1st Consultative Workshop on National Tourism Strategy
August 27 - 28, 2019
In order to prepare a road map for implementation of Prime Ministers vision to boost the tourism sector in Pakistan,
a two-day consultative workshop was held in Islamabad on 27 and 28 August 2019.Nine Expert Groups were tasked with developing strategy papers
based on their thematic areas. The Expert Groups included Regulatory and Policy Reform, Religious Tourism, Branding & Marketing, Eco-Tourism,
Infrastructure and Facilitation, Adventure Tourism, Investment Promotion, Cultural Heritage & Archaeology and Tran Himalayan Jeep Rally Expert
Group. The groups were tasked to identify key issues, formulate strategies, and give recommendations to enhance domestic and International
tourist segments. During the two days short, mid and long terms proposals were deliberated upon in detail. The expert groups identified problems
& issues faced by the tourism industry and proposed action plans to revamp the tourism sector in Pakistan.
Additionally important stakeholders were also identified who could be instrumental in bringing a positive change. The consensus was that there exist coordination gap for which National Tourism Coordination Board (NTCB) has to play an important role. The participants emphasized interventions to change the perception of Pakistan internationally and to sensitize the world about reality and true picture of the country. Each Expert Group developed a strategic framework based on actionable goals divided into short, medium and long-term objectives. Important factors which should be taken into consideration were also outlined, along with challenges and risks associated with them.
Tourism experts came up with implementation plans along with timelines to make the findings workable. The Managing Director (MD) Pakistan Tourism Development Corporation (PTDC) Syed Intikhab Alam concluded the workshop by expressing his gratitude for valuable contributions made by the Experts Groups. He appreciated dedication and commitment of the experts and informed the participants that the proposals and draft strategy paper will be forwarded to the government for consideration and approval.