Tourism presents significant opportunities for emerging economies and developing countries by creating jobs, strengthening local economies, contributing to infrastructure development, conserving natural environments and cultural assets and reducing poverty and inequality.
Tourism presents significant opportunities for emerging economies and developing countries by creating jobs, strengthening local economies, contributing to infrastructure development, conserving natural environments and cultural assets and reducing poverty and inequality.
Globally, the tourism industry experienced significant growth of 3.84 per cent per year until 2020, becoming one of the largest and fastest-growing sectors of the economy. Pakistan, nestled in the heart of South Asia, witnessed a 25 per cent increase in tourists per year from 2013 to 2019. With its rich cultural heritage, breathtaking landscapes and diverse ecosystems, Pakistan holds immense potential to attract tourists from around the world. However, with this potential comes the responsibility to ensure that tourism development is both environmentally and socially sustainable.
According to the World Travel and Tourism Council (WTTC), the tourism sector contributed approximately 7.6 per cent to Pakistan's GDP in 2023, supporting over 3.5 million jobs directly and indirectly. Tourism also has the potential to drive infrastructure development and investment in remote areas, thereby reducing regional disparities.
Globally, tourism is one of the major economic drivers, contributing trillions of dollars to the global economy annually. According to the United Nations World Tourism Organization (UNWTO), international tourist arrivals surpassed 1.5 billion in 2023, highlighting the industry's resilience despite the significant decline during the Covid-19 pandemic. While the sector has faced considerable challenges since then, it is now on the path to recovery.
Pakistan, a land of ancient civilisations and striking natural beauty, boasts a diverse range of ecosystems, including mountain ranges, deserts, forests, and coastal areas, each with its own unique flora and fauna. Five of the world's 14 highest peaks (the eight-thousanders) and 108 peaks above 7,000 meters are located in Pakistan. The country also has four hot deserts and one cold desert. Notably, Balochistan, covering 347,190 square kilometres, is known for its varied topography, featuring stunning mountain ranges, mesmerising deserts, picturesque beaches, serene coastal regions, waterfalls and archaeological sites.
In recent years, Pakistan has been gradually emerging as a tourist destination. According to the Pakistan Tourism Development Corporation (PTDC), the country welcomed over two million foreign tourists in 2023, marking a significant increase from previous years. Domestic tourism has also been on the rise, with millions of Pakistanis exploring their own country each year.
The growth of tourism provides economic opportunities while also promoting cultural exchange and fostering a deeper understanding of people, cultures, and cuisines. However, this rapid influx of tourists has also brought about various challenges that must be addressed to ensure the sustainability of the industry.
Researchers often discuss eco-tourism, which refers to environmentally friendly tourism that emphasises practices such as avoiding littering, minimising plastic waste and protecting biodiversity. However, social, cultural, and economic sustainability are equally important. As tourism continues to expand, the concept of responsible tourism -- encompassing the protection of social and cultural norms, environmental conservation, and the creation of sustainable livelihoods -- must be prioritised.
Responsible tourism ensures that the benefits of tourism are equitably distributed among local communities. This includes promoting community-based tourism initiatives, supporting small-scale enterprises, and investing in sustainable tourism infrastructure. The involvement of indigenous communities, their products, and their cultural heritage is an essential aspect of sustainable tourism.
Responsible tourism is not just a buzzword; it is a paradigm shift that acknowledges the interconnectedness of economic, environmental, and social issues. Promoting responsible tourism is essential to achieve sustainable socio-economic outcomes
However, unchecked tourism development can pose significant threats to delicate ecosystems, leading to habitat destruction, pollution, biodiversity loss and disruptions to social and cultural norms, as well as a lack of sustainable livelihood opportunities. To address these challenges, efforts must be made to promote responsible tourism practices, such as minimising waste generation, conserving water resources and reducing carbon emissions. The establishment of protected areas and wildlife sanctuaries can also help preserve biodiversity while providing tourists with opportunities for nature-based recreation.
Besides eco-friendly tourism, in many cases marginalised communities bear the brunt of tourism development, facing issues such as displacement, exploitation and cultural commodification. To promote social sustainability, it is essential to involve local communities in tourism planning and decision-making processes. This can be achieved through community-based tourism initiatives that empower local residents to actively participate in tourism activities and benefit from the industry's growth. Involving indigenous people and presenting their culture is the right of the local people. Initiatives aimed at preserving cultural heritage, promoting traditional crafts, educating/training and celebrating indigenous knowledge are needed to safeguard cultural diversity.
While tourism has the potential to generate significant economic rents, it is crucial to ensure that these rents are distributed equitably across society. In Pakistan, disparities in income and wealth distribution remain significant, with rural and remote areas often lagging in terms of economic development.
To foster economic sustainability, investments should be targeted towards inclusive tourism development that benefits local communities and promotes economic empowerment. This may involve providing training and capacity-building opportunities for small-scale entrepreneurs, improving access to markets and finance and promoting fair trade practices within the tourism supply chain.
Besides the critical scenario presented above and despite the immense potential of tourism in Pakistan, numerous social, economic, governance, environmental and behavioural challenges need to be addressed. The challenges and constraints include lack of sanitation facilities, lack of security and regulatory enforcement, lack of awareness of culture, irresponsible behaviour of the tourists due to lack of knowledge of the tourists, non-trained guides and inadequate infrastructure.
Due to a lack of proper sanitation facilities and due to lack of proper waste disposals, sewage waste is thrown into the rivers. Tourists from all over Pakistan who visit Gilgit-Baltistan (GB) and Khyber Pakhtunkhwa portrays behave in an unsavoury manner with the local communities, especially affecting women within these communities.
Advancing responsible tourism for sustainable development requires a well-structured national framework for responsible tourism along with provincial tourism policies that enhance regulatory mechanisms and a strong monitoring and evaluation system. Tourists must also be made aware of local customs, traditions and responsible behaviour, ensuring cultural sensitivity. Introducing programmes in schools and communities as well as social media campaigns, documentaries and storytelling are pivotal to promoting responsible tourism ethics and best practices.
However, it is not possible without reforms, implementation, planning and investment. Implementing responsible tourism practices involves multi-sectoral layer efforts. It requires partnerships between government, academia, media, the local community, the private sector and civil society.
Concisely, responsible tourism is not just a buzzword; it is a paradigm shift that acknowledges the interconnectedness of economic, environmental, and social issues. Promoting responsible tourism is essential to achieve sustainable socio-economic outcomes and eco-friendly practices by adopting sustainable practices, empowering local communities, and fostering inclusive growth. It contributes to economic prosperity and promotes environmental conservation and social equity.
The writer is an economist.
