Boosting

tourism in KPK
—
A think-tank
approach
HELLO!
We are a group of friends who believe
we can change the tourism landscape
of KPK.

Our names are:

1. Safi Ur Rehman
2. Junaid Iqbal Rao
3. Mubashir Pervez
4. Arsalan Ahmed

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1.
Why KPK?
—
Why a think-tank?

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Why KPK
—
We believe in KPK

1. We believe tourism is a greatly untapped

potential market in the KPK — in it, there is
potential for the economy, the people, and us.

2. We believe that the unstable political climate of

KPK has led to only unorganized efforts into
improving tourism.

3. We believe that a non-politicized strategy for

improving tourism is necessary for the benefit
of KPK & its people.

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What is a think-tank?
—
What will it accomplish?
1. A think-tank is an institute that conducts
research, advocates strategic policymaking, and
devises execution processes.

2. They can be run by governmental bodies,

academic institutes, or privately managed.

3. Think-tanks have simple, broadly stated goals.

Within those boundaries, complex decisions need
to be made.

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What is our vision?
—
What is our mission?
1. Vision: Improve the economy and livelihoods of
the people of KPK through investments into
tourism.

2. Mission: Identify policy shortfalls. Advise on

investments into industry for highest impact.
Build a KPK brand.

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2.
How will we be
structured?
—
Simplified
strategy

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Our Core Business
—
What we will be doing
1. We will act as service providers to the
government of KPK.

1. We will provide them with market

research of the tourism industry,
locally and around the globe.

We will provide tourism-driving policy

2.
advise, based on hard facts.
2. We will act as co-founders of the KPK
brand and executors of the brand strategy.

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Business Model
—
A Social Business

1. As a think-tank that aims to alleviate the

wellness of KPK, it’s heritage, and its
people, we will be a no-profit/no-loss
business.

2. After covering of all costs, the remaining

profits will be invested back into the think-
tank.

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3.
Our value
proposition
—
Why work with us

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We share the vision
of prosperous KPK
—
we believe in research &
hard work
Our services to KPK will include:

1. Market Intelligence

2. Policy Advise/Strategy

3. Brand Building

Point #1 & #2: Our research & policy superstars will

deliver what is happening globally and how we can
benefit from it.

Point #3: Our creative pundits will build & run media
& marketing platforms.
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4.
The
Revenue Model
—
Driving our
business forward

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Generating Revenue
—
Our 3-pronged
approach
As our core business is divided in two, so will be our
revenue models. We will use the following means to
generate revenue:

1. Service Charges (for the services provided)

2. Corporate Sponsorships (as stakeholder in

the KPK brand)

3. Public/Private Endowments (as

stakeholder in the KPK brand)

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Generating Revenue
—
Service Charges
As an entity directly serving the government of KPK
with market research, consumer research, and
analysis, we would be charging a fee for the services
provided.

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Generating Revenue
—
Corporate
Sponsorships
As an official promoter of the brand KPK we would
have center stage in all tourism promotion activities.
From direct & digital advertising, to official website
and travel guides, all will be platforms that
businesses will be able to invest in for exposure.

Leveraging our status, we could have:

1. Official hospitality partners (Marriott, PC, et al)

2. Official travel partners (PIA, Careem, et al)

3. Varying levels of sponsorships, from all around

the tourism businesses landscapes.
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Generating Revenue
—
Public/Private
Endowments
Tourism benefits the country in a multitude of ways,
from welfare of the common people to the benefit
of the economy. Considering the spirit of patriotism
and ideology that drives a majority of population,
we would reach out to public and private sector
giants and pitch for grants.

As a business, it would not be possible for us to

focus on all of KPK and all beneficiary business from
the start.

Invest in us! We will attract development,

employments, and tourism benefit to your area.
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4.
The
Research
—
Best practices in
tourism

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The Research
—
Service Design
The Bahamas improved their tourism by taking a
customer-centric approach. They worked on
excellency of service design. The achieved it by:

1. Creating a one-stop shop allowing tourists to

make their choices easily and without excessive
confusion.

2. Creating a customer feedback system that

helped collect data on visits and other critical
market information.

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The Research
—
Travel & Safety
In India, the two of the few major steps taken to
improve tourism were:

1. Improving travel: From travel to India, to travel

within India, all should have minimal barriers
and hurdles.

2. Improving the feeling of safety: Travellers within

India used to feel unsafe. To improve, India not
only took the safety of their country and
travellers more seriously but also through
consumer research figured out how to make
their consumers feel more safe.
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The Research
—
Intranet Development
Trinidad & Tobago took an approach of creating a
strong internal network of industries that support
tourism:

1. They created a program, which through

collaboration of different departments, created
a tight link of tourism. This included:

1. A certification program for businesses

2. A standards committee to ensure quality

3. A tourism institute for training and

development
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5.
Commentary
—
The current
tourism policy
(2016)

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The Current Tourism
Policy
—
The Pillars
The current tourism policy is based on 7 pillars:

1. Attractions (Flora, Fauna, Landscape)

2. Accessibility (Roads)

3. Accommodation (Hotels, Hostels)

4. Activities (Non-natural must-go places)

5. Amenities (Banks, Telephone, Internet, Hospital)

6. Laws (Clear and enforced)

7. Actors (Businesses and service providers)

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The Current Tourism
Policy
—
The Investments
KPK government has government has targeted that
it wants to attract Rupees 50 billion in tourism in the
next 5 years.

To achieve this, they have subsidized land for

investments into tourism related purposes and has
vowed fast track investments into tourism
initiatives.

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The Current Tourism
Policy
—
The Shortfalls
The current KPK tourism policy is ambitious but it
lacks a few important things:

1. It is a good analysis of strengths & weaknesses

but lacks a review of opportunities and threats.

2. It lacks action points. With a lot of key issues

pointed out and possible fixes discusses, how
and when things need to be done is missing.

3. It lacks any mention of consumer or market

research.

4. It is factual and rigid, but is unimaginative and

24 lacks vision.
6.
Initiatives
—
Our proposal for
the KPK

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Initiatives
—
Research
Our first initiative would be to conduct consumer
research. The rationale behind this initiative is to
know what the consumer wants before developing
the product.

Our research would be qualitative and would have

an objective of understanding the major types and
mindsets of travellers from around the globe.

Available secondary research data will be studied

first to minimize costs.

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Initiatives
—
Branding
The KPK brand will be developed.

An official seal looks good on documents, reaching

out to global consumers would require a brand that
can attract a global populous.

We’d be looking for inspiration towards India,

Malaysia, Australia, and others.

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Initiatives
—
Intranet Development
We’d like to propose a centrally managed intranet of
hospitality, travel, resort, and other business
partners.

The central management team would have a

standards division, a training division, and a
customer service division, among others.

For businesses, subscription to our intranet would

allow for legitimacy and for us it would allow us to
create a portfolio of partners, that we could help
develop and grow for the benefit of the province.

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Initiatives
—
A Targeted & Prioritized
Development Plan
Targeted and prioritized development will always
feature the list of upcoming targets for the
departments of tourism.

This list would allow pushing of agendas that would

be unearthed through research, customer feedback,
or strategic planning.

This list may include: Working with department of

railways to improve a foreign tourists trip,
development of discounts with Careem, addressing
the reports of pickpockets operational in Murree.

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THANKS
We’d love to hear your questions.

Let us know how we can help

build a better and more
prosperous KPK!

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