Pakistan’s government believes the country has the potential to earn $30-40 billion each year from tourism, driven by its rich natural beauty, historic monuments, religious sites, and cultural heritage, said Sardar Yasir Ilyas, the Prime Minister’s Coordinator for Tourism.
Officials plan to focus on a number of measures to unlock this potential. In November, Pakistan will host its first “Tourism Road Expo” designed to spotlight local attractions, regional cuisine, cultural diversity, and traditions. Similar events are also planned in London, Tajikistan, Uzbekistan, and Saudi Arabia to market Pakistan internationally.
One major step involves restoring heritage sites important to the Sikh and Buddhist communities. The government will also lease unused government properties for long-term periods (50-60 years) to both domestic and foreign investors, with an aim to build modern tourism facilities. Additionally, digital platforms are being developed to offer tourists information about destinations, hotel bookings, weather, and travel guidance.
Despite optimism, challenges remain. Militancy and underdeveloped infrastructure have previously held back Pakistan’s tourism growth. The government acknowledges these obstacles and is reviving the National Tourism Coordination Board to ensure better enforcement and coordination at the national level.
Environmental threats also demand attention. Deforestation, encroachments by construction or settlement along rivers and lakes, and climate change are identified as serious risks. The official emphasized that “large-scale plantation drives and removal of encroachments along rivers and lakes are necessary to preserve our environment and protect tourism.”
Mr. Ilyas also pointed out that Pakistan has not effectively marketed its diverse offerings compared to some Central Asian states that attract millions of tourists despite often having less variety. He said the presence of four distinct seasons, diverse geography, and religious and cultural sites give Pakistan an advantage, provided these are promoted properly.
With New Expos and Restorations, Pakistan Targets $30-40 Billion Tourism Boom
