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Business / Entrepreneurship Development Through Tourism Promotion in Punjab

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Final Report Public Disclosure Authorized Business / Entrepreneurship Development through Tourism Promotion in Punjab Assessment and Improvement of Women Participation in Economic Activities Around Selected Sites February, 2018 Public Disclosure Authorized Public Disclosure Authorized Submitted to The World Bank Submitted By: SEBCON Socio-Economic and Business Consultants Public Disclosure Authorized Contents List of Acronyms v Women’s Participation in Tourism Development 1 1 Introduction and Background 1 1.1 Institutional Arrangements of Tourism Development, Archaeology and Religious Sites in Pakistan 2 1.2 Geographical Profile 4 Khyber Pakhtunkhwa 4 Punjab 5 1.3 Review Background 7 Surveys on Business and Employment 8 Scope of Work and Objectives 8 1.4 Methodology 9 Sample Size 10 Findings from Selected Sites 11 2 Historical Sites 12 2.1 Katas Raj 12 Location & Historical Background 12 Significance as a Tourist Site 13 Total Number of Tourists (Monthly/Weekly/Daily Cycle) 14 Profile of the Tourists (gender, age, socioeconomic characteristics) 14 Access to the Site and Availability of Basic Facilities 14 Current Business Environment and Involvement of Women 14 Issues and Constraints for Women Employment/Business 15 Potential Business Environment & Scope of Employment for Women 15 Issues and Constraints for Women Employment/Business 15 Recommendations 15 2.2 Lahore Museum 17 History 17 Significance as a Tourist Site 17 Tourism at Site 18 Total Number of Tourists (Monthly/Weekly/Daily Cycle) 18 Profile of the Tourists (gender, age, socioeconomic characteristics) 19 Current Business Environment and Women’s Involvement 19 Issues and Constraints for Women’s Employment 20 Potential Business Environment & Scope for Women 20 Recommendations 20 2.3 Taxila Museum 22 Historical Background and Location 22 Significance as a Tourist Site 22 Tourism at Site: Total Number of Tourists (Monthly/Weekly/Daily Cycle) 23 Profile of the Tourists (gender, age, socioeconomic characteristics) 23 Access and Essential Facilities at the Site 23 Current Business Environment and Women’s Involvement 24 Issues and Constraints for Women’s Employment/Business 24 Potential Business Environment & Scope of Employment for Women 24 Issues and Constraints for Women’s Employment/Business 24 i Recommendations 24 2.4 Kamran’s Baradari 26 Historical Background 26 Significance as a Tourist Site 27 Tourism at Site: Total Number of Tourists (Weekly/Monthly/Daily Cycle) 27 Profile of the Tourists (gender, age, socioeconomic characteristics) 27 Current Business Environment and Women’s Involvement 28 Issues and Constraints for Women’s Employment/Business 28 Recommendations 28 2.5 Takht-i-Bahi 29 Historical Background 29 Significance as a Tourist Site 30 Total Number of Tourists (Monthly/Weekly/Daily Cycle) 30 Profile of the Tourists (gender, age, socioeconomic characteristics) 30 Access and Essential Facilities at the Site 31 Current Business Environment and Women’s Involvement 31 Potential Business Environment & Scope of Employment for Women 31 Issues and Constraints for Women’s Employment/Business 31 Recommendations 31 2.6 Chota Lahor 32 Historical Background 32 Significance as a Tourist Site 32 Tourism at Site 33 Total Number of Tourists (Monthly/Weekly/Daily Cycle) 33 Profile of the Tourists (gender, age, socioeconomic characteristics) 33 Access and Essential Facilities at the Site 33 Current Business Environment and Women’s Involvement 34 Issues and Constraints for Women’s Employment/Business 34 Potential Business Environment & Scope of Employment for Women 34 Issues and Constraints for Women’s Employment/Business 34 Recommendations 34 2.7 Toap Mankiala 35 Historical Background 35 Significance as a Tourist Site 35 Tourism at Site: Number of Tourists 35 Profile of the Tourists (gender, age, socioeconomic characteristics) 36 Current Business Environment and Participation of Women in Business 36 Potential Business Environment and Women’s Employment Opportunities 36 Recommendations 36 2.8 Wazir Khan Mosque 37 Historical Background 37 Significance as a Tourist Site 38 Tourism at Site: Total Number of Tourists (Monthly/Weekly/Daily Cycle) 39 Profile of the Tourists (gender, age, socioeconomic characteristics) 39 Current Business Environment and Women’s Involvement 39 Issues and Constraints for Women’s Employment/Business 39 Recommendations 40 3 Religious Sites 41 3.1 Nankana Sahib 41 Historical Background 41 Significance as a Tourist Site 41 ii Tourism at Site: Total Number of Tourists (Monthly/Weekly/Daily Cycle) 42 Profile of the Tourists (gender, age, socioeconomic characteristics) 42 Access and Essential Facilities at the Site 42 Current Business Environment and Women’s Involvement 43 Issues and Constraints for Women’s Employment/Business 43 Potential Business Environment & Scope of Employment for Women 43 Issues and Constraints for Women’s Employment/Business 43 Recommendations 43 3.2 Darbar Sahib – Kartarpur, Narowal 45 Historical Background 45 Significance as a Tourist Site 45 Tourism at Site 46 Number of Tourists (Daily/Weekly/Monthly Cycle) 46 Profile of the Tourists (gender, age, socioeconomic characteristics) 47 Business Environment at the Site 47 Current Business Environment and Women’s Involvement 47 Issues and Constraints for Women’s Employment/Business 48 Potential Business Environment & Scope of Employment for Women 48 Recommendations 48 3.3 Gurdwara Rori Sahib 49 Historical Background 49 Significance as a Tourist Site 49 Tourism at Site: Number of Tourists (Weekly/Monthly/Daily Cycles) 50 Profile of the Tourists (gender, age, socioeconomic characteristics) 50 Current Business Environment and Involvement of Women 50 Recommendations 51 3.4 Bibi Jawindi 52 Historical Background 52 Significance as a Tourist Site 52 Tourism at Site: Total Number of Tourists (Monthly/Weekly/Daily Cycle) 53 Profile of the Tourists (gender, age, socioeconomic characteristics) 53 Access and Essential Facilities at the Site 53 Current Business Environment and Women’s Involvement 53 Issues and Constraints for Women’s Employment/Business 53 Potential Business Environment & Scope of Employment for Women 53 Issues and Constraints for Women’s Employment/Business 54 Recommendations 54 3.5 Khawaja Ghulam Fareed 55 Historical Background 55 Significance as a Tourist Site 55 Tourism at Site: Total Number of Tourists (Monthly, Weekly, Daily cycle) 55 Profile of the Tourists (gender, age, socioeconomic characteristics) 56 Access and Essential Facilities at the Site 56 Current Business Environment and Women’s Involvement 56 Issues and Constraints for Women’s Employment/Business 56 Potential Business Environment & Scope of Employment for Women 56 Recommendations 57 3.6 Datta Darbar 58 History and Background 58 Significance as a Tourist Site 58 Tourism at Site 59 Total Number of Tourists (Monthly/Weekly/Daily Cycle) 59 iii Profile of the Tourists (gender, age, socioeconomic characteristics) 60 Business Environment at the Site and Women’s Involvement 60 Issues and Constraints for Women’s Employment/Business 61 Potential Business Environment & Scope of Employment for Women 61 Recommendations 61 3.7 Bibi Pak Daman 62 History and Background 62 Tourism Significance 62 Total Number of Tourists (Monthly/Weekly/Daily Cycle) 63 Profile of the Tourists (gender, age, socioeconomic characteristics) 63 Business Environment at the Site and Women’s Involvement 64 Limitations and Constraints to Women’s Participation 64 Recommendations 64 4 Eco and Adventure Tourism 66 4.1 Murree 66 History and Background 66 Significance 67 Tourism at Site 68 Total Number of Tourists (Monthly/Weekly/Daily Cycle) 68 Profile of the Tourists (gender, age, socioeconomic characteristics) 68 Current Business Environment and Women’s Involvement 69 Potential Business Environment & Scope of Employment for Women 69 4.2 SWAT 71 History and Background 71 Tourism Significance 72 Tourism at Site 73 1. Lower Swat – Mingora and Malam Jabba 74 2. Upper Swat – Kalam 75 Total Number of Tourists (Daily/Weekly/Monthly Cycle) 76 Profile of the Tourists (gender, age, socioeconomic characteristics) 77 Current Business Environment and Women’s Involvement 77 Potential Business Environment & Scope of Employment for Women 78 4.3 Kallar Kahar 79 Historical Background 79 Significance as a Tourist Site 79 Tourism at Site: Number of Tourists (Weekly/Monthly/Daily Cycles) 79 Profile of the Tourists (gender, age, socioeconomic characteristics) 80 Current Business Environment and Women’s Involvement 80 Potential Business Environment and Scope of Employment for Women 80 Recommendations 80 5 Conclusions and Recommendations 82 5.1 Recommendations 86 iv List of Acronyms DTS Department of Tourist Services ETPB Evacuee Trust Property Board GDP Gross Domestic Product GT Grand Trunk Road KPK Khyber Pakhtunkhwa NLTA Non Lending Technical Assistance NOC No Objection Certificate PTDC Pakistan Tourism Development Corporation PTIPP Pakistan Trade and Investment Policy Program TCKP Tourism Corporation KPK TDCP Tourism Development Corporation of Punjab TTCR Travel and Tourism Competitiveness Report UNDP United Nations Development Programme UNESCO United Nations Educational, Scientific and Cultural Organization WTTC World Travel & Tourism Council v Women’s Participation in Tourism Development 1 Introduction and Background Tourism is a growing industry in Pakistan1,2,3. Being a geographically and ethnically diverse country, Pakistan has much to offer from natural beauty and geological marvels to historical splendor and cultural treasures. According to the Travel and Tourism Competitiveness
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