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DAWN.COM
ISLAMABAD
WITH LESS than a million foreign tourists visiting the country on an average, Pakistan has been able to improve its ranking by one point in 2017 currently at 124 out of 136 countries covered in the Travel and Tourism Competitiveness Index 2017 released by the World Economic Forum.
Earlier, the country was ranked 125 out of 141 countries in 2015.
Average receipts per arrival have been estimated at $328.3 whereas total receipt has been amounted to $317 million, with travel and tourism competitiveness has a share of 2.8 per cent of GDP.
The worst ranking for Pakistan pointed out by the report was visa requirements where ranking was 135 out of 136 countries. The government's prioritisation of travel and tourism industry was ranked at 132 among the 136 countries surveyed by the report, while the sustainability of travel and tourism industry development got the ranking of 128. Effectiveness of marketing and branding to attract tourists got the ranking of 125.
The quality of tourism infrastructure got the ranking of 123 while hotel rooms got ranking of 129.
Pakistan has a total of 36 world heritage cultural sites and attractiveness of natural assets scored 127.
In 2017, the travel and tourism industry continues to make a real difference to the lives of millions of people by driving growth, creating jobs, reducing poverty and fostering development and tolerance. For the sixth consecutive year, industry growth outperforms that of the global economy, showcasing the industry's resilience in the face of global geopolitical uncertainty and economic volatility.
The industry contributed $7.6 trillion to the global economy, which was 10.2 per cent of global GDP, and generated 292 million jobs in 2016.
International arrivals followed suit, reaching 1.2 bn in 2016, 46 mn more than in 2015.
