The world celebrates International Tourism Day on 27th September, marking its silver jubilee. The World Tourism Organisation (WTO), leading world-wide inter-governmental body in the field of tourism, has launched the day, Malaysia playing as the host country.
The theme for this year is - "Sports and Tourism: two living forces for mutual understanding, culture and the development of societies".
The day is observed all over the world in various ways; through tour promotional activities, seminars and workshops, creating awareness about cultures, and arranging other tourism-related activities reflecting on the image of hospitality, not only during the whole month of September but extending upto November.
The celebrations are planned in this manner by, beside the designated host country, many others, including the USA, UK, Germany, Austria, Italy, France, Spain, Hungary, Romania, Poland, Mexico, India, Hong Kong and Cyprus.
Even nations like Cuba, Peru, South Africa, Kenya, Tanzania, Lithuania and Guinea have organised events to celebrate the Tourism Day.
Sadly, there appears to be no action being taken in this direction by Pakistan, a significant member of WTO, where the acronym is only known for the world trade body. In fact not much has been done to promote tourism in Pakistan. It is an unfortunate reflection on the national importance of tourism that is acknowledged elsewhere as a driving force for poverty alleviation, additional job opportunities, foreign exchange earnings and promotion of social and cultural values.
The many benefits of the sustained tourism developments are represented in the fact that in a country like Mauritius, the passenger traffic in the year 2003 was at the level of 1,789,180 persons.
There were over 700,000 tourists arriving in Mauritius, staying for more than a week, which generated gross tourism receipts of Mauritius rupees 19.4 billion, or equivalent dollars - million, during the year.
It is important to observe that Pakistan tourism though offers numerous opportunities and has rich potential, is in need of positive exposure both within the country and overseas.
The prevailing image of Pakistan abroad, especially after the recent happenings, internationally as well as domestically, is an issue. If handled carefully, this can rather be the best opportunity for Pakistan to capitalise on the international media attention towards the country.
Secondly, tourism information and its distribution and availability have not been satisfactory, both within the country and abroad.
Also, tourist locations and sights in Pakistan have not been developed and maintained properly.
Local tourism facilities and standards are not quite of adequate quality, and most importantly, are not consistent.
In short, what we lack is precisely the strategic marketing. Successful marketing techniques make use of targeted and focused strategies in any field. Pakistan Tourism Development Corporation (PTDC) has miserably failed to tackle these problems, to find definite solutions that were required to be implemented and correlated with the rest of the decisions being taken for tourism promotion. This is in spite of heavy expenditure being incurred by PTDC every year.
It is one of the easiest of things to bring in customers, and one of the most difficult to bring them back, for quality and service are the only tools at one's disposal to assure customer satisfaction.
Similarly for tourism, it is possible to attract tourists via tactical marketing, but if the services within Pakistan remain below par, it will only jeopardise any future possibility of a steady supply of tourists. Because word of mouth and reputation plays an amazing role in tourism, PTDC must take measures to improve local facilities significantly before opening its doors for foreign tourists.
Let us discuss these issues, one by one. As mentioned above, the prevailing conditions can instead be an opportunity for Pakistan. It is imperative that PTDC seize the moment and act decisively in making good use of the international media attention on the country.
In dealing with the international media in particular, bold, brilliant moves are the ones that make a lasting impression, while candid, ordinary efforts are brushed aside.
This alone is reason enough for PTDC to consider the following suggestions:
PTDC should engage the best advertising agency to produce one magnificent and exciting 20-30 second advertisement on Pakistan.
The idea behind this is that a single advertisement of brilliant quality, style and mesmerising mystique, can eventually become the ambassador of Pakistan tourism all over the globe.
This ad must be free of any distractions, and should simply introduce the beauty of Pakistan in the most fashionable, stylish and captivating manner.
Embassies and missions of Pakistan may be asked to introduce this advertisement to the respective local, or if financially feasible, national and international television channels. Moreover, this ad can be the introduction to the official Pakistan website.
Major international news and documentary channels like BBC, CNN, Discovery, NBC, RTL, Al-Jazeera, Star, Times magazine etc be approached and informed of the opportunity to report on Pakistan's attempt to use the situation in the region to its advantage, offering the tourists of the world "a unique experience of natural beauty, cultural richness and of course, the exciting tour package that takes you deep into the heart of Northern Pakistan or the mystic deserts of Sindh; the rugged mountains of Balochistan or the time-preserved villages of Punjab".
The fact that most of the tourist areas lie in regions that are very safe and tranquil should also be projected, for the adventure package is one of many, and there has never been a better time to visit Pakistan.
Ideally, PTDC would have to spend a minimum charge, because the respective channels are expected to bear most of the costs of producing the documentary.
The Internet has become the most effective tool for instant, cost effective and truly global exposure.
PTDC's current website is an excellent initiative, however, the nature of the internet is such that one must constantly better oneself, if maximum benefit is to be achieved.
IN LIGHT OF THE GROWING USE OF THE INTERNET FOR ALL PURPOSES, ACROSS THE GLOBE, THE FOLLOWING IS PROPOSED:
-- The website must become a lot more consumer friendly, in that people should be able to explore all aspects of Pakistani tourism online, and suggest improvements and ideas to PTDC via the net.
-- The special offers, tour information, and multimedia options be present on the first page in an easy format.
-- Arrange for sponsorship on popular search engines. for the PTDC website to rank high among travel site, tourism and adventure tour search being made.
-- Collaborate with international online travel sites to include Pakistan as a possible destination for their customers, and include a link to tourism.gov.pk
PTDC has a healthy relationship with Pakistan International Airlines, and it is a great opportunity for PTDC to utilise the resources of PIA for easy and widespread tourism marketing.
AT THIS POINT IN TIME THE FOLLOWING SERVICES ARE ACQUIRED FROM PIA:
-- PIA booking offices around the globe carry the official PTDC brochure and posters for free distribution and display the official PTDC posters in a more marketable way.
-- International flights coming to and from Pakistan should be requested to show the aforementioned advertisement and/or the documentary to its passengers.
-- Arrange for foreign airlines serving Pakistan to also screen the advertisement and/or the documentary and possibly display the said brochures for their passengers coming to Pakistan.
Likewise, the Embassies, High Commissions, and other missions abroad present a wonderful opportunity for Pakistan to highlight its tourism industry. Given the support of the Foreign Office.
PTDC SHOULD REQUEST EMBASSIES IN ALL MAJOR CITIES OF THE WORLD FOR THE FOLLOWING:
-- Display and distribute the new PTDC brochure and posters with enthusiasm.
-- Where possible, arrange for the Pakistan advertisement to run on local television channels.
-- Embassies be faxed/emailed updates on special tours, packages etc as soon as they are approved.
-- Pakistan schools, where present, be involved in promoting Pakistan tourism
The above-mentioned measures should ideally be taken on the initiative of the Foreign Office in the greater interest of Pakistan.
A most important aspect of tourism is the associated literature available. It is understood that quite a lot of literature exists on Pakistan and its regions. Most of it is still valid, for example descriptions of cities and sites etc and thus need not be updated as yet.
WHAT IS REQUIRED IMMEDIATELY IS THE FOLLOWING:
-- The concerned advertising agency should be engaged to design one comprehensive brochure/booklet on all aspects of tourism in Pakistan, in brief, and in a highly entertaining, eye-catching and impressive format.
-- The text of the brochure should be informative but not monotonous. The brochure should be an exciting, light-hearted read. Information on specific tourist products should be clearly outlined, eg adventure tourism, cultural tourism, archaeological tourism etc. Initially, the brochure should be printed in English, French, German, Chinese, Arabic and Japanese.
-- This single brochure should be distributed to all the above mentioned international outlets for display and distribution.
-- The brochure should contain contact information of appropriate and valid representations of Pakistan in various regions of the world, eg embassies, missions, honorary consuls etc.
-- The existing literature on cities and specific sites should be made available domestically only. They should be available at all civilian airports in Pakistan. Moreover, they should be available at all major tourist sites and locations.
In relation to the above specifications for the brochure, there is a need for exciting, balanced, noise-free and entertaining posters on the various tourist packages available in Pakistan. It is imperative that a reputed ad agency be engaged to produce high quality, eye-catching posters.
In marketing a product at the international level, it is highly recommended that the product be of good quality and stature.
Sadly, tourism in Pakistan is marred by improper maintenance of sites of interest, not to mention the complete absence of tourist facilities and standards of service.
THE FOLLOWING IS RECOMMENDED IN ORDER TO IMPROVE TOURIST FACILITIES:
-- PTDC should embark on an informative campaign to involve local authorities to maintain the tourist sites in their areas, by offering to channel a good amount of foreign tourists-and consequently the tourist money-to only those sites that are well maintained, well taken care of, and safe.
-- It is recommended that major attractions around the country have professional tour guides to direct a group of visitors at a time. This should allow for a more controlled and monitored admittance to various sites in order to curb vandalism and littering on the part of visitors.
-- PTDC sponsored stalls should be set up at all major tourist locations, selling tourist items like postcards, key chains, local handicrafts, jewellery, photography services, location specific special T-shirts and knick knacks, Kurta Shalwars, dupattas, hats, snacks and/or local food specialities (depending on location).
-- This measure will allow tourists to spend more money locally. It may well be suggested that these stalls be handed over to the local authorities as an incentive to maintain the site.
-- Fierce lobbying is required on the part of PTDC to move local and even federal administration to better the existing infrastructure in and around tourist locations for easy access, greater enjoyment and increased security.
Security is on the mind of every potential tourist. Most are of the view that now is not a good time to visit Pakistan. If the following measures are taken, it is hoped that people will be more willing to travel to Pakistan:
-- In developing any and all tours, excursions, expeditions etc especially for Foreign Tourists, PTDC engage the services of a Security Firm to advise and assist on security issues.
-- PTDC create all tour packages with security in mind, including travel arrangements, accommodation and excursions. Foreign tourists be offered tailor-made tours that will ensure their safety. For example, tourists travel by PTDC buses and coaches, stay at secure PTDC motels or a hotel of integrity, visit the sites etc; under the supervision of a PTDC guide and/or security personnel assigned to them, leaving little chance for them to interact locally and consequently inviting a security breach.
-- Local authorities and Police officials should be informed in advance of visiting tourists, and requested for special arrangements during their stay.
-- Tying security to marketing tactics, PTDC should advertise its security measures with great enthusiasm, to local and international media.
Now that the government has created a separate Ministry of Tourism, it is expected that the federal minister will give undivided attention to the affairs of PTDC and focus its resources; human, intellectual and financial - towards promoting and maintaining local tourism, improving tourist destinations, access to sites and their projection within the country. Before embarking on a full-scale international campaign, the local set up and infrastructure should be in place to cater to the possible influx of foreign tourists.
Public and private partnership is the key to success of national tourism.
The United Nations designates year 2005 as International Year of Micro credit. It provides an excellent opportunity for Pakistan to take advantage of development of micro- and the SMEs of the tourism sector, in particular.