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Home , Chaukhandi tombs, Gorakh Hill, Ranikot Fort, Sukkur, Thatta, Tourism in Pakistan

R S www.irss.academyirmbr.com April 2021 S International Review of Social Sciences Vol. 9 Issue.4 I Exploring the Prospects of Industry as a Tool for Socio-Economic Development in ,

Dr. TAYYABA RAFIQUE MAKHDOOM Assistant Professor, Sindh University Laar Campus @ . Email: [email protected]

Dr. MUHAMMAD NAWAZ BALOCH Associate Professor, Sindh University Laar Campus @ Badin. Email: [email protected] Tel: 03337586082

Dr. TAHAL KUMAR Lecturer, Sindh University Laar Campus @ Badin. Email: [email protected]

Abstract Tourism industry offers benefits for labor, since it can provide jobs for all genders, age groups and social classes. Pakistan is full of beauty while Sindh province is full of tourist spots and historical monuments, and if they are utilized by the human resource of Sindh, they can generate a good income, which will eventually help in reducing the level of poverty. This is an exploratory study that sought to determine the status, problems and prospects for socio-economic benefit of . This is a concept paper which identified several problems and recommendations for improvements from relevant literature. Authorities should take heed through pro-poor tourism strategies. Thus, business opportunities for the poor can be extended, since they can be businesspersons/entrepreneurs and sell food, costumes, fuel, other tourist accessories, and building materials to tourism operations. An empirical study is suggested for identifying the general problems encountered by visitors at various tourist spots in Sindh, as solutions and policies can be devised.

Keywords: Industry, Tourism, Development, Sindh.

Introduction

Tourism is one of among the labor intensive industries, as it creates employment for workforce of a nation. Developing countries mostly have a comparative advantage over developed countries with regard to climate, cultural legacy, natural resources, and wildlife, which open avenues for the development of tourism (Sadruddin, 2011). Tourism has also been classified as one of the tools for poverty eradication by The World Bank (Lejarraga & Peter, 2006; Mitchell & Jojoh, 2006).

Pakistan abounds with beauty and it is one of the least expensive countries in the world for tourism; as it has 9th rank in Price Competitiveness; and has 60th rank in Cultural Resources and Business Travel. The attraction ranges from the ruin of civilization to hilly areas and giant mountains; from gorgeous historical places e.g. shrines and castles to attractive lakes and so on (International Union for Conservation of Nature and Natural Resources, Pakistan, 2007).

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R S www.irss.academyirmbr.com April 2021 S International Review of Social Sciences Vol. 9 Issue.4 I Pakistan Tourism Development Corporation (PTDC) was formed as a public limited company by federal government in 1970. Later, the formation of Ministry of Minority, Religious Affairs and was an important step when tourism was given a serious consideration at policy making level in 1972, though Tourism Division was again given to the Ministry of Commerce in 1976. The second step was formation of the Ministry of Culture, Sports, Tourism and Archaeology in 1977. The first formal National Tourism Policy was formulated by presented in 1990. Whereas a comprehensive Tourism Master Plan for Pakistan was drafted by Tourism Ministry in year 2000, with the collaboration of World Tourism Organization (WTO) and United Nation Development Program (UNDP), because of inattentiveness and leack of consideration at various levels of government the policy and plans could not be executed. A more comprehensive National Tourism Policy was drafted by the Tourism Ministry in 2010. Following the 18th Amendment in the Federal Tourism Ministry was dissolved, consequently the work on development of the National Tourism Policy was postponed and the department of tourism was shifted to the provincial government. Nevertheless, tourism sector has been usually neglected and less emphasized at provincial level. Culture Tourism and Antiquities Department, Sindh is responsible for promoting tourism (Pakistan Tourism Forum, 2017).

Sindh province has variety of cultural sites; from the relics of Rannikot Fort, Fort, Umerkot Fort and ancient civilizations of Mohenjodaro to religious places in Sehwan, , and districts; it is categorized by its wide range of cultural heritage and belongingness to the great Indus Valley Civilization of the Third Millennium B.C. There are Eighty-four spots in Sindh which are sheltered under the Department of Archaeology, Government of Pakistan, but these places are still not given proper consideration in terms of development, conservation, and security according to their tourism prospective. There is neither systematic registration of heritage assets and conservation areas nor adequate inventory system. Consequently, there is absence of database on the present antiquities in Sindh (International Union for Conservation of Nature and Natural Resources, Pakistan, 2007).

Department of Tourism Services (DTS) was built up in 1976 after proclamation of three acts to guarantee the standard and service quality to be given by the tour operators, travel agents and hoteliers. Sindh Tourism Development Corporation (STDC) functions on different ventures and plans in the particular locales. STDC is incapacitated by shortage of funds, assets and lack of professionalism therefore it is not completely successful in playing out the job for which it was established. Furthermore, Federal government has reduced its funding to Pakistan Tourism Development Corporation (PTDC) at that extent that it has now turned out to be troublesome for the administration to pay even the salaries of its employees and bear other costs. It has had an agitated time and its rapport with the government and private sector are no longer fruitful. The oldest established entity is Pakistan Institution of Hotel & Tourism Management (PITHM), yet at the same time its standards are not up to the requisite worldwide standards of tourism industry and hospitality; and all in all it has failed to fulfil its purpose and attain its goals (Pakistan Tourism Forum, 2017).

Pakistan was ranked as one of the top 25 percent tourists’ choice because of its World Heritage sites in 2009 by The World Economic Forum’s Travel & Tourism Competitiveness Report. As it has the relics of Indus Valley Civilization in shape of 5,000-year-old cities of Mohenjo-daro and , ancient royal places, shrines and availability of in the South region. Tourism depends upon the cultural heritage and natural capital of a region and Sindh province has abundance of historical monuments and tourist spots. These are assets and if they are properly maintained and used by the human resource of Sindh, they will help in generating ample income, and ultimately poverty can be reduced by such development (Sadruddin, 2011). Tourism development is given trivial consideration in Sindh. There is limited access of people towards the hill stations and historical monuments, hence the improvements in infrastructure, construction of roads, good hotels near the lakes and maintenance of historical relics may attract more visitors towards such places (Express Tribune, 2013).

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R S www.irss.academyirmbr.com April 2021 S International Review of Social Sciences Vol. 9 Issue.4 I This study is an attempt to identify the areas that need to be worked on for improvement in tourism industry, that will ultimately bring socio-economic development in Sindh, as Prime Minster of Pakistan declared 2020 as year of tourism but Sindh is lagging far behind, even there is dearth of literature on the topic and most of the work is theoretical.

Objectives of the Study

 To explore the status of tourism in Sindh.  To determine the problems of tourism in Sindh.  To identify the prospects of socio-economic benefits of tourism in Sindh

Literature Review

Nations strive to achieve economic development, for which different sectors of economy are utilized and researches are conducted for identifying more opportunities. Tourism has been proposed as a pathway for economic development and well-being by many researchers (Aref, 2011; Mishra & Padhi, 2012; Gadoo & Khan, 2012)

Faber and Gaubert (2019) found strong significant effect of tourism on economic activity of a region. It multiplies production, whereas national and international trade increases which bring income to local dwellers. Kuenzi and McNeely (2008) emphasized on nature-based tourism which should bring the rapid growth in tourism of any country. Ashley et al. (2001) opined that for eradication of poverty and conservation of wetland the best strategy could be pro-poor tourism. Bennett et al. (1999) described the significance of tourism as a tool for green tourism (safeguarding minimum environmental damage), it also enhances wellbeing and welfare of underprivileged section of society — as tourism creates job opportunities for such people; furthermore, community-based tourism can help in conservation of resources. Guha and Ghosh (2007) highlighted the importance of tourism as its involvement in living of the residents of Indian Sundarbans. They compared family expenditure of those who took part in tourism activities with those who did not take part in tourism activities. It was found in their study that the families having participation in tourism activities spent 19 percent more on food items per capita and 38 percent more on non-food items per capita, as compared to families having no participation in tourism activities. Akinboade and Braimoh (2010) established that international tourism affects positively on real GDP for both short-term and long-term basis, while evaluating the economic development in South Africa caused by tourism. Holzner (2011) suggested countries which have potential for tourism that they should invest in traditional infrastructure, since it will have twofold effect; for tourism and for manufacturing sector. As it would decrease the costs, and tourism and manufacturing sector will co-exist, which will ultimately be a gain to national exchequer.

There has be dearth of literature about tourism of Sindh, though studies are found about tourism in Pakistan. Fifteen key challenges faced by the tourism industry in Pakistan were identified by Pakistan Tourism Forum (2017) in the round table discussion (1) Pakistan’s Negative Image as a Tourism Destination, (2) Low Priority to Tourism Sector, (3) Security and Safety of Tourists, (4) Difficulty in getting Pakistani Visa, (5) Lack of inter-departmental Coordination, (6) Lack of Private Sector Investment in Tourism Sector, (7) Government in the Role of a Business Manager, (8) Lack of Proper Enforcement of Standards and Certifications. (9) Lack of Proper Marketing and Promotion, (10) Insufficient Use of IT for Tourism Promotion (11) Ineffective Participation in International Tourism Fairs and Festival, (12) Dilapidated Tourism Infrastructure and Negative Impacts of Natural Environment, (13) Negligence to Tourism Workforce Development, (14) Lack of Research in Tourism Sector,(15) Multiplicity of Taxes.

Manzoor, Wei, and Asif (2019) examined the relationship between tourism to employment and economic development in Pakistan by using time series data from the year 1990 to 2015. They determined positive relation between the progress in tourism, employment and economic development of Pakistan. ISSN 2309-0081 Makhdoom, Baloch & Kumar (2021) 227

R S www.irss.academyirmbr.com April 2021 S International Review of Social Sciences Vol. 9 Issue.4 I Furthermore, Gallagher, Zia-ullah, Johnson, and Williams (2014) argued that tourism has been confined to adventures now a days i.e. mountaineering, hiking, and historical places. On the other hand, there is vast negligence towards coastal localities and their natural and cultural properties. Another study of, Zia-Ullah, Jehangir, and Haq (2019) suggested collaborative tourism planning and emphasized on the solution of political and economic problems of Pakistan in order to attain the goal of successful completion of CPEC along the coastal belt.

Nassim, Alasttal, and Burdey (2017) conducted SWOT analysis of Pakistan tourism industry. They identified the varieties of tourism spot, and being economical for foreigners as strength of tourism because conversion rate of our currency is much cheaper and foreigners can shop handmade carpets, leathers items, traditional shawls, embroidered items, jewelry, a cheaper currency is also one of the strength if managed well japan is one of the example. while inadequate law in order situations, poor infrastructure like devastated roads, railway lines, and power load shedding, lack of facilities like insufficient and dysfunctional ATM machines, limited acceptance of credit and visa cards, lack of skilled workforce, inadequate budget and policies by government were identified as weaknesses. While exploring opportunities they mentioned, the country can have Joint partnerships and investments with foreign investors. For drawing the positive image of the country, TV channels and newspapers can contribute and spread the awareness. They focused on community based tourism policy and emphasized on promotion of the tourist sites, which have not been utilized yet, especially , the Highest Plateau of Sindh. Terrorism, extremism, and insurgency are identified as threats to tourism industry. Pollution, aggravating energy crises, political, economic and social instability, are also big threats to it.

Kalwar (2018) identified misconception of policymakers about tourism development and tourism activities in secondary cities as causes of stagnant growth of tourism in Sindh. Furthermore, Majeed, Zaman, Ali, and Ahmad (2010) suggested ‘eco-tourism’ development for domestic tourists at the sites while doing situational analysis of Sindh coasts. They suggested small parks and shady areas, with greening’ landscaping; production of handicrafts, local villagers’ operation of camel and/or horse rides on the sites including construction of a track suitable for this purpose; boat trips, construction of a jetties for boating, fishing, and picnicking. Besides that, is a precious asset for Sindh, the banks of Indus river can be utilized for tourism. Furthermore, fish found in Indus river has been very famous, as it was acclaimed by tourists in the period of Mughal, and empires. An English traveler Hamilton (1699) termed Palla fish as a matchless dish (Makhdoom, Shah & Makhdoom, 2016).

Shaikh and Syed (2013a) investigated Opportunities and Dilemmas for Global Tourism Careers at Gorakh Hill Dadu with regard to Higher Education. They collected data from 300 respondents from , the results indicate that developments in Ghorakh Hill will open doors for small and medium enterprises. They also discussed about the inclusion of tourism as course for business and management degree, but in conclusion they did not deemed it the only solution. Another study of Shaikh and Syed (2013b) discovered dearth of qualified personnel, lack of trainings by qualified trainers, unfavorable working conditions and inadequate strategies and policies for development of human resource as the factors hindering the tourism development in Sindh.

Sadruddin (2011) focused on proposed economic benefits for Sindh through tourism; Enhancement of job opportunities and increase in labour wages in tourism enterprises were identified potential advantages of tourism in Sindh. This can occur by enabling the underprivileged people to get benefit from the entrepreneurial skills which will not only provide goods and services to people but also job opportunities for local communities. Making poor communities accessible to small and medium enterprises who could supply a pool of labor. Engaging local communities in providing commodities and rendering services to tourism enterprises, by supplying goods and services to guesthouses and restaurants, handicrafts, food, huts, building services at the construction stage, and so on. another way could be trough informal economy; as underprivileged community of the particular region can go for direct sales of goods and services to tourists, including stalls of handicrafts and food, some cheaper means of transports such as traditional horse, bull or camel carts, rickshaws and temporary accommodation such as huts or cabins. for the information of general ISSN 2309-0081 Makhdoom, Baloch & Kumar (2021) 228

R S www.irss.academyirmbr.com April 2021 S International Review of Social Sciences Vol. 9 Issue.4 I public, there is dire need of informative and user-friendly websites of visiting places and Ministry of Culture, should prioritize this development. There is also need of consumer awareness, and better information should be provided to visitors for directing their purchasing; with the use of internet viable promotion can be done. Another study of Sadruddin (2014) recommended training and involvement of poor people in policy making, he also emphasized on the utilization of natural resources and human resources. Moreover, effective marketing is also emphasized for promoting tourism at national and international level.

After the review of relevant literature, various factors have been identified that need to be worked on and improved, and the outcomes of such improvement have also been described. The conceptual model has been developed form the aspects emphasized in the literature. The conceptual model is exhibited in Figure 1.

Research Methodology

This is an exploratory cum descriptive study that used inductive approach. For identifying status, problems and prospects of tourism in Sindh various research articled were reviewed that were about tourism in general, tourism in the country and tourism particularly in Sindh. This is a concept paper based on reviewed material, and the desk research methodology was used for data collection. In this methodology relevant information is collected from existing resources in the libraries or on internet; particularly articles in online journal, Google Scholar, Research Gate, and Semantic Scholar were used as search engine. For maintaining intensive and extensive comprehension about the topic, the criterion for selection of journal was that both international and national articles were reviewed. Total 27 journal and website articles were reviewed for the study, out of which 11 were about international tourism, seven were about the tourism of the country Pakistan, whereas nine were about tourism in Sindh province.

Discussion and Proposed Model

Pakistan has strength of having cheaper currency which can be utilized like Japan does. Instead of attracting foreign tourist Sindh province has dwindling tourism industry due to poor infrastructure, lake of facilities, energy crises, pollution, political and economic instability, and tarnished image of country in terms of extremism, terrorism. The industry need serious consideration in terms of infrastructure, human resource and facilities available for tourist in the province.

The proposed conceptual model vertically has three levels, shown in Figure.1; the first level indicates the entities that are at the helm and responsible to work for the tourism development. The second level pertains about the weak areas/shortcomings that need to be worked on, and the third level exhibits the outcomes/improvements that are expected, if work is done on the specified weak areas.

The proposed conceptual model for tourism development was suggested on the basis of the factors and recommendation provided by researcher in the literature reviewed for the study. Culture Tourism and Antiquities Department, Sindh and Sindh Tourism Development Corporation have to take heed for the improvement of Visiting Sites as emphasized by Majeed, et al. (2010), Nassim, et al. (2017), they emphasized on the development and maintenance of Infrastructure. Holzner (2011) also stressed on improvement of infrastructure. Moreover, dilapidated infrastructure and lack of proper marketing and promotion were also identified as hindering factor by Pakistan Tourism Forum (2017). Likewise, Sadruddin (2011) suggested to provide facilities at the sites and promotions for them, furthermore promotions for the Sites was also focused by another study of Sadruddin (2014). By improving infrastructure, facilities and sufficient promotion, the visiting sites will attract more visitors and will become the spots for entertainment as said by Sadruddin (2011) .

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Areas need to be worked on Effects

Visiting Sites Attractions and • Infrastructure & entertainment maintenance • Facilities • Promotions Culture Tourism and Antiquities Department, Sindh Employees of tourism • Better service • Information department • Promotion • Trainings • Adequate appraisal • Provide facilities and goods & Private enterprise services to visitors • Access • Information for Sindh Tourism • Tax reliefs visitors Development • Recognition • Promotion Corporation

Local communities • Employment • Provide goods & • Funding services to visitors

• Trainings • Provide goods & services to private

enterprise

• Provide pool of

labour to private enterprise or tourism department/STDC Figure No 1: Proposed Conceptual Model

Culture Tourism and Antiquities Department, Sindh and Sindh Tourism Development Corporation should work for employees of tourism department by providing them proper trainings and appraising their performance. Since, Pakistan Tourism Forum (2017) identified ‘negligence to tourism workforce development’ as one of the key challenges for tourism. Whereas, lack of skilled workforce was mentioned by Nassim, et al. (2017) as a weaknesses, while trainings was stressed by Shaikh and Syed (2013b). This will improve their service, spread of information and ultimately there will be promotion of tourism.

There is need for rigorous involvement of private enterprise in tourism. They require recognition and access in tourism industry with tax reliefs. Since, ‘Multiplicity of Taxes’ and ‘Lack of Private Sector Investment’ were identified as challenges by Pakistan Tourism Forum (2017). Moreover, Nassim, et al. (2017) mentioned ‘Joint partnerships and investments with foreign investors ‘as one of the opportunity that can be utilized, private enterprise in form of media can also play their role in image building for the region. The

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R S www.irss.academyirmbr.com April 2021 S International Review of Social Sciences Vol. 9 Issue.4 I private sector will ultimately promote tourism industry and provide information, facilities and goods & services to visitors.

Local communities should be brought forwards as stressed by Gallagher, et al. (2014), and Majeed, et al. (2010). Community-based tourism policy is also suggested by Nassim, et al. (2017). By giving them jobs as emphasized by Manzoor et al. (2019), they can benefited and utilized for socio-economic development of the province. Moreover, funding and trainings for local dwellers are strongly recommended by Sadruddin (2011), and Sadruddin (2014). Thus, local communities can provide goods and services to visitors and to private enterprise. Besides, the local dwellers can serve as labor for private enterprise or for tourism department/STDC, which can be cheaper workforce and bring income for the province.

Conclusion

It is imperative to emphasize on nature-based and pro-poor tourism because there is high number of poor people dwelling in surroundings of tourism sites and the province is earning negligible profit from tourism industry. Sindh has various natural and historical sites to visit. Natural sites include Indus River, four lakes, coastal sites in , Badin and Thatta, hilly areas like Gorakh, Karoonjhar Kirthar. Whereas, historical places like Mohenjo-daro, , Kot Diji Fort, Umerkot Fort, Qasim Fort, , Shahjahan Mosque, Bhambore, Sadh Bhelo Island and Sathiyan, Masoom Shah Jo Munaro, Asthan of Kalka Devi, , Faiz Mahal, and various religious and historical places at Tharparkar district also have immense potential to be great attractions. It will not only empower the poverty-ridden folks, but will also increase provincial income.

Implications and Recommendations

 To promote tourism in Sindh, well-constructed roads to various tourist sites are required. There should be availability of public and private transport for tourists especially the cheaper transport railway should be improved and expanded.  Publication of guide books, improvement in websites and map boards on roadsides may also improve in providing information and promotion. Media may also take a great part in promotion of tourism in Sindh.  There should be plying of mini buses, and operations of camel and horse ride in sites having vast and spacious spaces  Construction of shady areas, parks and greening landscaping on sites will also add comfort for visitors.  Safer boat trips, and construction of jetties for fishing and picnicking at river, coastal sites and lakes will bring amusement for tourists.  There should be reasonable entrance fee along with guides in historical places, as it will help in earning and the services of guide will develop interest in visitors.  The visiting places should have possible necessities. Hotels in different price ranges in the vicinity, mosques, food stalls, and gift shops at visiting points are also essential. Availability and maintenance of toilets in the vicinity of visiting spots are immensely required  Availability of accessories like tents tires, life jackets, umbrellas, and trekking equipment needed for hilly areas of Sindh will be a great aid for tourists.  Law and order should be maintained, since it will provide a sense of security and encourage people — not only the people from other provinces but also the international tourist — to plan their visits.  The province and its resources should be owned by government and citizens both. Tourist spots should be kept clean and visitors should also be obliged to follow it.

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R S www.irss.academyirmbr.com April 2021 S International Review of Social Sciences Vol. 9 Issue.4 I Limitations and Areas for Further Research

This is an exploratory study which explored the status, problems and prospects of tourism in Sindh with the review of relevant literature. The literature about tourism in Sindh is also scant, so very few papers were accessed. This topic needs concentration as more literature can be produced. It is also imperative to conduct empirical study using surveys and interviews for knowing the status and problems of tourism in Sindh. Analysis of secondary data i.e. number of visitors, revenue generated, expenditure and budget highlights could also help in establishing significant insights.

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R S www.irss.academyirmbr.com April 2021 S International Review of Social Sciences Vol. 9 Issue.4 I Mangan, T., & Lohano, H. D. (2015). Impact of nature-based tourism on earnings of local people: Evidence from in Pakistan. The Pakistan Development Review, 54(4), 963-976. https://doi.org/10.30541/v54i4i-iipp.963-976 Manzoor, F., Wei, L., & Asif, M. (2019). The contribution of sustainable tourism to economic growth and employment in Pakistan. International journal of environmental research and public health, 16(19), 3785-3798. https://doi.org/10.3390/ijerph16193785 Mishra, M. & Padhi, P.K. (2012). Emergence of tourism in the sustainable growth of India: An empirical analysis. Journal Commerce and Management, 1(8), 161-167. Mitchell, J., & Jojoh, F. (2006). The Gambian tourist value chain and prospects for pro-poor tourism. London: Overseas Development Institute. Nassim, M., Alasttal, M., & Burdey, M. B. (2017). An exploratory analysis of Pakistan tourism market: Its present scenario, issues, challenges and future prospects. Grassroots (Special Issue), 161-175. Pakistan Tourism Forum (2017). A position paper on challenges faced by tourism , Sustainable Tourism Foundation Pakistan. , Pakistan. Sadruddin, M. M. (2011). Promotion strategies to alleviate poverty through tourism development in Sindh. Journal of Managerial Sciences, 5(2), 179-193. Sadruddin, M. M. (2014). Marketing strategies to raise global economy and reduce poverty through tourism development in the third world countries — A case study of Sindh. International Conference on Marketing, Institute of Business Administration. Shaikh, F. M. Syed, & A. A. S. G. (2013b). The HR challenges in tourism industry in Pakistan. Romanian Statistical Review, 61(2), 61-73. Shaikh, F. M., & Syed, A. A. S. G. (2013a). Global tourism careers opportunities and dilemmas facing higher education in tourism in Pakistan: A case study of Gorakh Hill Dadu-Sindh- Pakistan. International Journal of Global Business, 6(1), 44-57. Zia-Ullah, Jehangir, M., & Haq, Z. U. (2019). Prospects for collaborative tourism planning in Pakistan (A case study of Sindh coast). Journal of Business & Economics, 11(1), 73-85.

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