Tourism in Pakistan – Tourist Attractions, Challenges,

and Potential

Tourism, as an ‘industry’ is known to contribute to various

sectors of the economy, which are the hospitality sector, the
food industry, transportation including air, road, and water
transport, tour agencies, cultural events and activities,
recreational activities, trade and lastly, area-specific tourism
activities.

Many countries like Switzerland, Singapore, Turkey, Philippines,

Maldives, and Thailand have established ‘sustainable tourism’
as a vital tool for development.

Tourism in Pakistan
Once confronted with three-threat scenario i.e. internal
upheavals, an external threat from neighbouring India and
terrorism, Pakistan heavily invested to tap the potential of its
tourism industry and successfully leveraged to emerge as one
of the top tourist destinations.

Known for its bewitching natural beauty, cultural richness, and

unparalleled hospitality offered to tourists, renowned
publications like Forbes and Condé Nast Traveller have lauded
Pakistan as a top destination for 2020.

Currently, Pakistan contributes over 5.9 per cent to the total

economy, worth a sum of Rs2.285 trillion, as reported by the
World Travel and Tourism Council (WTTC) Pakistan 2020 Annual
Report.

The total contribution of travel and tourism to employment is

3,881.9 (6.2%) jobs in total, with far more avenues and
opportunities untapped.

In addition, the international visitor impacts have been worth

Rs116.2 billion, reported WTTC.

The bounce-back of tourism activity also resulted in ‘British

Airways’ resuming their services in Pakistan, nearly a decade
after their departure.
Today, Pakistan offers on-arrivals visas to visitors from 50
countries, whereas, citizens from another 175 countries can
apply for visas online.

This policy advancement has been introduced to increase the

availability of travel visas and increase tourism.

Countries have strived to position themselves as a preferred

destination for tourists.

In a bid to revive the tourism, Prime Minister Imran Khan

accorded approval for the National Tourism Coordination Board
(NTCB), with Zulfiqar Bukhari as Chairman NTBC, and working
groups, including Pakistan Tourism Development Corporation
(PTDC).

The main types of tourism available in Pakistan can be classified

into four categories, namely archaeology and historical tourism,
ecotourism, adventure tourism, and religious tourism.

Even though tourism in Pakistan is on the rise, there are several

remaining factors that hamper the growth of the industry.
Major Tourist Attractions in Pakistan
An amalgam of diverse cultures, the beauty of Pakistan is
translated through the remains of ancient civilizations, religious
sites, monuments still alive singing tales of the battles fought,
serene valleys with snow-capped peaks and frozen lakes,
beautiful shores, and lush green forests.

Some of the top locations identified that receive a high number

of tourists are:

Hunza Valley
Nestled in the Karakoram Mountain Range, Hunza comprises
several valleys and colourful villages. It is the home of the most
helpful, liberal, and hospitable people.

Among the orchards, glaciers, meadows skirted by a majestic

lake – Attabad Lake, and wooden bridges, Hunza offers
hypnotic sunset views.

The Altit and Baltit forts, Passu Cones, and Eagles Nest are
some of the most popular areas among those visiting.
Skardu
Towering mountains, beautiful lakes, turquoise waters, and the
world’s highest baseball field are the salient features of Skardu.

The destination is the home to the second-highest plateau on

the planet – Deosai National Park, often referred to as the roof
of the world, sprawling on an area of 4,117 metres.

From Satpara Lake to forts dating back to more than 600 years,
and populous bazaars, Skardu definitely gives the tourists a run
for their money.

Fairy Meadows
Another majestic site in Gilgit- Baltistan is Fairy Meadows.

The meadows offer an incredible view of Nanga Parbat, the

world’s 9th highest mountain peak, whereas the nights in the
meadow unveils the stars up in the sky for those visiting.
Adventurers visit Nanga Parbat for trekking as it is one of best
hiking trails of Pakistan.
Khunjerab Pass
Located at a height of 15,397 feet (nearly 4,600 metres), this
popular tourist attraction connects Pakistan with China to form
the highest paved border crossing in the world.

Challenges faced by Pakistan’s Tourism Industry

With an expanding workforce available and a culture that is
known for its hospitality, Pakistan ticks all the boxes required to
create a self-sustaining tourism industry.

However, tourism in Pakistan was never fully given the

precedence, at both federal and provincial levels to benefit
tremendously.

Everal existing potential challenges need to be overcome for

the sector to avail the full potential of this rewarding yet
complex industry.
Depleted infrastructure
One of the most prominent issues Pakistan’s tourism industry
currently faces is poor access to roads, underdeveloped
hospitality sector and routes, and lack of basic facilities for the
tourist.

The essential elements to boost tourism is quality

infrastructure, including airports, access to roads, road
transport, railway tracks, flights, services, restaurants,
accommodation facilities (hotels, motels), and local tour guides
and agencies.

In Pakistan’s case, the infrastructure was less developed due to

lack of federal bodies and policies pushing to change the image
of the sector. However, the current government has announced
upcoming projects and facilities comprising various tourist
places, access roads, parking, and boarding and lodging
services, in order to boost the sector.

Underdeveloped hospitality sector

Due to underdeveloped infrastructure, lack of governmental
policies and issues pertaining to security, the hospitality sector
remains underdeveloped as per international standards.

Presently, some of the hotels and restaurants functional in the

country do not implement adequate certification standards
that offer quality services.

The implementations laws ensure state-of-the-art services

crucial to maintain the standards of the hospitality sector that
in turn reflects the transformation of the tourism industry.

Lack of Human Resource Development

One of the most understated challenges that Pakistan’s tourism
industry faces is a lack of human resource development.

The lack of skilled manpower and lack of facilities, low quality

of services provided to the tourists which discourage them to
return.
Unexplored religious tourist sites
The home of over 211.2 million people, Pakistan is blessed with
numerous religious sites, of different religions especially
Buddhism, Sikhism and Christianity.

Some of the most renowned Buddhist sites areas in Pakistan

include Dhamarajika Stupa and Monastery dating back to 300
BC – 200 AD, Bhir Mound (600-200 BC), Sirkap (200 BC – 600
AD), Jandial Temple (c.250 BC) and Jaulian Monastery (200 –
600 AD).

The Sikh religion has some of the most renowned and sacred
religious sites in Pakistan tombs, including the biggest being the
tomb of Baba Guru Nanak, the founder of Sikh religions. In
addition, Gurdwara Darbar Sahib in Kartarpur, Narowal,
Gurdwara Panja Sahib famous located in Hasan Abdal

Gurdwara Rori Sahib, Eminabad, Gujranwala are among the

most famous Gurudwaras in Pakistan.

On the other hand, St Andrew Church Stained glass and Sacred

Heart Cathedral in Lahore, Holy Trinity Cathedral in Karachi,
and Night view of St Mary’s Cathedral & Bishop’s House in
Multan are some of the most visited places by the tourists and
locals, both.

Despite such diversity and attraction Pakistan never fully

explored and develop the sector on this sustainable basis

Insufficient private sector investment

The infrastructure and facilities offered under this industry
require huge amounts of capital for their development. Being a
‘developing country’ it has been hard for the government to
allocate substantial funds to overcome this challenge.

The only option to overcome this challenge is to induce the

private sector to take part in tourism development projects.

Currently, no policy exists which can attract private sector

investment in the tourism industry.

Potential Areas to Improve the Industry

In order to turn Pakistan’s tourism industry into a great
revenue-generating industry and compete at the global level,
there are a few significant areas highlighted that can be
improved.

Formulation and implementation of policies

Country’s tourism industry has long suffered due to lack of
funds, shortage of expertise, and policies of the government.
This resulted in tourism bodies and provincial governments to
not take drastic steps to develop a national and provincial
tourism policy.

However, the current government has highlighted the tourism

industry after the construction and real estate industry as one
of the most significant industries to develop and improve the
economic conditions, especially after the outbreak of COVID-
19.

For a systemic transformation, the governments should

introduce broader tourism policies, rules and regulations
exploring the socio-economic aims for tourism growth, and
promoting the involvement of the private sector, to invite
investments, and encourage tourism, both nationally and
internationally.

Proper policies and effective implementation of policies will not

only develop the tourism

Industry, but also create employment, unveil more and more

opportunities, and generate revenues including foreign
exchange.

Develop modern infrastructure

To further enhance tourism in the country, the government
should also focus on improving existing infrastructure as per
international standards, including not road connectivity,
airports, transport system, etc.