Pakistan: Minister sets sights on US$30–40 billion in annual tourism revenue

Pakistan wants to position itself as a premier destination for global travelers. The country aims to generate between $30 billion and $40 billion annually from tourism, according to Sardar Yasir Ilyas, the Prime Minister’s Coordinator for Tourism.

Bold measures are to be taken to boost the country’s appeal among tourists, although its ambitious revenue targets might be “a long and winding road”.

In an exclusive interview with the Associated Press of Pakistan (APP), Ilyas described the country as a “paradise for travelers,” citing its dramatic mountain landscapes, centuries-old monuments, diverse religious sites, and vibrant cultural festivals.

To showcase these attractions, Pakistan will host its first international “Tourism Road Expo” in November. However without providing an exact date for the time being.

The event will spotlight traditional cuisine, regional crafts, and the nation’s cultural diversity, including live cooking contests featuring international chefs. Similar expos are planned for London, Tajikistan, Uzbekistan, and Saudi Arabia to attract overseas visitors and investors.

Ilyas praised current Prime Minister Muhammad Shehbaz Sharif’ for his decision to classify tourism as an official industry. He calls the decision a “historic and visionary step” that will strengthen the economy and elevate Pakistan’s global image. Tourism development, he noted, has long been fragmented as provinces are primary responsible for the sector. To improve coordination, the federal government is reviving and restructuring the National Tourism Coordination Board.

To draw investment, Pakistan plans to lease unused government properties to local and foreign investors for 50 to 60 years, enabling the creation of modern tourist facilities such as resorts and eco-lodges. At the same time, new digital portals will provide travelers with destination details, hotel bookings, weather updates, and on-the-ground guidance.

New campaign and simplified visa formalities

The government is also launching a fresh branding campaign with the slogan “Pakistan: Where Beauty Greets, History Speaks, and Adventure Leaves.” The message will highlight opportunities ranging from medical and religious tourism to adventure and eco-tourism.

But Ilyas warned that environmental challenges—including deforestation and climate change—pose serious risks. Large-scale tree-planting initiatives and the removal of illegal encroachments along rivers and lakes are planned to protect natural habitats and sustain tourism growth.

Several new projects are already in the pipeline, such as food streets at Islamabad’s F-9 Park and Lake View Park, three mini-parks, and a safari forest in Fateh Jang. Religious tourism is another priority: the government intends to upgrade facilities for Sikh pilgrims and restore key gurdwaras and Buddhist heritage sites, handing their management to respective faith communities for ongoing care.

Pakistan has also simplified its visa regime to make travel easier. Tourists from 126 countries can now apply online, and many visa fees have been eliminated. “Foreign visitors are often astonished by our landscapes, cultural richness, and hospitality,” Ilyas said. “Our goal is to help more people discover this hidden paradise.”

Pakistan has difficulties to strengthen its tourism industry

Despite its natural and cultural wealth, Pakistan has historically lagged in tourism promotion. Ilyas pointed out that Central Asian nations such as Uzbekistan and Kazakhstan draw millions of visitors annually with far less diversity. Meanwhile, Pakistan lacks reliable official data on tourist arrivals.  According to the publication thenews.com.pk, Pakistan welcomed in 2024 around 965,000 international visitors, who spent a modest $738 million. These tourists stayed on average 6.2 days, a figure far below regional benchmarks. Pakistan’s tourism sector contributes an anemic 1.9% to GDP and 1.7% to total employment.

“With four distinct seasons and unmatched geographical variety, Pakistan offers far more,” Ilyas emphasized. “Tourism is a powerful engine of employment and economic growth—and an essential way to present a positive image of Pakistan to the world.” The government seems now to have the will to act…

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