Destination 2020

Guess which is the top tourist destination to visit in 2020. France, wrong. Malaysia, wrong, Maldives, wrong. India, absolutely wrong. It is Pakistan, yes, believe it or not, but Pakistan it is. This is something we all have dreamt and talked about for decades. Unfortunately, major headlines that we can recall, be it Economist or Time magazine, were ranking Pakistan as the "most dangerous place in the world". From the most avoidable place to most desirable place is a great journey and needs to be first sustained and then retained for a period to become more than a flash in the pan.

Pakistan has been a case study of being a grossly ignored tourist destination and has been lamenting the paltry contribution this industry makes to the GDP. The recent attention on Pakistan is definitely going to address this gap. Many renowned ranking sites have placed Pakistan high on its list. United States-based luxury and lifestyle credible publication Conde Nast Traveler named Pakistan as the top holiday destination for travelers for the year 2020.

A global travel company Wild Frontiers named Pakistan as the country to travel to in 2020. It named Pakistan as the next big destination for the next couple of years, reporting a 20 per cent increase in customers willing to travel to Pakistan compared to 2018. Similarly, the British Backpacker Society has awarded Pakistan third place in the highest potential adventure travel destinations for the 2020s stating that "Other worldly natural beauty, unforgettable road trips and a culture with hospitality at its core - Pakistan is a travel gem, and is one of the world's most exciting travel destinations right now."

While this is music to the ear and cause for celebration it is also a cause for reflection and some consternation. Tourism is not just about a pretty place but much more. In strategy having a good product is not the whole strategic offering. Many a good product fails as it lacks the augmented services that are required to satisfy all needs. Generating additional demand is what the goal is but if that demand is not satisfying the customer needs it may become counter-productive.

Tourism is an industry that requires the development of many different industries. Some essentials like airlines, boats, bus companies, hotels and other accommodation, attractions, car hire, festivals and events, tour guides, retailing, sightseeing destinations, tourist routing, etc. If the rough estimate states that at least 20% more people will visit Pakistan the real question is that do the present facilities cater for this additional demand? The answer is a simple 'No'. This is then a classic dilemma of horse before the cart or vice versa. We have already seen that the additional tourism has put huge pressure on facilities and many have been found wanting. Thus we need to assess the type of facilities and infrastructure required and take emergency measures to address them:

Air and Road linkages- While the government is planning to introduce new hill stations and tourist sites, reach and accessibility are of pivotal importance to make it possible for tourists to reach them conveniently and with minimum wastage times. Skardu itself faces challenges of reach in prime season. PIA flies there but weather conditions make the flights irregular while the road trip takes a long time with some patches of the roads not too comfortable. When we are amazed at how small islands in Bangkok seem to attract millions we must not forget how connected they are through air for people to plan visits in short duration of holidays, etc.

Accommodation and Site visits- In a world where AB&B has changed the dynamics of hoteling and guest houses it is important that either linkages with AB&B or a similar site should be opened and connected to search engines be made to make people have the comfort of making informed choices. The government has made most public rest houses available for private stays. Beautiful Governor and Chief Secretary rest houses are now available for tourists. This needs a coordinated packaging and planning.

Responsible Tourism-International tourism is fiercely competitive. Tourists have seen and know about almost all major sites in the world. They are also very conscious about the ecological and environmental aspect of tourism. Preservation of forests and environment with proper waste management is what is a standard now. With excessive tourist traffic cleanliness and waste management has been a big gap at our hill stations, etc. If proper trained staff and strict penalties are not imposed the visuals going out of Pakistan of littered lakes and rivers will be seriously damaging to future prospects.

Traditionally, we have always rued the fact that neighbouring countries take the tourist cake, especially India. The reversal is ready to take place. India with its Kashmir clampdown and protests against Citizen Amendment Act (CAA) is under a travel advisory alert. India's tourism industry has been hit with at least seven countries issuing travel warnings. Nearly 25 people have been killed in clashes between police and protesters, and demonstrations against the controversial law.

The United States, United Kingdom, Russia, Israel, Singapore, Canada and Taiwan have issued travel advisories asking their citizens to either refrain from visiting or to exercise caution when visiting regions embroiled in India's protests.

This is a unique opportunity for Pakistan as in many foreign visitors are looking at alternatives. Assam is the worst hit. Assam Tourism Development Corporation, said the state, home to the world's largest concentration of one-horned rhinoceroses, is visited on average by 500,000 tourists during December, has 90% cancellations pouring in. Even a safer place like Taj Mahal in Agra has seen 60% cancellations recently. That is why year 2020 is very important as Pakistan is considered more safe, more attractive and more versatile than its neighbours at this point of time. When was the last time it happened? May be decades ago. As they say "Opportunity rarely knocks twice". Time for the government, industry and people of Pakistan to show not only their hospitality but their professionalism and their civic consciousness to create a lasting memorable memory for each person who decides to venture into Pakistan in 2020.

(The writer can be reached at [email protected].)