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TRANSCRIPT
MEDIA & TOURISM PROMOTION
Presented by:
MR. ARIF ELAHI
Secretary to Government of Sindh Tourism Department.
TOURISM DEPARTMENT Government of Sindh - Pakistan 01
TOURISM DEPARTMENT Government of Sindh - Pakistan 02
SCHEME OF PRESENTATION 1. Overview of Sindh Province 2. Sindh Tourism Department 3. Our Brand
4. Role of Media
5. Way Forward/Public Private Partnership.
TOURISM DEPARTMENT Government of Sindh - Pakistan 03
Pakistan
Population 55 million
Area 140,912 km2
Urban Split 48%
Pop. Growth 2.8% p.a.
Major Concentration South, South
West (55%) Noshehro Feroz
Karachi
Thatta
Hyderabad
Nawabshah
Dadu
Sukkur
Jacobabad
Gharo
Kotri
Sujawal Badin
Mirpur Khas
Shahdadpur
Sehwan
Shahdadkot
Shikarpur
Khairpur
N
Sindh Overview
Provincial
Boundary
Indus River
Major Roads
Railway
Connectivity
Secondary Roads
Major Population Centres
Medium Population
Centres
Larkana
TOURISM DEPARTMENT Government of Sindh - Pakistan 04
TOURISM DEPARTMENT
• DEPARTMENT OF TOURIST SERVICES
• IINSITITUTE OF HOTEL MANAGEMENT
• SINDH TOURISM DEVELOPMENT CORPORATION
• GORAK HILL DEVELOPMENT AUTHPORITY
• LIASON WITH THE INTERNATIONAL AGENCIES, NATIONAL GOVERNMENT & PROVINCIAL DEPARTMENTS
OUR BRAND POTENTIAL • Sindh offers a huge amount of culture, heritage and presents tremendous potential for the
development of tourism.
• There are 535 sites of archaeological significance in upper and lower Sindh with almost 500
Indus Valley Civilization sites in and around Dadu and Larkana alone.
• Potential tourism in Sindh comprises sites of architectural, archeological and religious
(Hindu, Buddhist and Muslim) significance.
• Sites vary from the simple scenic natural beauty to history, mythology and mystery
(Rannikot Fort).
• Only 20% of sites have been excavated while Moenjodaro alone is only 10% excavated.
Despite these facts tourism has still remained largely under-developed
Shah Jahan Mosque - Thatta Tomb Lal Shahbaz - Sehwan Seaview Beach - Karachi
TOURISM DEPARTMENT Government of Sindh - Pakistan 05
Bhambore Ruins Bin Qasim Fort Makli Keenjhar Lake
Gharo
Kotri
Sujawal Badin
Mirpur Khas
Shahdadpur
Sehwan
Shahdadkot
Shikarpur
Khairpur
N
Noshehro Feroz
Karachi
Thatta
Hyderabad
Nawabshah
Dadu
Sukkur
Jacobabad
Larkana
Moenjodaro Hamal Lake
Sehwan
Ranikot
Keerthar Park
Karachi Beaches
Gorakh Hills
Manchar Lake
Hub Dam
Chawkandi
Diplo
Naukot Fort
Mithi - Thar
Umer Kot
Kokhrapar
Amer Fort Hala Bhit Shah
Sindh
Tourism
Heritage
MOEN –JO- DARO Indus Civilization, Larkana, Sindh
RANNIKOT FORT Great Wall of Sindh, Jamshoro, Sindh
TOURISM DEPARTMENT Government of Sindh - Pakistan 07
Our Brand
Heritage
MOHAN JO DARO – World Heritage Site
One of the world’s oldest archaeological sites, Mohan jo Daro lives 28 KM
away from the Larkana city. It was built in the 26th century B.C and
abandoned around 1800 B.C. The ruins of buried city were discovered and
excavation was conducted at the site under the leadership of Sir John
Marshal. Mohan Jo Daro was most likely one of the largest urban settlement
of ancient Indus Civilization. The Town planning suggests a high level Social
and democratic organization. At this peak of development, Mohan Jo Daro
could have housed around 3500 residents. The city had a central market
place with a large central Well. The waste water was channeled to covered
drains that lined the major streets. Close to the great granary display of the
artifacts found from Mohan Jo Daro a site museum has also been
established near the archaeological sites. This museum is a must see place
for the tourists.
TOURISM DEPARTMENT Government of Sindh - Pakistan 08
Our Brand
Heritage
A GREAT WALL OF SINDH - RANIKOT FORT
The World Class Tourism Place
‘RANIKOT’ fort is located on the peaks of ‘Lakki’ mountains of the ‘Kirthar’ Range in
the west of the River Indus right bank, at a distance of about 30 kilometers from town
of ‘Sann’. ‘Mohan Nai’, a rain-stream enters the fort from its western 'Mohan Gate’. It
has a way and pass through on the eastern side called as, ‘Sunn Gate”. The travels
is about 33 kilometers more to enter the lion Indus River.
‘Ranikot’ wall is made of natural cliffs and mountains. This place has height as high
as two thousand feet above sea level. On entrance into the gates of the Fort, one
can find hills, valleys, streams, ditches, ponds, pools, fossils, building structures,
bastions, watchtowers, ammunition depots, fortresses all inside Ranikot.
TOURISM DEPARTMENT Government of Sindh - Pakistan 09
Our Brand
Heritage
TOURISM DEPARTMENT Government of Sindh - Pakistan 10
Tomb in Makli Necropolis Makli, Thatta, Sindh
Graves in Chawkandi Necropolis Landhi, Karachi, Sindh
Our Brand
Heritage
TOURISM DEPARTMENT Government of Sindh - Pakistan 11
Tombs at Makli hills
It is most visited place of Sindh and one of the largest necropolises in the
world, with a diameter of approximately 8 km. Makli Hill is claimed to be the
burial place of some 125,000 local rulers, Sufi saints and others. It is
located on the outskirts of Thatta. It was inscribed on the World Heritage
List in 1981 under the name, Historical Monuments of Thatta.
It is generally believed that the cemetery grew around the fourteenth
century. The tombs and gravestones spread over the cemetery are material
documents marking the social and political history of Sindh.
There is seen Quranic artwork on decorated graves of the Sufi Saints in
the necropolis, the imperial mausoleums and other graves in
commemorate of religious traditions of the people of that area of Sindh.
Our Brand
Heritage
Tomb Jam Nindo - Makli Necropolis Great Architect, Thatta, Sindh
Shah Jehan Mosque A Mughal Period Architect, Thatta, Sindh
TOURISM DEPARTMENT Government of Sindh - Pakistan 13
Our Brand
Spiritual/ Religious
Shrine of Shah Latif Bhitai Bhit Shah, Matiari, Sindh
Shrine of Lal Shahbaz Sehwan, Jamshoro, Sindh
Shrine of Abdullah Shah Clifton, Karachi, Sindh
Dabgir Mosque Thatta, Sindh
Shrine of Sachal Sarmast Ranipur, JKhairpur, Sindh
Dewan-e-Shurfa Tomb Makli, Thatta, Sindh
TOURISM DEPARTMENT Government of Sindh - Pakistan 16
Our Brand
Swami Narain Hindu Temple Saddar, Karachi, Sindh
Bhodesar Jain Temple Nangarparkar, Tharparkar, Sindh
Sadh Belo Hindu Temple Situated in Mid River, Sukkur, Sindh
TOURISM DEPARTMENT Government of Sindh - Pakistan 23
Spiritual/ Religious Our Brand
St. Patrick’s Church Saddar, Karachi Sindh
World War II Cemetry Dig Road, Karachi, Sindh
KARACHI KARACHI KARACHI KARACHI
TOURISM DEPARTMENT Government of Sindh - Pakistan 27
Spiritual/ Religious Our Brand
Pottery of Sindh – Tile Work Pottery of Sindh Camel Sculpture – Wood Work
Sindhi Folk Singer Cuisine of Sindh Sindhi Biryani
TOURISM DEPARTMENT Government of Sindh - Pakistan 30
Cultural Our Brand
TOURISM DEPARTMENT Government of Sindh - Pakistan 31
Cultural Our Brand
Culture of Sindh:
The culture of Sindh has its roots in the Indus Valley Civilization. Sindh has been
shaped by the geography of the largely desert region, the natural resources it had
available and the continuous foreign influences. The Indus or Sindhu River that
passes through the land and the Arabian Sea (that defines its borders) also
supported the seafaring traditions among the local people. The local climate also
reflects why the Sindhis have the language, folklore, traditions, customs and
lifestyle that are so different from the neighboring regions. Sindhi culture is also
practiced by the Sindhi diaspora.The roots of Sindhi culture and civilization go back
to the distant past. Archaeological researches during 19th and 20th centuries
showed the roots of social life, religion and culture of the people of the Sindh: their
agricultural practices, traditional arts and crafts, customs and tradition and other
parts of social life, going back to a ripe and mature Indus valley civilization of the
third millennium BC. Recent researches have traced the Indus valley civilization to
even earlier ancestry.
Adventure & Eco Tourism
TOURISM DEPARTMENT Government of Sindh - Pakistan 33
Our Brand
Adventure & Eco Tourism
TOURISM DEPARTMENT Government of Sindh - Pakistan 34
Our Brand
Adventure and Eco Tourism of Sindh:
The travel and tourism sector is the third largest sector in terms of revenue.
It offers opportunities of employment, foreign exchange earnings and
investment promotion and contributes to economic growth.
Apart from attraction of historic, many scenic lakes like Keenjhar and Haleji,
the beaches of Karachi, geographical diversity of deserts like Thar &
Umerkot, and temperate hill station sites at Gorakh Hills and Bado Jabal
have potential to become tourist attractions in Sindh.
The 352 km long coastline, the turtle beaches of Karachi and abundant land
in city’s outskirts provide several opportunities for developing facilities for the
city of 16 million souls. Sindh’s deserts and hunting sites are also favorite
sites for adventurers from several countries.
Wildlife
TOURISM DEPARTMENT Government of Sindh - Pakistan 35
Our Brand
Wildlife
TOURISM DEPARTMENT Government of Sindh - Pakistan 36
Our Brand
Wildlife of Sindh:
Sindh has a comprehensive network of protected areas. These protected
areas contribute to the preservation and conservation of biodiversity, which
provide basis for ecological health, natural balance and economic incentives
through eco-tourism. The most important and famous protected areas of
sindh are Khirthar National Park, Haleji, Hudero, Keenjher, Drigh, Lungh,
Deh Akro-II, Nara Desert and Runn of Kutch Wildlife sanctuaries and Indus
Dolphin, Nara, Pai Forest and Surjan, Sumbak, Eri and Hothiano Game
Reserves.
Khirthar National Park with it's rugged mountains, fabulous Sindh Ibex and
Urial with enchanting springs and archeological sites; beautiful lakes like
Haleji, Lungh and Drigh with large number of visiting waterfowl provide an
excellent opportunities for the tourists and birdwatchers.
Role of Media in Shaping Global Tourism Industry by inculcating following Good Practices
1. Making local people critical to Tourism development by
extending economic benefits to host communities.
2. Creating awareness for conservation of natural and
cultural heritage.
3. Protection of environment & avoid negative social impact
of Tourism.
4. Highlighting finer aspects of Tourism destinations and
greater understanding of local, cultural, social and
environmental issues.
TOURISM DEPARTMENT Government of Sindh - Pakistan 37
Role of Media – Pakistan Case Study
Although Pakistan has good mix of Heritage/ Religious/
Cultural/ Wildlife/ Adventure and Eco-tourism it has largely
remained under developed due to following:-
1. Negative Image Building by western media despite our
role as frontline state in their War against Terrorism.
2. Pakistan at times projected as a terror ridden country
which has led to diminished tourist arrivals.
3. Adverse travel advisories by western countries have not
only restricted their own population but has created and
negative perception for residents of other countries.
TOURISM DEPARTMENT Government of Sindh - Pakistan 38
4. Developing countries like Pakistan require renewed media
alignment for Tourism development.
5. There are instances well media have directly impacted
revival of Tourist Destinations.
- Srilanka, Malayasia & India examples where media has
played a great role in positioning and improving Tourism
service delivery.
6. Pakistan has been misunderstood and misinterpreted on
occasions by International Media.
TOURISM DEPARTMENT Government of Sindh - Pakistan 40
Role of Media – Pakistan Case Study
7. Situation in Pakistan has been continuously improving on
the political and security front.
8. We need to focus simultaneously on Tourism service
delivery and destination promotion.
9. Improve Service delivery requires heavy investment.
10. Being an under developed Country preference is given to
priority sectors like Health and Education.
TOURISM DEPARTMENT Government of Sindh - Pakistan 41
Role of Media – Pakistan Case Study
Tourism Infrastructure Projects
TOURISM DEPARTMENT Government of Sindh - Pakistan 42
Keenjhar Lake - Untapped Opportunity ► Several resorts and
farmhouses springing up on outskirts of Karachi
► Travel time to such places takes up to 1 hour
► Keenjhar Lake only one more hour away
► 113 Km from Karachi on the National Highway
► Driving time (1.5 to 2 hours) perfect for family road trip.
► A destination surrounded by nature, heritage and culture
► An untapped opportunity to utilize the serenity and the beauty of one of the largest fresh water lake in Pakistan
Key
Road Track
Farm
house
s
Resort
s
Recreation
al Parks
86% 33% 61%
Super Highway & Gadap
Farm
house
s
Resort
s
Recreation
al Parks
13% 50% 26%
National Highway
Keenjhar Lake
Keenjhar Lake
Thatta
Lake Haleji
Super Highway
Hyderabad
Jhimpir
Karachi
TOURISM DEPARTMENT Government of Sindh - Pakistan 43
The Lake ► Largest freshwater lake in Pakistan (24 Km long, 8 Km wide, 192 Km Periphery)
► Wetland of international importance (Ramsar Site)
► Wildlife Sanctuary and home to several species of local and migrating birds
► Major water reservoir
► Perfect for short stay s away from the busy routine of city
► Proximity to Thatta City , with its rich history and culture, enhances tourism potential
► An ideal location for eco-friendly tourism and nature
► Resort development can be a major economic stimulus
TOURISM DEPARTMENT Government of Sindh - Pakistan 44
Historical places near Keenjhar Lake ► Tourist sites in and around
Thatta having potential for development and organized tourism
► History of Thatta goes back several millennia to the Indus Valley civilization.
► Thatta Capital of Sindh and seat of power for 400 years for three Muslim dynasties
► Architecture continues to inspire modern buildings
► Close to 1000 year old lost city of Bhambhore
► Chawkandi tombs date back over 1000 years
► The tombs at Makli necropolis date back over 700 years
► Shah Jahan Mosque, built back in 1647, one of the largest mosques with 100 domes
Bhambore
Shah Jahan Mosque
Chawkandi Tombs
Makli Necropolis
Makli Necropolis
TOURISM DEPARTMENT Government of Sindh - Pakistan 45
The Project Objectives ► Creation of a Destination
► Promotion of public facilities, yet keeping the exclusivity of a world class resort
► Provision of an Integrated Facility, with encouragement for Long-Term stay on site
► Value Addition and Upliftment of the area including increased facilitation on the travel routes to the Lake
► Enhancement of the water experience by engaging the Lake Visually, Physically & Programmatically
► Application of Sewerage and Water treatment strategies, keeping in mind that the lake is a water reservoir
► Creating overall project viability with prospect of subdivision into manageable concession packages
► Short payback period for capital investment
► Set a standard for future developments in terms of
► Self Sustainability
► O&M strategy
► Socio-Economic Upliftment
► Eco-Sensitivity
TOURISM DEPARTMENT Government of Sindh - Pakistan 46
The Visualization of the Project
TOURISM DEPARTMENT Government of Sindh - Pakistan 47
► Land cost represents only 5% of the estimated project costs
► 43% of the Resort Zone costs are estimated to be funded through sale of farmhouse components
► 60% of the project finance is expected to be raised from Commercial Debt carrying interest @ 15% - 16% p.a.
Resort Zone
Recreation Zone
ESTIMATED PROJECT COSTS DEVELOPMENT
OUTLAYS
0% 25% 50% 75% 100%
Land Cost
Infrastructure
Resort and…
Golf Course
IDC
2011 2012 2013 2014
0% 25% 50% 75% 100%
Land Cost
Infrastructure
Entertainme…
IDC
2011 2012 2013 2014
Figures in PKR
Millions
Resort
Zone
Recreation
Zone Total
Infrastructure & Land 1,795 424 2,219
Resort and
Hospitality 2,916 - 2,916
Entertainment District - 2,586 2,586
Golf Course 940 - 940
Development Costs 5,651 3,010 8,661
IDC 1,021 307 1,328
Project Costs 6,672 3,317 9,989
TOURISM DEPARTMENT Government of Sindh - Pakistan 48
PROJECT BRIEF
►The development of Gorakh Hills fall under the Gorakh Hills Development Authority
formed through an Act of Parliament in September 2008.
►It was decided by the Government of Sindh in 2010 to develop Gorakh Hills under
Public Private Partnership and mandated Transaction Advisors Ernst & Young in
consortium with Meinhardt (Pakistan) Private Limited and Mohsin Tayebaly & Co to
evaluate options for development of Gorakh Hills under PPP.
►The initial studies suggested a
need for development of better
access road and development of
basic facilities for tourists visiting
the hill top
►Detailed design of road that
follows the existing route for most
part that is reengineered
to provide better road access
has been completed.
►A conceptual design for the
tourist facility at the hill top has
also been completed.
Gorakh Hill Development project (GHDP)
TOURISM DEPARTMENT Government of Sindh - Pakistan 39
► Gorakh Hills is a unique destination in the Province of Sindh being located in the centre with access from both the southern and northern parts of the province
► Has huge potential to be developed into a Tourist destination due to its scenic attraction as well as altitude providing Sindh its very own Hill Station
► Can be linked to a number of other tourist destinations located very close to the Gorakh Hills to provide tourists an interesting route through Sindh be it from Karachi to Sukkur or the other way around
► A huge potential market exist at Sehwan where about 2 million people visit the shrine of Hazrat Lal Shahbaz Qalander and with suitable arrangements made, a huge number of these visitors would visit Gorakh Hills
► Government of Sindh seeks private sector real estate and road developers and resort operators for participation in development of road to Gorakh hilltop and 2-3 star hospitality facility at the hill summit.
TOURISM DEPARTMENT Government of Sindh - Pakistan 50
WAY FORWARD
Infrastructure Development
►Development/restoration plan for new and existing tourist sites.
►Improved road linkages
►New bus routes from city centers to tourist sitesa.
►En-route security and facilitation
►Infrastructure planning and development in satellite towns to cater to growth in tourists
►Mechanisms for plough-back of revenues to maintain sites
►Develop structures and plans for raising funds for preservation of sites
TOURISM DEPARTMENT Government of Sindh - Pakistan 51
`Facilitation ► Training and development of human resources in hospitality and tourism sector
►Create linkages between tourist sites through transport connectivity and package discounts etc
►Public Private Partnership.
►Capacity building of security infrastructure and resources
►Engagement of local communities in tourism activities
WAY FORWARD
TOURISM DEPARTMENT Government of Sindh - Pakistan 52
Branding Tourism Sindh and Communication with Stakeholders
►Focusedmedia campaign highlighting the history and heritage of the province
►Media campaign to address and publicize initiatives for security and tourism facilitation
►Combination of various government departments to work towards a singular objective (development of tourism)
►Engage local communities in programs so they are not bypassed in development
►Give sense of ownership to Political Leaders and responsibility to local communities and government departments in promotion & protection of tourist and tourism sites
►Engage stakeholders and donors in site preservation and restoration activities
►To market to UNWTO, JICA, GIZ, ADB, PATA, USAID, KOTRA to build capacity building in terms of promotion, maintainance & development of tourist projects more effectively.
WAY FORWARD
TOURISM DEPARTMENT Government of Sindh - Pakistan 53
SME PROPOSALS public private partnership (ppp)
• Cruise Ships between the three ports.
• Operate the existing the Tourism Departmet’s
hotels/motels/huts.
• Tour Operations
• Tourist Bus Service
• Heli Flights to Gorak Hills
• Catering and maintenance of the huts
• Run advertising campaigns
• Run the institute on commercial lines
• Built/own/operate the sea front / late resorts.
THANK YOU
UNWTO OFFICIALS,
ORGANIZERS, DISTINGUISHED
SPEAKERS & MY FELLOW
PARTICIPANTS