Destination Branding Assessment:

Tourism is emerging as the fastest growing economic sector worldwide.

Tourism is related to the movement of people from one place to another
place outside local residential area for work, recreation or to discover the
place. Tourists linked travelling to leisure. Tourists select tourist’s
destinations because of the attributes of these destinations. All these
destinations become famous by attractions. In modern world, tourism is
being subjected to leisure activities. Mostly traveling activities recorded
today are seen to be leisure and holiday based. Many countries promote
tourism to gain their economic and social activities. In Pakistan, tourism
sector is growing fast as Government has taken some serious reforms for
its growth. It contributes US $8832.1 million to GDP and 2.9% of GDP
in 2017.

As tourism industry plays significant role in improving trade sector and

economic stability of a country, so many nations are keen to improve this
sector by taking necessary measures. So, Governments are establishing
new local organization with the aim of promotion abroad (Faulkner
1992]. WTO states that the tourism sector shows immense growth for the
last 3 years. So, the WTO (2004] termed it as the largest economic sector
as it accounts for 657 million trips and $825 billion dollars per annum
(1998]. It generates more than 70 million jobs and is 4% of the world
GDP (WTO 2003] and says international arrivals will reach 1.56 billion
by 2020.
Destination marketing is admitted to be necessary for the growth and
sustainable development of tourist’s destination over the period of time in
this competitive tourism market (UNWTO, 2011]. United Nations world
Tourism Organization refers destination as ‘’fundamental unit of analysis
in tourism’’ (WTO, 2002]. Destinations have emerged as brands
(Morgan, Pritchard and Pride 2002]. So, many countries consider
destination marketing organization DMO as key element in attracting
tourist across the globe, ultimately, DMO has become the center focus of
researchers (Wang and Pizzam 2011, Fayal, Garrid and Wang 2012].
People choose destination on the basis of pictures shown to them that
grow their wish to visit the destinations (Solomon et.al 2006]. Marketers
design strategies to attract people to the destinations by divulging them to
different kind of features associated with destination.
This project seeks to get insight into the DMO of TDCP, an organization
that regulates tourism activities in Punjab, Pakistan. Pakistan is home to
beautiful mountain ranges, plateaus, rivers, valleys and cultural heritages.
In 2010, Lonely Planet labeled Pakistan as one big thing in tourism. In
2018, British backpacker ranked Pakistan as one of the top adventurous
and friendlies tourist countries in the world. Punjab, the second largest
province of Pakistan, has many tourists’ destinations. It is known for it’s
ancient civilizations of Gandhara civilization, Harappa and Indus valley
Civilization. Punjab is the land of many Sufi shrines and Hindu and Sikhs
religious sites, so each year a number of religious tourists across the
globe come to Pakistan for the religious tourism and attracts many
domestic visitors to the Sufi shrines. In order to promote tourism across
the province, Tourism Development Corporation of Punjab regulates
tourism.
Tourism Development Corporation of Punjab:
It is an independent organization integrated under the Companies
Ordinances 1984 on the 10th December 1986. Managing Director governs
it under the administrative control of Secretary, Government of the
Punjab, Youth Affairs, Sports, and Archaeology & Tourism Department.
The Board of Directors (BOD) is responsible for taking the important
decisions under the Chairmanship of Chief Minister Punjab.
TDCP plays a vital role in managing and supplementing the efforts of the
Government in strengthening promotional and marketing efforts,
boosting private investments and in providing skilled manpower
resources. It has Tourist offices at numerous places in Punjab which are
responsible for providing information service to tourists, tourism
promotion and marketing in their respective areas.
Visitors Statistics:
Pakistan Tourism Development Corporation reported arrival of visitors at
1.75 million in 2017 in which 30% visitors were domestic while others
70% tourists were international. The world Travel and tourism council
mentioned that tourism in Pakistan contributed $19.4 billion to GDP.
TDCP website does not provide enough information and visitor statistics
so researchers have to consult national studies of international
organizations like World economic Forum and WTTC. According to
WTTC report of 2018, visitor exports generated 936.4 million US dollars
which is 3.7% of total exports that will increase to 1826.4 million dollars
in 2028. In 2017, Pakistan generated PKR98.7billionl in visitor exports. It
is estimated to be reach at 1252000 international tourists in the coming
year. In 2028, it is anticipated to be 2054,000 arrivals of tourists in the
country.
Pakistan total contribution of travel and tourism to GDP:

Direct Indirect

8.0

6.0

5.0

4.0

2.0

0.0

Direct Indirect
Types of visitors:
Type of visitors varies from leisure to business traveling, cultural and
religious tourists and from domestic to international. All type of tourists
visits Pakistan across the year as many bloggers reported on social media
reported by international journals. As leisure tourism is getting more
recognition worldwide, Pakistan tourist’s statistics also accounted a
massive number of tourist to leisure visitors as it generated 81.2% of
GDP in 2017 while business travel spending is expected to grow by 7.9%
and rise by 5.4% per annum by 2028. Domestic travel spending
generates 93.2% of direct travel and tourism GDP in 2017 as compared to
6.8% of international tourists receipts. International tourists are expected
to grow 6.4% per annum by 2028.
Pakistan visitor’s exports and international tourist arrival:

mn
6.0

0.0

Branding:
TDCP is continuously working on the improvement in the tourism sector
in Punjab. TDCP website provide complete information about the tourists
attractive places and destinations points across the province for instance,
it provides information and historical knowledge associated with places
like Lahore, historical monuments, Bahawalpur palace, markets, shrines
and religious sites. TDCP also arranges tourist visits to these places and
also helps in making accommodation easier for tourists across the globe.
But the role of TDCP is not considered to be excellent as TDCP website
does not provide proper tourist statistics, database and policy papers.
Punjab has much more potential in tourism while attracting millions of
tourists around the world but fail to do so because of the poor destination
marketing. Only statistics of the tourists that TDCP provides, only is the
estimate of the tourists arrival per annum.
DMO:
Knowledge and information about a destination a person has plays crucial
role in tourism. Ideas, knowledge, perception and set of beliefs plus
attractions are factors that people associate with a destination (Line et.al,
2007]. These all collectively make an image of destination in people’s
mind (Echtner and Ritchie 1993]. Tourists Destination Brand image
pushes a tourist while selecting the destination (Bolan and Williams
2008].
TDCP acronym of Tourism Development Corporation of Punjab is a
DMO i.e an organization that works on behalf of the Punjab Government
to promote tourism in the province through marketing of various tourist
destinations across the province. It was established on 10th Dec, 1986
and till then continuously working to strengthen the travel and tourism
development. It is hub of information regarding tourism to tourist and a
place of tourism marketing and promotion.
Vision:
To promote and develop tourism by providing entertainment,
accommodation, food and services to tourists. To work for generating
revenue maximization, job creation and poverty elimination and to
promote positive image of the country
Objectives

 To promote Punjab globally as a destination which offers a range

of unique historical, cultural and geographical sites.
 To provide facilitation to visitors for an enjoyable, distinct and
memorable experience.
 To project and publicize country’s history, culture, art, literature,
archaeological monuments.
 To generate significant investment and employment through
business opportunities and subsequently the development of the
economy.
 To demonstrate partnership and collaboration across all
stakeholders.
 To identify and develop new tourist sites of cultural, historical,
recreational and religious importance
TDCP is the only DMO in Punjab-by-Punjab Government that works like
a one window operation for promotion, marketing, and tourist
management. It organizes events manage tours, accommodate tourists
and provide statistical information about the arrival of visitors.

On the other hand, TDCP faces many challenges in DMO as it could not
succeeded in providing whole information about the tourist destinations
or about tourist’s fact and figures. Punjab is place to many Sufi shrines,
Hindu temples and Sikhs dargahs. It can enhance the potential of tourism
by identifying and making these all sites operational for tourist as it has
great potential in religious and cultural tourism. TDCP need to improve
its marketing strategies and website so that one can get the complete
statistics regarding tourism on its official website.

References:
Pike, S., & Page, S. J. (2014). Destination Marketing Organizations and destination
marketing: A narrative analysis of the literature. Tourism management, 41, 202-227.

Alhroot, A. H. H. J. (2007). Marketing of a destination: Jordan as a case study.

Enright, M. J., & Newton, J. (2004). Tourism destination competitiveness: a quantitative

approach. Tourism management, 25(6), 777-788.

Hannam, K. (2004). Tourism and development II: marketing destinations, experiences and
crises. Progress in Development Studies, 4(3), 256-263.

www.tdcp.gop.pk

peri.punjab.gov (Punjab economic report]

www.tourism.gov.pk

www.wttc.org