Pakistan’s tourism potential: a treasure waiting to be revealed

ISLAMABAD: Internationally recognized as home to six UNESCO Heritage Sites, the second highest mountain peak and a vast cultural and religious heritage, Pakistan offers abundant tourism activities for both local and foreign visitors.

With enchanting deserts, mesmerizing plains, snow-capped peaks and adventurous coastlines, Pakistan has a diverse landscape. The country’s rich cultural and archaeological sites, including Mohenjo-Daro and Harappa, reflect the ancient Indus and Gandhara civilizations and set the stage for future tourism hotspots.

Pakistan’s geographical features include the five highest mountain peaks above 8,000 metres, including the iconic K-2 (8611 metres), and 108 peaks over 7000 metres. The country’s cultural diversity in provinces like Sindh, Punjab, Khyber Pakhtunkhwa (KPK), Balochistan and Azad Kashmir, coupled with historical monuments, adds to its tourist appeal.

Despite visible growth in local tourism in recent years, Pakistan’s tourism potential remains largely untapped due to insufficient promotion, inadequate facilities and security concerns resulting from regional unrest.

Recognizing the global shift towards digital tourism, experts believe that Pakistan could earn billions of dollars annually by using the latest digital techniques and social media to showcase its hidden treasures.

Abu Zafar, Chairman of the Alpine Tourism Club of Pakistan, highlighted the transformative impact of technology on the travel industry. “We have the most beautiful ski spots, picturesque valleys, rivers, hiking trails and historical sites. However, these areas remain underrepresented globally, necessitating a robust social and digital media strategy.”

Despite its diverse potential, Pakistan’s share in the global tourism economy remains minimal. To benefit from the expected global tourism recovery by 2024, Pakistan must deploy modern digital tools to effectively project its tourism potential.

The future of Pakistan’s tourism industry lies in multi-dimensional promotion, embracing natural, religious, cultural and adventure tourism. By adopting modern approaches and utilizing digital technologies, Pakistan can secure its due share in the trillion-dollar global tourism economy.