This document discusses establishing a National Tourism Board in Pakistan to address various issues hampering the tourism sector after tourism was devolved to provinces following the 18th amendment. It proposes the board would coordinate tourism promotion and development across provinces. It identifies challenges such as lack of coordination, visa issues, inadequate infrastructure and facilities, environmental concerns, and negative perceptions of Pakistan. It recommends solutions like streamlining visa policies, improving airports, developing tourism infrastructure and skills training, protecting natural and cultural resources, boosting digital access and international promotion, and increasing private sector involvement through public-private partnerships. The board would work with federal and provincial stakeholders to implement strategies and monitor performance indicators to better develop tourism nationwide.

1. Tourism Task Force
Agency Issue Solution Responsibility Challenge
Federal
Government
Absence of
coordination and
facilitation at the
federal level in the
aftermath of 18th
amendment
whereby tourism is
a devolved subject.
Formation of National Tourism Board with following Composition;
 Minister IPC (Chairman)
 Provincial Ministers of Tourism Deptts.
 Secretary IPC
 Secretaries of Provincial Tourism Deptts.
 MD PTDC
 JS PMO
 JS MOFA
 Member from Board of Investment
 JS Ministry of Interior
 Rep. of Tour Operators
 Rep. of Hotel Association
 4 members from private sector to be nominated by the PM.
The ToRs should be;
1. Coordination with international bodies dealing with tourism sector
to promote tourism in Pakistan on sustainable basis.
2. Marketing & promotion of tourism potential of Pakistan at national
and international fora by involving Pakistani embassies and
missions.
3. Coordination with EAD to attract grants/loans from multilateral &
bilateral sources for the purpose of boosting tourism sector in
Pakistan. For this purpose, the Board could work very closely with
provincial governments.
4. Advocacy and facilitation to develop adequate regulatory
framework for introducing quality standards in tourism and
hospitality sectors.
 Ministry of Inter
Provincial
Coordination
 Provincial
Tourism
departments and
AJK & GB
 Private Sector
(tour operators &
hotel association)
Tourism being
devolved subject; the
matter might have to
be placed for
consideration before
Council of Common
Interest to seek
provincial consensus
on establishment of
Body.
(although GB and
AJK are not members
of CCI, their consent
may be obtained
through special
arrangement)

2. 5. Ensuring participation at international expos and events by
developing a collaborative mechanism for the provinces to promote
projection of Pakistan as a tourism destination of choice.
6. Providing a forum for provinces to discuss and deliberate on
international and national best practices to devise strategies for
tourism projection and promotion.
7. Developing synergies amongst provinces and regions to effectively
role out plans to promote tourism sector.
8. Coordination with international organizations for developing quality
human resource in tourism and hospitality sectors and providing
technical assistance to the provinces to develop quality institutions
for skill training in tourism and hospitality sectors.
9. Establishing an effective coordination with Federal Departments
such as Ministry of Interior, Foreign office and civil aviation for visa
facilitation and on arrival tourist services.
Visa, immigration
& security issues
due to multiple
barriers for
foreigners in
issuance of tourist
visas and security
check points.
1. Introducing improvements in visa policy regime in place, to ensure
maximum tourist facilitation without compromising on security
including inter-alia
a) Issuance of visa on arrival
b) Setting time limits for issuance of tourist visas.
c) Reducing the time for issuance of NOCfor security clearance.
2. Single entry for foreigners at Airport/ entry check-post on pattern of
GB.
 Ministry of
Foreign Affairs.
 Ministry of
Interior
 Other stake
holders.
Since some of the
most attractive tourist
destinations are
located in areas which
are strategically also
very important,
mechanism may be
established to provide
maximum tourist
facilitation without
compromising
security objectives.
Lack of
facilitation at
Airports &
1. Establishment of Tourist Facilitation Desks at all the airports.
2. Provision of tourism related marketing information &
communication material at Tourist Facilitation Desks.
 Aviation Division
 Provincial Govts.
1. There are some
structural issues
that prevent
expansion of

3. inadequate
aviation policy to
attract local and
foreign tourists
3. Improving facilities on airports, important from tourism view point.
4. Exploring possibility of flights from Lahore/ Karachi to peripheral
airports.
5. Exploring possibility of direct international flights to airports like
Skardu.
airports in the
areas important
from tourism
view.
2. Availability of
finances as
capital-intensive
activity.
Lack of proper
communication
network
1. Improvement of the condition of roads to ensure that they are all-
weather and without bottle necks.
2. Expansion of mobile and 3G/4G network in GB & other tourist areas.
3. Adequate provision of petrol/diesel in all tourist destinations during
tourist seasons.
 NHA
 PTA
 PSO
Climate &
Environment
Sustainability
1. Ensuring implementation of climate & environmental sustainability
laws.
2. National parks be developed keeping in view protection and
conservation of environment and ecosystem.
3. Moto of “Conservation first & development afterwards” be adopted
 Ministry of
Climate Change
 Provincial Govts.
Absence of
centralized E-
Portal for tourist
related
information
1. Formation of One-stop E-Portal for all requirements of tourists like
information, hotel bookings, activities planning & booking, festival
calendar and updates.
2. Provision of information through this portal regarding availability of
hotels, room rents, rent a car/jeep service with fares to different
popular destinations, contact numbers of tour operators etc.
 Ministry of IPC
 Ministry of
Information
technology &
telecommunicatio
n
 Provincial Govts.
Pakistan’s
negative image as
a tourism
destination due to
existence of
1. Development of a tourism moto for Pakistan.
2. International media promotion of tourist events of Pakistan
3. Participation in international expos like London Mart, ITB Berlin and
Fatore Madrid to showcase image of Pakistan as a whole.
4. Support to tourism related TV channels like “Explore Pakistan”
 Ministry of IPC
 Ministry of
Information &
Broadcasting
 Provincial Govts.

4. security issues,
negative travel
advisory reports
issued by
countries and
negative
international
media reporting
5. Development of quality promotion, information and communication
material regarding tourism.
6. Publishing of calendar of events covering all federal/provincial as
well as local area events in the country which must be followed, so
that tourists from abroad may plan their activities with confidence.
Inadequate tax and
other allied
incentives for
tourism sector
In order to further facilitate tourism sector and improve on existing
incentive package, the possibility of providing further incentives needs
to be explored by the proposed Board in consultation with FBR,
Ministry of Finance, provincial governments and private sector involved
in tourism sector.
 Ministry of IPC
 FBR
 Ministry of
Finance
 Provincial Govts.
 Private Sector
Current financial
crunch faced by the
government
The ineffective
projection of
Pakistan by
Embassies,
Commercial
Counselors,
Foreign Missions
as tourism
destination of
choice.
1. The proposed National Tourism Board to develop promotion
material in consultation with provincial governments to be shared
with embassies, commercial counselors, foreign missions to
effectively project tourism potential of Pakistan.
2. The performance of foreign mission/commercial section may also
be reviewed on basis of ability to achieve tourism related objective
in their respective jurisdictions.
 Ministry of
Foreign Affairs
Fate of PTDC
properties after
18th amendment in
1. The assets presently owned by PTDC in shape of motels at various
locations may be taken over by proposed National Tourism Board.
2. These motels, located at far off places, may be privatized, leased out
or run under public private partnership by renovating and equipping
 Ministry of IPC After the removal of
tourism from the
concurrent list as a
result of 18th
Amendment in the

5. wake of financial
constraints.
them with latest facilities such as swimming pools, horse riding, in
house theatres etc. and security system in order to gain popularity
among domestic as well as international tourists.
constitution of
Pakistan, claims of
provincial
governments on
PTDC properties are
pending before courts.
The matter may be
placed before CCI for
consideration by IPC.
Areas which are
most important
from tourism view
point do not have
the trained and
qualified human
resource in
hospitality and
tourism sector.
1. National Tourism Board in consultation with provincial
governments and international tourism organizations of repute shall
develop short courses to build capacity of eligible local youth in
hospitality and tourism sectors.
2. The model of Govt. of GB collaboration with British council and
KP collaboration with World Bank may form the prototype to be
followed.
3. The private sector which shall be the end user of trained human
resource should be intimately involved in devising the course and
curriculum. The existing institutions like NAVTTC may be
involved for the purpose.
4. The possibility of establishing Federal and Provincial Training
Institutes should be explored by Ministry of IPC and the Provincial
Governments.
 Ministry of IPC
 Provincial
Governments.
Infrastructural
support
1. Provincial government to make adequate allocation on priority in
their ADPs to develop infrastructure of tourist attractions in the
form of provision of quality road network, drinking water
availability, afforestation, emergency health services etc.
2. For issues under federal domain like NHA, airports etc. the federal
government to provide allocation through PSDP to augment the
Provincial
Governments

6. allocation of the provinces. However, the quantum of federal
government support shall be linked to percentage allocation by the
respective provincial government for the purpose.
Provincial
Government
Coordination &
Synergies
1. To bring tourists to the center stage of development process by
ensuring that development proposal of other sectors are seamlessly
fed into the development of tourism potential of provinces/regions.
2. The provincial departments to develop their own sectoral strategies
fitting into overall strategy for tourism.
 Provincial Govt.
Departments
Competing funds
demands among all
departments.
Tourists
facilitation
1. Establishing Tourist Information Centres.
2. Developing tourist facilitation applications with booking facility &
having information regarding
i. Jeep/rent a car fares
ii. Trekking routes
iii. Availability of beds in hotels etc
3. Raising up Tourist Police on pattern of KP
 Provincial
Government
Due to lack of
facilities and
asymmetries at
various tourist spots,
tourists have to face
many issues.
Public Private
Partnership
1. Develop framework for public private partnership specially for
tourism and incorporate checks and balances.
2. Ensuring Public private partnership in organizing mega events and
promoting local tourism.
3. In financing, constructing, managing infrastructure and other related
development projects, it provides an alternate to budgetary
constraints, enables the tourism industry to build assets, and
maximizes the use of private sector skills
4. Access to new sources of capital
5. Accelerated development of infrastructure
6. To realize value of underutilized services.
7. Introduction of community tourism on pattern of Tourist Assistance
Program initiated by Akhuwat in GB
 PPP Board
 Provincial
Governments.
 Private Sector

7. Tourism Policy &
its implementation
Relevant Tourism Department should act as a watch dog for ensuring
that cultural norms, traditions, environmental issues and quality of
services are maintained.
Tourism Department
Opening Up
Government
facilities to
Tourists
1. The policy framework encompassing leasing, joint management,
BOT may be formed at first step.
2. The rest houses of various Government Departments, to be opened
for tourists by leasing out to private sector with a share/priority
consideration of the owner departments.
3. A committee under Minister of Defence has already been
constituted and its recommendations may also be part of proposed
strategy of tourism.
 Tourism Deptt.
 Relevant
Provincial
Departments.
Generate Extra
Activities
1. Establishment of Chairlifts via PPP mode at all feasible touristic
sites especially those having skiing potential.
2. Water Sports facilities at all feasible sites.
3. Tentage Village with all allied facilities specially to beat the
summer heat and make available appropriate accommodation
facilities to interested for all segment of society.
4. Setting up of base-camps for mountaineering & trekking in close
proximity to mountains where tourists can learn and practice
mountaineering & rock climbing etc.
5. Establishing camping pods on pattern of KP.
 Tourism Deptt.
 Board of
Investment
 PPP Board
 Private Sector
Opening up new
tourist spots
Opening up new touristic areas where initial private investors are shy
e.g opening up of Gabeen valley / Sulaton Valley, Kumrat valley,
Supat Lake/Meadows and creation of rest areas with installation of sign
boards etc. List of untapped tourist areas is annexed herewith.
Provincial
Governments
Subject to the
availability of
adequate financial
resources.
Local
Government
Municipal &
regulatory
functions
1. Keeping the cities / towns neat & clean.
2. Cleanliness campaigns to be started at tourist spots with
provision of dust bins and heavy fines to be imposed on
polluters.
Concerned
municipal
corporations and
TMAs
1. The capacities at
the local level and
availability of

8. 1. Solid waste
management
2. Traffic
management
3. Sewerage
disposal
4. Enforcement of
municipal laws.
3. To control the building of hotels & restaurants under the
Municipal enactment already promulgated.
4. To inspect cleanliness of hotels & restaurants.
5. To install directional boards & improve historical sites.
6. To open their rest houses to tourists.
7. Provision of required health facilities at all tourist points.
8. Provision and maintenance of wash rooms at all tourist points
9. Development and management of historical sites on the basis of
GB model which is;
a. Joint ownership and mechanism of sharing revenues.
b. Development of community by constituting town
management society comprising members of local
community and Serena Hotels.
c. This model is composed of;
 Serena Hotel/Altit Fort/Khaplu Fort (Agha Khan Foundation)
 International donors (e.g. Norwegian Govt)
 owner of the Fort (e.g. Raja of Shigar)
 and local community
Health Deptt. resources can be a
constraint.
2. The strengthened
local government
system may be
utilized.
Key Performance Indicators for Organizations Associated with Tourism:
It is important to make our destinations competitive one for tourists which is the ability of the place to optimize its attractiveness for residents
and non-residents, to deliver quality, innovative, and attractive (e.g. providing good value for money) tourism services to consumers and to gain market
shares on the domestic and global market places, while ensuring that the available resources supporting tourism are used efficiently and in a sustainable
way. However, in order to introduce these KPIs in tourism sector and contribution of tourism in GDP, proper mechanism has to be followed based on

9. effective use of information technology and research in the sector. Keeping in view different terrain of Pakistan and various types of activities, the
proposed National Tourism Board under Ministry of IPC may form Key Performance Indicators, some of which are given as under;
Indicator Relevance Challenge
Inbound tourism revenues
per visitor by source
market
1. Economic changes (ups or downs) experienced within
the region over a specified period of time.
2. Identification of factors affecting inbound tourism
revenues per visitor per year.
There is lack of reliable data on tourism related activities
in the country due to absence of
a) Proper study and research
b) Required tools at local level
c) Insufficient use of latest information and
communication technology.
Overnights in all types of
accommodation
1. A measure of tourism flows in accommodation,
capturing the percentage growth or decline year-on-
year in overnights in all types of accommodation or, if
not available, in hotels and similar establishments.
2. challenge is measuring unregistered and private
accommodation.
Exports of tourism services 1. A measure of exports of tourism services and relative
performance compared with other sectors, capturing
growth or decline year-on-year in value and in
percentage.
2. The measure will show change in performance
reflecting competition in terms of brand, value
awareness and international appeal.
Natural resources and
biodiversity
1. Natural resources are key drivers of attractiveness and
offer countries a competitive advantage
2. A measure of stock of natural assets, in terms of the
number of recognized natural heritage sites and
preserved areas
Cultural and creative
resources -
1. A composite measure of the number of recognized
cultural and creative attractions in different forms
2. Building a strategy that capitalizes on cultural and
creative resources can provide competitive advantages

10. Tourist Retention,
Satisfaction & Referral
Rate
A measure of demand side attractiveness value, using a
comparable measure of visitor satisfaction rating and
intention for repeat visits.
Labor Productivity in
tourism services
1. A measure of the level and evolution of productivity
of those employed in tourism and the productive
potential of the tourism economy
2. The challenge relates to difficulties of measurement,
particularly to address quality issues, and the
specificity of the tourism sector including the small
size of businesses
Sustainability Indicator Each province must adopt nature friendly and cultural
friendly tourism practices along with measures taken for
safeguard of environment, sites and culture.
Tourism Action Plan A competitiveness eligibility indicator that recognizes the
existence and quality of implementation, effectiveness
and evaluation of a Tourism Action Plan to improve the
competitiveness of tourism in the region.
Plan for Developing 20 New Tourist Destinations in 5 Years, 4 Sites Annually:
Area Tourist Spots/untapped Areas Activities
Gilgit
Biltistan
Deraly Lake, Ghotum Sar Pareshing, Rupal Tarashing, Bunner Valley, Babusar, Fairy
Meadows, Atter Lake, Shukargha Barro Sar Birgal, Cemetery George Hayward,
Kutwal Lake Haramosh, Bagrote Valley, Hushe, Thally Valley, Altit Ahmad Abad
Track, Borit Lake, Shimshal, Manthoka Waterfall, Khamosh Abshar, Gappa, Dainter,
Jarbaso Lake, Thormik Valley, Katpana Desert and Katpana Lake, Soq Nullah,
 World’s highest cold desert rally
Sarfaranga
 World’s highest cycling race Tour de
Khanjrab
 Trans Himalyian Jeep Rally
 Mountaineering
 Trekking
 Fort Hopping
 Para Gliding

11.  Shandur Festival
 Rama Festival
 Tukhm Rezi Festival
 Ginani Festival
 Cherry Blossom Festival in Hunza
 Mayphung in Skardu
Balochistan Hingol Mud volcanos, Shehre Roghan, Moola Chotok Khuzdar, Pir Chatal Noorani
Gandawa, Kund Malir Beach, Pir Ghayab water fall bolan, Astola Island Gwadar,
Harnai pass, Khojak Pass, Hazar ganji chiltan national park
 Jhal Magsi Jeep Rally
 Gwadar Jeep Rally
 Hingol National Park
 Sibi festival
 Buzkashi festival
Khyber
Pakhtunkhwa
Kumrat Valley, Golan Gol Chitral, Mahnoor Valley Kohistan, Palas Valley, Jahaz
Banda Kumrat, Bala Hisar Fort, Butkara Stupa, Kanishka Stupa, Chakdara Stupa,
Panjkora valley, Sphola stupa, kafir kot, Buddhist ruins at Ghahbaz Ghari, Sehri
Bahlol, Gor Khuttree,
 Religious Tourism in Takht Bhai & other
areas
 Camping Pods
 Yak Polo Festival
 Kalash Festival
 Golf along river Indus
 Paragliding in Chitral
 Fort Hopping
 Camping Pods
 Rafting in Kabul river, Kunhar river in
Naran etc.
Sindh Ranikot fort, Kot Diji fort, Pacco Qilo, Ruins at Aror, Chakhandi Tomb, Ran of kutch
Wildlife Sanctuary, Bakri Waro Lake,
 Coastal tourism
 Water sports along Arabian sea beach and
lakes
 Nara Desert Safari
 Lal Shahbaz Qalandar Urs
 Shah Abdul Latif Bhittai Urs

12. To devise a framework for focusing on the lead role of private sector by incentivizing investments in upgradation and development of
new facilities which in particular would encourage “themed” tourism such as Religious Tourism, Health Tourism, Cultural Tourism,
Adventure Tourism, Coastal Tourism, and other special incentives.
Provincial Governments in consultation with the Board of Investment should devise framework to encourage themed tourism by;
a) Encouraging local and foreign investment (overseas Pakistanis) for new tourist attractions
b) Providing support on governmental level for private sector, especially new investors.
c) Identification of existing facilities and feasibility on developing new ones
d) Devising a policy for convenient issuance of licenses and permits
Activities Common to All Regions/ Provinces
1. Desert Jeep Rally
2. Trophy Hunting, Wild-boar Hunting and game-shooting
3. Wildlife watching tours in national parks
4. Mountain Biking and Motor Biking
5. Birds watching at wetlands, lakes and rivers
6. Fort Hopping
7. Camping Pods
8. Paragliding
9. Hot Air Balloon

13. Area Specific Activities:
Type Nature Sites Responsibility
Specialized Tourism Mountaineering, Scaling Peaks, Heli Skiing Gilgit Baltistan Ministry of Defence
Ministry of KANGB
Ministry of Interior
Govt. of GB
Adventure & Sports
Tourism
Low and High Altitude Trekking & Hiking GB, AJK, KP, Punjab, Balochistan
Provincial Tourism
Departments with lead
role of private sector
White Water Rafting & Extreme Kayaking GB, AJK and KP
Mountain Biking and motor biking GB, AJK, KP, ICT, Punjab, Sindh and
Balochistan
Skiing, snowboarding, snow kiting and heli
skiing
GB, AJK and KP Private sector under
regulation by
Department of sports &
Youth Affairs along with
tourism department.
Paragliding and hot air ballooning GB, AJK, KP, ICT, Punjab, Sindh and
Balochistan
Yak Safaris and Pony Trekking GB, KP and AJK
Mountain Jeep Safaris GB, AJK, KP, ICT, Punjab and Balochistan
Camel and Desert Jeep Safaris Punjab and Sindh
Traditional Polo GB and KP
Caving Balochistan
Trout fishing, angling and crab fishing GB, KP, AJK, Punjab, Sindh and Balochistan
Eco Tourism Indus Blind Dolphin watching boat safari Sindh, Punjab
Marin Turtles, dolphin watching and
Mangrove Forests boat trips
Sindh and Balochistan Provincial Forest,
Wildlife & Fisheries
Department
Provincial Tourism
Departments
Markhor, Marcopolo Sheep, Snow Leoperd,
Marmot, Musk Dee, Ibex, Blue Sheep, Yak
watching
Gilgit Biltistan, KPK
Deosai, Karakoram, Ayobia, Hangol and
other National Parks sight seeing
GB, KP, Balochistan
Gandhara Heritage sightseeing tours Punjab and KP

14. Archaeological
Tourism
Indus Valley Civilization & Mehrgarh Sindh, Punjab and Balochistan Department of
Archaeology
Religious Tourism
Culture & Heritage
Tourism
Sikh holy shrines and Gurdwaras Punjab and KP
Hindu Temples and sacred places Punjab, Sindh, KP, AJK and Balochistan Ministry of Interior
Home Department
Sufi Shrines Sindh, Punjab, KP, AJK
The Silk Route (Karakoram Highway) and
its unique culture
GB and KP
Ministry of Culture
Provincial Tourism
Department
The Silk Route (Karakoram Highway) and
its unique cultured
GB, KP, Punjab
Coastal & Beach
Tourism
Water sports such as scuba-diving, sea
kayaking, yachting, sailing and surfing
Sindh, Balochistan Provincial Tourism
Department
Health Tourism Cardiac surgery, infertility treatment,
cosmetic surgery, organ transplant and other
types of medical treatments available to
foreigners
KP, Punjab, Sindh Ministry of Foreign
Affairs
Interior Ministry
Ministry of National
Health Services &
Regulations
Desert Tourism Cholistan, Thar, Thal Desert, Darawar Fort,
Laal Sohanra, Katpana and Sarfaranga Cold
desert
Punjab, Sindh, KP, GB, Balochisan Provincial Governments