IT is a truth universally acknowledged that Pakistan’s tourism industry is a potential shot in the arm for the country’s deflated economy. On Monday, Prime Minister Imran Khan said as much to a gathering of Tiger Force volunteers in Naran. Surely, there is no dearth of breathtaking natural landscapes in the country, and few can compete with traditional Pakistani hospitality. Why then should international tourism be confined to a few areas in the country and Pakistan remain excluded from the list of nations that people want to visit at least once in their lifetime? As with other industries, tourism too cannot flourish without proper planning, investment, marketing and sound government policies. Despite the growth of the domestic tourism industry, many popular destinations lack modern amenities such as high-speed internet and cashless banking, at times even a proper Basic Health Unit. Moreover, the country remained in the grip of violent elements for a number of years. Large-scale military operations eliminated the militants but not before they had dealt a severe blow to the tourism infrastructure, leading potential travellers to perceive Pakistan as unsafe. In more recent times, a European ban on the national flag carrier over the dubious licences issue has also raised concerns.

Meanwhile, an unregulated hotel industry in many areas has harmed local ecosystems and marred the beauty of the land, perhaps the biggest example being that of Murree where haphazard development has ruined the hill station’s natural landscape. The once pristine Lake Saiful Mulook, situated not far from where the prime minister addressed the Tiger Force squad, is now littered with trash thrown by visiting Pakistanis. The prime minister rightly pointed out the need for responsible tourism. But for this, the government would have to regulate both the construction of hotels and the inflow of tourists to popular destinations, in order to conserve the scenery and reduce the carbon footprint. The tourism industry can thrive only in an atmosphere of security and convenience for travellers. This is missing at the moment.

Published in Dawn, June 30th, 2021