Punjab can generate close to US $ 2 billion worth of income by tourism annually; the domestic tourism in alone has a potential close to $1 billion a year and it will create 243,000 jobs. This was revealed in recently released "Punjab Growth Strategy 2023" (PGS). The official document stated that like construction, growth in the tourism and hospitality industry results in large multipliers. The tourism and hospitality industry attract investments in hotels, restaurants and resorts and also generates local economic activity with spending generated by tourists.
While quoting Punjab Economic Report 2017, it pointed that the Sikh tourism is around $35 million with 82,000 jobs and Buddhist tourism can generate around $15 million with around 30,000 jobs. The report observed that the step by the federal government to open the route for Sikh pilgrims is likely to increase the inflow of religious tourists.
Hence, the report marinated, "The current government has a strong focus on exploring the potential of tourism in the country, and the CPEC also offers cross-border visitors into the country. However, to gain, the provincial government will have to take some immediate steps." Among the steps it envisage to take are developing and approving the Punjab Tourism Policy, which will provide a policy stance for all stakeholders, especially investors looking for public private partnerships. It will also look at all relevant laws that need to be amended.
"The government will take a stock of all its tourism opportunities and develop plans to invite private investors on a public-private-partnership (PPP) basis, where the government provides regulation on safety and security and adherence to safety standards," it added. "Without compromising on security measures, the provincial government, again with private sector investment, will look to create opportunities of economic activity in regions where the pilgrims will visit. It will increase its investments in basic tourism infrastructure and ensure provision of access roads and suitable facilities to all tourist destinations," it added.
According to the report, the provincial government, through PPPs, will explore opportunities to work with big hotels to train hospitality and tourism industry staff to support the growth of the sector and to create employment opportunities. The Punjab Board of Investment and Trade (PBIT) will work with the Punjab Tourism Department and the Pakistan Tourism Development Corporation to develop a list of viable investment projects and resort cites across the province.
It continued that the government will provide spatial tools to initially focus on developing three tourism zones to capitalise on existing urbanisation, connectivity, infrastructure and proximity to major assets with tourism potential. The following zones will be developed by 2023.
The first zone would develop tourist locations in Lahore division; more specifically, in sites identified in Lahore, Sheikhupura, Gujranwala, Nankana and Kasur. This zone would cater to promoting urban, religious (Sikh) and historic (Mughal) aspect of tourism.
The second zone would develop tourist in sites identified in the Rawalpindi division, which would include Rawalpindi, Islamabad, Attock, Jhelum and Chakwal. This zone would cater to promoting religious (Sikh and Buddhist), historic (Ghandhara) and the adventurous aspects of tourism.
The third zone would focus on tourist locations in the southern part of the province, which would include Multan, Bhawulpur and Lodhran. The sites identified in this zone would cater to the historic, cultural, religious (Sufi) and adventurous aspects of tourism.