What can Pakistan learn from UAE's tourism strategy?
With a unified tourism identity, increased investments, diversified offerings, and a focus on local talent, Pakistan can attract more visitors, stimulate tourism.
Islamabad: Pakistan, a land rich in natural beauty and historical significance, possesses immense potential as a global tourism destination. However, the country’s tourism industry faces several challenges, including unregulated tourism, inadequate infrastructure, and missed marketing opportunities. To realise its full potential, Pakistan can draw inspiration from the United Arab Emirates (UAE) and its successful tourism strategy.
The UAE's collaborative approach
One of the primary reasons behind the UAE's tourism success is its collaborative framework. The strategy was developed through joint efforts involving various government departments, international organisations, and private sector entities. This inclusive approach ensured alignment with the country’s broader goals and addressed the needs of all stakeholders.
Key participants in the UAE's strategy:
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Government departments: Ministry of Economy, Ministry of Foreign Affairs and International Cooperation, and others.
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Regulatory bodies: UAE Central Bank, General Civil Aviation Authority.
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Tourism industry: Local airlines and the Federal Competitiveness and Statistics Centre.
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International organisations: World Tourism Organization.
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Private sector: Multiple international companies.
This diverse stakeholder engagement allowed the UAE to create a comprehensive and effective tourism strategy.
Lessons for Pakistan
Pakistan can adopt a similar collaborative approach by bringing together representatives from government departments, tourism associations, academic institutions, and international organizations to develop a national tourism strategy aligned with its goals.
Key Recommendations:
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Establish a Tourism Council: Create a central body to coordinate efforts across government departments and the private sector.
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Promote Interdepartmental Collaboration: Encourage information sharing among government entities involved in tourism.
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Seek International Partnerships: Collaborate with international tourism organizations to gain insights and best practices.
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Foster Public-Private Partnerships: Enhance cooperation between the government and private sector to attract investments and improve services.
Ambitious Goals: The UAE National Tourism Strategy 2031
The new National Tourism Strategy 2031 aims to significantly enhance the tourism sector’s contribution to the economy, targeting an increase of AED 450 billion by 2031, with an annual increase of AED 27 billion. Additionally, the strategy seeks to attract an extra AED 100 billion in investments to the country by the same year. This ambitious roadmap highlights the UAE's commitment to developing its tourism sector and provides a clear model for Pakistan to emulate.
Lessons for Pakistan
Pakistan can adopt a similar collaborative approach by bringing together representatives from government departments, tourism associations, academic institutions, and international organisations to develop a national tourism strategy aligned with its goals.
Creating a Unified Tourism Identity
The UAE has established a strong national tourism identity that resonates with global visitors. Pakistan should strive to create its compelling brand by highlighting its unique cultural heritage, historical sites, and natural wonders.
Investments in infrastructure
Significant investments in tourism infrastructure—such as hotels, transportation, and attractions—have been pivotal to the UAE's success. Pakistan must follow suit to enhance the visitor experience and attract more international tourists.
Diversifying tourism offerings
The UAE offers a diverse range of tourism experiences catering to various interests. Pakistan should expand its offerings beyond traditional attractions by developing adventure sports, cultural events, and wellness retreats, thereby attracting a wider audience.
Fostering local talent and entrepreneurship
The UAE prioritises the development of local talent and entrepreneurship within the tourism sector. Pakistan can benefit by providing training and support to local businesses, fostering a vibrant and innovative tourism industry.