Conference on ITZs in KP: Experts underline need for investing in tourism sector

ISLAMABAD: Speakers at a conference while underlining the need for investing in the tourism sector of the country, especially Khyber Pakhtunkhwa (KP), have said that the country can create thousands of job opportunities and attract investment of billions of rupees by facilitating and promoting the sector.

Speaking at an event titled “Investment Conference on Integrated Tourism Zones (ITZ) in Khyber Pakhtunkhwa” organised to mobilise private sector investments and to promote responsible tourism, they said after the completion of ITZs, Khyber Pakhtunkhwa will become a hub for tourism investment. They said that after the completion of three ITZs, there was a possibility of adding $10 billion to the provincial economy.

They said that all three KPK government’s ITZs including Ganool, Mankiyal, and Madaklasht were important projects of the provincial government, which would bring revolutionary changes in provincial tourism. The participants were informed that in the year 2022 over four million local tourists visited Swat and Manshera regions, adding that the number could be doubled in the coming years as the government was fully focused on the promotion of the tourism sector of the province.

The event was attended by a huge number of national-level investors. Presidents of ICCI, RCCI, representatives of PTDC, KP-BOIT, and other trade associations were also present.

The ITZs is a maiden concept in Pakistan which aims to open new destination in Khyber Pakhtunkhwa to promote responsible tourism by suggesting diversity and quality in the tourism offering of these destinations and provide guidance for tourist planning and destination management activities.

The ITZ feasibilities and master plans were prepared by the KP Department of Tourism (DoT) through the World Bank-sponsored KPK Integrated Tourism Development (KITE) project with the support of international experts over a period of one year.

The provincial authorities and other speakers shared the opportunities for private sector investments with the participants.

As part of this exercise, customised plans for each destination have been prepared and will be used to invite investments from the private sector. It is expected that this approach of destination management will lead to improved visitor experience, better regulation of sites and mobilisation of resources from the private sector for the identified investments.

Director-General KP Culture and Tourism Authority (KP CTA) Muhammad Bakhtiar Khan, in his keynote address, stated: “Khyber Pakhtunkhwa is well positioned as a preferred tourism destination in Pakistan – it has a considerable competitive advantage due to the natural endowments and a culture of hospitality. The KPK government is not only focusing on creating employment opportunities by promoting tourism activities but also making efforts to conserve the natural and cultural assets by promoting responsible tourism in the province. KPK Tourism Department/ KP CTA committed to its objective of making the province a preferred tourist destination. Efforts are being made to not only develop new tourist sites but also better manage the existing tourist areas. It is important for us to prepare the sites for handling the tourist influx during peak season and to harness this opportunity to create economic opportunities for the communities.”

Ali Asghar, Chief Economist KP in his welcome address gave a briefing on sustainable tourism initiatives undertaken by the government.

He said: “The use of innovative approaches including, development planning for new and existing destinations, public-private partnerships, reduced carbon footprint and heritage preservation are at the center of project implementation. The government is contributing extensively towards tourist facilitation, building sector’s resilience against climate change and geophysical hazards and local economic development.”

Kiran Afzal, senior private sector specialist World Bank in her remarks congratulated the Department of Tourism and project team of the KITE project on achieving this milestone and mentioned that ITZs can especially help the tourism sector of KP in attracting investments which will lead to economic and social uplift of local communities.

Chief Guest Sardar Yasir Ilyas, former president ICCI appreciated the KPK government’s efforts in promoting sustainable tourism and urge the local investors to make investments in the tourism sector.

He also explained the step taken by the Chamber and government in facilitating investments in this sector.

It is important to note that Upper Swat and Manshera were impacted by the recent floods and there is thus a compelling case for disaster mitigation in order to conserve nature and protect tourism assets and livelihoods of communities that rely on tourism receipts.

An exclusive discussion on “Real-estate and Tourism, A Public Private Partnership approach” was part of the conference. The panel shed light on various aspects of sustainable tourism and opportunities for the local economy. The panelists appreciated the efforts of the DoT, CTA and KITE project and recommended practical ways for the immediate implementation of these plans.

Copyright Business Recorder, 2023