Pakistan's $20 Billion Tourism Industry is Booming

Pakistan's tourism industry, currently estimated at $20 billion (6.9% of GDP in 2016), is booming, according to data available from multiple reliable sources. World Travel and Tourism Council (WTTC) forecasts it to grow to over $36 billion within a decade.

Economic Impact of Tourism:

Pakistan tourism industry generates $20 billion in revenue and supports 3.6 million jobs directly and indirectly, according to the World Travel and Tourism Council. Foreign visitors generate nearly a billion US$ in exports.

Economic Contribution of Pakistan Tourism. Source: WTTC

Tourism Growth: 

Significantly improved security situation has helped boost annual tourist arrivals in Pakistan by 300% since 2013 to 1.75 million in 2016, while domestic travelers increased 30% to 38.3 million, according to the state-owned Pakistan Tourism Development Corp.  Hotel bookings increased 80 percent in 2016, according to Jovago, Pakistan’s biggest hotel booking website.

Courtesy: Nikkei Asian Review

By contrast, foreign tourist arrivals in the country’s larger neighbor, India, jumped from 6.97 million in 2013 to 8.8 million in 2016, according to Indian government figures. 88% of India's and 92% of Pakistan's tourism revenue is domestic. India's tourism industry is worth $209 billion (9.6% of of GDP in 2016), according to WTTC.

A story in the Financial Times, a British newspaper, quotes British tour operator Jonny Bealby as saying,   “While I am sure this will raise some eyebrows, we are starting to see a marked increase in tourism to Pakistan".  Bealby's company arranged 55% more clients to Pakistan in 2017 compared with 2016, and advance bookings are more than 100 per cent up on this point 12 months ago, according to the Financial Times.

Top Adventure Tourism Destination: 

British Backpackers Society has recently ranked Pakistan as its top destination for adventure tourism.  The Society describes Pakistan “one of the friendliest countries on earth, with mountain scenery that is beyond anyone’s wildest imagination”.

Pakistan Tourism Promotion in Jakarata, Indonesia

Pakistan's northern areas are a top destination for adventure-seekers interested in mountain climbing, white water rafting,  extreme kayaking and helicopter skiing.

Pakistan Brand Promotion on London Buses

Pakistan Tourism Promotion: 

Pakistan government's tourism campaign — including covering buses in several major world cities with beautiful pictures of Pakistan's tourist attraction — have helped raise the country’s profile. Increased investments in roads, airports and other infrastructure have helped ease travel.

Pakistan government has announced its decision to provide 30 day tourist visa on arrival for visitors from 24 countries on three continents.

Summary:

Tourism industry in Pakistan is booming with 300% increase in foreign tourist arrivals since 2013. It contributed $20 billion (6.9% of GDP in 2016) and supported 3.6 million jobs in 2016. World Travel and Tourism Council (WTTC) forecasts it to grow to over $36 billion within a decade.

Here's a video about Pakistan narrated by an American Journalist Cynthia Ritchie:

https://youtu.be/G8bzv3G9vjY

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Comment by Riaz Haq on August 18, 2023 at 6:00pm

Boost to tourism: First international flight lands at Skardu airport
In a touching gesture, the captain of the flight opened a window and proudly hoisted the national flag

https://www.thenews.com.pk/print/1100304-boost-to-tourism-first-int...


SKARDU: A historic moment unfolded at Skardu International Airport as flight PK 234 touched down, marking it the first-ever international flight to land on Skardu soil.

The arrival was celebrated with a heartwarming water cannon salute, painting the skies with a majestic display of water arcs.

In a touching gesture, the captain of the flight opened a window and proudly hoisted the national flag, symbolising the unity and pride of the nation. Traditional hats and thoughtful gifts were joyously distributed among the passengers aboard the inaugural flight, setting the tone for a remarkable journey.

While the initial tourist count was modest, with only 80 passengers on this milestone flight, officials from the national airline revealed that these travelers had embarked on a journey from Dubai to Skardu, making a connecting stop at Skardu. This strategic connection is expected to pave the way for an influx of tourists, injecting new life into the local tourism industry.

The residents of Skardu are excited at this as a momentous step towards boosting the region’s tourism. With Skardu being renowned for its breathtaking landscapes and rich cultural heritage, the commencement of international flights is anticipated to open doors to a world of opportunities.

The successful landing of the first international flight on the auspicious occasion of Independence Day has added an extra layer of jubilation to the festivities.

Comment by Riaz Haq on September 4, 2023 at 5:12pm

The road that's the 'Eighth World Wonder'

https://www.bbc.com/travel/article/20230903-the-karakoram-highway-t...


The 1,300km Karakoram Highway cuts through some of the most astounding rock faces on the planet. It's a road trip of dreams, yet few have ever heard of it or how it came to be.

Crisp mountain air rushed in through the car window as I drove past jagged mountain landscapes. Despite summer being in full swing, massive amounts of snowpack still clung to the 7,000m peaks. Glacial waterfalls dripped down to feed the aquamarine river below, through Pakistan's high-altitude Hunza Valley that was aptly termed "Shangri La" by British novelist James Hilton.

I was driving the Karakoram Highway (KKH), which cuts through some of the most astounding rock faces on the planet. Often coined the "Eighth Wonder of the World", it's a road trip of dreams, yet few have ever heard of it, or how it came to be.

The KKH was once a leg of the Silk Road, with its foundations built by locals centuries ago. However, it wasn't until 1978 – after nearly 20 years of construction by more than 24,000 Pakistani and Chinese workers – that it was officially inaugurated for vehicles, which brought trade, tourism and ease of travel to this remote part of the world.

The 1,300km highway extends from the small city of Hasan Abdal near Pakistan's capital of Islamabad to Kashgar in China's autonomous Xinjiang region via Khunjerab, the highest paved border crossing in the world at about 4,700m. But I was drawn to the 194km stretch of the highway that runs through the Hunza Valley, a region surrounded by the Karakoram Mountains that give the highway its name. This impossibly beautiful section is where you can see pristine glaciers, alpine lakes and snow-capped peaks right from the comfort of your ride. However, as alluring as the journey is, it's the incredible people and traditions of the Hunza Valley that make this part of the highway so special.

Nestled in the Gilgit Baltistan territory between Xinjiang and Afghanistan's Wakhan Corridor, Hunza was mostly cut off from the world until the 20th Century due to the formidable geography. Primarily home to the Burusho and Wakhi people, the remote region has its own languages, music and culture that's unlike anything you'd find in Pakistan – or anywhere else in the world.

Comment by Riaz Haq on March 17, 2025 at 12:55pm

Murree facelift plan unveiled

https://tribune.com.pk/story/2534652/murree-facelift-plan-unveiled

ISLAMABAD:
The Director-General of the Walled City of Lahore Authority (WCLA), Kamran Lashari, on Sunday disclosed that the Punjab government has initiated a Rs4.5 billion project in Murree aimed at revamping the hill station's infrastructure to attract tourists, which will be completed within a year and a half under the direct supervision of the chief minister.

Talking to a news channel, Lashari shared the plan for restoring shops and buildings around the General Post Office (GPO) to Mall Road, which will revive their original glory and tradition. "The Rs4.5b Murree project will transform the hill station into a world-class tourist destination, showcasing Pakistan's natural beauty and rich cultural heritage," he said.

"The project will focus on sustainable development, ensuring that Murree's natural environment is preserved while providing modern amenities and infrastructure to tourists," Lashari further said and added that by revitalising Murree's infrastructure, "We aim to boost tourism, create jobs and stimulate economic growth in the region, making it a premier destination for domestic and international tourists."

Comment by Riaz Haq on August 26, 2026 at 10:20am

Pakistan received over a million tourists last year. Pakistan eyes $1 billion annual revenue from Russian tourists

https://www.arabnews.pk/node/2638936/pakistan

Pakistan eyes $1 billion annual revenue from Russian tourists
https://www.arabnews.pk/node/2638936/pakistan
Pakistan’s envoy to Russia says countries hosting Russian tourists earn between $1-7 billion annually
Says Pakistan received over a million foreign tourists in 2025, an 820 percent increase compared to previous years
ISLAMABAD: Islamabad is attempting to attract up to 50,000 Russian tourists each year and generate an annual revenue of $1 billion from them, Pakistan’s Ambassador to Russia Faisal Niaz Tirmizi said recently.

In an interview of Tirmizi published by the state-run Associated Press of Pakistan (APP) on Sunday, the envoy said changing conditions in global markets and unrest in the Middle East are creating “space for new destinations.”

The Pakistani envoy shared details of his recent meeting with Andrey Ignatyev, the head of the Russian Union of Travel Industry (RUTI), saying that before 2022, around 24 million Russians visited countries such as Turkiye, Egypt, Thailand, Malaysia, and India each year.

He said this number has reduced to 15 million per year due to restrictions in Europe and North America, as well as security concerns following the Iran war in the Middle East.

“Ambassador Tirmizi said Pakistan can start by hosting small groups of Russian tourists through tour operators and gradually increase the number to 50,000 per year,” APP reported.

“If managed well, this segment alone could bring up to $1 billion annually to Pakistan’s economy.”

The ambassador said that the Russian tourism market offers “strong potential” for Pakistan, adding that travelers from Russia are showing interest in destinations that are accessible, secure, and cost-effective.

“Pakistan, with its diverse landscape and ongoing improvements in tourism facilities, can meet this demand if it engages tour operators and visitors in a planned way,” APP said.

The ambassador said that as per Ignatyev, an average Russian tourist spends between $1,000 and $5,000 on trips lasting one to two weeks abroad.

“Countries hosting Russian tourists earn between $1 billion and $7 billion annually from this segment,” APP said.

Tirmizi said Russian President Vladimir Putin, who considers Pakistan a friendly country, also supports stronger links between the two in tourism, business, education and culture.

Talking about Pakistan’s tourism potential, Tirmizi said the country received over one million international tourists in 2025, reflecting an 820 percent increase compared to previous years.

The Pakistani ambassador highlighted northern areas such as the Hazara Division, Skardu and Hunza regions as key places that could promote adventure and cultural tourism in Pakistan.

Tirmizi stressed the need for a coordinated approach to promote Pakistan internationally, adding that this could include stronger branding, engagement with airlines and the use of digital platforms to reach global audiences.

Comment by Riaz Haq on August 30, 2026 at 12:35pm

More than 2,200 foreign climbers and trekkers visited Gilgit-Baltistan during the summer season from April to August this year, a senior official of the GB Tourism Department said.

Sajid Hussain, deputy director of the GB Tourism Department, told Dawn that foreign adventurers visited the region to scale some of the world’s highest peaks and trek in restricted areas, including K2 (8,611 metres), Nanga Parbat (8,126m), Broad Peak (8,047m), Gasherbrum-I (8,080m) and Gasherbrum-II (8,035m).

The official added that a large number of foreign and domestic tourists were currently visiting popular destinations across Gilgit-Baltistan. Foreign tourists visiting open-zone areas do not require permits.


https://www.dawn.com/news/2026057


• Over 2,200 adventurers visited region from April to August
• Official says climbing season has closed, but trekking will continue until October

GILGIT: More than 2,200 foreign climbers and trekkers visited Gilgit-Baltistan during the summer season from April to August this year, a senior official of the GB Tourism Department said.

Sajid Hussain, deputy director of the GB Tourism Department, told Dawn that foreign adventurers visited the region to scale some of the world’s highest peaks and trek in restricted areas, including K2 (8,611 metres), Nanga Parbat (8,126m), Broad Peak (8,047m), Gasherbrum-I (8,080m) and Gasherbrum-II (8,035m).

The official added that a large number of foreign and domestic tourists were currently visiting popular destinations across Gilgit-Baltistan. Foreign tourists visiting open-zone areas do not require permits.


Officials said foreign tourists visiting GB’s tourist destinations and open-zone areas from multiple countries during the spring, summer and autumn seasons were expected to surpass 10,000 this year.

Mr Hussain said the number of foreign adventurers visiting GB this summer was higher than last year. The official said tensions following the US-Israel war on Iran, as well as a fuel price hike, had affected the influx of foreign and domestic tourists to GB last year.

Mr Hussain said the climbing season had now closed, although trekkers continued to visit restricted areas, including the K2 Base Camp trekking route. “The arrival of trekkers will continue until October,” he said.

The Gilgit-Baltistan government earned Rs350 million from expedition and trekking pe­­rmits during the summer season up to June 30.

President of the Alpine Club of Pakistan, retired Major General Irfan Arshad Khan, told Dawn that the surge in international tourists this year, despite uncertainty in the Middle East, fluctuations in fuel prices and other factors, was encouraging.

“Tourism is a source of employment for the people of GB. Besides the revenue collected through trekking and mountaineering fees, local people, including porters, hotel owners, transporters and shopkeepers, benefit by millions of dollars directly from tourists,” he said.

“Following the war in the Middle East and the law-and-order situation in Pakistan after the assassination of Iran’s Supreme Leader Ayatollah Khamenei during US and Israeli attacks on Iran, many countries issued advisories to their citizens against travelling to Pakistan. There were also delays in the issuance of permits for foreign climbers and trekkers. Otherwise, the number of foreign adventurers visiting GB would have been higher than 2,200,” Major General Irfan Arshad Khan said.

He said more than 4,000 foreign climbers and trekkers were expected to visit the region next year. He said the flaws causing delays in the issuance of permits to foreigners and other related issues would be resolved.

However, the summit success rate on major peaks in GB, including K2, Broad Peak, Gasherbrum-I, Gasherbrum-II and Nanga Parbat, remained low because of snow avalanches, rockfalls, high winds and unpredictable weather conditions at high altitudes.

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