The much celebrated Visit Pakistan Year 2007 and ambitious Tourism Marketing Strategy could not live up to the expectations owing to certain financial impediments, it was officially learnt on Wednesday.
Tourism Ministry was given Rs 113.65 million against the demand of Rs 500 million for implementation of National Tourism Marketing Strategy and for the celebration of Visit Pakistan Year.
However, despite various financial constraints, the ministry has successfully attracted the foreign as well as local investors to invest in the tourism sector and as a result of these efforts 22 major tourism projects were presently being undertaken.
Tourism ministry has also been urged to set only those targets that could easily be achieved without any financial troubles. Keeping in view the growing demand of Tourism Ministry, the Senate Standing Committee on Culture Sports and Tourism unanimously recommended allocation of additional funds of Rs 85 million to clear outstanding liabilities and to organise some of the upcoming events.
The committee also stressed the need to promote tourism both at domestic and international levels as it plays pivotal role in the economic development of a country.
It also urged that ministry of tourism, in co-ordination with other ministries like Foreign Affairs, Commerce, Interior and Information and Broadcasting should formulate a viable plan to thwart the baseless propaganda launched by some western countries and highlight Pakistan's soft image abroad.
It suggested that tourism cells in Pakistani embassies and high commissions should be set up to remove these misperceptions. The committee recommended that Ministry of Tourism should send delegations comprising public representatives, writers, media representatives and tour operators to foreign countries to highlight Pakistan's true image and also invite writers, intellectuals and the journalists to give them a true picture of Pakistan.