precise

1. SWAT
Restoring peace of paradise
to a piece of paradise
Govt of N.W.F.P
SARHAD TOURISM CORPORATION
Govt. of N.W.F.P

3. The need
Step 1: Changing perception about
Swat
Step 2: Tourism Promotion and
Development in Swat valley

4. • Short and long term
promotional and
developmental works
• Information
• Incentives
Functions

5. • The promotional projects are designed for
the calendar year 2010 .
• Sarhad Tourism Corporation will announce
the events in a press conference
• STC will carry the campaign logo in all their
promotional materials including office
stationary
• A full fledged promotional campaign
supported and promoted by STC will run in
all media disciplines throughout the year
Suggested Activities

8. ATL:
• Electronic Media
• Documentaries
• Short Films
• Public Service Messages
• Production and Airing of Theme Song
• Production and Airing of Branded TV Programs
• TV Spots
• Online Brandings
• Print Media
• Print Ads
• Magazine Ads
BTL:
• Events (Calendar year Activities)
• Establishment and Operation of FM Radio
• Travelling Carnival
• Billboards
• Bus / Bus stop/ Airports Branding
• Stationary / Promotional Material
Promotional Activities

9. Documentaries:
Documentaries / Short Films based on
the slogan will be developed and aired
on different major TV and Radio
channels
Promotional Activities

10. Public Service Messages:
Public service messages by well known
celebrities as peace ambassadors will
make a long lasting impression on the
minds of the target audience
Promotional Activities

11. Theme Song:
• A theme song based on the slogan will be
developed and aired on all major TV and Radio
channels
• Different famous national songs will be sung by
notable singers from NWFP who holds an appeal
for the masses nationwide
• It would project the kind of image for Swat that we
desire to be promoted
• Because of high affiliation of masses with national
songs, it would be registered soon and the
message would reach a large number of people in
a short time
Promotional Activities

12. TV / Radio Spots:
• 60 second TV ads, using common people from
Swat, will be developed
• The messages would be straight-forward and
direct, extolling the cultural characteristics of
warmth, hospitality and helpfulness of the people
of Swat
Promotional Activities

13. Branded TV Program
Teri Wadi Wadi Ghoomon
• This program would be a 13 episode
travelogue highlighting the natural
beauty and tourist attractions of Swat
• The program would be anchored by a
well-known female host
• It can be a low-cost production,
because the subject itself is quite
interesting and does not require much
gimmickry
• It would be aimed at audiences all over
Pakistan
Promotional Activities

14. • A 25-minute TV show , focused on
the famous traditional foods of
NWFP
• This show would interest people
from all over the country, for their
recreational tours
• It would get good viewership if aired
on Express News or Samma TV. This
would also result in our message
reaching a great number of people
Branded TV Program
Swat ka Dasterkhawn/
Traditional Cuisine of Swat
Promotional Activities

15. Branded TV Program
Aaj ka Pashtoon
• Talk show
• The participants would be
professionals, politicians, journalists,
intellectuals, both men and women
• They would discuss national matters
that interest and affect them
Promotional Activities

16. Print Media Campaign:
• To conceive accurate results and attract
tourist from all parts of the country, an
aggressive media campaign will be
designed and launched in all leading
national and regional dailies
• A national media campaign carrying
messages will reach the hard core target
market
Promotional Activities

17. Promotional Activities
Event Calendar 2010
• International Women’s Day Celebrations March
• Media Cricket League at Saidu Sharif March
• Musical Concert (Road to Swat) April
• Seminar on revival of tourism in Swat May
• Sports Festival at Saidu Sharif May
• Ghandara Week Celebrations June
• Cultural Festival July
• Special visits for different Media Team July
• Inter School & College Debate Competition August
• Trekking & Camping Tours August
• Swat Photographic Competition September
• Tour de Swat Cycle Race / rally October

18. Travelling Carnival
“Mera Pegham Muhabbat hay,
Jahan tuk puhnchy”

19. • A traveling carnival, consisting of
musicians, singers, actors, puppeteers
and cooks
• The carnival would travel to all major
cities of Pakistan, set itself up in a public
venue and entertain the public for a set
number of days, and promote the
message of harmony
• The activities would include music,
theatre, puppet shows etc.
• A well-planned carnival can generate
enough profits to finance itself
Travelling Carnival
“Mera Pegham Muhabbat hay,
Jahan tuk puhnchy”

20. Establishment and
Operation of FM Radio
“Swat ki Awaz”

21. Establishment and
Operation of FM Radio
• A radio channel, with youth-oriented
and modern content
• It would promote a modern and
positive image of the NWFP and its
people
• This initiative would not only lead to
our desired results but would
generate profits as well

22. Developmental Activities
Proposed Projects 2010
• Reconstruction & renovation of damaged hotels in
upper & lower Swat
• Establishment of Trout Angling Training Center Kalam
• Establishment of two Camping Sites
• Development of information material ( Trekking
maps, broachers, posters, postcards , Slide Show CDs
• Hotel Management Training Program (Reception, F&B
& House Keeping)
• Tourism & Trekking Guides Training Program
• Up gradation & Beautification of Trolley Lifts & Fish
Huts / Restaurants along river swat
• Marketing of local handicrafts in other cities
• Restoration of Malam Jabbah Chair Lift with alternate
accommodation facility
• Survey for developing new areas

23. Developmental Activities
Proposed Projects 2010
Reconstruction & Renovation of damaged hotels
in
Upper & Lower Swat:
As result of the present scenario in Swat Valley main damage is recorded in
tourism sector. Hotel industry received immense destruction in both
structural and business losses. To revive the hotel industry, reconstruction
and renovation of damage hotels is very much needed. A team will enlist all
the hotels in upper and lower Swat and a professional survey will be
conducted to assess the damages in order to allocate funds on percentage
sharing basis from case to case.

24. Developmental Activities
Proposed Projects 2010
Establishment of Trout Angling Training
Center Kalam:
A project for opening new venues to enhance the attractions available in
domestic tourism industry. Establishment of Trout Angling Training
Centers will provide a unique opportunity for the tourists to learn
about Trout Angling and Fly Fishing. Moreover the centers will also work
to educate general public about the conservation and protection of trout
fish in Swat Valley.

25. Developmental Activities
Proposed Projects 2010
Establishment of two camping sites:
A project to facilitate youth and adventure lovers with up to
date and subsidized accommodation and equipment, will be
established in Swat valley at Kalam and Mahudand for the
promotion of domestic tourism industry.

26. Developmental Activities
Proposed Projects 2010
Development of information material ( trekking
maps, broachers, posters, postcards , Slide Show
CDs :
It is very essential to develop and print information material
regarding tourism areas and highligh colorfully the attractions
available for the awareness and education of masses in order to
promote domestic tourism industry.

27. Developmental Activities
Proposed Projects 2010
Hotel Management Training Program
(Reception, F&B & House Keeping:
In order to maintain a good standard in hospitality
industry, it is very important to start a hotel
management training program to train the working
staff about different sections of hotel (Reception, F&B
and Hose Keeping).

28. Developmental Activities
Proposed Projects 2010
Tourism & Trekking Guides Trainings:
With the expansion of tourism industry, the tourists influx is increasing
day by day, resulting in exploration of new areas by the tourists.
Therefore it is important to train local guides to provide services to the
tourists in order to drive proper benefits through conducting trekking
tours for adventure and nature lovers. These trained guides will provide
services for tour operators and will be enlisted with tourism
corporations.

29. Developmental Activities
Proposed Projects 2010
Up-gradation & Beautification of Trolley Lifts &
Fish Huts/ Restaurants along river Swat:
Locally made trolleys have been installed at different points along river Swat to
facilitate people for crossing the river. With time these trolleys have become
attraction for local people to visit river Swat for picnic and enjoy rides across the
river. And a number of small restaurants / Fish Huts have also been established by
the locals .
With the up-gradation of these Trolley Lifts & Fish Huts / Restaurants along river
Swat can attract local tourist which will create income generation for number of
people.

30. Developmental Activities
Proposed Projects 2010
Marketing of Swat handicrafts in
other Provinces:
Apart from promoting our tourism areas, it is very important to promote
the local handicrafts in order to provide income generation opportunities
for the small businessmen community related to tourism. It is therefore
very much needed that handicrafts from Swat should be staged in other
cities of Pakistan to create direct links between the investors and buyers.

31. Developmental Activities
Proposed Projects 2010
Restoration of Malam Jabbah Chair Lift with
alternate accommodation:
Malam Jabbah was the only Ski Resort available for the tourist and general
public in Pakistan. Malam Jabbah Ski Resort had played a very pivotal role
in promoting winter tourism in Swat and had attracted thousands of
tourists from all over Pakistan including the foreigners. Therefore it is very
important to revive Malam Jabbah Ski Resort with new chair lift and with
alternate accommodation facility.

32. Developmental Activities
Proposed Projects 2010
Survey for developing new areas for tourism
in Swat:
With the growth of tourism industry it is imperative to explore new areas
for the development of tourism and at the same time this will work as
diverting tourist pressure from popular tourism areas for sustainability
of existing resources. And the new areas can be properly planned keeping
in view the environmental protection.

33. Estimated Cost

34. Electronic Media 0.75 Million
Print Media: 0.25 Million
Calendar year activities 0.7 Million
Travelling Carnival 0.15 Million
Billboards 0.45 Million
Stationary of Promotional activities 0.05 Million
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Total: (A) US $ 2.35 Million
Promotional Activities

35. Developmental Activities
• Reconstruction & renovation of damaged
hotels in upper & lower Swat 3.0 Million
• Establishment of Trout Angling Training
Center Kalam 0.10 Million
• Establishment of two Camping Sites 0.12 Million
• Development of information material (trekking
maps, broachers, posters, postcards , Slide Show CDs 0.1 Million
• Hotel Management Training Program
(Reception, F&B & House Keeping) 0.2 Million
• Tourism & Trekking Guides Trainings 0.1 Million
• Up gradation & Beautification of Trolley Lifts &
Fish Huts / Restuarants along River Swat 0.3 Million
• Marketing of local handicrafts in other cities 0.2 Million
• Restoration of Malam Jabbah Chair Lift
with alternate accommodation facility 3.54 Million
(detail at annexure A)
• Survey for developing new areas 0.1 Million
• Establishment and Operation of FM Radio 0.15 Million
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Total: (B) US $
7.91 Million

36. Summary
Promotional Activities (A) 2.35 Million
Developmental Activities (B) 7.91 Million
-------------------------------------------------------------------------------------------------------
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Total: (A+B) 10.26 Million
contingency @ 10 % 1.026 Million
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Grand Total: US $ 11.286 Million

37. SWAT
Restoration of Malam Jabbah Chair Lift
with alternate accommodation facility
Annex “A”
Restoring peace of paradise
to a piece of paradise
Govt of N.W.F.P
SARHAD TOURISM CORPORATION
Govt. of N.W.F.P

39. MALAM JABBA (Chairlift)
S.N Description Item Qty
1 Length of Skiing Main Slope 1300 --------
1400 Meters
Slope
leveling
2 Poles Between Start to End (with two
overhead wheels)
09
3 Generator 26 5 K W 01
4 Motor 55 HRS Power Engine 01
5 Chairlifts (2 Persons Each Set) 54
6 Unimog 84 HRS Power
( snow cutters ) --- 02
( snow blades ) --- 02
02
7 Skiing Equipment
Ski Sets with Binding
Poll Sets
Boot Sets
100
100
100
8 Transformer 240 KVA 01
A: MAIN SLOPE SECTION

40. S.N Description Item Qty
1 Training lift Length 100 -------- 120 Meters Slope
leveling
2 Motor 25 HRS Power Engine 01
3 Poles ( with two overhead wheels ) 04
4 Training lifts with capacity for 32 persons 32
5 Generator 25 HRS / KV 01
B: TRANNING SLOPE SECTION
MALAM JABBA (Chairlift)

41. C: Alternate Accommodation
Readymade houses will be established to provide
accommodation facility for the visiting tourist and ski
lovers
S.N Description Item Qty
1 Readymade Lodges purchase 10
2 Civil work ( leveling of land & sanitation ) 10 plots
3 Electricity & Water connections 10 Lodges
4 Generator 50 kv 1
5 Maps & Labor ------
MALAM JABBA (Chairlift)

42. Estimate (in rough)
S.N Description Item Qty
1 Complete accommodation setup 0.54 mn
2 Chair lift main slope and training slope
complete and including ski equipment ,
generators, unimogs , etc
3.0 mn
Total US $ 3.54 mn

43. Thank You