Agri-tourism: a new rich source of revenue

Minister says province has multibillion-dollar potential in tourism

LAHORE:

Pakistan is an agricultural country which relies heavily on the revenue generated from this sector. Subsequent to the bulging population of the world leading to an intense demand, cultivators are now looking in to other associated means of revenue such as agri-tourism.

To our luck, the country grows a variety of produce throughout the year ranging from grains to herbs and orchards of delicious fruits. For tourists, it could serve as a major attraction when the crops ripen and the wholesome foods are ready to be sent to the market or consumed.

Agri-Tourism Development Corporation of Pakistan (ATDC) Chief Executive Officer (CEO) Tariq Tanveer said that Agri-tourism was at the crossroads of tourism and agriculture, adding that the natural beauty of cultivated land attracted the public to visit the sites.

Pakistan's agriculture sector on a long rough patch

Muhammad Sarang Bhatti, a notable landlord from Sukheke Mandi, conceded that in the modern digital era, eco-tourism and village agricultural scenic attractions have emerged as a source of valuable foreign exchange and is now the fastest revenue generating industry across the world.

Pakistan Association of Tourism Operators President Maqsoodul Mulk emphasised that Pakistan could achieve extraordinary revenue goals in agricultural tourism if the government appoints experts to all formations of the industry.

According to the World Travel & Tourism Council, Pakistan’s travel and tourism industry had contributed more than 7% to the GDP by earning at least Rs2,452 billion in 2018.

Published in The Express Tribune, July 18^th, 2020.