Pakistan's Tourism Profile at World Tourism Fair

Economic Review, August 1992 | Go to article overview
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Pakistan's Tourism Profile at World Tourism Fair


Pakistan steadily intensified its tourism promotion campaign by its distinctive and imaginative participation at the International Tourism Exchange (ITB) 1992 held in Berlin, the annual congregation of the world travel industry that is now seen as a "Meet of the tourist world" for its highly concentrated and qualitative presence of travel trade professionals and policymakers in an exercise that seeks to create new patterns and clusters of tourist destinations and a new class of determined travellers.

The eye-catching Pakistan pavillion projected a composite picture of the national tourist attractions, promoted by eight hoteliers and tour operators as well as the Pakistan Tourism Development Corporation (PTDC). The basic thrust of the promotion was on the northern areas-Gilgit, Skardu, Chitral and Swat-that have been known to be a paradise for mountaineers, trekkers, naturalists, painters and photographers. White water rafting and skiing were additional attractions. "Pakistan offers everything that one would like to choose from: beaches, rivers, deserts, snow-clad mountains, glaciers, forests and many more", stated Ashab Naqvi, Dy. Managing Director of PTDC, who announced that this government would soon be opening a PTDC office in Frankfurt (Germany) this year to facilitate direct marketing. He said German visitors to Pakistan were fairly steady at 12,000 annually, staying for an average length of 12 days.

An official delegation led by Pakistan's Minister of Tourism Shahzada Mohiuddin specially arrived at the ITB to take a first-hand look at the mammoth fair and its marketing potential. Participants at the world tourism fair cocurred with the view that a united Germany would eventually bring in a lot more tourists to their respective destinations than was the case hitherto. Many developing countries also lay great store by tourism for diversifying their economic structures, creating employment and earning foreign exchange. And the ITB was being regarded as the gateway to this economic revival.

The ITB was notable this year for reflecting a deeping interest in the environmental dimension of tourism.

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