ISLAMABAD: The United Nations World Tourism Organization (UNWTO) has recognized Pakistan’s exceptional achievement in the tourism sector, noting an impressive 92% recovery to pre-pandemic levels in 2023. A press release stated that the country witnessed a remarkable 115% surge in foreign tourist arrivals compared to the previous year, signaling a robust rebound post-Covid-19.
Managing Director of PTDC, Aftab Rana, attributed this success to dedicated efforts in tourism promotion. He highlighted that the Pakistan Tourism Development Corporation (PTDC) actively participated in six major global events, including World Travel Mart London, ITB Berlin, New York Travel and Adventure Show, Arabian Travel Mart Dubai, Seoul Travel Mart Korea, and Travel Mart in Vietnam. These engagements facilitated crucial B2B connections with foreign tour operators.
A strategic online outreach, coupled with the launch of the “Salam Pakistan” tourism brand in August 2023, significantly contributed to attracting a diverse range of visitors from across the globe. Rana emphasized the collaborative efforts of PTDC, provincial tourist departments, and private sector operators, underscoring the role of global events in expanding international partnerships.
Minister of State on Tourism, Wasi Shah, congratulated the PTDC team and industry partners, expressing optimism for a stronger performance in 2024 despite existing challenges. With the recovery reaching 115% and projections of international receipts reaching USD 1.3 billion by year-end, Pakistan stands as a beacon in tourism resurgence, showcasing its potential on the global stage.