media & tourism promotion - asiapacific.unwto.org · media & tourism promotion presented...

MEDIA & TOURISM PROMOTION

Presented by:

MR. ARIF ELAHI

Secretary to Government of Sindh Tourism Department.

TOURISM DEPARTMENT Government of Sindh - Pakistan 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 Partnership.


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

• 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


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


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.


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.


Our Brand

Heritage


Tomb in Makli Necropolis Makli, Thatta, Sindh

Graves in Chawkandi Necropolis Landhi, Karachi, Sindh

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 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


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


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


Spiritual/ Religious Our Brand

St. Patrick’s Church Saddar, Karachi Sindh

World War II Cemetry Dig Road, Karachi, Sindh

KARACHI KARACHI KARACHI KARACHI


Spiritual/ Religious Our Brand

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

Sindhi Folk Singer Cuisine of Sindh Sindhi Biryani


Cultural Our Brand


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.

http://en.wikipedia.org/wiki/Indus_Valley_Civilization

http://en.wikipedia.org/wiki/Sindh

http://en.wikipedia.org/wiki/Indus_River




http://en.wikipedia.org/wiki/Arabian_Sea

http://en.wikipedia.org/wiki/Sindhi_people

http://en.wikipedia.org/wiki/Sindhi_language

http://en.wikipedia.org/wiki/Folklore

http://en.wikipedia.org/wiki/Tradition

http://en.wikipedia.org/wiki/Customs

http://en.wikipedia.org/wiki/Sindhi_diaspora

http://en.wikipedia.org/wiki/Sindhi_diaspora

http://en.wikipedia.org/wiki/Indus_valley_civilization

Adventure & Eco Tourism


Our Brand

Adventure & Eco Tourism


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


Our Brand

Wildlife


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.


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.


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.



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 Infrastructure Projects


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


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


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


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


The Visualization of the Project


► 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


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)


► 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.


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


`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


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


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

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