1.

VISION: Developing the potential of Khyber Pakhtunkhwa Province as a tourist-

friendly destination and to deepening visitors' understanding of the region while
bringing new economic development to the province. TCKP seeks to make the
province's beauty, culture and history accessible and understandable to a diverse public
to foster a sense of identity, place for the people.

2. OBJECTIVE:
• To Promote and develop tourism
• To play the role of facilitator by providing facilities to the tourists.
• To play the role of Catalyst by engaging and giving incentive to private sector to
come forward and invest in tourism.
• It would work as a think tank regarding the infrastructural needs and other inputs
relating to the Industry and will plan to fill up gaps in the sector in urgent directions
where private participation is un-attractive or shy.

SITUATION ANALYSIS:
Tourism is an important contributor to KP’s economy and job creation, and the number
of domestic tourists traveling to KP keeps growing rapidly. According to the World
Travel & Tourism Council, the total contribution of travel and tourism to Pakistan’s GDP
was USD 22,286.3 million, or 7.4% of GDP in 2017, and further growth for 2018 was
expected to be 5.8%. The total contribution of this sector to employment including jobs
indirectly supported by the industry was 6.5% of total employment and was expected to
rise further by 2.3% in 2018 and travel and tourism investment, 9.1% of total investments
in 2017 is expected to rise by 5.2% in 2018.
With the devolution of federal tourism ministry after the passage of 18th amendment to
the constitution in 2010, the responsibility to manage and promote tourism was shifted
to the provinces. KP is blessed with diverse tourism attractions, catering to all interest
types. The province has beautiful scenic beauty including mountains, valleys, forests
and rivers. Furthermore, it also at the confluence of the world’s three highest mountain
ranges, the Himalaya, the Karakoram and the Hindukush. Moreover, the province has
rich history and is home to one of the oldest civilizations in the world with Peshawar
being considered as one of the oldest living cities in the world. The province also has
rich culture and traditions which attract hundreds of tourists every year. For adventure
seekers looking for activities like mountaineering, trekking, skiing, hunting, sport
angling etc., the province offers ample opportunities.
KP’s rising interest in the sector is also evident from the fact that its expenditure in
tourism sector rose from Rs. 86.23 million in the financial year 2012-13 to Rs. 791 million
in financial year 2018-19. This increased emphasis on tourism promotion has led to an
unprecedented increase in tourist traffic in the province, resulting in rise in economic
activity in the province and creation of new employment opportunities for the local
population.
Due to recent ‘over tourism’, KP province and its residence are at risk of missing the
potential positive impact of tourism through job creation, income and improved service
delivery and be left with the costs of a delipidated environment, insufficient service
delivery and a ruined destination image. Early signs include traffic congestion, littering &
unplanned waste collection, land and river pollution and road degradation amongst
others. There is therefore a need for detailed tourism management planning at
destination area level, identifying critical investment gaps and an optimum management
system reflecting revenue opportunities and strengthening the policies and regulations
in support of a sustainable, inclusive tourism system in KP province.
KP is facing the risk of becoming a low-spent destination, unable to generate sufficient
revenues to protect, develop and maintain the very natural and cultural assets on which
tourism depends. Public and private sector investments need to be guided towards sites
& areas where sustainable growth is possible and existing enterprise can capture higher
yields/visitor by creating industry linkages, introducing (self-guided) standards and
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brand recognition. The current market is controlled by the supply-side which means that,
in season, these enterprises can charge any rate they like which limits the need for
quality in service and facilities as a means of market diversification. Maximizing the
number of visitor arrivals without increasing value and ensuring sustainability would
result in unsustainable economic gains when revenues are not invested back into
protection and conservation.

KP has the means to attract private sector investment and increase the value generated
per visitor (i.e. average daily spend per visitor multiplied by their average length of stay)
through a structured sustainable development approach. Sustainability refers to the
environmental, economic, and socio-cultural aspects of tourism development, and the
need to manage these three dimensions to guarantee that a destination continues to
provide benefits in the long-term. Sustainable tourism requires a higher level of
coordination than other industries, especially at the destination level.

POLICY INTERVENTIONS:

The recently elected government has identified tourism as a means to revitalize

economic growth and job creation, and its gathering inputs from the provinces on the
roadmap for tourism sector promotion and development.

In this context, the World Bank Group (WBG) through the multi donor trust fund (MDTF)
is supporting the Government of KP’s commitment to accelerate growth and diversify
tourism offering in priority destinations. The WBG support could be focused on up to 20
tourist destinations in KP, if the pipeline project (KP Integrated Tourism and Enterprise
Development (KITE) project) is approved. The objective would not only be to increase
and manage the number of tourists (including high spenders) in KP, but also to improve
the quality and diversity of the tourism offering through better horizontal and vertical
coordination in tourism, improved management & governance at the destination level,
identification and implementation of tourism investments needs in infrastructure such as
roads and tourist facilities, introduction of standards, regulatory reform for improved
sustainability and capacity building of communities and local private sector.
LAST FIVE YEARS ACHIEVEMENT
BASE LINE = 2013
TILL = 2018
ACHIEVEMENT(S)
Promotion of tourism at the grass-root level
Promotion of Tourism through national and international events
Establishment of TFC in all districts in a phased manner
Public Private Partnership for development and operationalization of tourism sites.
Integrated Area Development of Tourist Heavens at Kalam, Naran, Chitral & Sheikh
Badin,
Creation of Provincial Tourism Authority (PTA) approved in a PC-I while the Act is under
preparation.
Provision of recreational activities throughout the year in the province.
PLAN & PRIORITIES
Promotion of Tourism through various interventions at gross root level to be followed up
and extended to cover all the province.
Restoration, up-gradation and creation of state of the art infrastructure
Research and Development
Development of state of the art infrastructure with cutting edge Tourism facilities.
Promote Khyber Pakhtunkhwa as a preferred tourist destination, nationally in the short-
to-medium term and globally in the long term Policy
Implement the Tourism Policy for KP Province and review

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Share more projects through Public-Private Partnership (PPP) Framework for increased
private sector investment in KP.
Increase tourist traffic in the province by at least 10% every year over the next five years
Ensure maximum investment (domestic and foreign) in the tourism sector over the next
five years

6) PERSPECTIVE FIVE YEAR PLAN

Key Performance Indicator(s) Output(s) 2018-19 2019-20 2020-21 2021-
22 2022-23
Commissioning of viability studies (04 resorts per year) 1. New Tourism Destinations/
Tourists Resorts. 04 04 04 04 04
Rest houses transferred to Tourism Department and Committee constituted for setting
out criteria for outsourcing. (157 rest houses) 2. Commissioning of Rest Houses as
guest houses for general public. 50 50 57
Commissioning of feasibilities with specific reference to Public Private Partnership and
determination of criteria. 3. Public Private partnership for promotion of tourism in
new tourists destinations/ resorts 02 sites offered 03 sites offered 04 sites
offered 05 sites offered 06 sites offered
Number of tourism packages initiated 4. Private sector initiates tourist’s packages.
10 15 20 25 30
Number of people trained in hotel management and hospitality 5. Capacity Building
100 150 200 250 300
Male 50 75 100 150 150
Female 50 75 100 100 150
Number of tourism promotional events held 6. Tourism Promotional Activities / events
30 40 50 60 70
Number of registered tourism partners to date 7. Registration of Hotels / Motels /
Restaurant
Hotels 100 150 200 250 200
Restaurants 75 100 150 200 100
Travel agents & tour operators 75 150 200 50 100
Revenue generated through Tourist Services Wing (In Million) 45 50 55
60 65
Mechanism for compliance to Hotel and Restaurant Act – Status Act reviewed
Improved bill introduced for approval
Bill is moved in Provincial Assembly of KP to pass the Act. 8. creation of Provincial
Tourism Authority Act passed
Rules formulated Rule formulated
Board of Authority is constituted Constituted
Funds are made available Funds provided
Authority starts streamed lined functions. Takes off
Sites identified 9. Provision of Rest Areas Identified
Rest area commissioned Commissioned
Brochures, Pamphlets, Magazine Printed. 10. Printing of Publicity Material
Printed Printed Printed Printed Printed
MIS in place 11. Digital App introduced In place
App launched launched

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