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VISIT PAKISTAN, DESTINATION 2007 most captivating, one liner of the year, that welcomes tourists around the globe to come and explore what's embedded in the golden folds of this fertile land. Whenever we talk about religious tourism or pilgrimage, the sacred places come to our mind like Mecca (Saudi Arabia), Shrines of Iraq and Iran, Vatican City. Pakistan, the land of saints and monument where renowned Sufi poets left their footprints replete with wisdom and eternal messages, among these sages were Baba Farid (1173-1265), Guru Nanak (1469-1540), Shah Hussain (1539-1599), Sultan Bahoo (1629-1690), Bulleh Shah (1680-1758), Waris Shah (1722-1798), Mian Muhammad (1830-1904), Khawaja Farid (1841-1901). Religious places in Pakistan are Multan (The Land of the Mystics) Sehven Sharif, Pkpatan, Hassan Abdal, Nankana Sahib, Sacha Sauda Taxila, Ghandhara Stupa, Raj Katas, Kallar Kahar.
The main purpose is how to attract tourists towards these destinations, for this we have to take certain steps on large scale. Proper projection plays a vital role in any tourism industry, advertisement through brochures, pamphlets, posters, coffee table books, handicrafts, stamps, T.V program, travelogues and documentaries. Multan is probably the oldest surviving city in South West Asia, with history that reflects the history of the sub-continent. Every invader from Alexander, through the Mughals, right up to the British have fought for the control of the city, situated about one hundred kilometers from Punjnad, where five mighty rivers of Punjab meet.
Here in Multan, are more tombs of saints and Sufis gathered at one place than anywhere else in the world. The city is fraught with towering brick and marble shrines, in particular by its eleventh century Patron Saint 'Shah Rukn-e-Alam' and Hazrat Bahauddin Zikria with many others such as Shah Shams Tabrez. They are not only an object of veneration for the locals, but also for thousands of people who throng in massive numbers to these shrines, searching for spiritual enlightenment, in fact, the galaxy of mosques and mausoleums erected in Multan speak eloquently of the grandeur and sublimity of this great city. Other remarkable sights include the Fort standing majestically above the city and the 18th century Eidgah Mosque.
Lahore (come to see it, come to love it.) a city rich with the imprints of time is today a sprawling metropolis of the Punjab. Set like a verdant jewel in the heart of the province, it pulsates with life. It holds within its bustling bazaars, multi-faceted crowds and bewitching colours. The recorded history of Lahore dates back to 1021 AD when it was conquered by Mahmood Ghaznavi ho made it the capital of Ghaznavi Empire. It was then that Lahore became the center of social, cultural and educational activities and continued to grow in stature, reaching the pinnacle of its glory under the Mughals who gave it its famous architecture, including the royal palaces, tombs and gardens. Lahore owes much to the Mughal princes, for it was here that Shah Jehan made Shalimar garden, Aurangzeb constructed the world famous Badshahi Mosque and it is here that the Emperor Jehangir and his beloved wife Nur Jehan are buried. The massive doors and great vaults of Lahore Fort speak eloquently of the days gone by. Nankana Sahib (Janam Isthan) 39 km southwest of Sheikhupura is an important place of pilgrimage.
There are two main Sikh temples or Gurdwaras here, Ba Lila whre Guru Nanka, the founder of Sikh religion spent his childhood, and Janamasthan, where he is believed to have been born. The latter houses sacred relics belonging to the guru. Thrice a year, on Besakhi (April), death anniversary of Maharaja Ranjit Singh (June) and Birthday of Guru Nanak Dev (November), Sikh Yatries visit these holy places in thousands. Apart from these two main gurdwaras, Nankana Sahib has some other religious attractions like gurdwaras Maulvi Patti Sahib, Tambu Sahib, Kaira Sahib and Nahang Singh Chhauni.
Hassan Abdal ( City of the Guru) 48 km from Rawalpindi is soothing, placid and solace giving place. The town has a particular association with Sikhs owing to Gurdwara known as Panja Sahib having a sacred rock with the handprint of their religious leader, Guru Nanak. Raj Ketas, located between Kallar Kahar and Choa Saidan Shah, was an important Hindu pilgrim center before partition. Ketas means "weeping eyes". Here we find a cluster of deserted temples, shrines, bath-houses and ruined fort surround a pool, sacred to the Hindu god Shiva. As the legend says, when Shiva wept over his wife's death, the tears formed the pool. Hindu Flocks gather here every year in order to get bath in holy water.
Taxila (a scent of the past; a promise for the future) is one of the subcontinent's archaeological treasures and was once an important city of the Gandhara Civilization. The ruins of Taxila, scattered about 30 kms away from Rawalpindi, represents one of the most pivotal archaeological sites in Pakistan. The history of Taxila spans over 1,000 years (around 500 BC to 500 AD), evolving and changing over the centuries as it absorbed the influences of various conquering empires, Taxila had been the site of the best-known university in the subcontinent. Worth seeing places are Bhir Mound (the oldest city of Taxila), Dharmarajika Buddhist Stupa and Monastery etc. Its museum is noted for its magnificent collection of Gandharan Art (a rare blend of Greek and Buddhist art).
Development of these worth seeing places is not only desired but also required. There is dire need for Proper projection and restoration of these sites. Promotion of diverse layers of tourism like business, ecological, heritage, urban, and adventure tourism must be carried out. Enthralling and enchanting locations of Pakistan beckon not only domestic but also foreign tourists to great extent. But the number of international visitors has reduced during last few years, the main reason behind that is the law and order situation. Full security should be provided in order to enhance visitors' ratio. On the other hand government should minimize the number of taxes levied on the hotel/tourism industry.
Guidelines, brochures, and maps should be available easily to create awareness and provide information. An appealing and alluring website must be developed with one window package catering to all their needs such as seeking information regarding to and fro journeys, major hotels, transportation, hotel charges, facilities, etc. Seminars should be conducted on large scale in order to educate people regarding hotel/tourism related institutions. Adventurous, dynamic and energetic program augmented with the flair of expedition and suspense; should be aired, that not only depict scenic beauty and aura but also rouse strong urge to explore, experience and to tread on un trodden ways.
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