Faiza Tehseen

Pakistan’s tourism sector can be made more sustainable and profitable by adopting the SMART approach, Managing Director of Pakistan Tourism Development Corporation (PTDC) Aftab ur Rehman Rana said while talking exclusively to WealthPK.

“To expose Pakistan’s rich landscape, cultural heritage and ancient architectural assets, proper structural planning is necessary. The SMART approach can help transform our tourism sector. Pakistan has gained international attention as a potential tourist destination, but many factors like inconsistent infrastructure, safety concerns, and lack of long-term policies are hindering the promotion of the tourism sector,” he said.

Aftab said without a clear timeline and performance indicators, many projects were falling short of real progress. They should not only sound good on paper but also deliver the real, measurable impact, he added. “To revitalize the tourism sector, SMART goal-setting techniques can be applied as the best strategy for sustainable growth, better policy implementation, and international competitiveness,” he said.

The SMART framework abbreviates five aspects to turn any task into a success. These five aspects – ‘Specific’, ‘Measurable’, ‘Achievable’, ‘Relevant’, and ‘Time-bound’ – are widely used globally for tourism planning and relevant policy framing. SMART strategy remains underutilised in Pakistan, causing improper benchmarking and incompetent competitiveness. The PTDC managing director said, “SMART aligned policies are the best ones to adopt for result-oriented digital tourism marketing and hospitality training.

International partners, including the Asian Development Bank (ADB) and World Tourism Organization (WTO), also suggested the use of SMART tools to improve tourism, and to ensure that donor-funded tourism projects achieve the intended outcomes.” He said SMART golas could play a key role in making the tourism sector more vibrant and inclusive, enabling it to contribute hugely to the GDP, cultural diplomacy, business development, and job creation.

Other than presenting beautiful landscapes or luring tourism attrcations, modern tourism consists of stretegic planning, sustainable development, and measurable impacts. SMART goal setting is necessary to streamline the tourism development initiatives and to attract both local and foreign investors. It can be of great help to target digital campaigns, improve visa facilitation, and attain best itinerary facilities.

Talking to WealthPK about the importance and implementation of SMART goal techniques at the national level, Deputy Director of Tourism Department of Baltistan Rahat Karim Baig said, “SMART-based performance metrics have shown promising signs for eco-lodge development and hiking trail management in Northern Areas. This localized success story blueprint must be replicated in all tourism relevant offices, across Pakistan.”

He said enhanced efficiency and productivity in the tourism sector through the SMART strategic techniques could best optimize tourism operations. By practically implementing these techniques, motivation and community engagement will also increase. He said many areas in Pakistan full of scenic views or historical architectural places, particularly in the hilly areas, lacked regular crops or mining facilities.

So, tourism is one of the good sources of income there. By adopting perfect strategic tools, the tourist footfall could be increased in such areas to boost both the national income and local economy.

Credit: INP-WealthPk