Pnp Report

8/8/2019 Pnp Report

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1. Industr y Situation Analysis

1.1 Global Tourism Industry

Tourism is the world's largest industry, with annual revenue of almost $500 billion. And it

is growing fast, with airline arrivals expected to double by 2010.

Leisure is estimated to account for 75 per cent of all international travel. The World Tourism

Organization (WTO) estimated there were nearly 900 million international tourist arrivals in

2007 from 846 million in 2006, an increase of about 6 per cent. This represents nearly 52 million

more arrivals than in 2006 and they are expected to reach 1.6 billion by 2020. Domestic tourism

(people going on holiday in their own country) is generally thought to be 4-5 times greater

than international arrivals. The international tourism receipts totaled US $ 733 billion in 2006.

Tourism is said to be the world’s largest employer. In 2001, the International Labour

Organisation (ILO) estimated that globally over 207 million jobs were directly or indirectly

employed in tourism.

According to the latest research by the industry’s World Travel and Tourism Council released in

2008, world travel and tourism is expected to generate close to US $ 8 trillion in 2008, rising

approximately US $ 15 trillion over the next 10 years. The long term forecasts by WTTC also

point to a steady phase of growth for world travel and tourism between 2009 and 2018 with an

average growth rate of 4.4 per cent per annum, supporting 297 million jobs and 10.5 per cent of

global GDP by 2018.

• For 83 per cent of countries in the world, tourism is one of the top five sources of foreign

exchange.

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• Caribbean countries derive half their GDP from tourism. (World Resources Institute)

1.2 Pakistani Tourism Industry

Pakistan is gifted with one of the richest and unique collection of majestic and rugged mountains

on the earth with three spectacular mountain ranges; Karakoram, Hindu Kush and Himalayas

meeting in Pakistan. These ranges have 700 peaks above 6000 meters with as many as 160 peaks

rising above 7000 meters. These include five peaks out of the total fourteen peaks on earth, rising

above 8000 meters. Pakistan offers immense opportunities for nature and adventure tourism.

But through our research we found that we have not really captured the true essence of Pakistanwhile projecting its image. Efforts on this angel have been very minimum.

From the chart given below, we can easily see that what attracts tourist to Pakistan is its people

and not the scenic beauty or the culture or mountains. Which is not a good sign for the country

because till how long the tourist will come because of the hospitality of the people, we must give

them something extra so that they can see what Pakistan is really about.

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The above chart shows that people, who do visit Pakistan, visit only the big cities like Karachi,

Lahore and Islamabad. Although it’s good for the business of these three cities but if the same

tourist visit places like northern areas etc then the people of these areas will be able to earn more

and the tourist will get to see the most amazing blend of culture and nature.

1.2.1 SWOT Analysis of Pakistan Tourism Industry

Below is a list of Strength, weaknesses, opportunities and threats that are faced by Pakistan:

1.2.1.1 Strengths

Our nature, Culture and heritage are the most important strengths that should be used to attract

tourist towards Pakistan.

1.2.1.2 Weaknesses

1. Poor Infrastructure

2. Lack of public and political will3. Lack of social awareness

4. Off let realization of the fact that tourism can also play a great role in the development.

5. Political games

6. Illiteracy

7. Belief that only agriculture can help people

8. Ecological disturbance

9. Improper tourism marketing

10. Lack of planning

11. Instability of the Government.

12. Less allocation for tourism infrastructure and technological backwardness

13. Attitude of people due to unawareness

14. Absence of people participation

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15. Absence of supporting industry, like food, transportation and cloths etc.

1.2.1.3 Threats

1. Negative perception of citizens of Pakistan about their own country

2. Negative perception of International community about Pakistan

3. Negative media hype

4. Sites known for cultural heritage; are not adequately protected and are

in danger of being systematically plundered. Environment and ecology

are at stake owing to lack of control and enforcement

1.2.1.4 Opportunities

1. In 2001 around 10 million Chinese traveled all over the world spending 20 billion US

dollars. What could have been our share had we captured only 5% of 20 billion US

dollars? By the year 2020 the number of Chinese travelers is expected to grow up to 100

million generating 200 billion US dollars. If we could target just 5% of that Chinese

market by 2020 it would mean 10 billion US dollars directly added to our economy from

one country only.

2. Promotion of heritage tourism. Our Buddhist heritage (the Gandhara art) is an avenue

where no wizardry is required. We only need to market our heritage sector properly to the

Far Eastern travelers as many Buddhist shrines and relics feature prominently in their

tours.

3. Mountain tourism

4. In archeology, we have our great Indus Valley Civilization. The excavations at Mehrgarh,

Moenjodaro and Harappa are unique experience for any traveler, a ‘Must Visit’ for a

tourist who wants to know the origin of humanity. The human teeth found at Mehrgarh,

drilled 7000 years ago by a dental surgeon; to relieve a person of the torture of pain is a

testimony to the innovation of early man in Mehrgarh (the starting point of Indus Valley

Civilisation) can also be an effective marketing tool to make people visit these places.

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1.2.2 GAP Analysis (where we are and what can be done)

We are facing a lot of problems due to terrorism and we have not really been able to promote our country in a positive way so the fact is that we are no where as far as tourism industry is

concerned. Tourism statistics of the last decade show, our tourism is a market led industry and

not supply driven. This means Pakistan is not encouraging increasing number of tourists to visit

the land. Tourism has been misused and mismanaged over the last two decades. This has led to a

gradual decline with respect to the public and private sectors and has also contributed to tourism

not being taken seriously; except only those who are directly dependant on this sector for their

livelihoods.

But a lot can be done in this regard. The idea behind re-packaging the tourism industry is

intended to boost the country's tourism industry by popularizing Pakistan’s considerable natural

attractions. The plan also aims at drawing attention to Pakistan's urban attractions, and to focus

mainly on promoting culture and nature.

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2. Project Brief

2.1 Present Scenario

Pakistan is one of those countries in this world which has been blessed by almost everything. It is

one of the most beautiful country in the world with marvelous sceneries, mountains, lakes, sea

and what not. But Now a days Pakistan is suffering from negative brand image and this is just

because of Political instability, Suicide bombing, Killing, Kidnapping etc . But still the situation

is not that bad as our media has made it. Its just because of our media that foreigners has created

terrible image about Pakistan and has removed the name of Pakistan from their list of destination

where they would like to spend their holidays.

Tourism can be one of the main sources of generating revenue for the country. Previously steps

were taken to improve the situation but the situation has become worse now.

In Pakistan tourism has a huge growth potential with high returns and revenue for the investors.

Hotels and other tourism projects hold great promise and rewards for the investors

2.2 Product Information

2.2.1 PAKISTAN

1. Land of ethnic tribes

2. Abode of mountain gods

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3. Country of cultural diversity

4. Throne of ancient civilizations

One name but numerous definitions

2.3 Target Market

Our target market is Inbound Visitors

2.4 Objective

• Our objective is to re-package the industry to gain maximum economic and other

benefits

• An investment that yields financial results

• To create the positive image of Pakistan

2.5 Positioning Statement

Our Positioning Statement is” Pakistan--- your passport to diversity” which is based on the

theme “Unity in Diversity”.

2.6 Brand Personality

• Colourful

• Traditional

• Sophisticated

• Beautiful

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• Ancient touch with modernism

2.7 Scope of Work

Rabail Mushtaq Punjab

Zarina Bhutto Sindh

Hira Durrani NWFP, Fan idea

Nida Sakrani Prism Idea

Sana Naseem Qazi Creative, Research and

Graphics work Roma Dawani Baluchistan

2.7.1 Planning Team

1. Hira Durrani

2. Rabail Mushtaq

3. Nida Sakrani

4. Zarina Bhutto

5. Roma Dawani

6. Sana Naseem Qazi

2.7.2 Execution Team

1. Sana Naseem Qazi

2. Roma Dawani

2.7.3 Report Writing Team

1. Hira Durrani

2. Rabail Mushtaq

3. Nida Sakrani

4. Roma Dawani

5. Sana Naseem Qazi

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3. Designing of Icons

3.1 Key Stakeholders

Our target market is inbound visitors so they are the real key stakeholders. We have to attract

their attention in a way that they come and visit Pakistan. The first step in this process is to have

something which would represent Pakistan to the outside world. Whenever we look at pyramids

they remind us of Egypt, and Great Wall of China represents China and so on. So the first step in

re-packaging the industry is to make some icons which can represent Pakistan to the outside

world.

3.2 Our Philosophy behind the Icons

We came up with idea to make two icons; a prism and a hand fan. The prism separates white

light into several colours which is the main philosophy behind making this icon. Although there

are people belonging to several tribes, religions living in Pakistan who makes up the different

colors of Pakistan but still they are untied like the white light.

Then to represent our theme of Unity in Diversity, we made a hand fan which has representation

of all the provinces of Pakistan and it is one thread which binds all the provinces together.

3.3 Reason Behind the Triangular Shape of Prism

We took triangular shape of prism because we wanted to show a 3d image of all the places that

we decided to place inside the prism.

3.4 Reason Behind the Places

To make prism an icon it was important to place in it the places that truly represent Pakistan and

can capture the true essence of Pakistan.

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4. Consumer Research

We focused on three areas while doing the research for our project. We visited National

Museum, researched Online and asked our friends through face book and verbally about their

opinion.

4.1 National MuseumOur main reason to visit National museum was to gather Historical information, pictures, and

archeological anecdotes as much as possible. We also wanted to find a common thread that could

connect all the provinces through one icon. Our research was fruitful, as in National Museum

there is one room where they have gathered all the things that represent each province, its arts, its

culture, traditions, and people. From there we hit the jackpot and our main icon was revealed that

is the Hand Fan, which connects entire Pakistan it’s the capurisation of arts that is common in all

the provinces.

4.2 Face book

The following question was posted online and asked face to face as well:

• What icon do you think represents Pakistan?

• What is the essence of Pakistan?

• What represents Pakistan?

We got different replies and we concluded from the survey that nobody can actually relate just

one thing with Pakistan they have many ideas but it’s not limited to any one of the province.

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Following were some of the responses:

We have Reema, Resham and Saima...they all represent Pakistan and are the essence of it.

Maulvis, a beggar, zardari they represent Pakistan

Flag, chaand sitaara,

Suicide Bombers

-Nusrat Fateh Ali Khan

-ImranKhan

- Wasim Akram & Waqar

Khyber pass, Minar-e-pakistan, Quaid's Mausoleum

Shah Faisal Mosque as it is the biggest in South Asia and is very beautiful,

Quite important for tourism industry

as it is located in the capital

Also when u see maps of different countries you see Shah Faisal Mosque for Pakistan’s

picture. So I don’t know...this seems the best because we don’t have Buckingham palace,

River Thames, London Eye, Niagara falls, Pentagon, Eiffel tower, etc. etc. that are

internationally recognized!!

K2 (the twin peaks)

The survey supported our view that there is no single thing that can represent Pakistan and we

also found that people have very many negative feelings about Pakistan due to increasing

terrorism.

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5. Research Brief

During the entire procedure of revamping the tourism industry of Pakistan, both the formal and

informal survey and research were the part of our project. It started from the very initial stage

when we came up with this idea.

Our first concern was to know that WHY somebody will come to Pakistan, what attracts the

tourist that brings them to Pakistan and what can we do to retain them and attract the new ones.

We asked many people among our friends and family. We posted a survey question on FACE

BOOK to get more and more replies about this particular question that what can attract tourist?

We also visited National Museum, where we were in a search of that icon that represents the

entire Pakistan and can remind the tourists of their visits and tours in Pakistan. That can remain

with them for the entire life that will never let them forget their pleasant experiences.

Our main focus, during the entire procedure was on the nature and culture, so we conducted

secondary data research. This helped us in collecting all the relevant information about the places

that attract the tourist either due to the reason of its beauty of nature, rich culture or the food. As

we decided to include the top 10 destinations of Pakistan, we conducted a research based on

secondary data.

During this stage we also wanted to highlight the competitive edge of each of our province and

the places that are of the utmost importance.

We also conducted a small survey with people, to know what association do they have with

Pakistan. What places will they like to visit during their Pakistan tour, and what are those things

that they think unite the diversified culture of Pakistan.

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This entire research was based on the idea that we have launch something that have never been

considered as the icon of Pakistan and people never realized its value that they can relate to it.

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