Salam Pakistan!

Pakistan, a land blessed with unparalleled natural beauty, rich cultural heritage, and incredible diversity, is often lauded by intrepid travellers as a hidden gem, a true “paradise for tourists.” From the majestic, snow-capped peaks of the Himalayas, Karakoram, and Hindu Kush in the north, home to K2 and breathtaking valleys like Hunza and Skardu, to the ancient archaeological wonders of Mohenjo-Daro and Harappa, and the vibrant, historic cities of Lahore and Multan, the country offers a kaleidoscope of experiences. Coupled with its remarkably affordable living costs, Pakistan should, by all accounts, be a magnet for foreign tourists. Yet, despite this immense potential, the nation consistently struggles to attract a significant influx of international visitors. The question then arises: why does Pakistan fail to capitalize on its tourism goldmine? The answer lies in a complex interplay of historical narratives, infrastructural deficits, and persistent perception challenges.

Foremost among the obstacles is the lingering issue of perceived security and a negative international image. For decades, Pakistan has been unfairly associated with conflict and instability in the global media. Unfortunately, this negative narrative has often overshadowed the ground realities, particularly as the security situation has significantly improved in recent years. While regions like the northern areas have largely remained safe, the broader perception has acted as a deterrent.

The “Pakistan Statistical Yearbook 2022” by the Pakistan Bureau of Statistics, as cited by Gallup Pakistan, starkly illustrates this, reporting a 97% decrease in tourist arrivals from 2011 to 2020, a period heavily influenced by global security concerns. Despite the country’s natural beauty, this drastic decline underscores the profound impact of negative perceptions. Although the World Tourism Organization (UNWTO) declared Pakistan the “best performing destination” in terms of tourism during the first nine months of 2023, showcasing a remarkable 92% recovery to pre-pandemic levels and a 115% surge in foreign tourist arrivals compared to the previous year, the long-term impact of past perceptions remains a challenge to overcome for sustained growth.

Beyond perception, inadequate tourism infrastructure presents a significant hurdle. While tourism has surged lately, the facilities catering to international standards are often lacking, especially outside major cities and established tourist hubs. This includes a scarcity of high-quality hotels, particularly in remote but stunning locations, and a need for better-maintained roads leading to these areas. The World Bank, in its discussions on tourism competitiveness, highlights that challenges in Pakistan include “limited destination access” and “underdeveloped or deteriorating tourism assets.” The discussion also highlighted that while projects like the International Development Association (IDA)-financed Khyber Pakhtunkhwa Integrated Tourism Development Project and Punjab Tourism for Economic Growth Project have “upgraded 32 tourism and heritage sites” and improved connectivity, the scale of the need is immense. Reliable transportation options, consistent electricity supply, and readily available clean restrooms are not universally up to travellers’ expectations, impacting the overall comfort and convenience.

Another critical area requiring attention is marketing and promotion. Despite its incredible offerings, Pakistan’s tourism potential is not effectively showcased globally. Many potential tourists are simply unaware of the diverse experiences Pakistan offers beyond the commonly portrayed stereotypes. Reported back in 2023 by the national media outlets, the Pakistan Tourism Development Corporation (PTDC) is working on a National Tourism Strategy for 2020-2030 and has participated in major global events like World Travel Mart London and ITB Berlin. Launching campaigns like “Salam Pakistan” with robust online marketing strategies is a positive step. Still, a more comprehensive and well-funded national strategy is needed to penetrate key international markets and consistently counter negative perceptions. For example, the World Economic Forum’s Travel & Tourism Competitiveness Report consistently ranks countries based on their policy environment, infrastructure, and marketing effectiveness, areas where Pakistan still has considerable ground compared to established tourist destinations.

The visa policy, though significantly improved, has historically been a barrier. While recent reforms, effective from August last year, now offer free e-visas for citizens of 126 countries, with a 90-day visa granted within 24 hours for tourism or business purposes, and visa-on-arrival for GCC nationals, the impact of previous, more restrictive policies lingers. Nearly a year ago, Prime Minister Shehbaz Sharif expressed optimism about these reforms, stating they “will help make Pakistan an attractive destination for investments and tourism”, but the impact of the reforms is still elusive. These changes are crucial for simplifying travel and reducing administrative hurdles that previously deterred spontaneous international visits.

Furthermore, a lack of professionalism within the tourism sector is evident. While many local guides and operators are passionate, there’s a need for more trained professionals who understand international tourism standards, guest expectations, and sustainable tourism practices. The World Bank’s initiatives in Khyber Pakhtunkhwa, such as the “Travel Responsibly for Experiencing Eco-tourism in Khyber Pakhtunkhwa” (TREK) initiative, has trained “over 500 participants in Peshawar, Galiyat, Abbottabad, Naran, Swat and Chitral, from the local government, communities, academia and private sector on waste management and responsible tourism.” But the question is whether this is sufficient to address the problem? And how can this positive step be replicated across other provinces with high tourist potential? Such programmes are vital for enhancing service quality, ensuring positive visitor experiences, and attracting repeat visitors and positive word-of-mouth.

The surge in local tourism, while positive for the local economy, has unfortunately led to issues like littering and inadequate waste management in pristine natural areas.

Lastly, environmental concerns and sustainable tourism practices are becoming increasingly vital for discerning travellers. The surge in local tourism, while positive for the local economy, has unfortunately led to issues like littering and inadequate waste management in pristine natural areas. This has to do with tourists’ behaviour, as widely noted by communities and civil society organisations working in tourist destinations like Hunza and Skardu. However, an aspect of this is also related to the absence of public sector intervention. The World Bank estimated that the travel and tourism sector’s total contribution to Pakistan’s GDP was 5.9% in 2022, supporting 4.2 million jobs, and projected to cross $30 billion over the years. This growth necessitates a strong focus on sustainability. Initiatives like the “Clean Green Initiative” banning harmful activities and the government tourism departments’ focus on responsible waste management can be a few initial steps in the right direction. Still, comprehensive, nationwide strategies are needed to protect Pakistan’s natural beauty for future generations of tourists.

In conclusion, Pakistan has undeniable charm and abundant attractions that qualify it as a tourist paradise. However, for this potential to translate into a thriving international tourism industry, a concerted and multifaceted effort is required. This involves sustained improvements in security and infrastructure, a proactive and strategic approach to marketing, a continuous easing of visa regulations, and a commitment to professionalizing the sector and embracing sustainable practices. By systematically addressing these challenges, Pakistan can shed its outdated image and unlock its potential, inviting the world to discover the warmth, beauty, and adventure that await within its borders.