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.
TOURISM DEPARTMENT
Government of Sindh - Pakistan
02
Pakistan
TOURISM DEPARTMENT
Government of Sindh - Pakistan
03
Sindh Overview
Jacobabad
Population
N
55 million
Shikarpur
140,912 km2
Area
Urban Split
Shahdadkot
48%
Pop. Growth
Larkana Khairpur
2.8% p.a.
Major Concentration
Sukkur
Dadu
South, South
West (55%)
Noshehro Feroz
Nawabshah
Sehwan
Provincial
Boundary
Major Population Centres
Indus River
Shahdadpur
Kotri
Karachi
Mirpur Khas
Hyderabad
Thatta
Major Roads
Railway
Connectivity
Medium Population
Centres
Secondary Roads
TOURISM DEPARTMENT
Government of Sindh - Pakistan
Gharo
Sujawal
Badin
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 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
TOURISM DEPARTMENT
Government of Sindh - Pakistan
Seaview Beach - Karachi
05
Sindh
Tourism
Gorakh Hills
Hamal Lake
Moenjodaro
Amer Fort
Hala
Bhit Shah
Jacobabad
Shikarpur
Shahdadkot
Manchar Lake
Larkana
Sukkur
N
Kokhrapar
Khairpur
Dadu
Noshehro Feroz
Sehwan
Umer Kot
Nawabshah
Sehwan
Shahdadpur
Ranikot
Mithi - Thar
Mirpur Khas
Kotri
Hyderabad
Karachi
Gharo Thatta
Keerthar Park
Sujawal
Naukot Fort
Badin
Hub Dam
Karachi Beaches
Diplo
Chawkandi
Bhambore Ruins
Bin Qasim Fort
Makli
Keenjhar Lake
Our Brand
Heritage
MOEN –JO- DARO
RANNIKOT FORT
Indus Civilization, Larkana, Sindh
Great Wall of Sindh, Jamshoro, 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 - 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.
TOURISM DEPARTMENT
Government of Sindh - Pakistan
09
Our Brand
Heritage
Tomb in Makli Necropolis
Graves in Chawkandi Necropolis
Makli, Thatta, Sindh
Landhi, 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 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.
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
Dabgir Mosque
Shrine of Sachal Sarmast
Dewan-e-Shurfa Tomb
Bhit Shah, Matiari, Sindh
Thatta, Sindh
Sehwan, Jamshoro, Sindh
Ranipur, JKhairpur, Sindh
TOURISM DEPARTMENT
Government of Sindh - Pakistan
Clifton, Karachi, Sindh
Makli, Thatta, Sindh
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Our Brand
Spiritual/ Religious
Sadh Belo Hindu Temple
Situated in Mid River, Sukkur, Sindh
Bhodesar Jain Temple
Nangarparkar, Tharparkar, Sindh
Swami Narain Hindu Temple
Saddar, Karachi, Sindh
TOURISM DEPARTMENT
Government of Sindh - Pakistan
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Our Brand
Spiritual/ Religious
St. Patrick’s Church
World War II Cemetry
Dig Road, Karachi, Sindh
Saddar, Karachi Sindh
KARACHI
KARACHI
TOURISM DEPARTMENT
Government of Sindh - Pakistan
KARACHI
KARACHI
27
Our Brand
Cultural
Pottery of Sindh – Tile Work
Pottery of Sindh
Camel Sculpture – Wood
Work
Sindhi Folk Singer
Cuisine of Sindh
Sindhi Biryani
TOURISM DEPARTMENT
Government of Sindh - Pakistan
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Our Brand
Cultural
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.
TOURISM DEPARTMENT
Government of Sindh - Pakistan
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Our Brand
TOURISM DEPARTMENT
Government of Sindh - Pakistan
Adventure & Eco Tourism
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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 &
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.
TOURISM DEPARTMENT
Government of Sindh - Pakistan
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Our Brand
TOURISM DEPARTMENT
Government of Sindh - Pakistan
Wildlife
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 & 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.
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
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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
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
Hyderabad
Super Highway & Gadap
Farm Resort Recreation
house
s
al Parks
s
86%
33%
Super Highway
Jhimpir
61%
Karachi
Lake Haleji
Keenjhar Lake
Thatta
National Highway
Farm Resort Recreation
house
s
al Parks
s
13%
50%
Key
Road Track
TOURISM DEPARTMENT
Government of Sindh - Pakistan
26%
Keenjhar Lake
43
►
►
►
►
►
►
►
►
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 ecofriendly tourism and
nature
Resort development can
be a major economic
stimulus
The Lake
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
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
Makli Necropolis
largest mosques with 100
domes
TOURISM DEPARTMENT
Government of Sindh - Pakistan
Chawkandi Tombs
Makli Necropolis
Shah Jahan Mosque
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
Millions
Land Cost
Infrastructure
Resort and…
Golf Course
IDC
2012
2013
2014
0%
25% 50% 75% 100%
Land Cost
Infrastructure
424
2,219
Resort and
Hospitality
2,916
-
2,916
-
2,586
2,586
940
-
940
Development Costs
5,651
3,010
8,661
IDC
1,021
307
1,328
Project Costs
6,672
3,317
9,989
►
Entertainme…
IDC
2011
Total
1,795
Golf Course
Recreation Zone
Recreation
Zone
Infrastructure & Land
Entertainment District
2011
Resort
Zone
2012
2013
2014
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.
TOURISM DEPARTMENT
Government of Sindh - Pakistan
48
PROJECT BRIEF
Gorakh Hill 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 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
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