What are the first impressions of a country? Its places, its people, its culture. How are these impressions created? These impressions are created by visuals, by slogans, by statements, by articles, by actions, by experience on ground. Whenever we think of going to South East Asia, our top of the mind recall pops out Malaysia and Thailand. For years, we have seen the visuals of fun and festivity in these countries. When we do research we find out about nice places to visit, water parks, beaches, etc. The slogan "Malaysia truly Asia" comes to mind. Bangkok means islands and beaches and relaxing. Dubai brings in to mind shopping and entertainment. These first impressions are created and formed by the tourist philosophy and strategy of the country.
The lesson learned from many countries is that seeing is believing and speaking is selling. When people visit your country their views change and their opinions once aired become the first impression that you are creating that will back or not back your advertising slogans. Thus for most countries tourism becomes the flag bearer of what the country represents and also what the country can offer in terms of beauty, entertainment and investment. Tourism industry in many countries is one of the main economic contributors. Asia is dominant as a tourism attraction and in South East Asian countries tourism contributes 5 to 7% of their GDPs.
South Asia is again a main tourist attraction. However, Pakistan lags behind its neighbours substantially. Indian tourism revenues have nearly doubled since 2010 to $28 billion in 2017 whereas Pakistan's revenues have remained stagnant during this period. India has nearly 70% share of South Asian tourism market of over $40 billion followed by Sri Lanka and Maldives. Despite its amazing diversity and attractions, Pakistan has only 0.2% share of South Asian tourism and almost non-existent share of global tourism with receipts of only $875 million in 2017.
Many countries have used different methods to create touristic allure. Dubai and Turkey have used unique ways of converting their countries as a traveler stop over hub through their airlines. Emirates started it with its connections all over the world and transit visas for visitors to go through this country. More recently the growth of Turkish Airlines led to a big boost in Turkish tourism which started this effort in 2003. Turkish Airlines' annual revenues increased from $600 million in 2003 to around $10 billion in 2018 and its tourist earning have increased to around $30 billion presently.
Pakistan's major security problems in the last two decades have been responsible for keeping tourists away. However, other countries like Sri Lanka which for years were beset with terrorism still managed better returns on tourism. A very negative projection of Pakistan in the international media has really spoiled Pakistan's image with the result that international tourism has been nominal. In the last four years the security situation has improved considerably and tourism has picked up especially in the northern areas but nowhere near the potential of the country.
The government has made tourism a priority industry and is working on the strategy to develop a comprehensive tourism policy with the help of all stakeholders. Recent Pakistan Tourism Summit was a good consultative forum for charting out a road map. Learning from countries that have developed a name as "must visit" countries there are three elements that are important to keep in mind while strategizing tourism.
1. Develop a Brand Identity and Personality- Countries are like products. If branded well will sell. Pakistan is a case of a rich product but poor brand. Until the brand becomes rich and sought after no matter how good the product is, it will not attract huge tourist attention. The examples of India and China are relevant. India has been using "Incredible India" slogan to market itself and China "China as never before" are messages that the country has given about itself and what it stands for. Pakistan needs to develop a theme that communicates its peace and beauty to the rest of the world.
2. Develop Moments of Vow- The image building starts way before the visit of the tourist. We have to map a typical tourists journey decision process. Our first job is to come into the consideration mind share of the traveler. That means we have to see what he or she sees. Where do they go shopping for information? If it is the western travelers looking to come east, which sites does he visit to seek alternatives, which travel agents will he connect to. What is his experience? If he writes to a website or an embassy does he get a response? The moments of Vow start there. Our embassies have been notorious for delaying information and visas. Now that the government has announced E-Visas for 170 countries, how is the system working? Do they get an immediate response or is it a delay? If they get an immediate response it is moment of Vow and if not it is a moment of rejection by the traveler. Similarly when they arrive what are the special moments. Bali Island became famous for its swirling dance reception with flowers for new arrivals. This does not take much money but creates a huge moment of Vow.
3. Be On Every Click-If you are not on a click you do not exist. In a digital world what pops out gets the attention. The smart phone requires smart digital strategies. A great visual or place not going viral is nobody's business. But an ordinary site being shared by millions will be the talk of the town and the choice of the world. A very comprehensive social media strategy is the key. Placing Pakistan's positive side on the main search engines top three pop outs has to be intentionally designed and professionally managed. Pakistan has started using the travel bloggers and needs to ensure their presence more and more. Adventure societies, V logs of celebrities, every airline that comes into Pakistan website co-branding needs to be done to cover maximum tourists and travelers eye level projection.
Pakistan's economy is going through the stress of heavy debt and a reform process that is going to take time. For manufacturing industries to pick up pace they need financial and machines adjustments that take time. However, tourism is one industry that can give quick returns with targeted efforts. The recent Pakistan Tourism Summit was a great step to initiate this priority area. As the summer holidays approach, all eyes and efforts should be on how to attract, facilitate, and create moments of Vow for each visitor who embarks the journey of experiencing the beauty, majesty and diversity of Pakistan.
(The writer can be reached at [email protected])
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