Prolonging Life Cycle of Tourism Area/ Malam Jabba Swat Pakistan

1. Prolonging Life Cycle of Tourism AreaA Case Study of Malam Jabba Ski Resort Pakistan MOHAMMAD IMLAQ Student I.D 2019100842 UBAID ULLAH JAVID Student I.D 2019100843

2. The life cycle of the tourism product Discovery • Small number of unobtrusive visitors arrive seeking "unspoiled" destinations. • These early "explorer" tourists generally speak the language and identify with the local culture. • The social impact in this stage is generally small and resident attitudes are fairly positive towards tourism. • Stagnation • Decline • The quality of tourist services falls • Demand Level Off • The environmental degradation of the tourist destination • Destination reached to maturity Launch • Fewer Visitor come • Economy fall down • Business fails • Number of incoming tourists increases • Businesses remain family based • Outside interests become involved • Developing businesses and tourist facilities Discovery Launch Decline Stagnation

3. Tourism Area/Product Life Cycle Model

5. Overview of Malam Jabba Malam Jabba Introduction/ Location Destruction Project investment Revival Innovation Advertisement International/Domestic events Videos

6. Location • Located at Northern area of Pakistan at district Swat • 6 hours drive from Capital city Islamabad and total distance is 314km • 9,199 feet(2,804 metres) above from sea level • International Skiing Competition features  • Oldest and largest ski resort in Pakistan • Top 10 in the world • Highest naturally slope in the world

7. Destruction • In 2007 Pakistan army operation against terrorism • Road was demolished • The Resort was destroyed by terrorist • After few years it was rehabilitate

8. Project Investment • Construction cost : 1700 Million. • Equipment cost : 700 Million. • Land lease amount : 400 Million. • Total investment : 2800 Million. • Total revenues per year : 384 Millions. • Income tax 35% : 134.4 Millions. • Income after tax : 249.6 Millions • Return of investment : 21.33%.

9. Revival • The project envisages restoration and revival of the resort both for beginners and professional skiers. • Construct Manglor to Malam Jabba 45 Km road. • Construction of 5 star PC hotel. Before it was 3 star hotel. • Reconstruction of chairlifts as international standards. • Before number chairlift was 52 now increased to 108. • Facilities to be provided like first aid and medical emergency backup. • Construction of tea with tuck shop at top of the hill with parking facilities. • 7.2km Shangla-Malam Jabba Road planned

10. Innovations • Organize Ice Hockey Matches • Installed Zipline • Installed Chair Lifts • Provide Ice Fishing • Snowboarding • Grass Skiing • Install Jumping Boards • Open Adventure Park • Open Ski School • Conduct Marathon Race • Start Up Hill Race • Snow Sports Competitions • 5 Star Hotel

11. Advertisements

12. International and Domestic Events • After revival the first Domestic Skiing competition were held in 2014 • First International skiing competition were held in 2017. • 2nd International skiing competition were held in 2018. • 3rd International skiing competition were held in Feb. 2019. • More than 20 Ski Players/associations participated. • 12 countries participated in Skiing event from Jan-march 2017 • 15 Countries Participated in January 2020

13. Tourist Arrivals by Thousands

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