PHA tells new agencies to increase own-source revenue

LAHORE: The Punjab Horticulture Authority (PHA) has directed its newly-established district horticulture agencies to develop revenue mobilisation strategies and boost own-source revenue collection for fiscal stability.

The directive was issued by Additional Director General Mirza Waleed Baig during a marathon visit to the new agencies, which joined the PHA fold last year following the umbrella body's establishment. Director General Raja Mansoor Ahmad had ordered the visit.

Mr Baig’s visit formed part of PHA’s efforts to strengthen the institutional capacity of the new agencies and ensure the implementation of uniform administrative, financial and operational standards across Punjab. During the tour, he held detailed meetings with managing directors of the agencies, reviewed their operational performance, and assessed progress on various organisational and developmental matters.

Mr Baig emphasised that financial self-reliance was essential for the sustainable functioning of the district agencies. He directed all agencies to identify local revenue generation opportunities and prepare district-specific strategies to enhance own-source revenue while ensuring compliance with the applicable legal framework.

Established horticulture agencies generate own-source revenue through several streams, the primary one being the regulation of commercial outdoor advertisements. Agencies such as Lahore collect fees on roadside billboards, shop signboards, digital displays and other forms of commercial outdoor advertising.

In addition to advertisement-related income, revenue is also generated through the Directorate of Coordination, which manages the auctioning and leasing of PHA-owned properties and commercial assets. Likewise, the Planning and Development (P&D) Directorate contributes to revenue generation through the processing of right-of-access permissions, no-objection certificates (NOCs), and other regulatory approvals associated with development projects.

Mr Baig also reviewed proposals relating to public-private partnership initiatives and encouraged the district agencies to explore innovative models for the development, maintenance and commercial utilisation of parks and green spaces. He directed the newly-established agencies to remain in close liaison with the more experienced horticulture authorities to benefit from their expertise and adopt best practices in revenue generation and institutional management.

"Every district has its own commercial character, and revenue strategies must reflect that instead of copying a single template," Mr Baig told the managing directors. "A district with heavy commercial traffic may lean on advertisement regulation, while another may find greater potential in leasing underused land or partnering with the private sector for park development."

During the meetings, he also reviewed horticulture-related affairs, including the maintenance and rehabilitation of public parks, beautification initiatives, seasonal plantation campaigns, nursery development and urban greening projects. He issued on-the-spot directions to address operational bottlenecks and improve service delivery.