A Case study of Malam Jabba Swat Pakistan

1. Prolonging Life Cycle of Tourism Area
A Case Study of Malam Jabba Ski
Resort Pakistan
MOHAMMAD IMLAQ
Student I.D 2019100842
UBAID ULLAH JAVID
Student I.D 2019100843

2. The life cycle of the tourism product
• Number of incoming tourists increases
• Businesses remain family based
• Outside interests become involved
• Developing businesses and tourist
facilities
Launch
• The quality of tourist services falls
• Demand Level Off
• The environmental degradation of
the tourist destination
• Destination reached to maturity
Stagnation
Discovery
• Fewer Visitor come
• Economy fall down
• Business fails
Decline
• Small number of unobtrusive
visitors arrive seeking "unspoiled"
destinations.
• These early "explorer" tourists
generally speak the language and
identify with the local culture.
• The social impact in this stage is
generally small and resident
attitudes are fairly positive towards
tourism.

3. Tourism Area/Product Life Cycle Model

5. Overview of Malam Jabba
Malam Jabba Introduction/ Location
Destruction
Project investment
Revival
Innovation
Advertisement
International/Domestic events
Videos

6. Location
Located at Northern area of Pakistan at district Swat
6 hours drive from Capital city Islamabad and total
distance is 314km
9,199 feet(2,804 metres) above from sea level
International Skiing Competition features
Oldest and largest ski resort in Pakistan
Top 10 in the world
Highest naturally slope in the world

7. Destruction
In 2007 Pakistan army operation against terrorism
Road was demolished
The Resort was destroyed by terrorist
After few years it was rehabilitate

8. Construction cost : 1700 Million.
Equipment cost : 700 Million.
Land lease amount : 400 Million.
Total investment : 2800 Million.
Total revenues per year : 384 Millions.
Income tax 35% : 134.4 Millions.
Income after tax : 249.6 Millions
Return of investment : 21.33%.
Project Investment

9. The project envisages restoration and revival of the
resort both for beginners and professional skiers.
Construct Manglor to Malam Jabba 45 Km road.
Construction of 5 star PC hotel. Before it was 3 star
hotel.
Reconstruction of chairlifts as international
standards.
Before number chairlift was 52 now increased to
108.
Facilities to be provided like first aid and medical
emergency backup.
Construction of tea with tuck shop at top of the hill
with parking facilities.
7.2km Shangla-Malam Jabba Road planned
Revival

10. Innovations
Organize Ice Hockey Matches
Installed Zipline
Installed Chair Lifts
Provide Ice Fishing
Snowboarding
Grass Skiing
Install Jumping Boards
Open Adventure Park
Open Ski School
Conduct Marathon Race
Start Up Hill Race
Snow Sports Competitions
5 Star Hotel

11. Advertisements

12. After revival the first Domestic Skiing competition were held in
2014
First International skiing competition were held in 2017.
2nd International skiing competition were held in 2018.
3rd International skiing competition were held in Feb. 2019.
More than 20 Ski Players/associations participated.
12 countries participated in Skiing event from Jan-march 2017
 15 Countries Participated in January 2020
International and Domestic Events

13. 0
5000
10000
15000
20000
25000
2016 2017 2018 2019 2020
International and Domestic Tourist Arrivals
Series 2
Tourist Arrivals by Thousands

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