Careem's Unique Strategy To Promote Tourism In Pakistan!

Careem’s Unique Strategy To Promote Tourism In Pakistan!

Many tech industry gurus such as Tania Aidrus (Head of the PM’s Digital Pakistan Initiative), Chris Rogers (Partner at Lumia Capital) and Jehan Ara (PResident of P@sha) have drawn a parallel between Pakistan’s start-up ecosystem and  Indonesia’s start-up ecosystem some years back in terms of attracting investment and establishing local entrepreneurs.

In the last couple of years, transport has been the major sector spurring the startup funding scene in Pakistan with the likes of Careem, Uber and very recently Swvl and Airlift, similar to Indonesia where Grab and Go-Jek are major brands in the ride-hailing space. Even though this is great news, the fact remains that ride-hailing startups aren’t really profitable entities anywhere in the world yet and whether they can be sustainable is still a question mark.

 

The key challenge starts like Careem face in Pakistan is retaining and expanding existing market share while being sustainable entities that do not rely on investor capital in the long run. Perhaps this can be achieved by further diversifying and tapping into the potential that the market presents for Travel and Tourism, the same way Grab and Go-Jek have done for Indonesia by catering to a large influx of tourists on lower price points than normal taxis, and brands like Careem are starting to do just that.

In September 2019, Careem got into an agreement with the Tourism Corporation of Khyber Pakhtunkhwa (TCKP)  to offer an affordable way for tourists to visit local attractions in the lone living city of Gandhara civilization (Peshawar) through a new car type named “Explore Peshawar”, where tour guides certified by the TCKP would become Careem Captains and show tourists around. Not only this, they addressed the biggest concern tourists have, which is safety and affordability, all the while creating additional income for both the government and Careem.

Since then Careem has come up with a series of videos promoting and exploring historic sites in Peshawar.

Episode 1 Sethi house:

Explore Peshawar Episode One: Sethi House

Let's relive & celebrate the heritage of Peshawar!In the first episode of Explore Peshawar, we are going with Noorena Shams to visit Sethi House; an architectural masterpiece which was once home to influential philanthropists. Embellished with beautiful wood carvings, Sethi House is a sight to behold!Want to witness the beautiful heritage of Peshawar? Then book a Peshawar City Tour ride, powered by Tourism Corporation Khyber Pakhtunkhwa, for just Rs. 2,000* & get ready to explore the 7 mesmerizing locations of the city!Stay tuned for more episodes!#ExplorePeshawar #ExplorePakistan #KarIbtida#ChaloLetsGo*T&Cs apply

Gepostet von Careem am Dienstag, 14. Januar 2020

Episode 2 Peshawar Museum:

Explore Peshawar Episode Two: Peshawar Museum

For the second episode of Explore Peshawar, we are going to explore one of the oldest museums of #Peshawar with Noorena Shams & our guide Jalil Ahmed.Built in 1907, Peshawar Museum is one of the oldest museums of Pakistan. Embracing glorious sculptures of Buddha, collection of Mughal-era calligraphy & beautiful artifacts from the Gandhara Empire, the museum holds great significance. Want to witness the beautiful heritage of Peshawar? Then book a Peshawar City Tour ride, powered by Tourism Corporation Khyber Pakhtunkhwa, for just Rs. 2,000* & get ready to explore the 7 mesmerizing locations of the city!Stay tuned for more episodes!#ExplorePeshawar #ExplorePakistan #KarIbtida#ChaloLetsGo*T&Cs apply

Gepostet von Careem am Freitag, 17. Januar 2020

Episode 3 Mahabat Khan Mosque:

Explore Peshawar Episode Three: Mahabat Khan Mosque

For the third episode of Explore Peshawar, we're exploring a spectacular 17th century Mughal-era mosque located in #Peshawar, with Noorena Shams & our guide Jalil Ahmed.Built in 1630, Mahabat Khan Mosque was built by and named after the Mughal general, Mahabat Khan. It gives a strong reflection of the Mughal era through it's architecture & design, while it's white-marble facade is one of Peshawar's most iconic sights.Come explore the rich heritage of Peshawar with Careem & Tourism Corporation Khyber Pakhtunkhwa by booking a 'Peshawar City Tour' ride for just Rs. 2,000* & chalo, let's go! 😃Stay tuned for more episodes!#ExplorePeshawar #ExplorePakistan #KarIbtida #ChaloLetsGo*T&Cs apply

Gepostet von Careem am Samstag, 18. Januar 2020

Episode 4 Gor Khatri:

Explore Peshawar Episode Four: Gor Khatri

For the fourth episode of Explore Peshawar we're heading to a historical site in Peshawar, Gor Khatri, along with Noorena Shams & our guide Jalil Ahmed. Showcasing the heritage of several eras, Gor Khatri comprises caravan-serai from the Mughal era, Goraknath Temple & historical buildings which reflect cultures of various periods.Come explore the rich heritage of Peshawar with Careem & Tourism Corporation Khyber Pakhtunkhwa by booking a 'Peshawar City Tour' ride for just Rs. 2,000* & chalo, let's go! 😃Stay tuned for more episodes!#ExplorePeshawar #ExplorePakistan #KarIbtida#ChaloLetsGo*T&Cs apply

Gepostet von Careem am Dienstag, 21. Januar 2020

 

Another campaign undertaken in December 2019 was #CareemKaLahore, which received amazing feedback from audiences and even trended on twitter. We would not be surprised if Careem makes its way through Karachi to give viewers a taste of the largest city in the country.

With the government putting a lot of emphasis on promoting tourism in Pakistan, and Pakistan being on Forbes lists in best ‘UNDER-THE-RADAR’ trips for  2020, this seems like just the right time to make things right in terms of establishing a good tourism infrastructure in the country where public-private partnerships with government can play a huge part.

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