Tourism improves economic status and global harmony by connecting diverse cultures, raising local production rates, and encouraging competitiveness among tourism enterprises. It also reduces poverty and helps medium and lower-income neighborhoods. Tourism is expected to generate $1.8 billion by 2030; strong tourist initiatives benefit any country by creating jobs, increasing income, attracting varied investments, boosting tax collection, and enhancing GDP.
Pakistan attracts 0.7 million tourists each year, a huge rise over the preceding decade. According to the World Bank, Pakistan generated $16 billion in tourist expenditure in 2022, with that figure predicted to climb to $30 billion by 2033. In 2022, the travel and tourism sector contributed 5.9 percent of Pakistan’s GDP and supported 4.2 million employment. With its diverse landscapes, historical treasures, and vibrant culture, Pakistan is gaining prominence as a global tourist destination.
Pakistan’s tourist business can accommodate a wide range of travelers. History aficionados can explore the Buddhist ruins of Takht-i-Bahi, delve into the rich tapestry of the Indus Valley Civilization at Mohenjo-daro, and marvel at the beautiful Mughal-era forts such as Lahore. Nature-based tourist activities in Pakistan include trekking, mountain biking, mountain climbing, whitewater rafting, jeep safaris, trophy hunting, fishing, and animal watching. Cultural festivals and fairs, such as Shandur Polo, the Silk Route fair, the Kalash dance festival, the Sarfaranga Jeep Rally (the world’s coldest dessert), and the Cholistan Jeep Rally, offer good tourism prospects. Adventure tourist opportunities include the Karakoram Range, Baltoro Glacier, Chitral Valley, and Deosai National Park. These areas are popular among mountaineers, trekkers, and nature lovers because they provide both challenging and rewarding adventures.
Religious tourism is also popular in Pakistan, with thousands of pilgrims visiting Sikhism’s holiest shrine, Kartarpur Corridor. This visa-free corridor grants devotees immediate access to the Gurdwara Darbar Sahib Kartarpur. According to a World Bank report, if the necessary facilities are provided and advertising efforts are made, religious tourism can reach 300,000 people every year, generating financial benefits of up to USD 300 million. Pakistan can further expand this idea and provide visa-on-arrival to Sikh pilgrims from other regions of the world.
Pakistan is a treasure trove for religious pilgrims of all religions. For Hindus, sacred locations such as the Hinglaj Mata Temple in Balochistan and the Katas Raj Temples in Punjab are extremely important. Buddhist devotees can visit the historic ruins of Taxila and the picturesque Swat Valley, which was once a major center of Buddhist culture. Shrines such as Data Darbar in Lahore and Shahbaz Qalandar’s tomb in Sehwan draw Muslim pilgrims looking for spiritual consolation.
Foreign tourism has the potential to greatly benefit Pakistan’s economy. Increased tourism would raise foreign exchange reserves, provide new jobs, and benefit local businesses. In recent years, the government has taken positive steps, such as permitting online visa applications and issuing visas on arrival to select nationalities. Pakistan’s domestic tourism business has enormous potential. According to estimates, the country has approximately 50 million potential domestic tourists. This enormous internal market is an enticing prospect, especially in light of growing worldwide airfare. According to an International Air Transport Association (IATA) study for 2023, rising fuel prices and inflation will result in considerable increases in air travel costs. This movement may encourage Pakistani elites, who typically vacation overseas, to discover the rich cultural and scenic diversity within their own borders. Pakistan may attract the attention of this affluent domestic market by investing in infrastructure development and producing high-end tourism experiences, thereby benefiting the local economy and cultivating a greater appreciation for the country’s hidden beauties.
How can Pakistan develop a tourism and hospitality culture? Why are locals unaware of the whereabouts of well-known tourist destinations? What are the key challenges impeding the modernisation of the tourism business, and how may these hurdles be overcome? Why can’t Pakistan increase its tourism revenue when China, India, Turkey, and the UAE can generate hundreds of billions?
One can come up with three options for a paradigm shift in Pakistan’s tourism business. First, the Pakistan Tourism Development Corporation and provincial tourist agencies must implement coordinated steps to provide suitable and economical tourist motels, hotels, and guest homes. Hygienic conditions, particularly the provision of clean washrooms every 25 kilometers on roads and highways, must be prioritized by government-led tourist organizations. Furthermore, raising awareness among welcoming and helpful locals about how to professionally deal with situations that cause discomfort to tourists should be a top focus. Government officials must prioritize safety and security, especially for foreign tourists. The transition from terrorism to tourism will go a long way toward providing safe travel and accommodations. Pakistan’s image as an unsafe country for foreign travelers can only be improved if police and law enforcement authorities, as well as civilian counterparts, take action on the ground. Learning from countries that provide fundamental facilities for safe travel, such as economical, clean, and sanitary lodging, adequate roads, and modern infrastructure, can help to motivate both local and foreign travelers.
Second, in countries with a strong tourist and hospitality culture, visitors feel at ease and secure while on vacation. Given Pakistan’s multibillion-dollar tourism potential, it is vital that hotel management and tourist guide courses be offered at universities so that a critical mass may be produced in the next ten years, which will be instrumental in modernizing the tourism industry. Departments specializing on tourism, hotel management, and hospitality should be formed at KP, AJK, and G-B universities, with specialized courses in tourism and travel given. Such colleges should employ international experts to instruct local students on how to develop tourism culture.
Third, effective connectivity—both cyber and physical—is critical. While high-speed internet is required, it is also essential because it reduces travel time and ensures a comfortable journey. Corruption and sloth often cause delays in road development and maintenance, discouraging tourists from visiting such gorgeous and beautiful sites.
Promoting a culture of tourism and hospitality in Pakistan is difficult, but not impossible. Sense of ownership, leadership with vision, competence, abilities, and integrity can undoubtedly develop Pakistan into a tourism powerhouse, enhancing its soft image.
