IMPACT OF COVID-19 ON TOURISM SECTOR (A CASE STUDY OF SWAT DISTRICT)

Abstract

The tourism and hospitality industry in Pakistan is growing rapidly and has become an important market. In recent years, Pakistan has been eagerly anticipating the arrival of international tourists and has been working hard to provide them with a warm and welcoming experience. Despite being known for terrorism in the past, Pakistan has made significant progress in shedding that image and has gained a lot of positive attention and support from the international community and media. The year 2019 was particularly fortunate for Pakistan's tourism prospects, as it received favorable reviews and saw a boost in its tourism industry (Pakistan Tour and Travel, 2020). furthermore, Pakistan had attracted the attention of major international hotel chains, and they eagerly entered into agreements with the country. In fact, construction had already begun on several hotel projects in the bustling cities and metropolitan areas of Pakistan (Radisson Hospitality, 2019). Pakistan's tourism industry was finally reaping the rewards of its hard work and investments. The upcoming spring season looked incredibly promising as hotels, resorts, and flights were fully booked, indicating a thriving tourism sector. However, fate had a different plan in store. Suddenly, the world was confronted with an unimaginable event that caught everyone off guard: the Coronavirus pandemic. Like many countries around the world, COVID-19 had a significant impact on tourism in Pakistan as well. The pandemic has caused a sharp decline in international and domestic travel, resulting in a severe blow to Pakistan's tourism industry. The Pakistani government closed its borders to international visitors in March 2020 and implemented lockdown measures to curb the spread of the virus. This led to the cancellation of many tourism-related events, such as cultural festivals, and a decline in tourist arrivals. The hotels and restaurants in Swat Valley were forced to shut down due to a lack of business, and many people lost their jobs in the tourism industry. According to the Pakistan Tourism Development Corporation, the number of foreign tourists visiting Pakistan dropped by more than 70% in 2020 compared to the previous year. Domestic tourism has also been impacted by COVID-19. The government-imposed restrictions on interprovincial travel, which led to a decrease in domestic tourism. Swat Valley is a popular tourist destination known for its scenic beauty, rich cultural heritage, and historical sites. However, the pandemic has resulted in a sharp decline in tourist arrivals, leading to economic hardships for those who depend on tourism for their livelihoods. Despite the challenges faced by the tourism industry in Swat Valley, the government of Pakistan has taken steps to promote domestic tourism and support the tourism sector. The government has10 provided financial relief to hotels and tour operators and introduced measures to ensure the safety of tourists. As the situation improves and vaccination efforts continue, there is hope for a recovery in the tourism industry in Swat Valley. The local people are optimistic that tourism will pick up again, and they are ready to welcome tourists back to their beautiful valley