Tharparkar as a Tourist Destination: Unlocking Business Opportunities and Socio-Economic Development

Abstract

Tharparkar has been considered a symbol of poverty and barrenness, nevertheless, its tourism potential has been identified long ago and is being utilized. Tourism is an income-generating activity that provides pleasure and experiences in exotic areas, it is also evidenced to contribute to the achievement of Sustainable Development Goals (SDGs), which is an imperative to attain for Pakistan as a developing country.  Literature about Tharparkar and its visiting spots, and tourist destinations were reviewed. This study investigated the contributing and non-contributing factors towards the tourism of Tharparkar and provided recommendations for business ventures and improvement for socio-economic development. Data were collected through the closed-ended questionnaire from 39 tourists visiting Tharparkar district. Data were analyzed in terms of descriptive statistics and paired sample tests using SPSS. Findings indicated the high demand for Tharparkar as a tourist destination and inherited resources are the main strengths of Tharparkar. Whereas, shortage of created resources and poor management limit its growth, while supporting factors and situational factors also need improvements. Hence, it is imperative to develop more resources for tourism, i.e. improvement in health facilities, accommodation, telecommunication, transportation, and infrastructure. The availability of financial institutions and currency exchanges was also found essential. Moreover, tourism education and training, clear policies in social tourism, tourists' access to information, a conducive environment for foreign/local investments, good quality tour packages, and their promotion are also required. Good restaurants, souvenir shops, and more spots and activities for entertainment will also add value to tourism experiences. Such needs can be utilized as opportunities by entrepreneurs, which will bring regional development and benefit the local community. Commencements of business ventures will provide a vast range of employment opportunities that will improve the living style of residents and the economic conditions of the region and the country.