2021-05-11 15:00:11
作者:王晓莹 成都世通研究院研究员
文章原载:巴基斯坦联合通讯社(Associated Press of Pakistan),2020/06/29

Pakistan has a Huge Potential to Develop Tourism


Pakistan was rated The Best Holiday Destination and the third highest Potential adventure destination in the world for 2020 by Chinese high-end travel magazine Condé Nast Traveler. In 2019,the Forbes and The World Economic Forum's Travel & Tourism Competitiveness Report termed Pakistan as one of the ‘coolest places’ to visit and  in the one of global destinations for its World Heritage sites.

Pakistan holds diversified types of tourism resources, unique natural scenes and rich historical and cultural heritages, which makes the country has unlimited potential to develop tourism industry. From the snowcapped Himalayas to the sunny beaches of the Arabian Sea, Pakistan has rich and colorful natural landscapes, integrating spread of tourism resources, snow mountains, forests, canyons, lakes, beaches etc. in one country.

As the cradle of Buddhist culture, the history of Pakistan can be traced back to ancient India 5,000 years ago. Buddhism was introduced to Gandhara in the 3rd century B.C. (now northwest Pakistan) and then flourished for 800 years. Later, after more than three centuries of dynastic change, Islam became the state religion until today.

Pakistan enjoys 6 UNESCO world cultural heritages, including Buddhist Ruins of Takht-i-Bahi and Neighbouring City Remains at Sahr-i-Bahlol,Fort and Shalamar Gardens in Lahore, Rohtas Fort,Taxila, Historical Monuments at Makli,Archaeological Ruins at Moenjodaro. In addition, the famous Badshahi Mosque and King Faisal Mosque, which is the sixth largest mosque in the world, etc. attract tourists from all over the world.

In recent years, the government of Pakistan has made efforts to develop tourism industry, improving tourism service infrastructures, conserving and salvaging cultural relics and launching visa-free policies to Chinese tourists since Prime minister Imran Khan took office in 2018. “Pakistan has huge tourism potential. We will promote tourism to boost the economy”, emphasized Imran Khan in his first televised speech to the whole country. In 2017, the number of foreign tourists was 2.5 million, and two years later, it soared to 3.5 million in 2019. The United Kingdom is biggest source of tourists for Pakistan, followed by the United States, India and China.

Pakistan has great attraction to the Chinese tourists. In the minds of the Chinese people, Pakistan is somewhat distant but not far away. It is such a cultural and physical distance that make the Pakistani people and the Chinese people have great attraction to each other. According to Hofstede's cultural distance theory, the difference between China and Pakistan is 1.288. Research shows that cultural distance presents a "U" curve change in terms of the attraction to Chinese tourists, that is, the attraction will firstly rise with increase of cultural distance, then decrease with increase of distance after reaching the peak. Although Pakistan is a typical Muslim country, its Buddhist tourism resources and the "all-weather" relationship with China generate an appropriate cultural distance between the two countries.

With regard to the development of tourism in Pakistan, some specific suggestions to Pakistani friends as following:

First, based on Butler Destination Life Cycle theory, Pakistan is at the involvement stage. At this stage, adventure tourism is more attractive to foreign tourists. They are keen on unusual places and enjoy the experience of arriving the destinations before mass tourism. Based on this analysis, Pakistan should do a good job in market segmentation, and first attract Chinese adventure tourists.

Second, COVID-19 is spreading rapidly in South Asia, which has a fatal impact on tourism. Therefore, the government of Pakistan should take resolute and effective measures to stop the further spread of the epidemic.

Third, in recent years, the security situation in Pakistan has gradually improved. The Pakistani government should further improve the security situation, and in particular, Pakistan need to further strengthen the safety protection of the Chinese projects and personnel, so as to give foreign tourists a sense of security.

Fourth, generally speaking, there is a lack tourism professionals in South Asian countries, who are familiar with Chinese tourists' consumption preferences, so relevant departments in Pakistan should strengthen the cultivation of talents in this field.

According to World Travel and Tourism Council statistics, in 2019, tourism industry contributed 5.9% to Pakistan GDP, created 3.9 million jobs. If Pakistan`s tourism industry is developed to the level of China, its contribution to GDP will increase by 5% to 11% and 2.37 million more jobs will be added.



巴基斯坦被中国高端旅游生活杂志《悦游Condé Nast Traveler》评为2020年最佳旅行及世界第三大最具潜力探险旅游目的地。《福布斯》(Forbes)和世界经济论坛(World Economic Forum)还将巴基斯坦列为2019年最酷的旅游地之一及世界遗产地全球旅游目的地的前25%。作为中国全天候战略合作伙伴,中国人民的老朋友,巴基斯坦会成为中国游客的下一个热门旅游目的地吗?

巴基斯坦自然风光独特,历史文化底蕴丰厚,类型多样的旅游资源,使其旅游业具有无限发展潜力。从白雪皑皑的喜马拉雅山脉到阳光普照的阿拉伯海沙滩,巴基斯坦拥有丰富多彩的自然山水,集雪山、森林、峡谷、湖泊、海滩等众多旅游资源于一域。被誉为佛教文化摇篮的巴基斯坦,历史可以追溯到距今5000年前的古印度时期,佛教于公元前3世纪传入犍陀罗国(今巴基斯坦西北部)并随之繁荣昌盛了800年。随后,经过3个多世纪的王朝更迭,伊斯兰教成为国教直到今天。巴基斯坦拥有6UNESCO世界文化遗产,分别是位于西北部的塔克特依巴依(王位的起源)的佛教寺庙建筑群(Buddhist Ruins of Takht-i-Bahi and Neighbouring City Remains at Sahr-i-Bahlol),拉合尔古堡&夏利玛尔公园(Fort and Shalamar Gardens in Lahore)和塔克西拉(Taxila)罗赫达斯要塞(Rohtas Fort),以及南部的塔塔城历史建筑(Historical Monuments at Makli, Thatta)和莫恩霍达罗考古遗址(Archaeological Ruins at Moenjodaro)。除此之外,闻名遐迩的巴德夏希清真寺,世界第六大清真寺费萨尔国王清真寺等吸引着来自各国的游客。






图文编辑:张叶  龙燕宇