Project Report Tourism Industry of Pakistan

SUBMITTED TO: SUBMITTED BY:

MAAM RAKSHANDA

Ahmed Hasan (5279) Mussadiq Din Khan (5235) Mohsin Ali (5303) Gulraiz Ali (5195)

INTRODUCTION TO TOURISM INDUSTRY OF PAKISTAN:

Tourism in Pakistan has been stated as being the tourism industry's next big thing. Pakistan with its diverse cultures, people and landscapes has attracted 0.7 million tourists to the country, almost double to that of a decade ago. The country's attraction range from the ruin of civilization such as MohenjoDaro, Harappa and Taxila, to the Himalayan hill stations, which attract those interested in winter sports. Pakistan is home to several mountain peaks over 7000 m, which attracts adventurers and mountaineers from around the world, especially K2. The north part of Pakistan has many old fortresses, ancient architecture and the Hunza and Chitral valley, home to small pre-Islamic Animist Kalasha community claiming descent from Alexander the Great. The romance of the historic Khyber Pakhtunkhwa province is timeless and legendary. Punjab province has the site of Alexander's battle on the Jhelum River and the historic city Lahore, Pakistan's cultural capital, with many examples of Mughal architecture such as Badshahi Masjid, Shalimar Gardens, Tomb of Jahangir and the Lahore Fort. Before the Global economic crisis Pakistan received more than 500,000 tourists annually. However, this number has now come down to near zero figures since 2008 due to instability in the country and many countries declaring Pakistan as unsafe and dangerous to visit. In October 2006, just one year after the 2005 Kashmir earthquake, The Guardian released what it described as "The top five tourist sites in Pakistan" in order to help the country's tourism industry. The five sites included Taxila, Lahore, The Karakoram Highway, Karimabad and Lake Saiful Muluk. To promote Pakistan's unique and various cultural heritages, the Prime Minister launched the "Visit Pakistan" marketing campaign in 2007. This campaign involved various events throughout the

year including fairs and religious festivals, regional sporting events, various arts and craft shows, folk festivals and several openings of historical museums.

In 2009, The World Economic Forums Travel & Tourism Competitiveness Report ranked Pakistan as one of the top 25% tourist destinations for its World Heritage sites. Ranging from mangroves in the South, to the 5,000-year-old cities of the Indus Valley Civilization which included Mohenjo-Daro and Harappa. July 2010 floods that made around 22 million people homeless in Pakistan also collapsed Tourism Industry in the country that was already becoming fragile due to bad law and order situation in the country. Swat Valley that geared up domestic tourism after a lull 2 years due to terrorism again faced total disaster due to heavy rain falls and floods. Around 101 hotels on the bank of Swat River flushed out in floods because these hotels were constructed on the bank of the river against the law of nature and law of land. Around 277 people including 6 domestic tourists lost their lives in Swat valley. Thousands of tourists were stranded in Kalam and Bahrain areas affected by the devastating rain-triggered floods. There was no electricity in the entire district for 14 days and no road network left to evacuate tourists therefore Pakistan Army provided helicopters to airlift them to Islamabad. All business activities and factories are lying closed in Swat. Prime Minister Yousuf Raza Gilani visited Swat valley to examine the flood situation and directed authorities to ensure adequate food supply for flood victims and improved communication links. The Prime Minister stressed for proper connectivity of Swat valley with other parts of the country and directed the Minister for Communications to ensure early restoration of roads and bridges so as to ensure unhindered provision of relief material.

Kalam in Khyber Pakhtunkhwa Pakistan was a popular tourist destination famous for its terrain, view and natural beauty. The worst flood in memory has wreaked havoc to the tourist facilities and left locals wandering about their future. There were only two sources of income of Kalam. One is agriculture and other is tourism, both are destroyed and seriously affected, said a resident. Kalam had some four hundred hotels and restaurants before the floods. Dozens of which have been swept away in the raging water. Most of the major hotels were either on the river bed or overlooking it from the edges of River Swat. The water swept dams, swallowed fertile land and torn down bridges effectively dividing the Valley into two. The floods that have caused massive devastation across the country struck at a time when tourism was in full swing, especially in Khyber-Pakhtunkhwa and Gilgit Baltistan. Damages inflicted on tourism infrastructure in these areas are estimated to run in billions. Apart from claiming so many human lives, the floods took serious toll on hotels, motels, bridges, roads, houses. It rendered thousands of people jobless, who were affiliated with tourism. Gilgit Baltistan and Kaghan valley also affected by floods and rain and collapse of infrastructure. Karakuram Highway that was already blocked due to Aliabad landslide now totally shutdown for traffic. Balakot-Kaghan road is also impassable. Ecotourism Society Pakistan (ESP) estimation indicated around 550 million $ damaged to private sector. That includes postponement of confirmed tours, damage to property and transportation. ESP submitted a detail damage report to world media and recommendations how tourism industry can cope with such disaster. American movie star Angelina Jolie who helped Pakistan in 2005 earthquake again came forward to help Pakistan and visited floods hit areas on 7 September 2010. She appealed to the international community to provide aid needed to help the country recover from its worst natural disaster. 22 million people affected by the floods. The United Nations issued an appeal for $460 million in emergency funds on 11 Aug., but only $294 million, or 64 percent, has been received so far, and donations have more or less dried up in recent days.

MAJOR ATTRACTIONS: Pakistan is such a diverse region, it is the epicenter of various religions and settlements long before the creation of the nation that exists today. Today, Pakistan is formed of four large provinces - Sindh, Punjab, Khyber Pakhtunkhwa, Baluchistan and four territories - Islamabad Capital Territory, Federally Administered Tribal Areas, Azad Jammu and Kashmir and Gilgit-Baltistan. The cultural and physical diversity of Pakistan has developed the country into a tourist hot spot for foreign travelers as well as adventurers.

Currently Pakistan has six major cultural sites that are categorized as UNESCO World Heritage Sites. These include: Archaeological Ruins at Mohenjo-Daro of the Indus Valley Civilization. 1st Century Buddhist Ruins at Takht-i-Bahi and Neighboring City Remains at Sahr-i-Bahlol. The ruins of Taxila from the Gandhara Civilization. The Lahore Fort and Shalimar Gardens in Lahore. Historic Monuments of the ancient city of Thatta. The ancient fort of Rohtas.

Problems Faced By Tourism Industry of Pakistan:

1. Weak travel and tourism framework, low branding and marketing effectiveness

and deduced priority given to the travel and tourism industry by the government, Pakistan has been ranked 103 of 124 countries around the globe.
2.

Pakistan faces competitive disadvantages in tourism sector is the lack of facilities that cannot compete the international standards. With a poor tourism infrastructure the provision of standard and competitive hotel rooms in Pakistan is at number 110, the national and cultural recourses is at 96, with recent security situation prevailing it is ranked 106 and ATM machines accepting Visa cards is 110 within 124 countries.

3. Pakistan has become an unsafe place due to ever-increasing terrorist attacks.

That is another major factor that is not only damaging the repute of Pakistan in the world but also causing its tourism industry to a decline.
4.

Global warming and pollution has caused to change the climate and weather conditions of Pakistan. The northern areas and snowy mountains have started losing their beauty. So tourists are now attracted towards places having good weather and proper tourism facilities.

5. Inflation is considered another major cause of the failure of tourism industry. The

hotel owners have to increase the price of food because of ever increasing prices of goods. High priced food has made Pakistan a place that is beyond the reach and affordability of tourists.
6. Pakistans government lacks the ability to cope with the natural calamities.

Northern areas of Pakistan have been the tourists favorite place but after earthquake of 2005, those areas suffered incomparable loss but nothing had been done for their re-construction and redevelopment. Poor disaster management caused a loss to the tourism industry.

7. Pakistan has been one of the favorite places for tourists but now the situation

has been completely changed. The reason is its unfavorable political conditions. People think it an unsafe place after the assassination of popular political figures like Benazir Bhutto and Salman Taseer (governor of major province Punjab). Moreover the corrupt leaders dont pay attention to this major industry which can take its economy to the highest peak.

RESERCH ARTICLES ON TOURISM INDUSTRY OF PAKISTAN:-

TOURISM IN PAKISTAN BY RIAZ KHAN: Pakistan is a rich and varied country in its own right. It is ancient and modern also. Besides the several historic and cultural sights that Pakistan has to offer, there is geographical and environmental diversity that makes Pakistan truly a destination for all seasons. Indeed Pakistan today presents a rich mosaic of nearly 60 centuries of continuous, eve changing history and culture in settings which range from the beaches of Karachi to the deserts of Thar and Cholistan, and from the green plains of the Punjab to the majestic and challenging mountains of the Hindukush, Himalayas and the Karakoram ranges. And then there are the cities, Peshawar, Lahore, Multan and Thatta, the folkloric histories of which have the ability to charm both the casual tourist as well as the visitor with special interest. The rich diversity that Pakistan offers the visitor is evident as you travel within Pakistan. Visitors to Pakistan have often noted that in some places of the country you get the feeling that time has come to standstill since ages. In the gently undulating foothills of the mighty Karakorams and in the middle reaches of the towering Hindu Kush Mountains, there is a timeless beauty that is hard to surpass elsewhere. In these two mountain ranges you can experience a Pakistan version of the mythical Shangrila. It is in these mountains that you have Gilgit, linked with China, in ancient times and in new, by the fabled Silk Route, the worlds highest oldest and toughest mountain road. This road was used for centuries by caravans from China which carried fabulous silk and other oriental merchandise to Arabia and Europe, Gilgit is also the place where the game of polo was born. Centuries ago it was played there at night with balls of fire. Today it is still played there at more or less the same site it has been played at far all these years. In these ranges too is Nanga Parbat, which at 26000 feet is one of the highest peaks in the world. Here too is the Khyber Pass, the route that most foreign invades used to enter the subcontinent from the North. Through this pass came at one time or another the might Mongols, the Turks, the Huns the Moghuls, and other. The sense of history does not end there. In the foothills town of Chitral you will find that the inhabitants are the descendants of the Macedonians that rode with Alexander the Great when that great conqueror led his armies through the plains of Pakistan centuries ago. Here you will see the Kafir Kalas, called many a pagan tribe because they practice ancient Greak prayer rituals. But after a single look at the Kafirs you will say that this is the legendary land of health and beauty their unlined faces are just as serene at

seventeen as at seventy. And all of this can be observed against the majestic backdrop of the 25290 feet high Trichmir Peak. The reason that these regions in the north of Pakistan are said to be beyond the reach of time is that they are snowbound for most of the years, so modern life has not affected the way of life. In fact most of the inhabitants have not seen the outside world at all. Even the dialects they speak are all but extinct. To be there is indeed to take a trip beyond time, into land of great natural beauty and splendor. Over the centuries the land that is now called Pakistan has been the cradle of many civilizations. The ruins at Harappa and Mohenjodaro are evidence of the high level of civilization of the people who lived there almost 5000 years also in the down, as it were of human history. Several centuries later, the Greeks led by the indomitable Alexander, left their footprints indelibly as it turns out in the sands of north of Pakistan. Soon after Alexander came the rise to prosperity of the great Gandhara civilization, an ear devoted mainly to Buddhist art and architecture. And with the passing of those years came Muslim rule of the subcontinent and the majestic grandeur of the Mughals. They build the Badhahi Mosque, laid out the exotic Shalimar Garden and erected magnificent mausoleums for their families and the loved ones. Traveling through Pakistan today, one can easily pick up the threads of history . One can experience it in the museums, the ruins, the shrines and bazaars. And can relive it in the stories and legends that still surround these places of beauty. In Karachi for instance, one could visit the Mausoleum of Quaid-e-Azam the founder of the Nation of PAKISTAN. The mausoleum is built entirely of white marble, it has an impressive dome that holds a huge crystal chandelier of Chinese origin. Then there is the quaint Bohri Bazar whole narrow streets and yelling hawkers make an unforgettable sight. And you should not leave Karachi with out visiting National Museum, whole Gandhara Art collection is said to be the finest in the world. Then you could visit Moenjodaro the Mound of Dead which was discovered in 1922 and opens up a fascinating window of life of the people who lived there around 2000 B.C. Old Persia comes to life in Lahore, at the Shalimar Garden designed by the Persian land-escapist Ali Mardan, There are marble pavilions, a marble waterfall and more then 400 fountains, all in area of 42 acres. Emperor Shah Jahan ordered the construction of this Garden of Heaven in 1642 . Also in Lahore is the Anarkali Bazar, named after a

pretty dances who was put to death by Emperor Akbar for having an affair with his son Prince Salim, who later became the Emperor Jehangir. Jehangirs tomb is also in the city as is Wazir Khans Mosque which was constructed under the stewardship of the Governor of Lahore in 1643. But the most rewarding sight of all in Lahore is probably Lahore Fort a marvel of Mughal architecture begun in the 11th Century and completed finally by the end of the 16yth Century. Among the emperors who contributed to its splendour were the emperors, Akbar, Jehangir and Shah Jehan. Here too is the beautiful Palaces of Mirrors, Shah Jehans quadrangle, and the pearl Mosque. Overlooking the fort is the Badshahi Mosque the worlds largest which was constructed during the reign of Emperor Aurangzeb. Pakistan famous poet-philosopher Dr. Mohammad Iqbal lays buried outside the mosque. Some 18 mile from Rawalpindi is the ancient seat of Oriental culture, Taxila. It was first mentioned in the literature as a satrapy of the Achemenian empire in the 6th century B.C. It was later invaded by Alexander the Great and passed through the control of subsequent rules until it came under the rule of Ashoka the Great, who molded the city into a center of learning philosophy and art. The city prospered during the creative Gandhara period that followed shortly after, but came to a catastrophic and pathetic end when it was attacked by the White Huns. Today Taxila is a archaeologists paradise with a museum and historic sites scattered within a radius of a few miles. In Pakistan today one can indeed relive the past, transport oneself into bygone era of great kinds who were both warriors and philosophers, men in whole lifetimes rich and majestic histories unfolded. Sand not only is the visitor hound to the spellbound by the stories of the past, he will also be overwhelmed by the splendid natural beauty of the countryside which can be tranquil at times and awe-inspiring at others. (Riaz Khan)

TOURISM IN PAKISTAN BY Terra Fletcher

In recent years, tourism in Pakistan has become increasingly popular. Thanks to its diverse cultures, beautiful landscape, and interesting attractions, Pakistan draws more people than ever. In 2007, the Prime Minister launched the Visit Pakistan marketing campaign to promote the countrys unique cultural heritage. The campaign organized various events throughout the year, including fairs, religious festivals, regional sporting

events, and the opening of several museums. In 2009, The World Economic Forums Travel & Tourism Competitiveness Report ranked Pakistan as one of the top 25% tourist destinations for its World Heritage Sites proof that the Prime Ministers campaign was at least somewhat successful. Situated in the heart of the South Asian sub-continent, Pakistan was the site for one of the worlds earliest human settlements. The Indus Valley Civilization was filled with different cultures, religions, and political empires. This fascinating heritage is one of the many reasons tourists visit Pakistan, but it is certainly not the only one. Exciting adventure attractions, varied and plentiful animal life, historical ruins and monuments, and beautiful scenery are just a few of the many reasons to visit Pakistan. Northern Pakistan boasts one of the most unique geographical features in the world with three stunning mountain ranges Karakoram, Hindukush, and Himalayas. These picturesque mountains and valleys lure countless visitors every year; in particular, the Ziarat valley located near the city of Quetta in Baluchistan. The Juniper forests, the second biggest in the world, are the main source of the lush green landscape of the Ziarat valley. Some of the trees in the Juniper forest were planted some 5,000 years ago, making it one of the oldest Juniper valleys. Pakistan is home to a rich variety of flora, fauna and animal life. The mountain ranges feature alpine meadows and coniferous forests, leading down into desert plains, coast line and wetlands. All of these areas offer an amazing array of vegetation and wildlife. Youll see dozens of species of birds, mammals, reptiles, and fish. The Indus Blind Dolphin is one of the most famous inhabitants of Pakistan waters, which you may catch site of on a boat safari. Boat and jeep safaris are only the tip of the iceberg when it comes to attractions and excursions available in Pakistan. Kayaking, hiking, white water rafting, camel and yak safaris, bird watching, mountaineering, wild boar hunting, and fishing are all offered here. At the Ayubia National Park, enjoy spectacular scenery as you hike through the mountains. Youll see hundreds of wild flowers and butterflies, as well as incomparable views overlooking Kashmir and Abbottabad. To see more than 70 species of waterfowl and 40,000 birds, take a trip to the fresh water lakes of Haleji and Keenjhar in the district of Thatta. Observe flamingos, ducks, pheasants, pelicans, and herons in their beautiful natural habitats.

Other hot spots for tourists include the Chaukhandi Tombs, Ghadhara ruins, Badshahi Mosque, The mausoleum of Shah Rukne-e-Alam, Buddhist ruins, and other archaeological ruins. In addition to the Indus Valley Civilization, many other civilizations Greeks, Central Asians, and Persians left sites for us to explore. Tourism is a growing industry in Pakistan. With an increase in foreign investments and funding, Pakistan was able to build major road and air networks to better handle mass movements of cargo and inner-city travel. Pakistanis continue to petition the government to take tourism seriously, and increase funding and protection of tourist attractions. With more advertising and better support of the tourism industry, Pakistan stands a good chance of becoming an even more popular vacation destination. Terrorism and a law and order problem have negatively impacted Pakistans tourism industry. Although thousands of travelers still visit Pakistan annually, recent years have seen a drop in numbers. The militancy in Pakistanis scenic sites dealt a crushing blow to the tourism industry, although after these areas were cleared of militant groups in 2009, a campaign to reintroduce tourism was organized by the government. Tourism is still limited because of a lack of proper infrastructure and the undependable security situation throughout the country. Pakistan earned 16 billion rupees (approximately $200 million US) from 800,000 visitors in 2007. Less than 400,000 tourists came in 2008, bringing in only 8 billion rupees. Terrorism halved our receipts from tourism last year, tourism minister Ataur Rehman told AFP. People are not coming from the rest of the world as they have been advised by their governments not to go to Pakistan. After many years of turbulent war, Pakistan remains an area that is still unsettled and unpredictable. Pakistan is a land rich in culture and history, but precaution should be taken to ensure your safety as you travel. (Terra Fletcher)

TOURISM IN PAKISTAN BY SHEHZAD

Like other countries of the world Pakistan is also gifted with the potential to attract tourists to its different areas. Pakistan has its unique latitudinal difference from zero to 8611 meter, culture, climate and relief feature. It is ideal for rest and recreation, for adventure and for cultural tourism. Its people are friendly and the cost of living here is comparatively low as compared to other Asian countries. In Northern Pakistan there is a great potential of tourism. The provice of KPK and the northern areas of Pakistan from the hub for mountain tourism in the country, teeming with Majestic Mountain, snow cover peaks, valleys, swift flowing mountain streams, jeweled lakes and the stupendous Karakoram glaciers, the attraction for adventure sports and recreation and enthusiast are many and varied. The attraction includes mountaineering, tracking sightseeing, and fishing and other thrills. It offers special attraction for mountaineers and trekkers. Its northern areas lie under the shadow of the worlds three famous mountain ranges, the Karakoram, the Hindukush and the Himalayas. Here stand the seconds highest mountain K-2 (28250 ft or 8610 meters). Again there are the Nanga Parbat (26600 ft) and RakaPoshi (25550 ft). In their neighborhood are 19 other peaks above 25000 feet a paradise for mountaineers trekkers and lovers of snow-clad peaks watching over flower-laden valley. Although trekking and mountaineering tourism have visible positive effect in terms of employment, income generation etc, but it also generated negative impacts that are fairly serious in some areas. The benefits resulting from tourism have also not spread widely and resulted in disarray of the industry due to poor planning of tourism development, lack of trained officials, poor marketing, and advertisement, infrastructure and political instability. Tourism is now becoming the worlds largest income industry and its share the global economics is increasing day by day. Pakistan offers all kinds of tourists attractions. There are more than 50,000 passengers that come to Pakistan only to visit the natural beauty of Pakistan. Now there is a lot of potential but due to unfavorable condition this potential is not utilized. In order to achieve greater benefits from tourism and to minimize its negative impacts on mountain areas, it is necessary to see mountain areas in terms of different environmental resources and their economic value. Tourism is now the great hope of reversing processes of marginalization for many mountain communities. This hope is based on the local conditions and diversities. However, tourism is a business with rapidly changing demands, fashions and requirements. These results in globalize competition where mountain areas are not only competing among themselves, but also with other major tourism destinations. (SHEHZAD)

SOLOUTIONS FOR THE PROBLEMS IN TOURISM INDUSTRY OF PAKISTAN:

1. Government of Pakistan must prioritize the tourism industry by allocating sufficient amount of annual budget to this sector, funding new projects, attracting private investments and participating more in tourism fairs worldwide. 2. Pakistan is a country with beautiful nature and historical background. The government and related authorities must maintain its natural beauty and old historical places by allocating more funds and work with UNESCO and other foreign bodies to maintain the heritage sites of the world. The government should introduce ECO friendly vehicles to sustain the environment. 3. The biggest challenge Pakistan tourism industry facing today is the safety and security for the people of Pakistan as well as the tourists visiting Pakistan. Government of Pakistan must take strict measures in order to maintain law and order situation as they were in the previous years. Pakistan was one of the safest countries till 2005, so the government should revise the same safety and security measures in order to gain back the positive image. 4. Most of Pakistan population lack access to safe drinking water. Government should pay attention and improve the drinking, sanitation, garbage system and hospital conditions so that the tourists dont get ill. 5. major achievement in tourism industry can be achieved by the help residents of the country. Local residents can play their role through hospitality, their own small businesses, giving rooms of their homes in areas where hotels are not present, guiding tourists where tourists guides are not available, arranging local festivals by not increasing the price to items unnecessarily. 6. The government should increase their role in the area of providing facilities to tourists as the private sector is doing right now i.e. Banking facilities like ATM and visa card acceptance is the demand of time, opening more world class hotel and restaurant chains and internet services should be improved in rural and mountain areas which are mostly visited by the tourists. 7. Government should implement special tourism training programs within schools and universities throughout the country to produce skill tourists guide as up till now there are no such training programs within the country. 8. Pakistan has inherited six of the world heritage sites but unfortunately the world outside is still not aware of one of the oldest civilization in Pakistan. the authorities must maintain and promote these heritage sites to the tourists.

9. According to the data collected from tourists inside and outside, they love the culture of Pakistan which includes the food, festivals, dances, games, music etc. The tourism authorities must promote the local culture of Pakistan by arranging festivals and fairs to other countries through Pakistani embassies abroad. Media should also promote the culture of Pakistan through good documentaries on international channels. 10. Tourists demand quality products when they spend so much money to visit a place. In order to assure quality to the tourists, the government should improve the conditions of hotel, guest rooms and food chains. Government should focus on the clean environment, electricity shortage and inflation in the country.

11. The government should improve the production and quality of ground and air transport. Road condition is still in the developing phase especially the local roads and roads in the northern areas which constantly destroy due to land sliding. So after 60 years of independence the government should now seriously allocate budget for roads in order to avoid accidents. The government should also introduce tram system in Pakistan that can reduce time and cost for people. 12. The inflation rate is high in Pakistan increasing the cost of petrol and food items. The air travel is also expensive as compared to Pakistan neighboring countries. For domestic tourists the inflation rate is resulting in decrease of travelling but for the international tourists it is still economical to travel to Pakistan. 13. Marketing is the main source of tourism growth. Pakistan media is liberal and its coverage is in all parts of Pakistan but unfortunately media of Pakistan like international media has failed to portray positive image of Pakistan. If government or tourism authorities pay attention in this area then media can become a major source for portraying positive image and Pakistan hidden beauty and heritage to outside world. National geographic is the most famous and watched television channel, which can become a marketing source for Pakistani tourism industry. 14. Evaluation program should be implemented in the tourism industry to keep in check and view the situation of this industry in order to avoid corruption and laziness in this sector. 15. Innovation can act as a fresh breeze for Pakistan. Innovation is needed in the areas of mountaineering and cultural heritage.

Conclusions And Recommendation:

Travelling has become an excellent remedy for the stress and anxiety demanded by our modern day life schedules. People prefer change when they get holidays so that they can relax their minds and spend some quality memorable time. Therefore, Tourism has become a popular global leisure activity and is the most dynamic and current growing industry of the world. Tourism activity and tourists are important because it is the most effective mean of exploring other countries, its people and their culture whereas the tourists help in building the bridges between nations through love, mutual understanding and knowledge, thus bringing different cultures together. Pakistan with is natural and historical beauty holds a great potential for tourism. The factors that have brought this industry down are the weak infrastructure and instability in the country. All these factors can be turned positive if government takes serious actions for this industry and for the country and also follow the techniques and methodologies being used by most successful destination countries in tourism. The methodology used for this research helped me in getting the views of the domestic and international tourists but still it lacks in the sense that it was not applied for majority of the population because of shortage of time and resources. One of the drawbacks of the research methodology I used is that the interviews from individuals are strongly influenced by their moods and level of comfort. But still today researchers make use of the interviews being the major source of information gathering on a larger scale. The shy behavior of women is also a difficult situation that most researches can face during their research in Pakistan; therefore most of the research done is on men. Comparison of Pakistan tourism industry with some of its neighboring countries and my proposed strategies help the government to identify the weak points in our tourism industry and develop strategies to improve this sector.

References:
http://www.momcsty.gov.pk/ http://www.suite101.com/article.cfm http://www.scribd.com/doc/3662568/Library-Research-on-Tourism-industry-of-Pakistan