Tourism dividend

A report by Federation of Pakistan Chambers of Commerce and Industry (FPCCI) has highlighted both the promise and the paradox of Pakistan’s tourism sector. According to the report, Pakistan earned $1.15 billion from inbound tourism in 2024, while Pakistanis spent an estimated $2.4 billion on travel abroad during the same period. These figures underscore a reality that policymakers can no longer afford to ignore: Pakistan possesses extraordinary tourism assets but has yet to translate them into their full economic value. Given Pakistan’s breathtaking mountain landscapes, rich cultural heritage, ancient civilizations, religious sites and diverse traditions, the country should ideally be earning significantly more from foreign tourists than its citizens spend overseas. Pakistan has diverse attractions capable of drawing visitors from across the world. The challenge is not a lack of destinations but the inability to effectively market, manage and monetize them. The FPCCI report offers several practical recommendations that deserve serious consideration. These include simplifying visa procedures through efficient electronic systems, improving road and digital infrastructure, strengthening international marketing efforts, enhancing destination management and creating more coordinated regulatory frameworks for tourism-related businesses. The proposal to involve Pakistan’s diplomatic missions more actively in tourism promotion is particularly noteworthy, as successful tourism destinations increasingly integrate tourism into their economic diplomacy strategies. At the same time, authorities should look beyond infrastructure alone. A comprehensive tourism strategy must focus on visitor experience, professional training of guides and hospitality workers, environmental conservation, safety standards and the development of tourism-related small and medium enterprises. Religious tourism deserves special attention. Pakistan hosts some of the most significant Buddhist, Sikh and Hin