International travel has always made a substantial contribution to the growth and integration of the world economy. The tourist sector has grown to play a critical role in sustainable development by generating income, creating jobs, and boosting nations' ability to compete globally. The tourist sector has been included in Agenda 2030's Sustainable Development Goals (SDGs) as a key engine of economic growth for this reason.
International travel has always made a substantial contribution to the growth and integration of the world economy. The tourist sector has grown to play a critical role in sustainable development by generating income, creating jobs, and boosting nations' ability to compete globally. The tourist sector has been included in Agenda 2030's Sustainable Development Goals (SDGs) as a key engine of economic growth for this reason.
E-tourism is the current stage of this progression, which has largely digitalized the travel and tourism sector through disseminating information online. The usage of contemporary technology and social media platforms like Facebook, YouTube, Twitter, and numerous more platforms are part of this digitization. Customers can choose their preferred locations while controlling their financial expenses online thanks to modern communication methods. E-tourism includes digital economy ideas including "e-business," "e-commerce," "e-services," and "e-marketing." E-tourism, to put it briefly, is the "digitalization of all the value chains and processes" connected to the travel, hospitality, and catering sectors in order to increase the efficiency and productivity of the businesses involved.
ADVANTAGES OF E TOURISM FOR UNDER DEVELOPED NATIONS
E-tourism can help developing nations around the world benefit from increased economic growth. Tourism offers poor nations a significant opportunity to earn foreign currency, which will ultimately support their sustainable growth and development. The majority of developing countries rely on the development of tourism, capital, agriculture, and energy for their economic success. Due to their technological reach and expertise a decade ago, the majority of poor countries were dependent on wealthier and established nations. Today, however, technology is nearly universally accessible, giving poorer nations a significant advantage to improve their tourism industries by digitizing them.
TOURISM IN PAKISTAN
Pakistan is one of those nations in the globe that has access to a wide range of tourist attractions. It has developed into one of "its top tourist attractions" thanks to the oldest civilization in the known universe, unusual peaks, and marvelous seasonal variability. Adventure tourism, traditional tourism, religious tourism, archaeological tourism, and seaside tourist all thrive in Pakistan. All of these ultimately aid in the nation's economic growth. The term "adventure tourism" describes the "sightseeing" of Pakistan's spectacular mountain ranges, rivers, and valleys. It also features adventurous activities like skiing, rock climbing, and water rafting, among others. Numerous local and foreign tourists come to enjoy various customs, cultural events, and sporting competitions.
Conventional tourism includes events like the Sibi Festival, Mela Chiraghan, horse and cattle shows, as well as several other events of a similar nature held all around Pakistan. Given recent developments like the Kartarpur Corridor, which promoted inter-religious cooperation, religious tourism is particularly crucial. Sikhs and Buddhists, in particular, have their centres in Pakistan. The relics of ancient civilizations still visible in Pakistan, such as the 3000 BC Indus valley civilization, are included in archaeological tourism.
TOURISM TO E-TOURISM
Pakistan is failing in obtaining the actual benefits of tourism while having a large potential. This is primarily due to the fact that it has not been improving the tourism business via the use of contemporary communication and technological means. According to the World Travel and Tourism Council's most current figures, Pakistan earned $8.8 billion in income in 2021, or 2.9% of its entire Gross Domestic Product (GDP). Previously, this proportion which was 5.7% of the global GDP in 2019 has decreased. The Covid-19 virus caused a decline in tourism during the years 2020–21, but its eradication has given the sector a new lease on life.
CHALLENGES
Due to numerous obstacles, Pakistan is regrettably still struggling to draw foreign tourists. Pakistan is ranked 130th out of 141 countries for having an enabling environment, 138th for safety and security, 102nd for health and hygiene, 138th for human resources and labour market, 123rd for travel and tourism policy and enabling conditions, 120th for the government's priority of travel and tourism, 107th for tourism infrastructure, and 141st for environmental sustainability. Pakistan was named the best tourist destination in the world by Condé Nast Traveler in 2020 due to "the relatively steady security situation over the last five years," according to the luxury travel guide.
CONCLUSION
E-tourism can considerably help developing nations like Pakistan in a world that is transitioning to a "digital economy." A Memorandum of Understanding (MoU) focusing on the creation and implementation of e-tourism facilities in Pakistan was signed in April 2022 by the Khyber Pakhtunkhwa (KP) government and FAST university. By enhancing the experience of visiting Pakistan, such efforts can affect change at the grassroots level. The number of Chinese tourists travelling to Pakistan has increased since the start of the China-Pakistan Economic Corridor (CPEC). This has given the nation the chance to boost investment, particularly in China's private sector. The growth of the magnificent Gwadar port has also increased Pakistan's "coastal tourism."
