Jashne-Qaqlasht and Tourism  -letter

Jahne-Qaqlat was wonderful occasion of a kind of all embracing beauty of nature. One person, who had come from Punjab, summed up and quadrupled the event by saying that this occasion reflects the essence of natural pleasing scenery of picturesque which rejuvenates the dormant aesthetic instinct. It was a fact because there everything was the justification of nature and Chitrali culture. Such kind of not well- planned mob could never have been seen anywhere in the world with conspicuously bound in the values at the time of ill -temper and strong zeal and zest. Chitral might have been the centre of a globally demanding culture where respect for humanity, peace, tolerance, compassion, good will and friendship if it properly be live coveraged by the electronic media which is slowly and gradually withering away in the world.

The absence and role of electronic media was extremely felt because everything was available there which is glimmering for the Pakistani as well as foreign tourists.

Tourism is, no doubt, the biggest source of income for a country which becomes unattractive and menace in Pakistan. Development of this industry depends particularly on the electronic and to some extent on print media and government tourism ministry to take measures in order to recreate blemished national image on strong footing. It provides income for the country on one hand and seems to be a confidence building measure on the other.

Our neighboring country India is advertising the places of attraction very well for increasing her revenue and Singapore is leading the world in tourism for the exposure of the pretty places where exists only unnatural cosmetic beauty in everything but earns huge amount from this industry only by well planned advertising strategies.

Chitral is the one among the naturally gifted beautiful and attractive places of tourism and the Jashne-Qaqlasht has become a great festivity of Chitral but it remained unnoticed due to the indifference of electronic media (T.V channels) and tourism industry. It needs attention of electronic media for live coverage of the variety of items and tourism ministry of Pakistan for making it more standardized in terms of attraction. Jashne-Qaqlasht would have been made a great source of income for national purse and Chitral and an occasion of festivity for Chitrali people in each year of the spring. Therefore we need to make groundwork and proper arrangements before the commencement of the event for the next year to involve district, provincial and national government with electronic media for its live coverage for the source of income and exposure of Chitrali culture.

Alhaj Muhammad Khan
Charun. Chitral.
21 April, 10.