Over the past few years, Pakistan has seen both significant opportunities and challenges in its tourism sector. Once considered an underrated travel destination, Pakistan began to gain recognition for its breathtaking landscapes, rich cultural history, and diverse topography. From the mountains of the north to the historical sites in cities like Lahore and Islamabad, the country was positioned as a promising destination for adventure seekers, cultural enthusiasts, and nature lovers. However, a closer look at the past three years reveals a mixed performance in the tourism industry, shaped by several global and domestic factors.
A Promising Start: The Pre-Pandemic Surge
In 2019, Pakistan experienced a notable surge in tourism. The government had initiated efforts to boost the industry, recognizing the potential economic benefits of attracting foreign tourists. The Pakistan Tourism Development Corporation (PTDC) and various provincial authorities actively promoted the country’s hidden gems through campaigns and international roadshows. A key highlight was the launch of the Pakistan Tourism Summit in April 2019, which featured prominent international travel influencers and emphasized the safety, beauty, and accessibility of Pakistan’s tourist sites.
The government also introduced visa reforms, making it easier for foreigners to visit the country by offering e-visas and visa-on-arrival facilities to citizens from various countries. In addition, the country’s improved security situation, particularly in regions once considered volatile, helped to dispel fears about safety. Pakistan was even listed as one of the top tourist destinations by publications such as Condé Nast Traveller and Forbes, with an influx of foreign tourists exploring destinations like Skardu, Hunza, and the Swat Valley.
The Impact of COVID-19: A Sharp Decline
However, the momentum gained in 2019 was abruptly halted by the COVID-19 pandemic, which caused a sharp decline in global tourism. Like many countries, Pakistan experienced travel restrictions, flight suspensions, and lockdowns that severely impacted both domestic and international tourism.
During the pandemic, tourist sites, hotels, and resorts remained closed for extended periods, causing significant losses to the hospitality industry. While domestic tourism saw a brief revival in late 2020 as lockdowns eased, international travel restrictions continued to hamper the recovery of Pakistan’s tourism sector. Many international travelers were reluctant to visit due to concerns over health and safety measures, as well as fluctuating quarantine policies.
The pandemic also exposed the vulnerabilities of Pakistan’s tourism infrastructure. The lack of robust systems for crisis management in the tourism sector, such as health protocols and safety nets for businesses dependent on tourism, became evident. Many small businesses in popular tourist areas, such as guest houses and adventure tour companies, struggled to stay afloat.
A Gradual Recovery in 2022-2023
As pandemic-related restrictions began to ease in 2022, Pakistan saw a gradual recovery in domestic tourism. With international travel still facing uncertainty, many Pakistanis opted to explore their own country, contributing to a slight revival in the tourism industry. Northern regions like Gilgit-Baltistan and Khyber Pakhtunkhwa once again became popular for local tourists seeking adventure and scenic getaways.
However, the international tourism market remained subdued. Pakistan’s tourism performance in attracting foreign visitors has not yet fully rebounded to pre-pandemic levels. In addition, Pakistan’s ranking as a travel destination in international media has fluctuated, partly due to economic challenges, political instability, and concerns over infrastructure development.
Key Challenges and Areas of Opportunity
Despite the challenges, there remains significant potential for Pakistan’s tourism sector to regain its footing. Key challenges include the need for improved infrastructure, better marketing strategies, and a focus on sustainable tourism practices. Road conditions, accommodation options, and connectivity in remote areas like Skardu and Hunza still need significant improvement to cater to the growing number of tourists.
Security perceptions continue to play a role in the country’s tourism performance. While the overall security situation has improved compared to a decade ago, sporadic incidents and political uncertainty in certain regions can affect international tourists’ willingness to visit.
However, with renewed government efforts to boost tourism, there is hope for the future. The country’s rich cultural heritage, coupled with its stunning landscapes, continues to be a unique selling point. Sustainable tourism initiatives, such as eco-tourism in the northern regions and cultural tourism in historical sites like Mohenjo-Daro and Taxila, could drive future growth.
Pakistan’s tourism performance over the past three years has been a story of ups and downs. While there was a promising surge in 2019, the global pandemic caused a significant decline, from which the sector is still recovering. However, with the right investments in infrastructure, safety, and sustainable tourism practices, Pakistan has the potential to once again emerge as a top destination for both local and international travelers.
