Punjab bets big on tourism with first-ever investment expo

Punjab holds first tourism expo in Lahore, showcasing investment potential and sector growth plans

The Punjab government held its first comprehensive tourism showcase in Lahore on Tuesday, terming it a milestone in efforts to transform the province into a globally recognised tourism destination.

Organised by the Punjab Tourism Department, the "Magnificent Punjab Tourism & Investment Expo 2026" brought together public and private stakeholders to promote tourism as a key driver of economic growth, marking a step towards positioning Punjab as a competitive player in the global tourism economy.

Senior Provincial Minister Marriyum Aurangzeb described the occasion as “a historic moment for Punjab”, saying that for the first time, the province’s full tourism potential had been presented under one platform.

وزیراعلی پنجاب مریم نوازشریف کے ویژن کے مطابق میگنیفیسنٹ پنجاب کے بینر تلے صوبے میں سیاحت کے شعبے کو جدید خطوط پر استوار کرتے ہوئے پہلی بار پنجاب ٹورزم اتھارٹی کا قیام عمل میں لایا گیا ہے جس نے بکھرے ہوئے اور خستہ حال سیاحتی مقامات اور محکمے کو ایک چھت تلے متحد کر دیا ہے۔
اس نئی… pic.twitter.com/MRd7LO0uhA

— Marriyum Aurangzeb (@Marriyum_A) April 28, 2026

“This is not just an expo. This is Punjab opening its doors to the world,” she said, highlighting the event, which included heritage cities, spiritual routes, cultural landscapes, eco-tourism destinations and investment-ready projects.

Highlighting the economic importance of the sector, she said tourism was no longer a “soft sector” but a major contributor to global GDP, employment and national identity.

“Today, Punjab steps forward to claim its rightful place in the global tourism economy,” she added, noting that the event also served as a platform to connect investors, entrepreneurs and policymakers, facilitating engagement on future projects.

“Today, Punjab steps forward to claim its rightful place in the global tourism economy,” she added.

وزیراعلی پنجاب مریم نواز کے "میگنیفیسنٹ پنجاب" ویژن کے تحت صوبے بھر میں سیاحت کے فروغ کے لیے 78 بلین روپے کی خطیر رقم سے ایک جامع ایکو سسٹم تیار کیا جا رہا ہے، جس میں صرف محکمہ سیاحت کے 28 بلین روپے کے علاوہ وائلڈ لائف، فاریسٹ، ایکو ٹورازم اور مری و ٹیکسلا جیسے تاریخی شہروں کی… pic.twitter.com/Ev1VI5fXBo

— Marriyum Aurangzeb (@Marriyum_A) April 28, 2026

Officials announced an investment of approximately Rs78 billion in tourism infrastructure, with development work underway across 170 sites. Of these, 60 are expected to become fully operational by December 2026.

“This expo is a platform of opportunity, an opportunity for investors to partner with government, for entrepreneurs to build experiences, and for the world to discover Punjab,” Aurangzeb said.

Beyond destination promotion, the government emphasised the development of an integrated tourism ecosystem linking culture, hospitality, infrastructure, and digital innovation.

Join us at #MagnificentPunjab Expo 2026 and experience the vibrant spirit of Punjab like never before! From rich heritage to breathtaking landscapes, we are proudly showcasing a province full of culture, opportunity, and global potential.

📍 Expo Centre, Lahore
🗓️ 28–29 April pic.twitter.com/9bKDhbB4d1

— Marriyum Aurangzeb (@Marriyum_A) April 28, 2026

A key highlight was the alignment of tourism with emerging sectors such as film and screen tourism.

“Today, the world doesn’t just travel through maps, it travels through stories. When a place is seen on screen, it becomes a destination in reality,” she said.

Officials said the upcoming Punjab Film City would play a central role in showcasing the province globally.

Under the leadership of Chief Minister Maryam Nawaz Sharif, tourism is being repositioned as a year-round engine of economic growth, employment, and international engagement, the government said.

It added that focus remained on ease of doing business, investor facilitation and public-private partnerships to unlock the sector’s full potential.

The event concluded with a message of openness and collaboration.

“To our international guests, Punjab welcomes you. To the private sector, Punjab stands ready to partner with you. And to the people of Punjab, this is your moment.”

Officials said the Magnificent Punjab Tourism & Investment Expo 2026 marked a milestone in efforts to transform Punjab into a globally recognised tourism destination — one that is not only visited, but experienced, remembered, and celebrated.