Realization of tourisms potential in environmentally and culturally sensitive manner

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Realization of tourisms potential in
environmentally and culturally sensitive manner
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Organizational Chart of the Aga Khan Development
Network
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AKFED's involvement in tourism development in
East Africa, Central and South Asia takes place
under the aegis of Tourism Promotion Services
(TPS). Operating under the Serena brand name,
TPS owns and manages properties in Afghanistan,
Kenya, Mozambique, Pakistan, Tajikistan, Tanzania
and Uganda. Serena hotels and lodges contribute
to the local economy through the training of
skilled manpower, the reinvigoration of artisans
and craft industries, and through sensitive
conservation or development of the surrounding
area. This includes placing priority on the
hiring and training of local residents for
employment at all levels of organization. Serena
Hotels and lodges enjoy a long-established
reputation for the highest standards of comfort
and service within environments that meticulously
promote indigenous architectural, craft and
cultural traditions. Serena builds hotel capacity
in regions that are underserved with business and
tourist accommodation by other hotel chains.
Serena properties have been at the forefront of
human resource development, the generation of
foreign exchange revenue and providing employment
to local residents while bringing environmental
sensitivity to the tourism industry in the
regions where they operate. 
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Serena Hotels and Lodges
Kenya Mombasa Serena Beach Hotel Nairobi Serena
Hotel Serena Mountain Lodge Kilaguni Serena
Safari Lodge Amboseli Serena Safari Lodge Samburu
Serena Safari Lodge Sweetwaters Tented Camp
Zanzibar Zanzibar Serena Inn Manqapwani Beach
Resort
Pakistan Faisalabad Serena Hotel Gilgit Serena
Hotel Hunza Baltit Inn Islamabad Serena
Hotel Quetta Serena Hotel Swat Serena Hotel
Tanzania Arusha Mountain Village Kirawira Camp
Western Serengeti Ngorongoro Serena Safari
Lodge Serengeti Serena Safari Lodge Lake Manyara
Serena Safari Lodge Mbuzi Mawe Tented Camp
Afghanistan Kabul Serena Hotel
Mozambique Hotel Polana
Tajikistan Khorog Serena Inn
Uganda Kampala Serena Hotel
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Zanzibar Serena Inn
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Nairobi Serena Hotel
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Kabul Serena Hotel
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Tourism Promotion Services (Tajikistan)

• Incorporated in 2003
• TPS Tajikistan representative office established
  in September 2004
• Dushanbe Serena Hotel site purchase finalization
  in February 2005
• Negotiations on Enabling Conditions start with
  the Government in April 2005

Current Project Khorog Serena Inn
Projects in Development Dushanbe Serena
Hotel Pastchid Serena Lodge
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KHOROG SERENA INN (KSI)
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KHOROG SERENA INN
Overlooking the Panj River dividing Afghanistan
and Tajikistan both the Serena Inn and the
adjacent bridge connecting these countries stand
as a testament to AKDNs commitment in the
region. Serena Inn provides quality
accommodation and food to travelers coming into
Khorog. The Inn is staffed by 15 local residents
and continues to provide training in skills
related to the hospitality industry. The Serena
Inn offers 2 twin and 4 large bedrooms with
attached bathrooms and well furnished lobby. A
fully equipped Business Center with Satellite
phones and the quality Pamir Restaurant nicely
compliment the accommodation facilities. In
addition to direct employment, Khorog Serena Inn
provides opportunities to artisans and
micro-enterprises crafts and local products
sold in hotels souvenir shop are manufactured by
local residents and small businesses. Local
musicians are frequently invited to participate
on various functions organized at the KSI.
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PASTCHID SERENA LODGE (PSL)

• The Pastchid area is located on the eastern end
  of the city of Khorog. The site, triangular in
  shape, is located on the southwest spurs of the
  Roshan Mountain ridge, along the right hill side
  of the Gunt River Valley and adjacent to the
  Khorog - Osh road.
• According to the master plan approved by the
  Client, based on the market need, construction of
  the PSL will be phased out, and by the end of
  construction around 100 luxury rooms will be
  offered to guests of the Hotel. As it is done at
  all Serena hotels jobs will be offered to local
  residents. Facilities will include business
  center, meeting/conferencing facilities, bar and
  restaurant, tennis court and swimming pool.
  Included in the number of accommodation units are
  VIP guestroom modules located separately from
  other modules and public areas. These guestrooms
  will offer guests maximal privacy with separate
  service, and separate driveway.

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Pastchid Serena Lodge Master Plan
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DUSHANBE SERENA HOTEL (DSH)

• The site for the future Dushanbe Serena Hotel is
  centrally located on the lower end of the main
  thoroughfare of the Capital - Rudaki Avenue. The
  property is close to key government and civic
  buildings, and is a ten minute drive from the
  Dushanbe airport. The surrounding land uses are a
  mix of academic, retail/wholesale, residential
  and are generally compatible with hotel
  development. Total area of the site is close to
  1.2 hectares.
• Project Progress
• February 2005 finalization of acquirement of
  the site
• February 2006 presentation of the DSH design
  to the President of Tajikistan and the
  Mayor of Dushanbe
• April 2006 review of the DSH design by the
  Mayor of Dushanbe and Deputy Prime Minister
• May 2006 demolition and preparatory works
  began on the DSH site
• Summer 2006 planned presentation of the final
  version of the DSH design incorporating
  recommendations of the National and Municipal
  Governments in accordance to the Urban Master
  Plan of Dushanbe.

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CHALLENGES

• Governmental support for development of private
  initiatives
• Legislative acts and norms on investment and
  taxation
• Limited access routes to and within Tajikistan
• Need for strategic marketing campaign
• Lack of appropriate statistical information
  center
• Underdeveloped infrastructure (roads, power and
  water supply)
• Lack of specialized training for people engaged
  in hospitality industry