Punjab unveils ambitious tourism roadmap

The government of Punjab on Tuesday held its first comprehensive tourism showcase, the Magnificent Punjab Tourism & Investment Expo 2026, in Lahore, bringing together public and private stakeholders to promote tourism as a key driver of economic growth in the province.

Organised by the Punjab Tourism Department, the event marks a significant milestone in efforts to position Punjab as a competitive destination in the global tourism economy by highlighting its heritage, culture, spiritual routes, eco-tourism sites and investment-ready projects under one platform. Senior Provincial Minister Marriyum Aurangzeb described the occasion as a "historic moment for Punjab," saying it was the first time the province's diverse tourism assets had been presented in a unified and structured manner to investors and international partners.

"This is not just an expo.

This is Punjab opening its doors to the world," she said, adding that tourism had evolved into a major economic sector contributing to employment generation, foreign investment and national branding.

Officials said more than 50 curated tourism trails and destinations had been developed for promotion under public-private partnership models.