Punjab government’s proposed plan to promote private sector’s participation in the growth and development of the tourism industry is a welcome step, which may lay the groundwork for a stronger tourism industry in the province. Moreover, the Punjab government is also seeking a $50 million loan from the World Bank for that purpose, which comes after the World Bank’s already financed new tourism policy of the Punjab government. The focus on uplifting tourism is evident in Punjab as visible work has been done on many heritage sites throughout the province. And as the Punjab government is looking towards the World Bank for financial as well as policy assistance. it must be kept in mind that a successful rejuvenation of tourism in Pakistan has the potential to positively impact the economy on a grand scale. Tourism has great potential for growth in Punjab — and also in Pakistan — because of two main factors. First, is the strong local market, which would be provided by the increasingly expanding middle class of the country. Punjab has a plethora of cultural and heritage sites and that combined with the vibrant Punjabi zest for recreational activities means that given a certain degree of facilities and promotion, tourist sites would not be short of willing consumers to enjoy them. The international market for tourism, on the other hand, is a difficult one to tap. While the rich history of tourists sites surely would attract foreign tourists, security concerns would be the predominant factor militating against the decision of foreign tourists to come to Pakistan. However, it should not be surprising that foreign tourism is where the real money lies, and it would go a long way at catapulting Pakistan’s tourism industry to new levels of growth and development, while at the same time bringing foreign exchange into the country. Hence, the security dimension would have to be a part and parcel of any successful security policy, be it of Punjab or the country as a whole. The impact of a growing tourism industry would be multifaceted. First, is the direct economic activity that it would generate by virtue of the work on reconstruction and rehabilitation of old sites. Then there is the direct revenue that would be generated by the tourist sites themselves, and this is where the main attraction for the private sector will lie. Tourist sites would naturally create jobs and this would provide the local with a means for employment. Moreover, there is also a secondary industry that tourism would likely generate and here the locals would have the opportunity to be entrepreneurs rather than employees. Tourist sites create demand for souvenir shops, eateries, and local guides. These are areas that provide ample space for the locals to establish their own businesses. Of course, local participation needs to be promoted to get the most out of such opportunities, and it seems that the Punjab government is planning on that dimension. After all, tourism is not a luxury that only rich countries can afford; on the contrary it is the poor who are given a chance to break free from their cycle of poverty through the development of the tourism industry. *