Developing tourism in Chitral

After 9/11, the world has drastically changed. Up to 5 million people may stay away from Britain this year, Richard Tobias, chief executive of the British Incoming Tour Operators Association, has warned. With visa problems for all travelers to the US, people all over the world are looking elsewhere to spend a few weeks of vacation. It is up to the Pakistanis to see the potential in this situation. We certainly have the goods, we just need to know how to deliver it.
First we need to screen out the type of persons we can attract. Yes, we are looking for those tourists, who are adventure-loving, free of prejudices, needing peace and a change of air and locale. Those who want to bring their families along, or come with company members, or even all alone. And those looking for a place to unwind in.
Pakistan has the perfect little nook for just that requirement. No, we are certainly not looking for the tourist who wants discos, casino, gambling, women or drinking. Well, maybe a few drinks, because, Chitral specializes in making local wine from grapes found in Birir in Kalash.
On my recent visit to Chitral with a group of Europeans, I discovered that it has everything that such a tourist could want.
Security - that's number one requirement, peace of mind, spectacular views, and the most unique experience of your life... getting a peek into how people used to live around two thousand years ago.
Now with 9/11 syndrome, it is the perfect time to boost up our own tourism industry and capitalize on this situation. According to Federal Ministry of Industries, Businesses and Labour, tourism generates 8% of GNP.
Having traveled through Europe and used the tourist facilities there, I realize we have a lot of homework to do... Let me take one example from Europe, Austria, and one of its charming cities, Salzburg. (Here, the block buster Hollywood film 'Sound of Music' was made). The main source of income is tourism. I found many things common between Chitral and Salzburg except that the landcape of Chitral is far more beautiful. And the city of Salzburg is more artistic.
Just like Chitral, Salzburg is a province and a city - (in the case of Chitral, it is a division and a city.) Chitral river runs through it, just as Salzach river runs through Salzburg province. And the entire area is completely running on tourism as its main source of income.
Chitral, too can be done up to have tourism as its main source of income.
So far, we don't have a Hollywood block buster movie like 'Sound of Music' which was based on a touching local story to give it world wide publicity. So, maybe, we need a tycoon with an eye for good movies, who can finance a movie or tele-film based on this region... he can ask Shoab Mansoor, Sahira Kazmi or Mehreen Jabbar to make it. As a writer, I can tell you, there are already some very fascinating stories brewing in that region....
At a government level, or even from a big private venture point of view, the following needs to be done: Build a proper road (like the one to Murree Hills) over the spectacular Lowari Pass.
And to build a proper tunnel going through the Lowari Pass. A project picked up and abandoned many times in the last century...
- An excellent train service linking it to other parts of the country would be a lucrative idea. This is directly connected to the tunnel venture.
- A local bus service which is efficient, punctual and reliable.
- An air service linking it to all parts of the country and the world.
- Many ski resorts in and around the city. And cable cars too... A flight connection to Tajekistan could mean that Chitral can become the gateway to Central Asia. (it is a 40 minute flight from Chitral to Peshawar, and a 30 minute flight from Chitral to Tajakestan).
Now, what else can our government do? It is vital to realize that the tourist will not come, if we do not keep up the purity of the region in tact. The clean air, water and environment must be kept just as it is.
The water in the lakes, streams and rivers has to be kept free from pollution. In Chitral, it should become a law not to throw garbage or sewage into the rivers. (This rule should be for the entire country).
All buildings must be having a façade of stone and wood, harmonizing with the local Kalash architecture. They may be modern and fully equipped with the latest facilities inside, but from outside they must look very regional.
No factories should be allowed to be built in the area, or if they do, then they must not pollute the environment in any way. The place must be kept as clean as can be.
Locals interested in motel business need to be given crash courses in motel management. So, it's like a guest house. The standard of cleanliness must be exceptional (they should be given professional people to come and clean the place daily). Its all about training and maintaining.
Conducted tours for tourists which have pick and drop service from all local hotels.
So, lets go over each point in detail Road over Lowari Pass: Presently, it takes over four hours just to go over this part of the road to Chitral. And it is a dirt road. The scenes are exotic, rising up to a height of 10,500 feet above sea level. Also, it has snow on it for over three months in the year. There is a desperate need for a proper road here. If you can get a person with Nawaz Sharif or Shehbaz Sharif's dynamism in this road building business, then do so, otherwise get them over to get this important road constructed.
No one else has been able to do it, during these last over fifty years of our existence.
- The Tunnel project : it needs a road and a railway line.
This project was taken up and abandoned some years back. There is great need to build this tunnel, which will include a road, and railway track which was originally planned. A tunnel was built near Kohat, though this will be a much longer one, but a similar effort is needed to get through with this vital project.
- Chair lifts: Many chair lifts can be installed in and around Chitral. And ski resorts for winter season. Similarly, cable cars would be another venture for the future investors.
- Hotels, Inns, Pensions: A great deal of media propaganda will increase the influx of tourists. And this can only continue with proper accommodation being provided for them. At this point it is vital to understand that the designs of all structures built in this area must be made according to the traditional local style, especially that of stone and wood. All designs should be approved keeping the traditional style in mind. All structures not adhering must be made to comply. There must be proper standard followed.
It is vital not to spoil the beauty of the region with 'modern' buildings. Of course every modern facility must be provided inside these buildings. But the exterior must harmonize with the surroundings. This also adheres to the theory proposed by Frank Lloyd Wright who proposed that a building must appear to emerge from it's surroundings. And this is only possible, if local material are used while building it.
- Arrangement of guided tours: There are a few privately owned guided tours available. And many more can be established also. This is only possible with the help of local talent, revenues, and efforts made to make sure a good standard is achieved and maintained in this field. Proper guided tours should be locally provided with proper conveyance and guides for tourists. Presently, jeeps are there and guides also. However, these can be improved.
Here are some of the local festivals and their timings during the year, to give you an idea of the type of festivals which tourists can be interested in. Every effort should be made to see that the tourists can find every comfort while trying to enjoy these events.
And most important of all, great care must be taken to ensure that the locals are not disturbed. And the purity of their lifestyle remains so, in spite of the influx of tourists. If this is not done, the charm of this place will diminish. It is vital to realize the type of tourists that will be attracted to this place. And then cater to their needs, and at the same time preserving the essence of the beauty of this place. In this way, we will bring prosperity to Chitral without harming their lifestyle or their true beauty.
Publicity through media: Tourism handbooks and brochures must be written and printed. And these need to be widely available in every hotel and bookshop in town and in all major cities of the country and abroad. This must include all pertinent information needed by the visitors and every thing about the place.
Articles in newspapers and magazines can spread the word. And this needs to be supplemented with good documentaries about different aspects of life in Chitral and tourism development there.
Other tourist interests in Chitral:
1. Trekking trips: Single day trekking trips to the mountains, and valleys.
2. Visits to hot springs.
3. Camping trips to neighboring mountains base camps and farms. This can be for two to three days, upto many weeks.
4. Visits to three Kalash valleys: Rambur, Bumboret and Birir:
5. Go to Shandoor valley and watch polo being played in the world's highest polo ground.
6. Arranging a 'round trip' starting from Islamabad going through Swat, Dir, Chitral, over Shandur Pass, and into Gilgit valley and back to Islamabad through Mansehra and Abbotabad to Islamabad.
7. Trips arranged from Peshawar starting with visit to ruins in Takhtbai, over Malakand Pass, through Swat, Dir over Lowari Pass to Chitral. This can take five to ten days.
8. Single day, flying visits to Chitral via private aircraft and guided trips.
Trips to Chitral can be provided from Islamabad, Lahore, Karachi and Peshawar.
- Flights: At present flights are available only from Peshawar. This is most inconvenient for all those who are travelers from other cities and countries. Weather often obstructs flights. Therefore, private companies or PIA need to provide direct flights to Chitral from Islamabad.
The flight to Peshawar from Chitral takes forty minutes, and a flight from Chitral to Tajekistan takes thirty minutes. Therefore, there is need to capitalize on this aspect as well. The flight goes over a narrow ten mile strip of Afghanistan. And that is an unpopulated zone. This situation has great potential. It may be noted that Chitral can become the gateway to Central Asia.
Important note: While going into any aspect of the ventures mentioned above, it is vital to appreciate the fact that tourists will only come to see the beauty that is in Chitral today. And while making arrangements for a larger number of tourists to come here, it is vital to ensure that this beauty is not marred by these very ventures. Ultimately it will kill the very roots of the entire business. Therefore, taking great care to preserve the living styles and needs of the Kalash people is vital for the development and success of tourism in this region.