Invigorating tourism

Letter April 20, 2024
Invigorating tourism


Despite its potential, Pakistan was notably absent from a recent list of the top ten global tourist destinations, based on a survey of 295,000 people conducted by an international magazine. The omission highlights critical areas of concern, such as inadequate infrastructure, poor tourist services and a lack of effective marketing strategies that showcase Pakistan’s unique attractions. Additionally, the country’s tourism sector has historically been hampered by geopolitical instabilities and safety concerns, which have drastically reduced its appeal to international travellers.

The National Investment Facilitation Council is well-positioned to prioritise tourism, but concerted efforts from both the government and private investors is essential. By addressing administrative inefficiencies and enhancing the quality of information and guidance provided to tourists, Pakistan can reposition itself as a desirable destination. This requires not just investments but also a strategic vision to elevate the tourism sector as a key driver of economic growth.

Gulab Umid


Published in The Express Tribune, April 20th, 2024.

Like Opinion & Editorial on Facebook, follow @ETOpEd on Twitter to receive all updates on all our daily pieces.