Pakistan has taken a pivotal step in revitalizing its tourism sector with the introduction of “Salam Pakistan,” a groundbreaking national tourism brand. This initiative is a beacon of progress for a nation that has faced numerous challenges, particularly in the economic arena.
The Economic Impact of Tourism in Pakistan
In 2019, before the global health crisis, the travel and tourism sector was a significant contributor to Pakistan’s economy, injecting about $15 billion into the market, which comprised 6% of the nation’s Gross Domestic Product (GDP).
The pandemic, however, caused a noticeable dip in these figures, with contributions falling to $11.6 billion or 4.4% of GDP in 2020, accompanied by a slight decrease in tourism-related employment.
Pakistan’s Untapped Tourism Treasures
Despite setbacks, Pakistan’s tourism potential remains vast and largely untapped, boasting world-class attractions such as the majestic K2 mountain and the historical treasures of the Indus Valley Civilization.
Unveiling Pakistan’s Hidden Gems: A Domestic Tour Guide
Nevertheless, concerns over safety and political uncertainties have overshadowed these attractions since the early 2000s.
Government Initiatives to Boost Tourism
In a bid to rejuvenate this sector, the Pakistani government has launched several initiatives, with the “Salam Pakistan” brand symbolizing a renewed dedication to enhancing and diversifying tourism offerings.
On World Tourism Day last year, President Arif Alvi highlighted tourism’s role in generating income, creating jobs, and alleviating poverty. He called for a strategic approach to unlock the full potential of the tourism industry.
Strategic Developments and Future Prospects
The former Prime Minister, Imran Khan, also acknowledged tourism’s potential at the World Economic Forum in 2020.
Under his guidance, Pakistan improved tourist accessibility by introducing an e-visa system available to 191 countries and began drafting a comprehensive National Tourism Strategy.
The government’s objective is to increase tourist numbers by approximately 30% by 2030. Additionally, the country is gaining traction as an investment hub for hotel infrastructure, with eminent groups like Hilton and Radisson Hotel Group planning upscale developments.
These advancements signal a promising rise in hotel occupancy and rates, with an optimistic outlook for sustained growth in the future.
