As a matter of fact, tourism also has many other socio-economic purposes to be fulfilled....
world tourism day
The present year has been a rollercoaster of emotions and experiences. Earlier this year, I got married and explored so many new relationships; while on the other hand, 2019 has been full of travel experiences and ventures I had never thought about. I visited three countries in the past seven months and it feels as if I am lured to a certain kind of obsession i.e. travelling and making myself more aware about the world geography. However, it’s almost like a lost dream to step out of my boundaries, and tour different places to learn about different people and cultures in other parts of the world. When I used to watch films that had characters who loved travelling or documentaries that had amazing tourist attractions, it had my interest towards travelling and tourism. I found the idea so liberating and refreshing like most of us do. Also, when I strolled down my Insta and Facebook feed, I spotted peers and mutual friends holidaying or visiting places which made me crave for exploring other countries even more.
Travelling does not only liberate or amuse you; but it also gives the exposure and confidence of seeing things with your own perspective or finding a better narrative of life in general. You see places, meet people, observe different cultures, try new cuisines and compare them with yours; and then, there is a never-ending trail of thoughts, ideas and truths of life that you ponder upon. For example, you get to know about the lifestyle of a particular country you’d visit and get to reflect and absorb your surrounding and discuss with your peers back home to let them know what that particular place offers to everyone. It broadens your knowledge, confidence and vision about things.
As a matter of fact, tourism also has many other socio-economic purposes to be fulfilled. Over the past six decades, it has experienced continued expansion and diversification, and has become one of the fastest growing and most important economic sectors in the world, benefiting destinations and communities worldwide. International tourist arrivals worldwide have grown from 25 million in 1950 to nearly 1.3 billion today. Similarly, international tourism revenues earned by destinations around the world have grown from 2 billion US dollars in 1950 to 1260 trillion in 2015 and 7.6 trillion in 2016. The sector represents an estimated 10 per cent of the world’s GDP and 1 in 10 jobs globally.
The UN World Tourism Organization (UNWTO) expects that tourism will continue to grow at an average of 3 per cent annually until 2030. The recognition of the right to holidays in the Universal Declaration of Human Rights, and the improved adoption of labour rights in many countries, has also supported the coming of age of tourism. These factors also serve as a backdrop for the resilience shown by tourism in recent years. The sector has experienced almost uninterrupted growth despite challenges such as the global economic crisis, natural disasters and pandemics.
In order to cultivate and create awareness among the society globally on the significance of tourism, and its social, political, financial and also cultural worth and value, the world celebrates the World Tourism Day on the 27th of September every year. The occasion tries to address common difficulties stated by the United Nations of Millennium Development Goals. It is also to feature and recognise the commitment the tourism industry can make in achieving these objectives.
Usually, Europe and the United States are desperately there on the wishlist of almost every person. But other less popular countries are making their way in the list of places which are greatly taking part in the economic development of the tourism industry. For instance, Azerbaijan, Abu Dhabi, Turkey, Sri Lanka, Nepal, Seychelles, Morocco, Egypt among others, have seen a recent boom. These are the places which were not explored the way they are being explored these days. People are so fascinated by them because they have so much to offer for every traveller. Unfortunately Pakistan - despite its great cultural resources - ranks 124th out of 136 countries which is way too low. However according to this index, there is a great potential in the country’s tourism because of its cultural resources and business travel that makes it enjoy 56th rank in it.
There are a number of reasons people don’t visit Pakistan. Security, terrorism, law and order and Government’s negligence in maintaining the tourist resorts and sights are to name a few. Furthermore, there are no national tourism policies on provincial and national level to support and encourage tourism activities and project touristic products in Pakistan. But this is not only possible by the active contribution of the government. The private sectors also have to chip in and collaborate with the government to make tourism common in the country as it is a known fact that government and private organisations go hand in hand in order to support this industry. Hence, the need of the hour for them is to work together and make it a common goal. Earlier this year, the government of Pakistan extended the visa-on-arrival facility to 50 countries and offered e-visa to citizens of 175 countries in a bid to boost tourism. Also, recently the government also installed Pakistan’s first ever composite done resort (camping pods) in Nathiagali. But still there is a lot to be done in this regard.
A recent initiative by ‘Hoga Saaf Pakistan’, a movement by Reckitt Benckiser Pakistan, in collaboration with Find My Adventure Club recently announced ‘Mera Saaf Pakistan’ competition. To raise awareness about the importance of a cleaner Pakistan, this initiative has yet again taken a step to inculcate the habit of cleanliness amongst Pakistanis. In collaboration with Find My Adventure Club, anyone can participate in it. This will give an opportunity to three lucky winners from the contest to visit Sawat with the teams of respective organisations. We need such initiatives to not only promote tourism but also to be mindful of the environment because we have a responsibility towards it.
Also, there are many adventure camps taking initiatives to spread awareness and produce a positive image of Pakistan through social media which is also very important to gauge tourists. Last but not least, Pakistan should learn from other Muslim nations like UAE, Turkey and Malaysia not in terms of their tourism but also in terms of their economic and socio-cultural values in order to coin better strategies to project Pakistan in a positive light.
