“Tourism is important because it can create sustainable local economies. I'd much rather have 1,000 tourists going up the Tambopata than 1,000 gold miners,” —Frans Lanting.
There is no denying the importance of tourism as one of the most profitable industries for any country. The fact is that countries which do not have mineral or agricultural wealth necessary for the provision of revenue, thrive on an economy that runs on people visiting and enjoying whatever natural resources they may have to offer. Consequently, associated sectors such as hospitality, transportation, travel agencies, health spas, etc. get the opportunity to compete and flourish.
For the curious ones, tourism is a means to discover new places, meet new people experience different cultures, relish a variety of cuisines, and bask in a foreign environment. The robust in this group manage to stay in modest lodges, survive on the bare minimum, and expect fewer benefits for low-cost traveling where they attempt to maximise their experience of new places and faces. However, the frail prefer luxury and facilities when traveling to even under-developed countries. Depending upon the socio-economic conditions of some regions, there are different levels of comfort available to travelers.
Nonetheless, as the world is reduced to the status of a global village, more and more people are now taking on tourism as a means to find recreation for themselves. With exponential improvement in fast traffic like airplanes, bullet trains, luxury coaches, etc. the tourism industry too has expanded beyond imagination. Compared to the last century, tourists today throng places of interest in millions, especially during the holiday seasons.
Acknowledged that tourism has developed into a profitable concern, countries endowed with attractive, historical, or other sites should naturally be in a position to pay attention with full vigour to establishing this industry. Those that have done so are reaping the harvest of their efforts by drawing a large number of travelers and thus allowing their people greater opportunities to earn reasonable incomes.
Say, for example, the Republic of Maldives, comprising a few atolls and some islands located in the Indian Ocean. With a meager half-million population and hardly any revenue resources, the country attracts more than one and a half million tourists annually. Why? It is because tourism is the largest economic industry that they have developed to its full capacity. Offering innumerable activities, this sinking country is grappling with whatever is left to sustain itself as a nation. From most luxurious resort accommodations to cheaper facilities, the country is a haven for those seeking beaches, sunshine, and aqua sports, almost the entire year round.
In Asia, Turkiye, India, Sri Lanka, Thailand, Malaysia, Indonesia, Vietnam, Cambodia, Singapore, and China have become hotspots for the weary traveler. Fast catching up on them are other countries like South Korea, the Philippines, and now even Central Asia that are improving their infrastructure to lure foreigners to enjoy their beauty
Pakistan is blessed with immense natural beauty—from extremely high mountains to fantastic beaches; from deserts to green valleys—the length and breadth of the country cries out to people to behold these sites.
Europe, of course, has always been a popular destination for tourists from all around the world. Offering excellent travel and accommodation facilities, countries like Switzerland, Iceland, Austria, Italy, and Spain are usually full of millions of enthusiastic tourists who can avail both costly and cheaper amenities for a fulfilling vacation. The amount of care extended to guests is remarkable. The provision of basic necessities like clean public toilets is fundamental in attracting visitors. Availability of good quality food and organised tours within the country is also necessary to raise revenue from this sector. In fact, these countries are selling every bit of their grain and mortar.
Pakistan is blessed with immense natural beauty—from extremely high mountains to fantastic beaches; from deserts to green valleys—the length and breadth of the country cries out to people to behold these sites. Even from an educational perspective, pre-historic ruins and remnants of older civilisations are sufficient to draw visitors. These treasure troves are capable of earning the much-needed revenue for this cash-strapped country provided there are ample facilities for both domestic and international tourists.
The trend of domestic tourists in Pakistan has increased manifold in recent years. Thanks to social media, people want to visit places that are being projected by fellow travelers in different reels. The government too is promoting tourism that has immense potential as a revenue source. There are no two opinions about the hospitality of our people. This has been confirmed by foreigners, including Sikh pilgrims, who are the main beneficiaries of the love that is bestowed on them. Guests are considered a blessing and hosts will go out of their way to make them as comfortable as possible and provide them with the best food, therefore visitors cannot help but praise Pakistanis for the way they treat them.
Despite these advantages, there are some serious setbacks that, if addressed and resolved, could make the country a tourist’s paradise. The main conduits connecting people with places of interest are the highways and roads. These should be in great working order and ought to be properly marked, but in our country, unfortunately, and leaving aside some main routes, roads are in a terrible shape. The moment one exits, say, the M2 to proceed to Sheikupura, Chakwal, Talagang, or Sargodha, one is bound to face hurdles of both traffic and painful infrastructure that not only waste time but also make the journey highly torturous. If special attention is paid to improving this network, the revenues pouring in would set off any expenditure undertaken to provide ease of commuting.
The need for quality hotels/motels too cannot be denied and the private sector could be counted on to handle this department. Instead of laying stress on luxury, if cleanliness and hygiene are given greater consideration, there is no reason why the fussy among us would not take to the roads more often. Garbage strewed across and not confined to litter boxes presents a very disgusting image. The same goes for public toilet facilities, especially at recreational spots like parks, museums, cinema halls, amusement centers, shopping malls, etc. Nature can call at any time and it would be very comforting for people to have easy access to a facility otherwise chances are that roadsides would get contaminated. The biggest drawback is faced by females who find it extremely painful to travel around the country because of the lack of decent toilets. The northern areas, which attract a multitude of tourists, should be better equipped in such terms to enhance the flow of visitors.
All that the tourism industry requires is a wee bit of the government’s attention. After the Eighteenth Constitution Amendment, this sector has been devolved to the provinces. To increase their revenue, the governments can divert a percentage of their resources to building and improving tourism-related infrastructure that would not only bring in revenue but would also improve the economic conditions of the people associated with this industry.