Tourism has the power to transform economies, create jobs, and showcase a country’s rich history and natural beauty. Over the years, Pakistan has been recognized as one of the world’s most beautiful and culturally diverse destinations, but challenges such as infrastructure gaps, policy limitations, and global perceptions have slowed its tourism growth. In 2025, the government is making a determined push to revive and expand the tourism sector through strategic reforms, improved security, and massive infrastructure investments. These efforts are aimed at making Pakistan a global tourism hotspot, attracting adventure seekers, history enthusiasts, and cultural explorers from around the world. Pakistan’s tourism sector has shown remarkable potential in recent years, with a 12% increase in international tourist arrivals between 2018 and 2019, and the World Travel and Tourism Council estimating that tourism contributed around 5.9% to Pakistan’s GDP before the pandemic disrupted global travel. Now, with tourism revival efforts in full swing, the sector is expected to generate more than $10 billion in revenue by 2025, creating millions of jobs across hospitality, transport, and service industries.
One of the key steps taken to promote tourism is the implementation of new policies that make it easier for international travelers to visit the country. Visa policies have been relaxed, with the introduction of e-visas and visa-on-arrival options for over 50 nationalities, significantly reducing the bureaucratic hurdles that previously discouraged tourists from considering Pakistan as a destination. Additionally, partnerships with international travel agencies and airlines have made booking flights and tours more convenient, ensuring that visitors can plan their trips without unnecessary delays. In 2023 alone, Pakistan saw a 15% increase in inbound tourism from European and Southeast Asian countries, largely attributed to these simplified visa processes and collaborative marketing efforts.
Infrastructure development has played a crucial role in this revival. The government has invested over $1 billion in upgrading roads, airports, and hospitality services to ensure a smooth and enjoyable experience for tourists. Major cities and tourist hubs now have better transportation networks, making it easier to access remote and scenic locations. The expansion of domestic airports in Gilgit, Skardu, and Chitral, along with enhancements at international airports in Islamabad, Lahore, and Karachi, have improved connectivity for both local and foreign travelers. Moreover, new hotels, resorts, and guesthouses have been developed to cater to the growing number of visitors, with an estimated 5,000 new hotel rooms expected to be added by the end of 2025, offering world-class amenities while maintaining affordability.
Recognizing the diverse attractions Pakistan has to offer, the government has launched targeted campaigns to promote different types of tourism. Adventure tourism has been a major focus, with an emphasis on trekking, mountaineering, and skiing in the northern regions. Pakistan is home to five of the world’s 14 highest peaks, including K2, and receives approximately 25,000 mountaineers and trekkers annually, a number that is projected to grow by 30% in the next three years due to improved trekking routes, safety measures, and better accommodation facilities in areas like Gilgit-Baltistan, Hunza, and Chitral. Cultural and heritage tourism has also seen a major boost. Pakistan’s rich history, spanning thousands of years, is reflected in its ancient sites, historical cities, and architectural marvels. The government has worked to preserve and restore key heritage sites, including Mohenjo-Daro, Taxila, Lahore Fort, and the ancient Buddhist ruins of Takht-i-Bahi. Pakistan currently has six UNESCO World Heritage Sites, and efforts are underway to nominate more sites, further highlighting the country’s historical significance on the global stage. Visitor numbers at heritage sites increased by nearly 20% in 2024 alone, reflecting growing domestic and international interest.
Religious tourism has been another area of focus. Pakistan is home to some of the most sacred sites for multiple religions, including Buddhism, Sikhism, and Hinduism. With the government’s efforts to improve access and facilities at religious sites such as the Kartarpur Corridor for Sikh pilgrims and the Katas Raj Temples for Hindu visitors, there has been a 40% rise in religious tourism since 2020. The promotion of Buddhist heritage sites, particularly in Khyber Pakhtunkhwa and Punjab, has also attracted visitors from countries like Sri Lanka, Thailand, and Japan, contributing to an estimated annual influx of 100,000 religious tourists. To ensure the sustainable development of the tourism sector, eco-tourism initiatives have been introduced. Recognizing the importance of protecting the country’s natural beauty, the government has implemented policies to preserve national parks, wildlife sanctuaries, and scenic valleys. Controlled tourism models have been established in sensitive ecological areas, such as Deosai National Park and the Fairy Meadows, to prevent overcrowding and environmental damage. Projects promoting responsible tourism, such as waste management programs and awareness campaigns, are helping maintain the pristine nature of tourist destinations, with over 500 eco-tourism projects registered by local communities and non-governmental organizations.
The role of digital marketing and media campaigns cannot be overlooked in this revival. The government, in collaboration with influencers, travel bloggers, and international tourism organizations, has launched aggressive social media campaigns showcasing Pakistan’s beauty and hospitality. In 2024, Pakistan’s official tourism promotional videos amassed over 100 million views across platforms like YouTube, Instagram, and TikTok. Documentaries, promotional videos, and travel vlogs featuring stunning landscapes, rich culture, and diverse experiences have changed global perceptions and inspired travelers to consider Pakistan as a must-visit destination. The success of these campaigns is evident in the rising number of international tourists, with a 17% increase in arrivals recorded between 2023 and 2024 alone, and the growing interest from travel companies around the world.
Security improvements have also played a significant role in rebuilding confidence among tourists. Over the past few years, extensive measures have been taken to ensure the safety of travelers, with special tourism police units established in major tourist areas such as Murree, Naran, Hunza, and Skardu. These units provide assistance, guidance, and protection to visitors, ensuring a secure and hassle-free experience. Crime rates in key tourist destinations have dropped by 25% since the establishment of these units, further strengthening Pakistan’s reputation as a safe destination. The increasing number of foreign tourists and international travel influencers visiting Pakistan is a testament to the improved security environment and growing trust in the country’s hospitality sector.
One of the most promising developments in 2025 is the encouragement of investment in the tourism industry. The government has introduced attractive incentives for local and foreign investors to develop hotels, resorts, and travel services, including tax breaks and streamlined licensing processes. Public-private partnerships have been instrumental in launching high-quality tourism facilities while ensuring sustainable growth. The promotion of community-based tourism projects has also provided economic opportunities for local communities, allowing them to benefit directly from the influx of visitors. From guided village tours to traditional craft workshops, community-based tourism initiatives have generated approximately $150 million in local income annually, offering tourists unique opportunities to experience Pakistan’s cultural richness while supporting local livelihoods.
While significant progress has been made, the journey of making Pakistan a leading global tourist destination is ongoing. Continued efforts in policy improvements, infrastructure development, and international promotion are essential to sustain this momentum. With the government’s commitment to tourism revival and the increasing interest from global travelers, the future looks bright for Pakistan’s tourism industry. The growing influx of visitors not only boosts the economy but also fosters cultural exchange and strengthens the country’s global image as a welcoming and vibrant destination. For travelers, Pakistan offers something truly unique—a blend of breathtaking landscapes, deep-rooted history, warm hospitality, and unforgettable adventures. As the country continues to open its doors to the world, it is set to reclaim its position as one of the most remarkable and diverse travel destinations on the global map.
Author’s Bio:
Hamnah Maryam holds an MPhil in Defence and Strategic Studies and focuses her research on security dynamics, strategic affairs, and regional geopolitics. Her academic work explores contemporary defence policies, conflict resolution, and the evolving security landscape in South Asia. She actively contributes to research publications and policy discussions, offering critical insights into defence strategies and geopolitical trends.
