The hospitality industry is a multi-billion dollar sector with roots that go back to ancient civilizations. The term hospitality comes from the Latin word ‘hospes’, meaning visitor or stranger. Long before hotels existed, various cultures developed their own methods, based on tradition, to offer lodging and accommodation to guests, whether they were travelers or strangers (Wich, 2021). For example, the concept of Xenia in ancient Greece represented a formalized bond of friendship between a guest and a host, similar to what we see with modern platforms like Airbnb. In the absence of hotels, a code of conduct emerged to govern the practice of Xenia, allowing travelers to knock on doors and be welcomed in by hosts who would provide them with a place to stay.

Guests were expected to respect the host’s home and belongings, and at the end of their visit, it was customary for both parties to exchange gifts as a sign of their newly formed Xenia relationship, which could endure for generations (Shapiro, 2021). Likewise, historical records from the Indian subcontinent frequently mention various forms of tourist accommodations, such as viharas, sarais, and musafirkhanas. The roots of institutional hospitality can be traced back to Buddhist monks, with ancient cave temples in India serving as evidence of this tradition.

In the current times, the hospitality industry has evolved into a significant investment opportunity due to global tourism potential. This trend has positively impacted Pakistan, transforming it into a significant tourist destination in the last five years. While the hospitality industry presents a great opportunity for investors looking to invest surplus capital, it also brings along a range of challenges.

Lack of Infrastructure and International Standard Facilities

The hospitality industry encompasses four main categories: lodging, food and beverage, recreation, and tourism. These categories are interconnected and further divided into various subcategories and related industries (Wich, 2021). Investing in the hospitality sector could significantly enhance Pakistan’s economy, especially given the country’s immense tourism potential. In 2020, Pakistan was recognized as the top tourist destination by the esteemed Condé Nast Traveler Magazine, which has a global readership of 33 million (Conde Nast Traveller).

However, due to a lack of infrastructure and resources as well as socio-political factors, Pakistan’s tourism and hospitality sectors have not been able to grow at par with international standards. Other challenges include insufficient hospitality standards upheld by local brands, a shortage of hospitality schools, and minimal competition in the sector. This has led to the dominance of one or two major groups that are operating at a hospitality level significantly below international expectations.

From a business perspective, poor hospitality standards in Pakistan have a directly proportional impact on the hospitality sector. Poor standards and lack of infrastructure have restrained tourism in Pakistan over the years.  This is especially significant to the crippling economy of Pakistan because tourism has emerged as one of the biggest economic activities across the world. Many countries, such as Malaysia, Turkey, Thailand, and the UAE, have enhanced their economies through tourism. Pakistan has significant potential in this sector and could greatly benefit by upgrading the standards and facilities of its hotel industry. Additionally, investors have the opportunity to franchise hotels with international brands like Hilton and Marriott, allowing them to leverage their expertise and strategies while also promoting a positive image of Pakistan worldwide.

Lengthy Regulatory Processes

To establish and develop international standard hotels in Pakistan, investors must navigate several key stages: obtaining approval for the building plan, classifying the hotel, registering the hotel, applying for a license, training hotel staff, and ensuring the hotel meets international standards. Additionally, the tourist services across all provinces of Pakistan and the Federal Capital Territory are overseen by the Department of Tourist Services (DTS).

DTS’s primary role is to regulate the hotel and travel industries, which includes the registration and licensing of hotels, restaurants, travel agents, tour operators, and tourist guides, as outlined in the DTS Guidelines. The Government of Pakistan places a strong emphasis on tourism, making it essential to have standardized facilities that meet international requirements. However, many local hotels and guesthouses have emerged in recent years, often lacking the necessary experience, quality assurance, and training in the industry.

The main challenge of building a hotel in Pakistan is the hefty investment requirements. And even in the case of sufficient investments, the length of the regulatory procedures becomes a bigger challenge to operate the hotel. For example, for the construction and development of a hotel in Islamabad, the building plan has to be approved by the Capital Development Authority (CDA) which takes several months. The post-construction requirements including registration and licensing, trademark registration, are also time-consuming.

Workforce Shortages and Skill Gaps

One of the critical challenges in Pakistan’s hospitality industry is the lack of trained professionals. While the sector has immense growth potential, the country faces a shortage of hospitality schools and specialized training institutes. As a result, many employees lack the skills necessary to meet international standards of service. This shortage is particularly pronounced in remote tourist destinations where finding and retaining skilled workers is even more difficult. To address this, partnerships between the private sector and educational institutions can help establish training programs focused on hospitality and tourism.

Impact of Political Instability and Security Concerns

Political instability and security concerns have historically hampered the growth of Pakistan’s tourism and hospitality sectors. While efforts to improve the country’s image as a safe travel destination have seen some success, lingering concerns deter international tourists and investors. Addressing these issues requires a concerted effort from government authorities to ensure the safety and security of tourists and create an environment conducive to investment.

Seasonality of Tourism

The hospitality industry in Pakistan is heavily influenced by seasonality, with tourist inflows peaking during certain months. For example, northern areas like Hunza and Swat see a significant influx of tourists during the summer, while winter tourism is limited to specific activities like skiing in Malam Jabba. This seasonality poses challenges for hotel operators, who must balance maintaining operations year-round with managing fluctuating revenues. Diversifying tourist attractions and promoting off-season tourism could help mitigate this issue.

Environmental Concerns and Sustainable Tourism

As tourism grows, the environmental impact of increased visitor activity has become a pressing concern. Many tourist destinations in Pakistan, such as the northern valleys, face issues like deforestation, waste mismanagement, and pollution. Developing sustainable tourism practices, such as eco-friendly accommodations and waste management systems, is essential to preserving these natural landscapes for future generations.

Limited Technology Integration

The hospitality industry globally is rapidly adopting technology to enhance guest experiences, such as online booking platforms, automated check-ins, and AI-driven customer service. However, many hotels and accommodations in Pakistan lag behind in integrating these advancements. Encouraging technology adoption can help local businesses improve operational efficiency and compete with international brands.

Promoting Cultural and Religious Tourism

Pakistan’s rich cultural heritage and religious sites, such as Taxila, Mohenjo-daro, and Kartarpur Corridor, offer tremendous potential for tourism. However, the lack of targeted marketing campaigns and infrastructure around these sites limits their appeal to international visitors. A focused approach to promoting cultural and religious tourism could attract a diverse range of tourists and boost the hospitality industry.

Recommendations for Growth

• Public-Private Partnerships: Collaborations between the government and private investors can lead to the development of modern infrastructure and facilities.
• Improved Regulations: Streamlining the regulatory process to make it more investor-friendly can reduce barriers to entry.
• Marketing Campaigns: Launching international campaigns to showcase Pakistan as a safe and attractive tourist destination can boost global interest.
• Focus on Luxury and Boutique Hotels: Diversifying the hospitality landscape by encouraging boutique hotels and luxury resorts can attract high-end tourists.

Conclusion

The hospitality industry has become a promising investment opportunity thanks to its global tourism potential. Pakistan, with its unique geographical landscape, holds significant tourism prospects. If harnessed effectively, this potential could greatly enhance Pakistan’s economy. However, the hospitality sector faces numerous challenges for investors looking to enter the market.

With alternatives like budget-friendly Airbnb options and local homes offering ‘paying guest’ arrangements in northern regions, investing in hotel development and construction can be a tough choice. The lack of infrastructure and resources has hindered the growth of Pakistan’s tourism and hospitality sectors, preventing them from meeting international standards. Socio-political factors have also played a role in this stagnation. Additionally, the lengthy regulatory processes required for obtaining necessary approvals, licenses, and hotel registrations can discourage potential investors.