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Destination Pakistan Year

As someone having a keen interest in the field of tourism, I was much delighted though a little apprehensive when the government declared 2007 as the Destination Pakistan year in the spring of 2007.

The tourist season in the northern areas and Chitral is near to end soon without seeing any robust inflow of tourists in the area. Events such as Shandur even did not get that much publicity this year let alone talk of Broghil festival. The government included this unique gathering of the locals ( Broghil Festival) as a national festival by the name of Yalk festival in the seven mega events to be organized during the so called Destination Pakistan year. What happened in the end we all may not know� the Government of Pakistan backed out! It was some local youth who had the courage to organize this very festival of its kind in the remotest and un-spoilt part of the world, with the help of some local non-profit organizations and philanthropists. I am still confused as to why the government included this festival in the mega events if it did not have sufficient funds as was their reply in the end.

If we look at the developing South Asian countries we come across numerous examples of organized tourism and success stories. Take Nepal, Bhutan, India, and Iran. All have developed tourism to such at extent that no matter how worse the political climate may prevail in the country, it will not affect tourism. That is a stage where tourism becomes industry and no one can afford to affect an industry which not only gives you income, at the same time creates a soft image of your country in the world. This happens where the governments take keen interest and formulize such policies where the service providers feel secured and the clients feel satisfied from the services they receive out of their spending.

In contrast here in Pakistan, first we need to develop the much needed infrastructure for tourism. Secondly, we need to improve upon the service delivery and the quality of service. When it comes to Chitral, although we are hospitable by nature, but we must admit that we are lazy as well. We do not believe in perfection, not even giving it our best effort. We are happy at how we are at present. This may work at many places, but not in the tourism field. You have to provide quality service to your clients if you want to attract more tourists or if you want to stay in the business. Based upon my previous experience, I have seen people who even do not want to receive trainings. If you do not keep yourself abreast with the ongoing trends of tourism and the quality of service which should be provided, how are you going to promote tourism in the region or for that matter who will come to you as a client?

There are avenues for improvement available within Chitral. Take CAMAT for instance. It has very good relations with some of the biggest service providers in the hospitality and leisure industry of the county. It has been offering trainings to tourism professionals ranging from tour guides, hotel managers, to cooks and mountain guides. Efforts are needed to strengthen this local organization. It can again start such trainings in collaboration with Hashoo Foundation or Adventure Foundation Pakistan or Alpine Club of Pakistan. Once we have trained professionals in the business, we can hope for a considerable improvement in the service delivery, thus we may be able to attract as much tourists as the NAs attract. At the moment, we can�t even think of a comparison. 

The government should at least not deal with Chitral in the same way as it is dealing with the other districts of NWFP. We have our unique culture and distinct identity. Chitral is the only place in Pakistan where we have all the national symbols available in one area-Chitral Gole National Park. We have the world famous Kalash valleys. We have a number of mountains higher than 6000 meters. Chitral is a trekker�s paradise. We have the game of kings as the king of games here in Chitral.There should be a proper tourism policy for Chitral. A single appearance in Jashn e Chitral by Sarhad Tourism Corporation is not going to work any more. They need to invest in the potential markets such as Chitral. Let�s not talk about PTDC.

Saifuddin
Lahore Cantt.