sign in sign up
<<
Home , Culture of Sindh, Gorakh Hill, Hamal Lake, Hub Dam, Karachi, Keenjhar Lake

MEDIA & TOURISM PROMOTION

Presented by:

MR. ARIF ELAHI Secretary to Government of Tourism Department.

TOURISM DEPARTMENT - 01 SCHEME OF PRESENTATION

1. Overview of Sindh Province

2. Sindh Tourism Department

3. Our Brand

4. Role of Media

5. Way Forward/Public Private .

TOURISM DEPARTMENT Government of Sindh - Pakistan 02 Pakistan

TOURISM DEPARTMENT Government of Sindh - Pakistan 03 Sindh Overview

Jacobabad Population 55 million N Shikarpur Area 140,912 km2

Shahdadkot Urban Split 48% Pop. Growth 2.8% p.a. Major Concentration South, South Dadu West (55%) Noshehro Feroz

Sehwan

Provincial Shahdadpur Boundary Major Population Centres Kotri Major Roads Gharo Railway Connectivity Medium Population Centres Secondary Roads

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 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 Sindh Tourism

Gorakh Hills Moenjodaro Amer Fort Hala Bhit Shah

Shikarpur Shahdadkot Larkana Manchar Lake Sukkur N Kokhrapar Khairpur

Dadu

Sehwan Noshehro Feroz Umer Kot

Nawabshah Sehwan

Shahdadpur

Ranikot - Thar

Mirpur Khas Kotri Hyderabad Karachi Gharo Thatta Keerthar Park Naukot Fort Badin Sujawal

Hub Dam Diplo

Karachi Beaches Chawkandi Bhambore Ruins Bin Qasim Fort Makli Our Brand Heritage

MOEN –JO- DARO RANNIKOT FORT Indus Civilization, Larkana, Sindh Great Wall of Sindh, , 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 - 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

Tomb in Graves in Chawkandi Necropolis Makli, Thatta, Sindh , Karachi, Sindh

TOURISM DEPARTMENT Government of Sindh - Pakistan 10 Our Brand Heritage 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 .

There is seen Quranic artwork on decorated graves of the Sufi Saints in the necropolis, the imperial and other graves in commemorate of religious traditions of the people of that area of Sindh.

TOURISM DEPARTMENT Government of Sindh - Pakistan 11 Our Brand Heritage

Tomb Jam Nindo - Makli Necropolis Shah Jehan Mosque Great Architect, Thatta, Sindh A Mughal Period Architect, Thatta, Sindh

TOURISM DEPARTMENT Government of Sindh - Pakistan 13 Our Brand Spiritual/ Religious

Shrine of Shah Latif Bhitai Shrine of Lal Shahbaz Shrine of Abdullah Shah Bhit Shah, Matiari, Sindh Sehwan, Jamshoro, Sindh Clifton, Karachi, Sindh

Dabgir Mosque Shrine of Dewan-e-Shurfa Tomb Thatta, Sindh Ranipur, JKhairpur, Sindh Makli, Thatta, Sindh

TOURISM DEPARTMENT Government of Sindh - Pakistan 16 Our Brand Spiritual/ Religious

Sadh Belo Situated in Mid River, Sukkur, Sindh

Bhodesar Jain Temple Nangarparkar, , Sindh

Swami Narain Hindu Temple , Karachi, Sindh

TOURISM DEPARTMENT Government of Sindh - Pakistan 23 Our Brand Spiritual/ Religious

St. Patrick’s Church World War II Cemetry Saddar, Karachi Sindh Dig Road, Karachi, Sindh

KARACHI KARACHI KARACHI KARACHI

TOURISM DEPARTMENT Government of Sindh - Pakistan 27 Our Brand Cultural

Pottery of Sindh – Tile Work Pottery of Sindh Sculpture – Wood Work

Sindhi Folk Singer Cuisine of Sindh Sindhi

TOURISM DEPARTMENT Government of Sindh - Pakistan 30 Our Brand Cultural : 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 (that defines its borders) also supported the seafaring traditions among the local people. The local climate also reflects why the have the language, folklore, traditions, customs and lifestyle that are so different from the neighboring regions. Sindhi culture is also practiced by the .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.

TOURISM DEPARTMENT Government of Sindh - Pakistan 31 Our Brand Adventure & Eco Tourism

TOURISM DEPARTMENT Government of Sindh - Pakistan 33 Our Brand Adventure & Eco Tourism 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 & , 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.

TOURISM DEPARTMENT Government of Sindh - Pakistan 34 Our Brand Wildlife

TOURISM DEPARTMENT Government of Sindh - Pakistan 35 Our Brand Wildlife

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.

TOURISM DEPARTMENT Government of Sindh - Pakistan 36 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 Role of Media – Pakistan Case Study

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 & 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 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 Hyderabad places takes up to 1 hour Super Highway & ► Keenjhar Lake only one Farm Resort Recreation more hour away house s al Parks Super Highway s ► 113 Km from Karachi on Jhimpir the National Highway 86% 33% 61% ► Driving time (1.5 to 2 Karachi hours) perfect for family Lake Haleji road trip. Keenjhar Lake ► A destination surrounded Thatta by nature, heritage and National Highway culture Farm Resort Recreation house s al Parks ► An untapped opportunity s to utilize the serenity and 13% 50% 26% the beauty of one of the largest fresh water lake in Key Keenjhar Lake Road Track Pakistan

TOURISM DEPARTMENT Government of Sindh - Pakistan 43 ► Largest freshwater lake in Pakistan (24 Km long, The Lake 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 Bhambore Chawkandi Tombs 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 Makli Necropolis over 1000 years ► The tombs at Makli necropolis date back over 700 years ► Mosque, built back in 1647, one of the largest mosques with 100 Makli Necropolis Shah Jahan Mosque domes

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 DEVELOPMENT OUTLAYS ESTIMATED PROJECT COSTS Resort Zone

0% 25% 50% 75% 100% Figures in PKR Resort Recreation Total Land Cost Millions Zone Zone Infrastructure Infrastructure & Land 1,795 424 2,219 Resort and… Resort and Golf Course 2,916 - 2,916 Hospitality IDC Entertainment District - 2,586 2,586 2011 2012 2013 2014 Golf Course 940 - 940 Recreation Zone Development Costs 5,651 3,010 8,661

0% 25% 50% 75% 100% IDC 1,021 307 1,328

Land Cost Project Costs 6,672 3,317 9,989 Infrastructure ► Land cost represents only 5% of the estimated project costs Entertainme… ► 43% of the Resort Zone costs are estimated to be funded through IDC sale of farmhouse components ► 60% of the project finance is expected to be raised from 2011 2012 2013 2014 Commercial Debt carrying interest @ 15% - 16% p.a.

TOURISM DEPARTMENT Government of Sindh - Pakistan 48 PROJECT BRIEF Development project (GHDP)

►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.

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 WAY FORWARD

`Facilitation ► Training and development of 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

TOURISM DEPARTMENT Government of Sindh - Pakistan 52 WAY FORWARD 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.

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