TOURISM significantly boosts economic status and global harmony by connecting different cultures, increasing local production rates and competition among tourism companies. It also reduces poverty and supports middle and lower-level economic communities. Tourism is predicted to reach 1.8 billion by 2030, strong tourist endeavours benefit any country by creating jobs, raising income, attracting diverse investments, facilitating tax collection and improving GDP. It contributes to economic growth across various sectors, increasing foreign exchange profits, spurring industrial expansion and supporting travel and lodging industries. Rapid economic expansion attracts international business travellers, increasing developed nations’ foreign reserves.
Pakistan attracts 0.7 million tourists annually, a significant increase from the previous decade. In 2009, Pakistan ranked among 25% of the world’s most visited places based on its world heritage sites. According to the World Bank, Pakistan brought in $16 billion in tourist spending in 2022 and that amount is expected to rise to $30 billion by 2033. The travel and tourism sector’s total contribution to Pakistan’s GDP was 5.9% in 2022 and 4.2 million jobs. With its diverse landscapes, historical treasures and vibrant culture, Pakistan is gaining popularity as a global travel destination.
Pakistan is a significant site for prehistoric archaeological research, containing ancient civilizations like the Gandhara Civilization and the Indus Valley Civilization of the Mughal Empire. The Gandhara Civilization, linked to an ancient kingdom, is considered the sixth beautiful area on earth. The Indus Valley Civilization, linked to the Bronze Era, was established on a 1.2 million km area with an estimated population of 5 million. Samples, antiques and collections from these civilizations are housed in various museums in Pakistan.
Religious tourism in Pakistan involves visiting holy places for worship and spiritual pleasure. The country has a rich Islamic heritage and diverse religious heritage from other religions. The Kalash people, animists with ancient Albanian roots, have a unique culture with captivating festivals. Gurdwaras in Nankana Sahib and Hasan Abdal are significant persuasion sites for the Sikh community. The Kartarpur Corridor connects the Dera Baba Nana shrine in northwest India to Gurdwara Darbar Sahib in Pakistan, believed to be a place of Sikhism foundations. Other notable shrines in Pakistan include Shah Abdul Latif Bhattai, Lal Shahbaz Qalandarin, Data Ganj Bakhsh Ali Hujwairi, Hazrat Baba Fariduddin Ganj-e-Shakar, Mian Mir, Shah Hussain and Bahauddin Zakaria.
Pakistani culture values sports, with cricket being the favourite. The Pakistan Sports Board aims to enhance competition, maintain international standards and manage sports in Pakistan. The Board supports players and associations in participating in sports. Field hockey, cricket, kabaddi and squash attract international tourists. Pakistan’s diverse ecosystem, including dunes, mountains, deserts and forests, is protected by national parks, wildlife sanctuaries, game reserves and community-controlled hunting areas. With over 668 bird species and 9042 avian species, Pakistan offers nature-based tourism activities like trekking, mountain biking, mountain climbing, white-water rafting, jeep safaris, trophy hunting, fishing and wildlife watching. Cultural festivals and fairs provide excellent tourism opportunities, such as Shandur Polo, Silk Route fair, Kalash dance festival, water sports festival and various food festivals. Adventure tourism offers various opportunities, including the Karakoram Range, Baltoro Glacier, Chitral Valley and Deosai National Park. These regions attract mountaineers, trekkers and nature enthusiasts, offering challenging and rewarding experiences.
The northern part of Pakistan features some of the world’s most beautiful scenic areas, including Swat, Kalam, Malam Jaba, Shangla, Balakot, Galyat, Murree, Chitral, Gilgit Baltistan, Hunza, Kaghan, Naran and Neelam Valley. The country has an inordinate diversity of animals and plants, with five of the highest peaks in the world, including K-2, Nanga Parbat, Gasherbrum-I, Broad Peak and Gasherbrum II. The Karakoram Highway connects Pakistan to China, offering stunning views of snow-capped peaks and valleys. The Kaghan Valley and Neelum Valley attract nature enthusiasts. The Makran Coastal Highway, stretching along the Arabian Sea in Balochistan, presents a scenic route for road trips, allowing travellers to explore the pristine beaches and coastal landscapes. The Hingol National Park, with its diverse flora and fauna, is a testament to the country’s ecological richness. Lahore, a Mughal architecture treasure and Karachi’s bustling bazaars showcase Pakistan’s urban life.
Pakistan’s tourism industry has potential to attract both visitors and the investors, but fear several challenges. A research report by TDAP identifies several issues, including security issues, negative media portrayal, lack of supportive infrastructure, poor development policies, inadequate facilities, lack of government support and low investment. Other issues include shortages of trained staff, lack of services, insufficient equipment, lack of interest in meeting visitor needs and haphazard price hikes. Authorities should play a more active role in tourism development, ensuring tourists obtain visas and relevant information promptly.
Challenges and security concerns remain significant for Pakistan’s tourism sector, with internal conflicts and geopolitical tensions contributing to a perception of instability. Efforts to promote tourism include infrastructure development, the ‘Brand Pakistan’ campaign, international collaborations with travel agencies and organizations, specialized tourism packages and community involvement. As the world increasingly turns to Pakistan’s hidden gem, the future of tourism holds the promise of transformation, fostering economic growth, cultural exchange and global understanding. Pakistan’s tourism potential requires a comprehensive management plan, investments, marketing, attractive packages and infrastructure, with key factors including information availability, security, 24/7 emergency support and a courteous workforce.
—The writer is PhD in Political Science and visiting faculty member at QAU Islamabad.
Email: [email protected]
views expressed are writer’s own.
