Question

Dialogue on tourism in Pakistan

Answer 1

Tourism in Pakistan is a growing industry.[1][2][3] In 2010, Lonely Planet termed Pakistan as being "...tourism's ‘next big thing’ for more years than we care to remember. [But] world media headlines [always] send things off the rails".[4] In 2018, the British Backpacker Society ranked Pakistan as the world's top adventure travel destination, describing the country as "one of the friendliest countries on earth, with mountain scenery that is beyond anyone’s wildest imagination."[5] This geographically and ethnically diverse country has much to offer, from natural beauty and historical heritage to cultural diversity. According to the Travel and Tourism Competitiveness Report 2017 released by the World Economic Forum, the direct contribution of travel and tourism to Pakistan's GDP in 2015 was US$ 328.3 million, constituting 2.8% of the total GDP.[6]According to the World Travel and Tourism Council, the direct contribution of travel and tourism to Pakistan's GDP in 2016 was US$ 7.6 billion (PKR 793.0 billion), constituting 2.7% of the total GDP.[7] By 2025, the government predicts tourism will contribute ₨1 trillion (US$9.5 billion) to the Pakistani economy.[8]

In October 2006, one year after the 2005 Kashmir earthquake, The Guardian released what it described as "the top five tourist sites in Pakistan" to help the country's tourism industry.[9] The sites included Lahore, the Karakoram Highway, Karimabad and Lake Saiful Muluk. To promote the country's unique cultural heritage, Pakistan launched the "Visit Pakistan" marketing campaign in 2007. This campaign involved events throughout the year including fairs and religious festivals, regional sporting events, arts and craft shows, folk festivals and openings of historical museums.[10] In 2009, The World Economic Forum's Travel & Tourism Competitiveness Report ranked Pakistan as one of the top 25% tourist destinations for its World Heritage sites. It ranged from mangroves in the south, to the 5,000-year-old cities of the Indus Valley Civilization which included Mohenjo-daro and Harappa.[11] The main destinations of choice for tourists to Pakistan are the Swat, Lahore, Khyber Pass, Peshawar, Karachi and Rawalpindi.[12]