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As temperatures soar across Pakistan, more and more tourists are flocking to the northern regions to escape the heat. Travelers from all over the country set out on their journeys either using their private vehicles with friends and family or by relying on various tour services.
If you are an avid social media user and have searched for travel-related information on Google or Facebook, you have probably noticed a barrage of advertisements from companies offering travel packages. The surge in tour operators has made it difficult for the average person to decide which company to trust. Before making any decision, it’s crucial to ensure that the company you choose is operating legally.
Personal Experience of a Tourist
Muhammad Farooq from Lahore shared his experience from last summer when he traveled from Lahore to Naran with a company called Easy Travels. He discovered this tour company through an advertisement on Instagram and decided to book a trip with them.
“The company name and rates seemed reasonable, so I made a booking decision. We were supposed to gather at a bus terminal at the scheduled time, where a coaster was waiting for us,” Farooq explained. “The coaster was a bit old, but we boarded it. The package included meals and accommodation. However, the experience that followed with the quality of food and the kind of hotels we stayed in made me decide never to travel this way again. It wasn’t just me; other fellow travelers felt the same.”
The Instagram page of the tour operator Farooq traveled with is no longer available. However, numerous other companies offering cheap travel packages to the northern areas can be found, ready to assist tourists.
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Non-transparent yet Easy Business
Investigations reveal that many of these “social media companies” operate without proper business practices. Urdu News contacted several companies through the contact numbers provided in their advertisements. Many were unwilling to discuss their business operations, while some requested written questions but never responded.
The first question posed to these companies was whether they were officially registered. It appears that a large number of people are entering this business because it seems like an easy source of income.
An individual involved in this business for many years shared some insights based on his experience, under the condition of anonymity. He explained that many tour operators emerge during the summer season with their Facebook and Instagram pages because they operate only for three months.
He further elaborated, “A five-day tour plan can earn between seventy thousand to one lakh rupees. Conducting two to three tours per month is manageable, which is why people do not register their businesses. It’s not guaranteed that you’ll get twelve to fifteen people for a tour every month. Most social media pages are run by people who know each other. Last year, there was an incident where twelve tour operators had one or two bookings each. They sold their bookings to one tour operator for some money without informing the tourists, leading to significant chaos over the quality of services. None of these tour operators were officially registered.”
Official Regulation and Impact on Registered Businesses
In Pakistan, the Department of Tour Services (DTS) is the official body responsible for registering tour operators who work within the country and internationally. The DTS has the authority to regulate all tour operators.
Saqib Ali, the co-founder of a tour operator company named Destination Pakistan, which has been registered with the DTS since 2016, highlighted the impact of illegal tour operators on their business. “The influx of illegal tour operators has severely affected our business. Therefore, we now only deal with tourists from abroad. We have complete documentation and can issue invitation letters for visas, among other services,” Saqib explained.
Conclusion
The growing number of illegal tour operators in Pakistan poses significant challenges for tourists and legitimate businesses alike. The lack of regulation and oversight allows these operators to offer subpar services, leading to disappointing travel experiences for many. It is crucial for potential travelers to verify the legitimacy of tour companies before booking their trips. This can ensure a safe, enjoyable, and hassle-free travel experience, while also supporting registered businesses that comply with legal standards and provide quality services.