LAHORE - Efforts are being made to evolve comprehensive Punjab tourism policy with an approach towards development of tourism.  Punjab Secretary for Youth Affairs, Sports, Archaeology and Tourism Department Muhammad Amir Jan said this while addressing a seminar held on "Punjab Tourism Policy" at a local hotel on Saturday. He said all stakeholders should give their recommendations so that things could be improved in the larger interest of the tourism sector.  Punjab Secretary Planning and Development Iftikhar Ali Sahoo said that Tourism industry was a promising and ever growing field around the world.

He said that sharing of ideas and experiences always help ensuring betterment. A presentation on "Punjab Tourism Policy" disclosed that the policy has four main pillars includes promotion, awareness, branding and marketing.  The policy would help in restructuring of government departments that were regulating tourism, uplift of infrastructure, and private sector would be encouraged in tourism.

In the presentation that tourism potential of Punjab includes religious tourism, adventure and desert tourism, cultural and heritage tourism, eco tourism, urban and recreational tourism. The policy was being devised to ensure state of the art tourist services across Punjab, focus on heritage tourism and to fast track Punjab economic growth.

Other speakers on the occasion said that Punjab had all elements of becoming a destination of choice for tourists owing to its historical monuments, cultural diversity and hospitable people.  Through development and management of well-articulated policies, product projection, marketing strategies and public-private partnerships, the tourism sector in Punjab would contribute to the over-all socio-economic development of Pakistan. Participants of the seminar gave number of suggestions for bringing improvement in the tourism TDCP Managing Director Ahmer Mallick and other officials were also present.