Women Take on Growing Role in Pakistan’s Travel Industry as Guides and Entrepreneurs
A quiet transformation is underway in Pakistan’s travel industry. Women are taking on increasingly prominent roles as guides and entrepreneurs. They are helping to lead a tourism revival across the country. Javeria Anwar, a 36-year-old from Lahore, represents this shift. Her first trip to the Hunza Valley in 2019 changed her life. “It was like I saw God with my own eyes,” she recalls of the mountainous region in Gilgit-Baltistan. That journey opened her eyes to Pakistan’s beauty. It also sparked a new direction. Today, she is part of a growing movement of women shaping how the world sees Pakistan.
Women-Led Travel Ventures
Aisha Patel embodies the entrepreneurial side of this trend. She is a third-generation Londoner of Pakistani heritage. Through her London-based company Sistours, she is preparing to guide her first women-led trip to Pakistan. These ventures offer something unique. Women travelers often seek experiences led by other women. They want guides who understand their perspectives and concerns. Female entrepreneurs are filling this gap.
The trips combine professional guidance with cultural connection. Participants explore Pakistan’s landmarks through a distinctly feminine lens. They also support local women-owned businesses along the way.
Breaking Barriers in Guiding
The role of female tour guides is expanding across Pakistan. Traditionally, guiding was a male-dominated profession. Women faced cultural barriers to leading mixed-gender groups. That is now changing. More women are training as professional guides. They lead treks in the northern mountains. They explain historical sites in Lahore and Multan. They introduce visitors to local traditions and crafts.
These guides bring unique insights. They can access spaces and conversations that male guides cannot. Women travelers often feel more comfortable sharing concerns with them. The result is a richer, more nuanced travel experience.
Economic and Social Impact
The rise of women in tourism creates ripple effects. Female guides earn independent incomes. Women entrepreneurs build businesses that employ other women. Local artisans and home-based workers gain access to new markets. Travelers, especially women, feel safer and more welcome. They return home with positive stories. These stories challenge stereotypes about Pakistan abroad. They also inspire other Pakistani women to pursue careers in tourism.
The industry benefits from diverse perspectives. Women identify opportunities that might otherwise be overlooked. They create products and experiences tailored to female travelers. This expands the overall tourism market.
Challenges and Opportunities
Despite progress, obstacles remain. Cultural norms still limit women’s mobility in some areas. The guiding profession requires time away from home, which can be difficult for those with family responsibilities.
Safety concerns persist for both guides and travelers. The industry must continue working to address these issues. Training programs and support networks help women navigate challenges. Yet the momentum is clear. More women are entering the field each year. Success stories inspire others to follow. The tourism revival in Pakistan is increasingly a women-led story.
A Broader Transformation
This shift reflects larger changes in Pakistani society. Women are claiming space in public life across many sectors. Tourism offers a particularly visible platform.
The mountains of Gilgit-Baltistan, the streets of Lahore, and the deserts of Sindh are all being explored through new eyes. Female guides bring fresh perspectives to ancient places. They connect visitors with communities in authentic ways.
For travelers, this means richer experiences. For Pakistani women, it means new opportunities. For the country, it means a more inclusive and dynamic tourism industry. The journey that began for Javeria Anwar in 2019 continues for countless others. Every trip led by a woman opens doors for the next. Pakistan’s travel industry is being transformed, one guide at a time.
