Modern Pakistan Building upon Ancient Culture

Article excerpt

Nature has endowed Pakistan with majestic mountains, grand glaciers, roaring rivers through breathtakingly beautiful valleys, vast plains, alluring deserts and an unspoiled expanse of extensive coastline.

Throughout history, this part of the world has attracted travellers not just because of its natural assets, but also because of the cultural richness of its inhabitants, who were among the earliest in the world to give birth to a flourishing civilization, the archaeological remains of which dot the length and breadth of the country. The resulting interaction served to further enrich the cultural heritage.

Although such visits may go beyond the confines of the definition of tourism today, it is a fact that tourism is a vast field, the full potential of which has been neither fully realized nor its revenue generation potential exploited to the advantage of the national exchequer of Pakistan.

Seeing the way this sector has taken off not only in developed countries, but even the Third World, especially SAARC and other South Asian countries, the government of Pakistan had designated the year 2001 as ``Visit Pakistan Year'' and extensive arrangements are underway to present the attractions of Pakistan to world tourists, most whom have so far been unaware of them.

`Visit Year' is now established world practice for countries promoting tourism to enable them to market their tourist products and services. They form a very vital element of 'Destination Marketing' used by the tourism industry to focus on result-oriented marketing. It envisages multi-faceted promotional activities to develop and project Pakistan's tourist products, in the varied categories of our history, archaeology, culture, places of pilgrimage, events, monuments, animal wealth, flora, geography, sports, resorts, parks, etc. You name a tourist product of special interest and Pakistan has it.

Despite the challenges of the economic environment, the private sector is coming forward to join hands with the government to realize the full potential of this industry, spurred on by its faith in the socio-economic values of Responsible. Tourism, which provides the tourists with opportunities to have an enriching experience, without disturbing the environmental, as well as cultural balance of the places they visit.

Tourism is motivated human traffic across international, provincial and district borders. Facilitated by technological advances in transportation and communications, tourism is now the more potent means for bridging political, racial, and cultural attitude differences between peoples of varying political boundaries. …