Project of International Marketing

Project of International Marketing

Marketing PlanPakistan Tourism Development Corporation

Submitted to: Sir Faisal Mahmud Submitted by: Muhammad Tayyab Farhan Nawaz Waleed Abbas Khizran Ilyas

National College of Business Administration & EconomicsAbstractThe purpose of this document to serve as a roadmap for development of tourism Industry in Pakistan.

Pakistan Tourism Development Corporation

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Table of Contents1.0EXECUTIVE SUMMARY...........................................................5 OBJECTIVE.................................................................................6 2.0 TOURISM.............................................................................8 3.0TOURISM IN PAKISTAN..........................................................8 PAKISTAN TOURISM DEVELOPMENT CORPORATION (PTDC)..........8 SITUATION ANALYSIS.................................................................91.1 Cultural differences with the countries visiting Pakistan:.................9 1.2 SWOT ANALYSIS.............................................................................9

PRODUCT................................................................................11 PLACES OF TOURISTS ATTRACTIONS IN PAKISTAN.....................111.3 Archaeological Museums..............................................................11 1.4 University Museums:....................................................................11 1.5 Provincial Museums:.....................................................................12 1.6 Historical Places...........................................................................13 1.7 Valleys.........................................................................................14 1.8 Passes.........................................................................................14 1.9 National Parks:............................................................................14 1.10 Deserts:.....................................................................................15 1.11 Lakes:........................................................................................15 1.12 Beaches:....................................................................................16 1.13 Muslim Shrines:..........................................................................16 1.14 Non-Muslim Shrines....................................................................17 1.15 Famous Hill Stations & Mountain Valleys.....................................18 1.16 Major Peaks of Pakistan..............................................................18 1.17 EVENTS......................................................................................20

DESTINATION PAKISTAN 2010(MARCH 15-APRIL 5)....................201.18 Basant ......................................................................................21 1.19 Performing Arts Festival.............................................................22 1.20 Food Festival.............................................................................22 Pakistan Tourism Development Corporation

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1.21 Pakistan Fashion Week...............................................................23 1.22 Shopping Mela...........................................................................23

RESEARCH AND DEVELOPMENT:................................................231.23 Selection of the Target Market (Market segmentation).................24 1.24 Analysis of Top Ten Tourist Generating Countries for Pakistan:. . . .25 1.25 Seasonality: ..............................................................................26 1.26 Motivational Analysis .................................................................27

TARGET MARKET .....................................................................281.27 The United Kingdom...................................................................29 1.28 The Middle East..........................................................................29 1.29 China.........................................................................................30

DISTRIBUTION NETWORKS........................................................30 PROMOTION ...........................................................................321.30 Media........................................................................................32 1.31 In flight advertisements .............................................................32 1.32 PIA Aircrafts ..............................................................................32 1.33 Print Media................................................................................33 1.34 Electronic Medium (Internet):.....................................................33

List of Figures and tabelsTABLE 1 INDICES OF TOURIST ARRIVALS BY MARKET 1995 THROUGH 2004........................................................................24 TABLE 2 TOP TEN TOURIST GENERATING COUNTRIES TO PAKISTAN 2004.....................................................................................26 TABLE 3 SEASONAL VARIATIONS IN TOURIST FLOWS 1995 THROUGH 2004........................................................................26 TABLE 4 MOTIVATIONAL ANALYSIS OF INDIAN, NON-INDIAN.......27


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1.0

Executive Summary

The following report is a hypothetical plan of action which if implemented can revive and strengthen the culture of travelling and tourism in Pakistan. Pakistan is blessed with a beautiful landscape, every weather and serene beauty. It has every potential to become a desired tourist destination provided if the government as and private business concerns in the country plan and invest in improving of the basic infrastructure and basic facilities. Tourism as an industry if established in Pakistan can reap healthy dividends to the country and the economy.


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ObjectiveThe objective of this plan is to make Pakistan the next destination for the tourists around the globe


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2.0

Tourism

Travel & Tourism is one of the largest industries in the world providing a strong impetus to global economic development. In 2009, the Travel & Tourism Economy is expected to account for 9.3% of global GDP and to generate over 210 million jobs, or 7.4% of global employment. In 2008, 922 million international tourist arrivals were recorded, contributing US$944 billion in international tourism receipts.

3.0

Tourism in Pakistan

From the mighty stretches of the Karakorams in the North to the vast alluvial delta of the Indus River in the South, Pakistan remains a land of high adventure and nature. Trekking, mountaineering, white water rafting, wild boar hunting, mountain and desert jeep safaris, camel and yak safaris, trout fishing and bird watching, are a few activities, which entice the adventure and nature lovers to Pakistan.

Pakistan is endowed with a rich and varied flora and fauna. High Himalayas, Karakoram and the Hindukush ranges with their alpine meadows and permanent snow line, coniferous forests down the submountain scrub, the vast Indus plain merging into the great desert, the coast line and wetlands, all offer a remarkably rich variety of vegetation and associated wildlife including avifauna, both endemic and migratory. Ten of 18 mammalian orders are represented in Pakistan with species ranging from the world's smallest surviving mammals, the Mediterranean Pigmy Shrew, to the largest mammal ever known; the blue whale.

Pakistan Tourism Development Corporation (PTDC)The PTDC is a public limited company registered under the Companies Act in April 1970. Ostensibly it was created to be the government's arm and thrust for tourism development in Pakistan. It was given a wide brief and effectively fronted the ministry inPakistan Tourism Development Corporation

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all the activities of development and promotions.

PTDC maintains 20 Tourist Information Centers (TIC'S) in different parts of the country. A model TIC has been set up at Taxila and Islamabad and a new one has now opened at Karachi airport. PTDC owns and operates 31 motels and facilities totaling some 550 rooms in areas where the private sector would not invest and currently provides a good deal of required low cost motel accommodation in the Northern Areas and to a lesser extent in parts of NWFP.

Situation Analysis1.1Cultural differences with the countries visiting Pakistan:The country that visited Pakistan mostly is UK, the arrivals were mostly the Pakistanis living their who entered through foreign passports. The cultural differences are a lot as Pakistan a part of the indo-Pakistan was a British colony , their values and their cultures were once introduced here, but in the present scene the cultural difference is towards the extremes, if they are to be targeted then they enjoy drinking so we will have to create an environment where this issue can be resolved , this is the case with most of the other countries who visit Pakistan. There is a culture of security safety and protectiveness which is now a part of their nature in order to generate or to capture them an environment of the sort is needed. Other cultural differences are there as well like the religious difference as well as the difference of lifestyle and values, such things can be monetarily cashed if used in the proper way.

1.2SWOT ANALYSISKeeping in view the above findings/ conclusions in view, data available, our analysis of the market potential for Pakistani tourism identifies the following strengths, weaknesses, opportunities, and threats- prevailing in Pakistans tourism sector: Strengths A rich historical and cultural heritage World renowned natural attractions such as the Indus valley and the northern mountains 150 9


Good access links with primary source markets An increasing range of hotels, tours and tourist services

Weaknesses Very limited tourism infrastructure Poor tourism services in many areas Lack of any meaningful promotion of the destination Inadequate national and provincial tourism organizations and services Negative international image of Pakistan

Opportunities To improve foreign and domestic tourism by implementation of the WTO/UNDP Strategic Development Plan for Tourism To create a new image for Pakistan To optimize existing foreign and domestic markets To develop new markets, and new tourism products To increase the national awareness of the benefits of tourism To increase developmental opportunities in many rural areas

Threats Lack of national support for tourism Failure to implement Development Plan for Tourism Failure to improve standards of service in all sectors of the industry Failure to improve infrastructure in all tourist areas Renewed political and social instability recommendations of the Strategic


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ProductPakistan is a destination of special interest for travelers and tourists. Its main attractions include Adventure tourism in Northern Areas. Cultural and archaeological tourism as found at Taxila, Moenjodaro, Harappa, Swat, along the Karakoram Highway, and early Muslim and Mughal heritage of Multan, Lahore, Thatta and Peshawar. From the mighty Karakorams in the North to the vast alluvial delta of the Indus River in the South, Pakistan remains a land of high adventure and nature. Trekking, mountaineering, white water rafting, wild boar hunting, mountain and desert jeep safari, camel and yak safari, trout fishing and bird watching, are among the few activities that entice the adventure and nature lovers to Pakistan.

Places of Tourists Attractions in PakistanPlaces of tourist attractions of Pakistan are as follows:

1.3Archaeological Museums Archaeological Museum of Balochistan, Off: Fatima Jinnah Road, Quetta. Archaeological Museum Banbhore, Thatta. Archaeological Museum Harappa, Distt. Sahiwal. Archaeological Museum Moenjodaro, Distt Larkana. Archaeological Museum Saidu Sharif, Swat. Archaeological Museum Taxila, District Rawalpindi. Archaeological Museum Umerkot, Distt Tharparkar. National Museum of Pakistan, Burns Gardens, Karachi. Sibi Museum, Sibi.

1.4University Museums:Pakistan Tourism Development Corporation

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Archaeological University.

Museum,

Department

of

History,

Karachi

Archaeological Museum, Department of Archaeology, University of Sindh, Jamshoro. Archaeological Museum, University of Peshawar. Command and Staff College Museum, Staff College Road, Quetta. Geological Survey Balochistan, Quetta. of Pakistan Museum, University of

1.5Provincial Museums: Allama Iqbal Museum, Lahore. Armoury Museum and Sikh Gallery Old Fort, Lahore. Atiyya Faizi Art Gallery, Ingle Road, Karachi. Bahawalpur Museum, Bahawalpur, Bhitshah Cultural Museum, Hala, Matiari, Sindh. Chughtai Museum, Lahore. Dir Museum, Chakdara, Dir, Faqir Khana Museum, Lahore. Industrial and Commercial Museum, Lahore. Lahore Museum, Lahore. Mughal Museum, Old Fort, Lahore. Mangla Dam Museum, Mangla. National Museum of Natural History, Islamabad. Pakistan Air Force Museum, Peshawar. Pakistan Army Museum, Rawalpindi. Pakistan Folk Art Museum, Islamabad. 12


Pakistan Forest Museum, Peshawar. Pakistan Navy Museum, Karachi. Peshawar Museum, Peshawar. Quaid-e-Azam, Birth Place Museum, Kharadar, Karachi. Quaid-e-Azams Relics Museum, Karachi. Shakir Ali residence Museum, Lahore. Sindh Provincial Museum, Hyderabad. Talpur House Museum, Hyderabad.

1.6Historical Places Wazir Mansion, Karachi. Quaid-e-Azam Mazar, Karachi. Kotri Barrage, Hyderabad. Hyderabad Fort, Hyderabad. Kot Diji, Khairpur. Lloyd Barrage, Sukkur Lansdown Bridge, Sukkur/Rohri. Minaret of Masum Shah, Sukkur. Sattein Jo Aastan ( Place of seven female friends), Sukkur. Sadh Belo (Hindu Pilgrimage Area) Sukkur. Makli Hills, Thatta. Badshahi Mosque, Lahore. Lahore Fort, Lahore. 13


Minar-e-Pakistan, Lahore. Derawar Fort, Bahawalpur Fort Munro, D.G. Khan. Rohtas Fort, Jehlum Balahisar Fort, Peshawar. Kharfocho Fort, Khaplu, Ghanche. Hunza Fort, Hunza

1.7Valleys Chitral, Hunza ,Skardu Swat, Gilgit ,Nagar Kaghan, Ghizir ,Urak Kashmir, Khaplu, Pishin

1.8Passes Lak Pass (Kalat & Quetta) Bolan Pass (Sibi & Quetta) Khojak Pass (Pak - Afghan Border) Khyber Pass (Pak - Afghan Border) Khunjerab Pass (Pak - China Border) Darra (Kohat Pass) Babusar Pass (Kaghan Gilgit)

1.9National Parks: Kirther National Park, Dadu.


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Hazarganji Chiltan National Park. Karkhasa Park. Dhrun, Balochistan. Hingol, Balochistan. Zoological Garden, Bahawalpur. Lal Suhanra National Park, Bahawalpur. Shalamar Garden, Lahore. Jallo Park, Lahore. Changa Manga Park, Lahore. Kallar Kahar Park, Chakwal. Ayub National Park, Rawalpindi. Chattar Park, Islamabad. Margallah Hills, Islamabad. Khunjerab, Northern Areas.

1.10

Deserts:Cholistan, Punjab. Thar, Sindh Thal, Punjab Sehan, Balochistan.

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Lakes:Hana Quetta, Balochistan. Keenjhar Thatta, Sindh. Haleji Karachi, Sindh. 15


Mancher Sehwan Sharif, Dadu, Sindh. Kalri Thatta, Sindh. Kachura Skardu, Northern Areas. Satpara Skardu, Northern Areas. Saif-ul-Maluk Naran, Mansehra, NWFP.

1.12

Beaches:Hawkes Bay, Karachi. Sandspit, Karachi. Paradise Point, Karachi. Clifton, Karachi. French (Haji Abdullah Goth), Karachi. Gadani Balochistan.

1.13

Muslim Shrines:Abdullah Shah Ghazi, Karachi. Sachal Sar Mast, Draza Sharif, Khairpur. Bhitshah, Hala, Matiari. Sehwan Sharif, Dadu. Uch Sharif, Bhawalpur. Shah Rukan-e-Alam, Multan. Baha-ud-Din Zakaria, Multan. Shah Shams Tabrez, Multan. Data Ganj Bakhsh, Lahore. Jahangirs Tomb, Lahore. Nur Jhans Tomb, Lahore. Baba Bulhe Shah, Kasur. 16


Pir Waris Shah, Jandiala Sher Khan, Sheikhpura. Shah Abdul Latif, Islamabad. Pir Mehar Ali Shah, Golra Sharif, slamabad. Mohra Sharif, Murree. Ziarat Pir Baba, Swat.

1.14

Non-Muslim Shrines

Hindu Shrines Temple at Katas Temple at Makot Siv Ganga Temple Temple of Hinglaj, Balochistan

Buddhist Shrines Taxila Peshawar Charsada Swat Gilgit Hunza Skardu

Sikh Shrines Gurdwaras Nankana Sahib


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Rohri Sahib Punja Sahib, Hasanabdal.

1.15

Famous Hill Stations & Mountain Valleys.Murree Islamabad, Abbottabad & AJK. 2,290 Ayubia Islamabad, via Murree & abbottabad,400 Thandiani Abbottabad 2,500 Kaghan Valley Balakot, Mansehra 2,134 Swat Valley Peshawar/Islamabad 900-2,100 Hunza Valley Peshawar/Islamabad 2,440 Gilgit Valley Peshawar/Islamabad 1,454 Chitral Valley Peshawar/Islamabad. 1,300 Skardu Peshawar/Islamabad 2,440 Ziarat Quetta & Loralai 2,450

1.16

Major Peaks of Pakistan

Sr. No Mountain Height (M) Range Group District 1. Chogori/K-2 8,611 Karakoram Boltoro Skardu 2. Nanga Parbat 8,125 Himalayas Diamer Diamer 3. Gasherbrum No.1/ Hidden Peak 8,068 Karakoram Boltoro Skardu 4. Falchan Kangri/Broad Peak 8,047 Karakoram Boltoro Skardu 5. Gasherbrum No. II 8,035 Karakoram Boltoro Skardu 6. Broad Peak Middle/Central 8,016 Karakoram Boltoro Skardu 7. Gasherbrum No.III 7,952 Karakoram Boltoro Skardu 18


8. Gasherbrum No. IV 7,925 Karakoram Boltoro Skardu 9. Distaghil Sar Main 7,885 Karakoram Hispar Gilgit 10. Kunyang Chhish/Main 7,852 Karakoram Hispar Gilgit 11. Masherbrum NE/(K-1) 7,821 Karakoram Bagrot Gilgit 12. Masherbrum 7,806 Karakoram Bagrot Gilgit 13. Rakaposhi 7,788 Karakoram Bagrot Gilgit 14. Batura No.1 7,785 Karakoram Batura Mustagh Gilgit 15. Batura II 7,762 Karakoram Batura Mustagh Gilgit 16. Distaghil Sar No.II 7,760 Karakoram Hispar Gilgit 17. Kanjut Sar No. I 7,760 Karakoram Hispar Gilgit 18. Masherbrum W 7,750 Karakoram Boltoro Skardu 19. Saltoro Kangri No.1 7,742 Karakoram Soltoro Gaunche 20. Batura III 7,729 Karakoram Batura Mustagh Gilgit 21. Trivor/Peak No. 8 7,720 Karakoram Hispar Gilgit 22. Tirich Mir (Main) 7,708 Hindukush Hindukush Chitral 23. Saltoro Kangri II 7,706 Karakoram Soltoro Gaunche 24. Chhaltoro Gang R 1 N 7,705 Karakoram Soltoro Gaunche 25. Distaghil Sar (E) 7,700 Karakoram Hispar Gilgit 26. Tirich Mir (East) 7,692 Hindukush Hindukush Chitral 27. Saser Kangri 1 7,672 Karakoram Siachen(disputed) Gaunche 28. Chogolisa No. 1 SW/E 7,665 Karakoram Boltoro Skardu 29. Chogolisa No. II/NE 7,654 Karakoram Boltoro Skardu 30. Yukshin Garden Sar 7,641 Karakoram Hispar Gilgit 31. Kunyang Chhich (S) 7,620 Karakoram Hispar Gilgit 32. Shispare Sar 7,611 Karakoram Batura Mustagh Gilgit 19


33. Batura IV 7,594 Karakoram Batura Mustagh Gilgit 34. Broad Peak (N) 7,550 Karakoram Boltoro Skardu 35. Skyang Kangri No. 1 7,544 Karakoram Boltoro Skardu 36. Batura V 7,531 Karakoram Batura Mustagh Gilgit 37. Yakshin Gardaan No.1 7,530 Karakoram Hispar Gilgit 38. Mamostong Kangri 7,516 Karakoram Soltoro Gaunche 39. Saser Kangri E 7,513 Karakoram Siachen(disputed) Gaunche 40. Tirich Mir (West II) 7,500 Hindukush Hindukush Chitral 41. Skyang Kangri No. II 7,500 Karakoram Boltoro Skardu 42. Kunyang Chhish (W) 7,500 Karakoram Hispar Gilgit 43. Saser Kangri II W 7,500 Karakoram Siachen(disputed) Gaunche

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EVENTS1. Destination Pakistan (From March 15 to April 5) I. II. III. IV. V. Basant Performing Arts festival Food Festival Pakistan Fashion Week Sufi Festival

2. Industrial and Agricultural Exhibition (December of ever year)

Destination Pakistan 2010(March 15-April 5)Destination Pakistan will be the best and most happening three weeks to visit Pakistan. The even will be a series of events which will be aimed towards informing and attracting tourist from all World to visitPakistan Tourism Development Corporation

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Pakistan. It will be a focused effort by the Government and almost every segment of the private sector to present Pakistan as a nice place to visit. It should attract tourists with lower than usual Air Fares, tourist friendly accommodation pricing, fair priced holiday packages and finally the showcasing of the finest things Pakistan has to show to the world and the people for the effort to establish a world wide fame.

The desired results will require ministerial resources and the blessing and patronage of the state and most important of all a coherent plan of action and partnership amongst the public and private sector both of whom will reap the benefits. Although the above stated events do happen in Pakistan on a yearly basis but we have grouped all the events together as one Package to entice and excite people into visiting Pakistan from March 15 to April 5. A sound marketing plan which will be explained will ensure a proper course of action. Destination Pakistan will consist of the flowing events

1.18

Basant

Basant has been a cultural event in Pakistan which has been extremely popular with its people and perhaps one of the most popular Pakistani cultural events known outside Pakistan. Every year the kite flying frenzy would bring in hundreds of thousands of local tourists to Lahore and several thousand tourists from India, the Middle East, China, Srilanka and various parts of Europe. Although most external tourists would be Pakistani expatriates but a large number of foreigners would be seen in Lahore shopping, eating at local and uptown dinners. The event wasPakistan Tourism Development Corporation

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prohibited due to inception of undesirable activates into the event. Another element of this festival was the celebration of the arrival of spring. This would be done by nice displays of flower exhibitions, competitions. If the Government reconsiders its prohibition of Basant and remove the undesirable activities Basant can be received as a healthy activity which can again make Pakistan a place where one would be interested in visiting.

1.19

Performing Arts Festival

The World Performing Arts Festival has been going on for the last two decades where various national and international art troupes perform and bedazzle viewers and spectators. It is one of the most eloquent display and blend of local and international performing arts. It has been noteworthy and well appreciated. Although this is a winter event it can be coupled with Basant to provide a resonating effect to the advent of the arrival of spring. It can surely attract local and international art lovers from the immediate neighborhood and the world to Pakistan.

1.20

Food Festival

Pakistan has been much appreciated for its local cuisine which as Indian, Turkish, Persian and Arabic flavors in it. It is extremely popular in Europe, the Middle East and almost every where it has travelled. Every corner of Pakistan is loaded with eat outs and restaurants for every class and creed of customers. In the recent population of large cities have developed an ever growing taste for almost every kind of food which includes, Chinese,Pakistan Tourism Development Corporation

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Western, Arabic cuisines. Fast food chains, coffee shops, pizza parlors, steak houses have sprung up in almost every major city of Pakistan. Food Streets and food courts in Lahore, Karachi, Islamabad and Peshawar have become a center of attraction for weekenders and food lovers. If a a food festival at major locations in Pakistan are held during the suggested three weeks, it will provide an excellent opportunity for visiting tourists to explore and appreciate whatever Pakistan serves on the table and appreciation of which will be taken back to far flung areas of the world which will indeed excite more people to visit Pakistan.

1.21

Pakistan Fashion Week

Pakistan Fashion Industry will aid the tourism by hosting Pakistan Fashion Week ,this will Provide a chance to the international Designers to display their work,

1.22

Shopping Mela

All the specialties of Pakistan , regarding food , clothes, shoes etc are to be brought once a year in Lahore ,The Lahore Fort is planned to be used for such events, The aim of this event is to mobilize the domestic tourism as well as to attract foreigners.

Research and Development:The Ministry of Tourism barters with other ministries on the government level to create an environment of mutual comforting , this will create an environment in which the roads, the civic services will get improved ,modes of transportation , the safety issues , better communication availabilities are confronted and taken care of .


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1.23 Selection segmentation)

of

the

Target

Market

(Market

The most important market for Pakistan was Europe, which generated 280.9 thousand tourists (43.4 percent), sharing more than one third of the total tourist arrivals. A sizable percentage of these tourists nevertheless, were ethnic Pakistanis visiting Pakistan on foreign passports for V.F.R. purpose. It was followed by the South Asian market, which generated almost one fourth (160.3 thousand) of the total tourists in 2004, showing an increase of 9.3 percent over the previous year. The American market generated 103.1 thousand or 15.9 percent of tourists; Pacific & East Asia 59.5 thousand or 9.2 percent; Middle East Region 28.4 thousand or 4.4 percent and Africa 12.5 thousand or 1.9 percent of the total tourist arrivals. The share of Europe in Pakistan tourism industry went up from 38.5 percent to 43.4 percent, Pacific & East Asia from 8.7 percent to 9.2 percent and Middle East from 3.9 percent to 4.4 percent in the year 2004. The American market lost its share from 17.2 percent to 15.9 percent, South Asian market from 29.3 percent to 24.7 percent and African market also lost its share from 2.3 percent to 1.9 percent in the year 2004. The long term market-wise tourist arrivals trends are shown in the following table:Indices of Tourist Arrivals by Market 1995 through 2004 Mark ets Europ e Ameri ca South Asia Pacifi c& East Asia Middl e East Africa n All Mark ets 1995 112 137 47 123 1996 104 128 49 133 1997 104 128 55 127 1998 125 144 60 147 1999 129 143 60 135 2000 175 212 61 151 2001 139 194 70 129 2002 146 208 66 133 2003 131 203 83 132 2004 191 244 90 180

109 202 89

110 188 87

107 160 88

105 160 101

108 187 102

180 317 131

166 286 118

121 223 118

107 225 118

154 240 153

Table 1 Indices of Tourist Arrivals by Market 1995 through 2004

(1990 as Base = 100)


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The market-wise long term analysis shown in the above table indicates that only indices of tourist arrivals from South Asian market continuously increased from a level of 47 in 1995 to 90 in 2004. However, all other markets observed ups and downs during the same period, but compared to 1995, the indices of all markets increased in 2004 and were also higher than the indices of the previous year 2003.

1.24 Analysis of Top Ten Tourist Generating Countries for Pakistan:The United Kingdom maintained its position as 1st among the ten top tourist generating countries for Pakistan from 1995 to 2004 by generating 0.196 million tourists i.e. 30 percent of total foreign tourist arrivals in Pakistan during 2004 which is 50 percent greater than the year 2003. Other main tourist generating countries were Afghanistan, USA, India, Germany, China, Canada, Japan, Norway and the Netherlands. During the year 2004, U.K., Afghanistan and USA maintained their first three positions, respectively, amongst the top ten tourist generating countries for Pakistan. However, some of the countries improved their position i.e. India from 12th to 4th and Norway from 11th to 9th, but China maintained its previous years position i.e. 6th. However, some of the countries have lost their position during 2004 i.e. Germany from 4th to 5th, Canada 5th to 7th, Japan 7th to 8th and the Netherlands, from 8th to 10th. Details of top ten tourist generating countries are shown in the following table:-

Serial No 1 2 3 4 5 6 7 8 9 10

Countrie s U.K. Afghanist an U.S.A. India Germany China Canada Japan Norway Netherlan ds

Arrivals

Percenta ge Share 30.3 18.1 13.5 3 2.9 2.7 2.3 2.1 1.6 1.5

Position 2003 1st 2nd 3rd 12th 4th 6th 5th 7th 11th 8th 2004 1st 2nd 3rd 4th 5th 6th 7th 8th 9th 10th

196.3 117.6 87.3 19.7 19 17.2 15 13.4 10.5 9.9


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Table 2 Top Ten Tourist Generating Countries to Pakistan 2004

1.25

Seasonality:

Tourism, all over the world, is subject to seasonality and Pakistan being no exception the seasonal variation in tourist flows are shown in the following TableMonth January February March April May June July August September October November December Total Monthly Average Seasonality Ratio Co-efficient of seasonal variation 1995 34.9 28 27.1 26.7 28.4 29.6 32.1 32.7 29.7 31.1 35.6 42.5 378. 4 31.5 1.3 13.2 1996 30.5 26.1 33.5 32.1 32.7 27.3 28 31.3 21.8 30.8 37.1 37.5 368. 7 30.7 1.2 14 1997 28.4 22.7 29.4 32.4 29.7 33 33 34.1 30.9 37 33.5 30.7 374. 8 31.2 1.2 11 1998 31.7 35.5 38.1 36.7 29.7 29.3 43.1 43.1 30.6 38 39.5 33.5 428. 8 35.7 1.2 13 1999 36.9 35.3 38.1 37.1 28.7 33.3 38.6 33.9 33.7 33.8 46.4 36.4 432. 2 36 1.3 11.3 2000 45 41.3 46.4 43.6 39.9 44.3 56.3 46.7 42.2 53 47.4 50.7 556. 8 46.4 1.2 10.7 2001 50.1 54.1 55.5 49.5 44.2 41.1 42.9 41.1 33.9 26.3 26.5 34.5 499. 7 41.6 1.3 22.6 2002 30.7 31.5 37.5 34.1 33.7 36.2 50.3 47.5 49.7 51.3 40.6 55 498. 1 41.5 1.3 20.1 2003 38.9 32 33.5 32.8 30.2 43.9 65.4 44.5 50.4 44.3 42.6 42.4 500. 9 41.7 1.6 22.3 2004 49.9 53 57.9 48 44.3 57.7 72.1 53.4 46.5 34.8 54.8 75.6 648 54 1.4 20

Table 3 Seasonal Variations in Tourist Flows 1995 through 2004

(000 Nos) The above Table shows that during 2004, December was the highest arrivals month, whereas the lowest arrivals month was October. The seasonality ratio shows the relationship between the highest months and the average of all month arrivals. It was 1.4 in 2004, which is lower than the ratio of 2003 which was 1.6. A better measure of seasonality is the one that would take into account all variations between arrivals in a particular month and average arrivals of the year. The smaller the coefficient, the greater is the evenness in monthly arrivals. During 2004, coefficient of seasonal variation was 20.0 percent.


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1.26

Motivational Analysis

Using western definition, Pakistan is not a leisure tourist destination. More than three quarters of tourists visit Pakistan for family visits and business. Motivational analysis of foreign tourists to Pakistan of Indian and nonIndian origin during 2004 is given in the Table

Purpose of Visit No 1 2 3 4 5 6 7 8 9 10 11 Holiday/Recreation Business Family Visit Meetings/ Conventions Archaeology/ Historical Sites Sports Diplomatic Study Health Religion Others (Percentage)

Indian 3.1 2.6 91.8 0.1 --0.1 -0.1 0.9 1.3

NonIndian 16.6 24.4 50.2 3.1 0.5 0.3 0.4 1 0.4 1.2 1.9

Overall 14.7 21.4 56 2.7 0.4 0.2 0.4 0.9 0.3 1.1 1.9

Table 4 Motivational Analysis of Indian, Non-Indian


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Target MarketI don't know the key to success, but the key to failure is trying to please everybody. Bill Cosby

The target market for reviving Pakistans tourism is the population of the following countries and regions;

United Kingdom Countries making up the region of the Middle East China


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1.27

The United Kingdom

The United Kingdom or Great Britain is home to a little over a million citizens of Pakistani descent and a much desired destination for Pakistani tourists, students and businessmen. The UK Home Office figures suggest that the United Kingdom will be a home to over 2.5 million Pakistanis by the year 2020. There is a high degree of traffic of British national and temporary Pakistanis from the United Kingdom to Pakistan on events, weddings and under extraordinary circumstances. There are six flights only served by the national flag carrier PIA which bring 1300 Pakistanis daily from the UK to Pakistan and 2000 during the various holiday seasons every year. Pakistan is also a preferred shopping destination for many over seas Pakistanis and British Indians who prefer travelling on British passports to Pakistan to meet divided families. If frequently visited markets are provided with better security, basic facilities and attractive pricing it will indeed be reciprocated by a spectacular increase in the influx of foreign currency and thus making Pakistan a favorite destination for shoppers and buyers. It is noteworthy that Pakistan has been an attractive tourist destination for native British tourists until the recent Pakistan who have displayed keen interest in South Asias glorious history, the British Raj in the subcontinent, the native and Victorian architecture and the local cuisine and markets etc. With an improvement in the security situation in the country the fore stated previous trend can be revived and Pakistan can offer an increased number of attractions with a carefully planned strategy.

1.28

The Middle East

The Middle East is home to about 6 Million Pakistanis. They are primarily based in the Kingdom of Saudi Arabia, United Arab Emirates, Kuwait, Qatar, Oman, Bahrain. Almost all Pakistanis inhabiting in this part of the world are skilled workers in the form of doctors, engineers, craftsmen, industrial workers etc.Pakistan Tourism Development Corporation

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They are perhaps Pakistans greatest source of earning remittances. Pakistan has also been an object of great attraction and interest for the Arabs of the Middle East. Their historic ties with the present day areas of Pakistan date back to thousands of years. Modern Middle East demographics include Pakistan as a part of the greater Middle East. Commerce, trade and exchange of goods and human resource between these two parts of the world have been going on for centuries. As compared to others Arabs have a higher degree of acceptability amongst Pakistanis because of a common religion and various other reasons which include strategic and historic partnerships, generous economic assistance and investment from the Arab world. Modern day Arabs even see Pakistan as a reasonable place to obtain higher education but most Arabs have failed to recognize Pakistan despite its proximity and rich history as a tourist destination. A subjective research can determine the reasons as to why the case is not so and how best can the populations of the Middle East can be targeted towards visiting Pakistan as a popular tourist spot.

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China

The present day Peoples Republic of China has been one of Pakistans greatest economic, military and scientific partners ever since the two countries established relationships. A strategic partnership between Pakistan and the PRC has existed and strengthened over the last several decades. In the past Pakistan has been an attractive destination for Chinese travelers and businessmen but the trend has been effected by the prevailing security in the country. China with its 1.2 billion populations and a huge middle class with tremendous buying power can be a lucrative source of income if tourists from China can be attracted into visiting Pakistans. This can be achieved by rebranding Pakistan and promoting it as a country open, welcoming and friendly to outsiders especially those from the Peoples Republic of China.

Distribution NetworksPakistan Tourism Development Corporation

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Hotels International Hotels are to be aligned with the local hotel industry, broachers are to be placed at the information counters.

Pakistan embassy Pakistan embassies are mobilized to host workshops and Pakistan tourism introduction sessions at their respected destinations. Air line Offices All the Pakistan Airline offices in the respective target markets will hold broachers of the places and events and relevant material on tourism, they will act as a front desk for tourism.

International Travel Agents A monthly newsletter will be send to the international travel agents ,which will have the latest and the upcoming promotions as well as events. High commissions and consulate generals High commissions and consulate generals are to be readily briefed on the marketing efforts regarding tourism, in order to gain more tourism.

Ptdc Offices on National Airports It is advised that local airports will have offices of the Pakistan tourism and development authority, which will gain valuable information regarding foreigners, and will provide guidance and will act as a front desk to tourism, All the required data ,as well as the latest software will be provided to assist the tourism movement.


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Promotion1.30 Media

Advertisements will be aired on the highest viewed channels along with that big media giants like National Geographic and discovery are facilitated on the governmental level to launch their media campaigns in Pakistan, like they are doing in India and Egypt etc.(blind dolphins in sindh) Such media campaigns are never introduced before, adaptation of such strong medium will surely create demand and will aid tourism; according to the statistics TV commercials regarding tourism have a high conversion rate.

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In flight advertisements

Short advertisements are to be played in British airways; Emirates air lines, Air China and Pakistan International Air Lines regarding Pakistan tourism Evaluation Our target is to generate 10 leads out of every flight we will assess how many passengers have visited our PTDC office at the airport after landing.

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PIA Aircrafts


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The airplanes of the PIA will have the Pakistan Destination promotion logos on it as well as their tales are to be painted with the landmark sites of Pakistan, images like the K2, Gawadar etc Evaluation Our target is to make sure in how many airports these planes are flying so the people take interest and contact their local offices.

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Print Media

Advertisements are to be posted in magazines that has the highest circulation rates in the target market countries, magazines like the Times, Readers Digest, National Geographic, Herald etc. Evaluation According to past research, magazines are proven to be one of the best ways to communicate to your target market. Our main motive is get contacted with people around the different country through the numbers and email ids given it into their Magazines.

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Electronic Medium (Internet):Search Engines Optimization by google Search Engines Marketing by google Advertisements on community based web sites like face book, orkut ,twitter are to be taken in consideration ,as well as the ptdc web site is to be renovated and made more attractive, online ticketing facilities as well as online reservations along with the online credit card payment facilities are to be made possible. 33


Evaluation For SEO and SEM google will be providing the results Advertisements on community based web sites will be avaluated by our website CRM.


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Date post:	17-Nov-2014
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