Regional Tourism Potential in South Asia 2011

International Tourism Key Trends 2011

International tourist arrivals grew by 4.6% to reach 983 million in 2011, up from 940 million in 2010. International tourism receipts for 2011 are estimated at US$ 1,030 billion worldwide, up from US$ 928 billion in 2010 (+3.9% in real terms), setting new records in most destinations despite economic challenges in many source markets. Most tourists visit destinations within their own region, with about four out of five worldwide arrivals originating from the same region. Main source markets for international tourism were in Europe (over 50%,) the Americas (16%) and Asia and the Pacific (22%). However, many emerging economies have shown fast growth over recent years, in Asia, Central and Eastern Europe, the Middle East, Southern Africa and South America.

International Tourism Long-term trends

Despite occasional shocks, international tourist arrivals have shown uninterrupted growth from 277 million in 1980 to 528 million in 1995, and 983 million in 2011. The number of international tourist arrivals worldwide is expected to increase by 3.3% a year on average from 2010 to 2030. This represents some 43 million more international tourist arrivals every year, reaching a total of 1.8 billion arrivals by 2030. East Asia and the Pacific, South Asia, the Middle East and Africa are forecast to grow at over 5% per year. It is estimated that by 2030, South Asia will receive around 36 million tourists.

Source: UNWTO

Worlds Top Ten Tourism Destinations

2011 Rank
Arrivals (millions) Country 2010 France 77.1 2011 79.5 Percent change 2010 to 2011 +3.0 Percent change 2009 to 2010 +0.5

1.

2.
3. 4. 5. 6. 7.

United States of America

China Spain Italy Turkey United Kingdom

59.8
55.7 52.7 43.6 27.0 28.3

62.3
57.6 56.7 46.1 29.3 29.2

+4.2
+3.4 +7.6 +5.7 +8.7 +3.2

+8.8
+9.4 +1.0 +0.9 +5.9 +0.4

8.
9. 10.

Germany
Malaysia Mexico

26.9
24.6 23.3

28.4
24.7 23.4

+5.5
+0.6 +0.5

+10.9
+3.9 +4.2
Source: UNWTO

Worlds Top 10 Tourism Earners

US$ in billion 2011 Rank 1. 2. 3. 4. 5. 6. 7. 8. Country United States of America Spain France China Italy Germany United Kingdon Australia 2010 103.5 52.5 46.6 45.8 38.8 34.7 32.4 29.8 2011 116.3 59.9 53.8 48.5 43 38.8 35.9 31.4 9.9 -1.2 -6.0 15.5 -3.6 0.1 7.5 17.4 12.3 14.0 15.6 5.8 10.9 12.0 10.9 5.5 Change % 2010/2009 Change % 2011/2010

9.
10.

Macao
Hong Kong

27.8
22.2

N/A
27.7

53.2
35.3 24.7

South East Asia & South Asia - 2011

South-East Asia experienced the highest growth in international arrivals (+10%), with Myanmar (+26%), Cambodia, Thailand (both +20%) and Vietnam (+19%) posting the highest growth in arrivals. Bhutan (+39%), Sri Lanka (+31%) and Nepal (+22%) boasted the highest growth in South Asia (+8%), followed by Maldives (+18%). India, the largest destination in the sub-region, recorded a 9% increase. Pakistan recorded 3.9% growth in 2010 (over 2009).

Source: UNWTO

South Asia Tourist Arrivals & Receipts 2010-2011

:
S.No Country
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Afghanistan Bangladesh Bhutan India Iran Maldives Nepal Pakistan Sri Lanka TOTAL Arrivals (1000s) Percent Change 2010 to 2011 N/A 13.4* 39.2 8.9 N/A 17.6 22.1 6.1* 30.8 Receipts (In US$ Mn) Percent Change 2010 to 2011 N/A 0.02* 0.01 6.1 N/A 0.4* 0.1 0.1 0.3

2010
N/A 303 27 5,776 N/A 792 603 907 654 11,479

2011
N/A N/A 37 6,290 N/A 931 736 N/A 856 12,395

2010
N/A 81 35 14,160 2,707 714 344 305 576 18,932

2011
N/A N/A 48 17,518 N/A N/A 386 358 830 22,966

%age Based on 2009-2010 Figures Source: UNWTO

Tourism in Pakistan 2010

Foreign Tourist Arrivals Percentage Growth per year Earnings from tourism Tourist Receipts as %age of GDP Domestic Tourist (2010) Hospitality Industry employees Number of Hotels Number of Rooms

0.907 Million 2.8% US$ 305.9 Million 0.3% 47.5 Million 600,000 persons 1,792 41,901 rooms

Source: Ministry of Tourism (Defunct) Govt. of Pakistan

MARKET WISE FOREIGN TOURIST ARRIVALS IN PAKISTAN - 2010

Market Europe South Asia America Tourists Arrivals 395,646 204,136 168,421 Percentage Share 43.6 22.5 18.6

Pacific & East Asia

Middle East Africa Others TOTAL:

89,748
28,188 15,320 5,361 906,818

9.9
3.1 1.7 0.6 100.0

Source: Ministry of Tourism (Defunct) Govt. of Pakistan

FOREIGN TOURIST ARRIVALS IN PAKISTAN BY PURPOSE (2010)

%age Holiday / Recreation 11.9% Visiting Friends & Relatives 35.6% Business 28.4% Others 24.1% _____ Total 100%

Numbers 107,911 322,828 257,536 218,543 ______ 906,818

Source: Ministry of Tourism (Defunct) Govt. of Pakistan

Tourism Potentials of Pakistan for South Asian Countries

Buddhist Heritage Sites of Gandhara (Mankiala, Taxila, Takht Bahi, Swat)

Sikh Sacred Shrines (Gurdwaras at Nankan Sahab, Lahore, Gujranwala, Panja Sahab and Peshawar)
Hindu Sacred Places (Hinglaj Mata Balochistan, Sadhu Bela Sukkur, Katas)

Indus Valley Civilization Sites (Moenjodaro & Harappa).

Cosmopolitan Cities of Karachi, Lahore and Rawalpindi/Islamabad. International, regional and traditional sporting / cultural events Meetings, Incentives, Conferences & Exhibitions (MICE Tourism) Himalayan Hill Stations (Murree, Bhurban, Ayubia & Nathiagali)

Steps to be taken

Easing of Tourist Visa Policy to promote group tourism. Frequency of intra-region flights, bus & train services to be increased. Enhanced interaction between Public & Private sector tourism organizations. Increased participation conferences. in regional tourism exhibitions &

SAARC Action Plan on Tourism adopted by SAARC Tourism Ministers Conference held during May 2006 at Coxs Bazar may be implemented in letter and spirit through the SAARC Working Group on Tourism.

Pakistan Tourism Development Corporation (PTDC)

Pakistan Tourism Development Corporation (PTDC) was incorporated on

March 30, 1970 under the Companies Act 1913 (Now the Companies Ordinance, 1984) as a Public Corporation Limited by shares. PTDC is owned by Government of Pakistan (99.75% share). Principal objective of the corporation is to promote and develop tourism in Pakistan. The Corporation owns and controls following subsidiaries:
PTDC Motels North Ltd. PTDC Motels South Ltd. Associated Hotels of Pakistan (AHP) Pakistan Tours (Pvt.) Ltd (PTL)

Services being offered by PTDC

Tourist Information Centres (TICs) PTDC is providing tourist information, facilitation and publications to tourists through its 18 Tourist Information Centres Publicity & Promotion Marketing of Pakistans tourist products through Print & Electronic Media and marketing tools like publications, Internet, participation in Fairs & Exhibitions

PTDC Hotels & Motels PTDC owns and operates One Hotel (Flashmans Hotel, Rawalpindi) 24 Motels & Restaurants while 15 of its Motels/Restaurants are being run by Private parties on Lease.

Services being offered by PTDC

Pakistan Tours Limited (PTL, subsidiary of PTDC) is organizing package tours and treks, renting tourist transport, booking of hotels and operating following domestic and international tourist bus services. Lahore Delhi - Lahore Lahore Amritsar - Lahore

Nankana-Amritsar - Nankana
Sost (Pakistan) Taxkurgan (China) Bus Service Rawalpindi Naran Rawalpindi PTL, besides offering tour & transport services to Pakistani and foreign tourists, is also specialized in handling private group tours and official delegates from SAARC Region.