1Sahil Badruddin = ""The second question to ask about tourism as a growth area for the Pakistani economy is whether, air transport considerations apart, tourism trends in countries close to, or similar to Pakistan, indicate that the world's leisure industry does hold potential for this country. So what is happening in Asia, and the Third World generally? Recently it was reported that: "Tourism earned poor countries 22 billion U.S. dollars in 1988, which was their second largest earner of foreign exchange. The first being oil. In 1988 Turkey earned 2 billion 400 million dollars from tourism. The countries of South-East Asia, which 10 years ago commanded approximately 10% of the world tourism market, today command a staggering 39% of it. "What this means, is that tourism is growing rapidly throughout the developing world and specifically to the west of Pakistan, in Turkey, and to the East, in South-East Asia. What this also means, unfortunately, is that most of this growth is either stopping on the west of Pakistan or over-flying this country to travel to South-East Asia. "If this is true, why is it happening? Is it because alcohol is not sold freely and is available to foreigners only, or because only traditional dancing is permitted or are there other much more significant reasons? Surely if Turkey, Morocco, Tunisia, Malaysia, Indonesia and other countries with large majorities of Muslim populations have been able to find an acceptable balance between their legitimate concerns for the respect of their faith, culture and traditions, while at the same time meeting the demands of international tourism, Pakistan is capable of doing likewise. Indeed, these Serena Hotels themselves are endeavours at demonstrating the cultural adaptability of tourism infrastructure, by respecting and enhancing local architecture and tradition, as well as the local handicrafts in textiles, metals and wood. Perhaps, however, there are more fundamental reasons for the slow growth of tourism in Pakistan." His Highness the Aga Khan's 1989 Serena Hotel Opening Ceremony address (Quetta, Pakistan)"