TOURISM WORKING GROUP(TWG)

MISSION STATEMENT
Assisting public sector to develop Focused Strategies to promote & expaqnd tourism Developing key Result Areas and ensuring visible economic impact on grass Route Level Bridging pubic & privet sector

PRESENTATION OBJECTIVES
To highlight that tourism requires lesser investment in creating jab as compared with any other industry To introduce paradigm shift from federal or provincial tourism to the District Tourism on the Grass Route Level Promoting tourism with emphasis on community participation Restructuring local tourism as public-privet sector partnership Expanding markets while promoting and protecting natural resources and local heritage &life style Improving the quality of tourism products and services, and adding value for money while increasing consumer choice

PERSPECTIVE IN GLOBAL AND REGINOL TOURISM

The developing countries have recorded the highest growth rates in tourism over the last two decades. Tourism industry is in the line with oil & information technology. In fact by the year 2020out of every ten, nine people will be employed (directly or indirectly) by tour, travel & hospitality industry in the world WTOs TOURISM 2020VISION forecast that international arrivals are expected to reach over 1.56 billion by the year 2020 Global revenues by the 2020is forecasted over Two Trillion US Dollars. By the year 2020 Chinese travelers will rise to 100million generating 200 billion US dollars . If we only achieve 5% of Chinese market share by 2020 it would mean 10 billion US dollars directly added to our economy from one country.

FIRST STEP_DOMESTIC TOURSIM

Domestic tourism creates basic infrastructure for international tourism. For domestic tourism to flourish in Punjab, the basic principles must be reviewed- policy- infrastructure funding Human Recourse& environment . Promotion of domestic tourism is directly based on Cluster of Activates of events attraction & infrastructure. Domestic tourism in Pakistan is product led and not market led industry. Identify Capacity Development Areas around heritage assets Review marketing & Research expense ratio Vs. establishment expense. Encourage Collective Marketing of public &privet tourism efforts Promote domestic tourism to create major impact on economy of Punjab at the grass route level.

TOURISM REALITES IN PUNJAB

Introduce Tourism Minimum International Standard (MIS) to uplift infrastructure. Develop mutual trust & confidence between public and privet sector needs bridging. Develop Tourism standards in both product and human resource development. Protect Culture heritage sites in distant areas Encourage environment rating for provincial cities

SUSTAINABLE TOURISM MANAGEMENT

Any tourism strategy & activity in punjab must be focused to produce visible culture 7 economy impact Sustainable Tourism Management (STM) Resource Management, fulfilling economic and social need.

Maintaining cultural integrity, ecology process, diversity and life style improvement
Tourism Banquet room Function Vs. Field results to be reviewed monthly for greater accomplishment From the last 20 years putting old Initiatives in cold storage and starting new one with new leader ship has not been productive for tourism industry. Initially monthly & eventually quarterly Inter-ministerial meetings in joint collaboration with privet sector. New vision of collective marketing and management must be encouraged in the ministry of tourism and related departments.

WINNING MANAGEMENT STRATEGY

Restructuring departments within the ministry to focused Tourism: 1. 2. 3. Focused special festivals, events & entertainment Department District tourism Monitoring, follow-up & Assistance Department. CLUSTER OF ACITIVTES around Heritage Sites Development & Followup Development Development & Promotion of Image Building Department.

4.

FOCUSED RECOMMENDATION
Resources to be allocated in an aligned direction.

Calculating either economic or social impact

Return on investment of money & resources Vs. tourism results. key results Areas to be identified and implemented in the first quarter of year 2007. District Tourism Board (DBT) Introduced first time in Pakistan. To be developed in selected cities on KEY RESULTS AREAS Short term winning strategy (for 3 years) concentrating in the following key result areas of punjab:Selective 10 models of district Tourism in different areas of punjab. Horse & cattle/ Tatto shows Spring festival Nankana Sahib site Buddhist Town in Texila China Town in Lahore