This report titled “Promoting International Religious Tourism to Pakistan” is the fourth in the Pakistan Business Council’s (PBC) series on the services sector. This report will cover Pakistan’s “Travel services and tourism for personal reasons with a primary focus on the potential of Pakistan’s Religious Travel services & tourism sector”.

Pakistan’s Religious Travel & Tourism Services:

The global market for faith-based tourism was estimated at around $13.7 billion in 2022.  Pakistan is home to several religious sites and worship places of the most prominent religions; its religious tourism sites are similar to India’s which is estimated to have a 6 – 10% share in the global market for faith-based tourism.

Pakistan’s exports in religious travel services amounted to $0.9 million in 2022, which makes about 0.1% of the total Travel Services Exports.

Major Findings:

Improvements in the Upkeep of Religious Sites & Visa Facilitation for Pilgrims: In the past decade, there have been some improvements in terms of renovations of religious sites, visa policy and in the number of pilgrims / tourists arriving in Pakistan

Major Markets for Religious Tourism in Pakistan: Currently, Pakistan’s major market for religious tourism is the South Asian diaspora. India is a major potential market for religious tourism to Pakistan for Sufi, Sikh, Hindu, Buddhist, Jain and Zoroastrian pilgrims.

Current Marketing Strategies for Promoting Religious Tourism Includes social media campaigns, online market places, B2B (Business to Business) partnerships, etc. Government support is lacking for participation in International Exhibitions, promotions through social media platforms, and in the organization of FAM trips.

Visa Procedure is Long and Complicated: Despite a noticeable easing in the visa process, it still remains long and complicated especially for religious tourism.

Non-Availability of Data on Religious Tourists for Forecasting & Managing Demand: Disaggregation of the statistics on Religious Travel is needed to forecast demand to accommodate religious tourists better.

Climate Change is Affecting Pakistan’s Tourism Adversely leading to inconvenience, especially when travelling to areas like Gilgit Baltistan.

Poor Country Image: Pakistan has a reputation of being unsafe as the country is viewed as being associated with violence and terrorism.

Government Entities are Interfering rather than Facilitating: Enforcement of unnecessary restrictions, harassment of pilgrims through frequent phone calls, Bureaucratic hurdles, outdated rules, and the lack of cooperation from government entities is interfering rather than facilitating religious tourism.

Too Many Restrictions While Travelling within Pakistan on a Religious Visa: Security escorts, frequent security check delays, and compulsory police registration for citizens of Indian origin are unnecessary,  create inconveniences which restrict freedom to explore areas adjoining these religious sites.

Lack of Coherence and Consistency in Government Policies and Initiatives: Each province/ region has different plans, vision and strategies for the enhancement of tourism leading to a lack of coherence in polices at a national level.

Religious Tolerance Varies Across the Country:  Higher levels of religious tolerance for the rituals of minority religions are present in Sindh, KPK as compared to Punjab. In Gilgit Baltistan, promotion of Buddhist religious tourism is becoming difficult due to resistance from locals.

Lack of Awareness and Sensitivity in the Local Population: Many of locals are unaware that the influx of religious tourists will bring in foreign exchange and lead to the development of their areas. There is general insensitivity towards the cultural and religious sentiments of the religious minorities.

Too Much Focus on a Few Religious Sites: The focus is mainly on promoting Sikh religious tourism. Hindu, Sufi, Christian, Jain and other forms of tourism are not given much consideration.

Shortage of Trained Tour and Hospitality Staff: There is a lack of trained and professional tour guides and hospitality staff.

Lack of Facilities, Hotels and other Infrastructure around the Sites: Most of the facilities, lodges, and hotels located near the sites do not cater to foreign tourists that would be willing to pay a higher price. Furthermore, the facilities and infrastructure around the sites are not adequate to accommodate the huge influx of pilgrims/tourists during festivities.

Religious Tourism in Pakistan is Mostly Seasonal in Nature: Most influx of tourists occurs during religious festivals of the respective religions. Because of this, it is not financially viable to invest in infrastructure that is not in use throughout the year.

Lack of Proper Research and Planning on Site Restoration: Restorations of sites are not respectful of the religious sentiments, sensitivities of climate and structural requirements. This is at times viewed as desecration of their religious sites by the pilgrims and creates resentment.

Lack of Private-Public Partnerships: Government support is lacking in international marketing, renovations, fund raising and other vital activities. Government bodies and advisory boards lack representation from experienced private tour operators of the country.

Recommendations:

Document and Publish Data on Religious Tourism: Data relating to religious tourism needs to be collected in order to document arrivals (monthly, quarterly and annual), the number of visits to the sites, usage of facilities, spending and other relevant data.

Government Needs to Act as a Facilitator: The government needs to hand the management of religious sites to the sites’ respective communities. There should be an online complaint system specifically for tourism where unjustifiable practices can be reported. Similarly, agencies need to stop the harassment of pilgrims. Insurance cover can be offered to the tourists in case of flight cancellations. The government should fully sponsor, offer guidance and support tour operators during international travel exhibitions.

Devise and Implement Effective Marketing Strategies: The government & industry need to invest in documentaries, movies, and readable material for the promotion of religious tourism. FAM trips should be organized to engage foreign tour operators. Pakistan’s softer image should be broadcast abroad through marketing campaigns on Mainstream International Channels and Print Media.

Create and Market Events throughout the Year: Given the current seasonal nature of religious tourism, events and marketing of religious tourism should take place throughout the year in order to encourage investments in infrastructure, facilities, and renovations of the religious sites.

Improve Performance of Pakistani Embassies: Pakistani Embassies abroad need to be more welcoming and accommodating. Pakistan’s embassies need to work together with the tourism department to promote religious tourism especially during the dates of the festivities of Sikh, Hindu and other religions.

Encourage Public Private Partnerships: The government needs to involve the private sector in its advisory boards, committees, renovations, creation of reading materials, fund raising and, in the construction, and management of hotels, guest houses, roads, and hospitals.

Visa Policy and Procedure Needs to be further simplified: The visa form should be simple and short to fill. The requirement of unnecessary documents should be reduced. There needs to a 24/7 helpline available for visa procedure assistance. Restrictions on travel of Indian citizens to Pakistan should be reduced through diplomatic negotiations and revision in visa rules. Visa on Arrival protocols should not be long and tedious.

Improve Security and Allow Tourists Freedom to Explore: There need to be reforms to improve the general security and the working of security institutions in Pakistan. NOCs for travel to Baluchistan and Azad Kashmir in certain cases should be relaxed.  Frequent security checks of tourists on the Karakoram Highway should be discouraged.

Significant Improvements in Infrastructure, Facilities and Medical Services: Sites that are in the limelight like Gurdwara Jaman Asthan (Nankana Sahib) and Gurdwara Darbar Sahib Jee (Kartarpur) have provision of roads & connectivity, but lack good quality facilities such as washrooms, restaurants, etc. as well as onsite accommodation.

Prepare Sites for Festivities: There is a need to build an infrastructure with a vision of accommodating a large influx of tourists especially during major festivities such as Vaishaki. There should be welcoming signs placed near Air Ports and religious sites, specifically designed for occasions and festivities.

Encourage Other Religious Tourism: International marketing of Chirstian, Jain, and Sufi religious tourism needs to be done where the festivals such as Sufi Urs and the Melas are promoted.

Activate Some of the In-active Religious Sites: Activating some of the inactive sites will not only facilitate religious tourism but also project a softer side of Pakistan to the world.

Restore Sites with Proper Planning and Research: There should be a separate department responsible for the restoration of religious sites which has a separate research department. Restoration of the sites should be done with consideration of the climate, religious sentiments, and cultural implications.

Create Awareness in the Local Population About Benefits of Religious Tourism: Education and awareness campaigns in the local communities should be initiated for promoting the economic benefits arising from religious tourism. The importance of religious tolerance of minority religions, and consideration of other religions’ relics and worship places needs to be promoted.

On Arrival Facilitation: Religious tourists and pilgrims should be facilitated and welcomed especially on arrival. Special teams should be designated to receive religious tourists at the airport that provide facilitation and information as needed.

Transit Visas for Sikh Pilgrims: The possibility of granting online Transit Visas for Sikh pilgrims flying to and from India for visiting Sikh sites, initially in and around Lahore can be considered.

Dedicated Air Corridor for Indian Pilgrims Visiting Pakistan for Religious Tourism: Initially a dedicated air corridor can be developed between the major cities of Northern & Western India and Lahore and Islamabad.

The PBC is a private sector not-for-profit advocacy platform set-up in 2005 by 14 (now 100+) of Pakistan’s largest businesses. PBC’s research-based advocacy supports measures which improve Pakistani industry’s regional and global competitiveness. More information about the PBC, its members, objectives and activities can be found on its website: www.pbc.org.pk

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