The document discusses tourism promotion in NWFP (now Khyber Pakhtunkhwa), Pakistan. It notes that while the provincial and federal governments have promoted tourism, they have not fully leveraged the province's assets. In response, NWFP established the Sarhad Tourism Corporation to take responsibility for tourism promotion activities. The corporation aims to develop tourism in partnership with the private sector by identifying attractive sites and offering long-term leases. NWFP, along with Northern Areas, is recognized as Pakistan's main tourism region due to its natural and cultural attractions.

1. Tourism is the responsibility of the Department of Tourism, with the Secretary as the
delegated official in charge of tourism. Efforts of the Federal and Provincial
Governments have resulted in promotion of tourism in this province but have not
been able to fully explore the tourism assets of the province.
NWFP after assessing the performance of the Tourism Development Corporation of
Punjab and realizing that most tourism assets of Pakistan are located in the
jurisdiction of NWFP, set up the Sarhad Tourism Corporation (STC). The STC was
assigned the total responsibility for promotion activities necessary . The Corporation
acts as a field wing of the Department of Tourism.
NWFP along with the Northern Areas is generally recognized as the tourism region
of Pakistan, with its beautiful valleys, lakes, ski resorts, archaeological sites, historic
remains, rivers, mountains and glaciers, civilization and culture and its people. With
the Northern Areas it is the main tourism product and image to be projected to the
outside world; that it has failed to be developed and promoted, is a lack of motivation
and will, based on negative financial resources of the provincial government and its
tourism organizational structure.
Sports, Culture, Tourism, Youth Affairs, Archaeology &
Museums Department, Peshawar
Government of N-W.F.P.

2. SECRETARY
Sports, Culture, Tourism, Youth Affairs,
Archaeology & Museums
Deputy Secretary /
Director Culture
Planning Officer
Sports, Culture, Tourism, Youth
Affair, Archaeology & Museums
Section Officer-I
Culture, Tourism &
Youth Affair
Section Officer-II
Sports, Archaeology
& Museums
Section Office (Admn)
Coordination, Estatt:
CE’s Directives & Training
Sarhad
Arts
Council
Sarhad
Tourism
Corporation
Directorate of
Sports &
Youth Affairs
Directorate of
Archaeology
& Museums
The Department was created on 8th March 2002
The functions of coordination, regulation and implementation of policies of the Department of Culture,
Sports, Tourism, Archaeology and Museums are looked after by the Secretary being its head. In the
secretariat, the Secretary is assisted by:
Deputy Secretary, Sports, Culture, Tourism, Archeology & Museums.,
Four section officers alongwith their support staff.
The organization of the Secretariat is as follows:
ORGANIZATION OF THE SECRETARIAT

3. Sports, Culture, Tourism, Youth Affairs,
Archaeology & Museums Department
MAJOR FUNTIONS OF THE DEPARTMENT
➢ Services matters, except those entrusted to S&GAD.
➢ Promotion and Propagation of sustainable Tourism.
➢ Promotion & Development of Sports & Sports facilities.
➢ Promotion & Preservation of our Cultural Heritage.
➢ Development of Museums.
➢ Development of Archaeology.
➢ Promotion of Youth Affairs.
Following are the attached constituents directorates of
the department:
1. Directorate of Sports and Youth Affairs
2. Sarhad Arts Council
3. Directorate of Archaeology and Museums
4. Sarhad Tourism Corporation

4. • The Sports Directorate has the following
objectives:
• Control and allocate necessary grants to the
sports organizations in the Province;
• Develop sports activities;
• Hunt talent by holding inter-district, inter-
divisional and inter-agencies tournaments; and
• Impart training through coaching camps.

5. DIRECTOR
SPORTS & YOUTH AFFAIRS
(B-19 – I POST)
ASSTT DIRECTOR
(B-17 - 1 POST)
ASSTT DIRECTRESS
(B-17 - 1 POST)
MANAGER
CUM-
GROUNDMAN
(B-16 - 1 POST)
BUDGET
OFFICER
(B-16 - 1 POST)
SUPEINTENDENT
(B-16 - 1 POST)
PROVINCIAL
COACHES
(B-16 - 4 POST)
DIRECTORATE OF SPORTS & YOUTH AFFAIRS
(A). Provincial Level
Total Sanctioned Posts at Provincial Headquarter = 37
Objectives:
➢ Control and allocate necessary grants to the sports organizations in
the Province;
➢ Develop sports activities;
➢ Hunt talent by holding inter-district, inter-divisional and inter-agencies
tournaments; and
➢ Impart training through coaching camps.

6. DISTRICT SPORTS OFFICERS
(B-17 – 7 POSTS)
PESHAWAR, ABBOTTABAD,
MALAKAND
MARDAN, KOHAT, D.I.KHAN, BANNU
ASSISTANT
(B-11 - 7 POSTS)
JUNIOR CLERKS
(B-5 - 7 POSTS)
NAIB QASIDS
(B-1 - 7 POSTS)
(B). District Level
Total Sanctioned Posts at District Headquarter = 96
DY: DISTRICT SPORTS OFFICERS
(B-16 – 17 POSTS)
IN THE REMAINING DISTRICTS
ASSISTANT
(B-11 - 17 POSTS)
JUNIOR CLERKS
(B-5 - 17 POSTS)
NAIB QASIDS
(B-1 - 17 POSTS)
DIRECTORATE OF SPORTS & YOUTH AFFAIRS
FUTURE PLANS:
The Directorate of Sports and Youth Affairs is working actively to make available sports and youth
complexes at Union Council, Tehsil and District level incorporating all the activities in one place.

7. The Government of NWFP in the Culture Department
established a Provincial Cultural Body called Sarhad
Council of the Arts on 16th June, 1985, consisting of
the following:
Minister for Culture, NWFP Chairman
Secretary Culture, NWFP Vice Chairman
Secretary Finance, NWFP Member
Secretary Education, NWFP Member
Three persons to be nominated by the Govt. Non Official member
Deputy Secretary Culture / Director Culture Member/ Secretary
SARHAD COUNCIL OF THE ARTS

8. Objectives
➢ To preserve and develop Culture, Arts and
Literature on indigenous and national lines
keeping the regional background intact.
➢ To monitor the activities of Cultural, Arts and
literary organizations.
➢ To forge unity among different segments of
society.
➢ Campaign against drug abuse.
➢ To allocate grant in aid to such cultural societies
and arts councils registered with the council.
➢ To promote the artistic talent of people in NWFP.
SARHAD COUNCIL OF THE ARTS

9. FUTURE PLANS
❖ Establishment of district Arts Councils like
Abasin Arts council in each District.
❖ Construction of Arts complexes at District
Level.
❖ Preservation of cultural heritage of the province
through establishment of NWFP Lok Virsa Like
organization.
❖ Preparation of Cultural Directory of Artists,
Musicians, Singers, writers and Poets.
❖ To hold cultural mela depicting the cultural of
NWFP.
❖ Open air auditorium under construction near
Nishtar Hall including Arts Gallery, Traditional and
Fast Food Restaurant, Sovernier/Gift Shop & allied
facilities.
SARHAD COUNCIL OF THE ARTS

10. Nishtar Hall & Decorum for its Use:
Nishtar Hall is a facility made available by GoNWFP Department
of Culture to the local population for entertainment purposes. It is
looked after by 21 number staff on contract basis and their pay is
met out of the Reservation fee of the Hall. It is to be used in the
light of the following guiding principles:
✓ There will be no female film artist to perform on the stage
and only local female artists / singers would be allowed.
✓ There will be no dance (even male and female)
✓ There will be no vulgar / obscene action / dialogue against
the forms of our society.
✓ Effective efforts will be made to promote / project the
Culture and ideology of Pakistan.
SARHAD COUNCIL OF THE ARTS

11. DIRECTORATE
(HEAD OFFICE)
Peshawar
Museum
Mardan
Museum
Dir
Museum
DIRECTORATE OF
ARCHAEOLOGY AND MUSEUMS
Objectives
▪ Preserve the cultural heritage;
▪ Operation and maintenance of the Museums to impart
knowledge and educate the youth students, scholars and
foreign visitors.

12. ORGANIZATIONAL CHART OF THE DIRECTORATE (Head Office)
Assistant Director / Chemist (B-17)…..1
Superintendent (B-16)…..1
Senior Clerk (B-7)…..1
Junior Clerk (B-5)….1 (Vacant)
Driver (B-4)…..2
Naib Qasid (B-1)…..3
Sweeper (B-1)…..1
Photographer (B-8)…..1 Senior Scale Stenographer
(B-15)…..1
DIRECTOR (B-19)
(Upgraded to B-20)
Total Strength = 13
DIRECTORATE OF ARCHAEOLOGY AND MUSEUMS
(Established on
01.07.1992)

13. Aims & Objectives
➢ Exploration and Excavation of
Archaeological Sites in N.W.F.P.
➢ Preservation of Historic Buildings in
N.W.F.P.
➢ Establishment of new Museums in the
Province.
➢ Maintenance of existing Provincial
Museums.
DIRECTORATE OF ARCHAEOLOGY AND MUSEUMS

14. IN PIPELINE MUSEUMS
(i). HUND MUSEUM.
(ii). PUSHKALAVATI MUSEUM.
(iii). CHITRAL MUSEUM.
(iv). MALAKAND MUSEUM
PROPOSED MUSEUMS
(i). KOHAT MUSEUM.
(ii). ABBOTTABAD MUSEUM.
(iii). BANNU MUSEUM.
(iv). D.I.KHAN MUSEUM.
DIRECTORATE OF ARCHAEOLOGY AND MUSEUMS

15. Sarhad Tourism Corporation (STC) was incorporated as a limited
company on January 14, 1991 for the development of tourism
industry in the Province. The strategy of STC is to act as catalyst
and encourage the private sector to come forward for the
development of various aspects of tourism. The objective for the
establishment of STC is to:
– Motivate the private sector to come forward and support tourism
development in the shape of tour operations and accommodation
facilities at potentially attractive regions;
– Provide long-term, leases to private sector for development of
properties through Joint ventures with STC;
– Serve as a spring board for fruitful interaction between the
Government, PTDC and the private sector for proper development of
tourism industry;
– Cooperate with private sector in developing, distribution and sale of
quality information and publicity materials
SARHAD TOURISM CORPORATION

16. Chairman
Existing Organogram
Managing Director
Manager
Information Center
Manager Admn &
Properties
Manager Special
Projects (PE&D)
Tourism Officer/
Administration
Office Asstt.
Admn Clerks
Drivers
Naib Qasids
Chowkidars
Information
Officer
Computer
Operator
Controller of
Accounts
Assistant
Controller Accounts /
Cum Cashier
Sanctioned Staff Strength of STC = 67
Present Staff Strength of STC = 26
The Post of Manager Information Center is Presently Vacant.
General Manager (F&A)
Stenographer/
PS to MD
SARHAD TOURISM CORPORATION

17. 1) SHORT TERM STRATEGY
To build rapport with private investors & building confidence among the
people for participating in tourism related small scale promotional activities.
2) MEDIUM TERM STRATEGY
To accomplish the task of demonstrative effect through identification of
tourists sites, making it operational and offering it to the private sector
through public private partnership for sustainable tourism and preservation
of cultural heritage.
3) LONG TERM STRATEGY
To make tourism as an income generating industry in the Province thereby
providing employment and bringing more revenue to the province. Acting as
a permanent conduit for planning & decision making, organizing, leading and
controlling.
FUTURE STRATEGIES AND ACTIONS
SARHAD TOURISM CORPORATION
ACTION / ACTIVITIES
1. Publicity
2. Sports Tourism.
3. Cultural Heritage Trail Tourism in Peshawar City.
4. Archaeological / Ghandhara Trail.
5. Holding of special events / festivals / traditional melas