (PTL, subsidiary of PTDC) is organizingpackage tours and treks, renting tourist transport, booking of hotelsand operating following domestic and international tourist busservices.Lahore – Delhi - LahoreLahore – Amritsar - LahoreNankana-Amritsar - NankanaSost (Pakistan) – Taxkurgan (China) Bus ServiceRawalpindi – Naran – RawalpindiPTL, besides offering tour & transport services to Pakistani andforeign tourists, is also specialized in handling private group toursand official delegates from SAARC Region.

Tourism DocumentaryVibrant Pakistan ( 18 minutes )