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-covered peaks, and adventurous sea shores, Pakistan boasts a diverse landscape. The country’s rich cultural and archaeological sites, including Mohenjo-Daro and Harappa, reflect ancient Indus and Gandhara civilizations, setting the stage for future tourism hotspots.
Pakistan’s geographical features include the five highest mountain peaks above 8,000 meters, including the iconic K-2 (8611m), and 108 peaks exceeding 7000 meters. The country’s cultural diversity across provinces like Sindh, Punjab, Khyber Pakhtunkhwa (KPK), Balochistan, and Azad Kashmir, coupled with historical monuments, add to its tourism allure.
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 arising from regional turmoil.
Recognizing the global shift towards digital tourism, experts believe that Pakistan could potentially earn billions of dollars annually by leveraging the latest digital techniques and social media to showcase its hidden treasures.
Abu Zafar, President of the Alpine Tourism Club of Pakistan, emphasized the transformative impact of technology on the travel industry. “We have the most beautiful skiing spots, picturesque valleys, rivers, hiking tracks, 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 capitalize on the projected global tourism recovery in 2024, Pakistan must harness modern digital tools to project its tourism potential effectively.
The future of Pakistan’s tourism industry lies in multi-dimensional promotion, embracing natural, religious, cultural, and adventure tourism. By adopting modern approaches and leveraging digital technologies, Pakistan can secure its due share in the trillion-dollar global tourism economy.
