A)  INTRODUCTION:

A-1 Tourism World Over
Tourism ranks among the most important growing sectors of the service economy. It is one of the largest industries in the world and is considered the economic back bone of many countries. Tourism causes a professed contribution to a country’s national income, re-distribution of benefits, employment creation, foreign exchange earning and contribution to GDP and public sector revenues. At the moment, tourism has attained the status of an industry and is considered one of the three leading industries in the world i.e. oil industry, automobile industry and tourism industry. It is anticipated that by the year 2020 the tourism industry will surpass all the other industries, in revenue and employment generation. Due to its contribution in developing various economies, manifold, in a shorter span of time in the recent past, its importance cannot be over looked. The development and promotion of tourism in Pakistan can play a vital role in improving the financial health of our country/province of the Punjab.

A-2 Our Tourism Potential
Pakistan is blessed with enormously rich in unique gifts of a vast chant of natural/man made assets, historical/cultural heritage and hospitable people. Such gifts are spread over the country and the Province of Punjab is not behind in this manner than any other part of the country.

Geographical features, historical record and existing visible potential as well as the recent international/regional developments make Pakistan/Punjab the future tourist destination of the world.

Although the desired results in tourism sector have not been achieved but despite all the difficulties the TDCP has continued to work for the development of tourism. Its achievements as a catalyst model and bringing in awareness of tourism, recommend that tourism can be developed and promoted manifold that its present position. Due to TDCP’s continuous engagement in developing and promoting tourism, a great amount of difference in local tourism trends has been noticed as well as high appreciation have been received from home and abroad, particularly with regard to the following developments/activities in which the TDCP is considered to be a pioneer and trend setter:-

a) Development of Patriata Sky ride project.
b) Development of Road Side Service Areas.
c) Introduction of Intercity air conditioned Luxury Bus Service.
d) Adventure Package Tours, City Tours, Even Management (Tourism Melas/World Tourism Day/Cholistan Jeep Rally etc.)
e) Publication of eye catching publicity material.

B) OUR VISION:
The TDCP’s vision is to develop and promote tourism by providing accommodation, food, entertainment/amusement, public amenities and other services including informatory literature to the tourists. We also intend to exploit the great potential of our cultural, scenic and religious tourism to create employment, generate revenues, reduce poverty, bring equitable distribution of benefits and building image of the country.

C) MISSION STATEMENT
To develop and promote tourism in the province in the national context to attract tourists to our historical and cultural heritage, provide entertainment/recreation, spread benefits of tourism to the people with ultimate aim of helping to develop the economy for employment creation, poverty reduction, bring awareness, equitable distribution of benefits and image building of the country.

D) STRATEGY
Keeping in view the future trends, needs of national and international tourism industry and to overcome the problems as mentioned above and to develop a positive image to our tourism as well as country and to establish our position in tourism market, a strategy has been evolved to develop and promote products and services to cater for the needs of tourism market. Accordingly, saleable products to meet the present demand with a futuristic vision are conceived, stage wise.

D-1 Short Term Strategy
The existing core markets with existing products will be focused to optimize our tourist resources and to continue to build on strength by bringing awareness. There is an advantage to capitalize on the existing products as those are already introduced in the target market.

D-2 Medium Term Strategy
After having some stability and getting quantifiable returns, areas of concentrations will be broadened by enhancing the range of products with comprehensive campaign to open up new venues.

D-3 Long Term Strategy
The short and medium strategies are to optimize the use of existing facilities, create a more available and profitable tourism industry in areas currently attracting tourists.

E) POLICY
To develop new schemes in the neglected/underdeveloped areas which are otherwise full of potential. Equitable distribution of resources, elimination of poverty and sense deprivation, which otherwise prevail in these areas such as South Punjab is the major policy component. Moreover, the private sector which will also be encouraged to invest the tourism sector who are otherwise shy to come forward in this field. As a matter of policy, TDCP will commission its completed projects through private licensees on professional lines with a view to involve the private sector in the development and promotion of tourism as mainly being done in other countries. This policy framework has been considered to be continued.

F) OBJECTIVES 
a) To provide recreation, entertainment, boarding, lodging, package tours, informatory literature etc. by way of promotion of history and culture of our land.
b) To have a strong educational undertone to its development activities.
c) To obtain resource allocations/commitments from the Government and a private sector.
e) To capitalize resources by undertaking feasible projects.
f) To try to achieve sustainable growth to consolidate the achievement and best use of available sources/resources

G) LINKAGE BETWEEN TARGETS AND PROPOSED DEVELOPMENT PROGRAM
Despite every limited resources at its disposal the TDCP achieved gradation so far remarkably not only by developing and promoting tourism in the country but also by earning good will at home and abroad and has emerged as a trend setter. The proposed plan for 2007-2008---2010 has been prepared by laying down emphasis on the provision of facilities with a view to attract domestic as well as foreign tourists. Focus would be laid down on the development of necessary infrastructure for promotion of domestic tourist to establish a launching pad for promotion of foreign tourism in the years to come.

The Implementation of the proposed plan under discussion would not only provide tourism infrastructure but will also generate the following benefits:-

a) Regional development-elimination of sense deprivation.
b) Equitable distribution of benefits-employment generation.
c) Promoting sense of patriotism-elimination of regional/linguistic/ethnic biases.
d) Revenue generation for public and private sector.
e) Improving TDCP financial health.
f) Bringing awareness amongst people about environment as well as tourism to become a good host.
g) Promotion of ecotourism and school tourism -------- utilization of youth energies.
h) Image building.

The targets set out for the proposed plan will bring cohesiveness, consistency and development of tourism with sustainability on long term basis  by decreasing expenses increasing income, assigning targets to various executing agencies, monitoring the performance and developing human resources in a chained form.

H) MAJOR INITIATIVES TAKEN DURING 2006-07

H-1 North Punjab

Service Area a Khajut
The TDCP also succeeded in getting 16-Kanals of forest land at Khajut on new Dual Carriage Way from Islamabad to Lower Topa to develop a service area instead at Sambli Bethramal where work was stopped by the Defense Authorities. Now, the Forest Department and the Defense Authorities have issued the NOCs. Work has been started at new site at Khajut.

H-2 South Punjab
Realizing the potential and importance of the tourism potential in the Southern Punjab as well as Govt. directions to develop tourist at Bahawalpur and a Fort Monroe, the TDCP took the following major initiatives during 2006-07.

a) Construction of 25 Bedrooms, Hotel and Tourist Facilities Centre at Bahawalpur
64 Kanals forest land has been identified at Bahawalpur (on Bypass). The Forest Department has issued the necessary NOC and a summary for CM Punjab has been forwarded for the transfer of this land to the TDCP to construct a first class international hotel with other tourist facilities at Bahawalpur under CM’s directive.

Cholistan Jeep Rallies organized by the TDCP in March, 2005, March, 2006 and March, 2007 have given a boost to tourism in the area. Coverage of these events in the respective years by the print and electronic media at national and international level has introduced, Cholistan as an attractive tourist destination. The TDCP;s continues efforts in collaboration with the other departments/agencies, have been resulted a need to develop the proposed hotel project at Bahawalpur which will definitely bring a big change in regional socio-economic life.

b) Installation of a Chairlift/Cable Car System with Allied Facilities at Fort Monroe
The TDCP succeeded in getting the PC-II approved by the PDWP at a total cost of Rs. 9.805 Million to get a feasibility study done to know the technical and financial via-ability of the proposed Chairlift/Cable Car System at Fort Monroe. An agreement has been executed between the TDCP and the consultants on 18-11-2006. Feasibility study is being conducted by the consultants who are bound by the agreement to complete the same with in 180 days i.e. from the date of the award of the work.

It is also mentioned that due to TDCP’s efforts, road from Khar to Fort Monroe(8.65 KM) has been black topped by the C&W Department at a total cost of Rs. 59.30 Million. Similarly the Forest Department has also prepared a scheme at a cost of Rs. 14.570 Million to give a green cover to the area. The have planted 10,000 plants during 2005-06.

J) DEVELOPMENT PROGRAM 2007-08
While preparing the development program under discussion concentration has been laid down to meet the present demand with a futuristic vision, to attain a sustainable growth, stage wise as well as the following issues have been focused:

a) Tourism also benefits for areas and communities.
b) It brings opportunities as well as enlightens the people.
c) Developing in accessible, hardly accessible, under developed/neglected areas and people, tourism becomes responsible for a more equitable wealth.

The proposed plan for 2007-08 and 2008-09 will include on going schemes as well as new schemes in line with the Govt. policy to develop the neglected or under developed areas having tourism potential, particularly an emphasis has been laid down on Southern Punjab to develop tourism projects to provide job opportunities, lessen poverty, remove sense of deprivation and regional/linguistic/ethnic biases by providing entertainment, recreation, amusement and allied tourist facilities with an educational under tone in the shape of following bench marks:

Sr.No	Proposed Facilities	Units
1	Service Area	2-Nos.
2	Entertainment/Recreation	1-No.
3	Hotel Resort	1-No.
4	Tourism Resort	3-No
5	Up-gradation of existing facilities	6-No
6	Tourist Village/Camping	1-No.