Footloose, NOS, The News International
Despite the prevailing insurgency in certain pockets, NWFP continues to be one of the most charming, hospitable and tourist-friendly destinations in Pakistan
By Dr Ali Jan
Tourism in NWFP plummeted in the aftermath of 9/11. The general image of the region also declined under the previous MMA government. The Frontier province is home to the Pashtuns. They have had bad press in recent years because the Taliban in neighbouring Afghanistan were also Pashtuns. As a result the world media have tended to dismiss all Pashtuns, even those from NWFP as primitive and barbaric, which is a gross misrepresentation. The foreign travel advisories and warnings emanating from the other side of the globe are highly exaggerated and generalised which adds insult to injury.
Beneath all the international political and media hype, the actual reality on the ground is often forgotten. Despite the prevailing insurgency in certain pockets such as Swat, Malakand and the Tribal Areas, statistically speaking and otherwise, NWFP continues to be one of the most charming, hospitable and tourist-friendly destinations in Pakistan.
Recently, the Government of NWFP, acting on a summary forwarded by Sarhad Tourism Corporation (STC) filed a claim worth $40 million from the Federal Government owing to the decline in tourism industry because of terrorism during the period 2003-08.
According to Zahoor Durrani, MD of Sehrai Travels, the oldest tour operators in Peshawar, the so-called ‘War on Terror’ and the accompanied foreign media backlash has put tremendous strain on Pakistan which is a crucial ally in this war. “Increasing suicide bombings, lawlessness, price hikes, inflation, energy and food shortages etc have deprived people of their basic rights. It has affected every sphere of life in a developing country which finds itself in the eye of a storm since 9/11.”
“Like other sectors, tourism industry that contributes a large share in the economy has been worst-hit. Instead of improving, the ground situation appears to be deteriorating day by day. The NWFP and adjoining FATA region which have the best tourist spots in the country have been particularly affected. Thousands of families who depended on tourism related businesses are now deprived of their only source of livelihood in areas such as Swat, Chitral, Hazara, Mardan, Peshawar etc and Darra Adamkhel and Khyber Agency in FATA. The situation looks extremely grim.”
Durrani has asked the federal government to expedite processing of STC’s claim and to announce a special ‘Tourism Industry Assistance and Compensation Package.’ According to him, amounts may be distributed in the form of royalty to the province to be distributed amongst deserving claimants and all those tourism related private sector businesses in the worst affected areas particularly in Swat.
“More money needs to be invested in the tourism sector itself as successful tourism is the best way to enhance the country’s image,” he argues.
Drawing tourists in the current setting may seem like a contradiction in terms, but it is a challenge that STC has wholeheartedly accepted. According to Muhammad Azam Khan, MD STC, “If terrorism-hit countries like Sri Lanka, Israel, Nepal and Egypt can carry on successful tourism, there is no reason why we can’t. Let’s defeat terrorism with tourism!”
STC is determined to change the current misperception about NWFP from being “an area of ‘hostility’ to its real identity – of a friendly and welcoming destination, a land of hospitality,” he says.
“The fabled terrain, people, history and culture of NWFP are our biggest assets. We have been endowed with a unique land with a recorded history going back to thousands of years. Indeed, it has much of interest to offer for everyone. The government of NWFP is also working on an ambitious plan to improve the tourism infrastructure in NWFP as well,” according to MD STC.
In order to enhance the region’s image and to remove current misconceptions, STC plans a year-long activity schedule catering to different interests. The intention is to give a boost to domestic tourism, project a soft image, generate healthy activity and competition and to bring NWFP on the news circuit for something other than ‘militancy’ and ‘terrorism’.
Starting with the Chilum Jusht or Joshi, the Kalash Spring Festival (May 13-16, 2008), STC has planned dozens of other exciting activities in the calendar year. These include adventure sports such as polo on Yaks, Shandur polo, wild boar trophy, hunting and revival of historic trails such as Buddism trail, in the ‘Footsteps of Alexander,’ British-era expedition trails, opening of new routes for the Khyber Steam Safari such as Peshawar to Dargai via Takht Bahi and so on.
STC has come up with a novel idea to promote tourism. Under its ‘Suggest a tourism slogan, win a prize!’ competition currently underway, the government hopes to achieve two things: One, it wants public participation in tourism related affairs; two, it wants aggressive marketing of popular tourist destinations in the province.
According to details available on STC’s website www.nwfptourism.com.pk “The romance of North West Frontier Province of Pakistan is timeless and legendary. In a bid to attract more domestic and international tourists and to project the region positively, STC invites one & all to suggest appealing, catchy and attractive slogans that could be adopted for tourism promotional purposes. The slogans and catchwords shall be displayed on important tourist entry points and printed on stickers and tourist brochures. Winning slogan would be selected by the Tourism Advisory Committee. The slogans should reflect NWFP’s fabled cultural, historical and tourism charm, identity and values. They could be in versions of English, Urdu or Pashto and consist of a phrase or sentence of words readable. They should be easy to remember & convey a sense of our traditional hospitality, warmth, cordiality, enchanting natural beauty and adventure that is the Frontier. They should be accompanied with the contributor’s name, phone and address. Suggestions must be submitted before May 20, 2008 by E-mail ([EMAIL=“[email protected]”][email protected]) or fax (+92-91-9210871).