Pakistan is setting ambitious goals to generate between $30 billion and $40 billion annually through tourism, driven by its unmatched natural beauty, historic sites, cultural heritage, and diverse religious landmarks that attract global travellers.
Sardar Yasir Ilyas, Prime Minister’s Coordinator for Tourism, revealed that Pakistan will host its first international “Tourism Road Expo” in November, where local attractions, cultural festivals, and traditional cuisines will be showcased with international chefs participating in competitions.
Read more : PM Shehbaz vows to make Pakistan a top global tourist destination
Calling the government’s decision to declare tourism an industry a visionary step, he stressed that this move will strengthen the economy, create jobs, and improve Pakistan’s image worldwide, while also reviving national coordination through the Tourism Board.
To attract investment, the government plans to lease unused properties for 50 to 60 years, allowing local and foreign investors to develop modern facilities. At the same time, digital e-portals will offer tourists guidance on destinations, bookings, and weather.
A fresh branding campaign — “Pakistan: Where Beauty Greets, History Speaks, and Adventure Leaves” — will soon be launched to highlight adventure, medical, cultural, and religious tourism. Yet, officials warn that climate change and deforestation must be addressed urgently.
Other key projects under review include food streets in Islamabad’s F-9 Park and Lake View Park, three new mini-parks, and a safari forest in Fateh Jang, along with enhanced facilities at Sikh gurdwaras and Buddhist sites for pilgrims.