Tourism trade imbalance

We have been told for decades that Pakistan's breathtaking landscapes are the envy of the region and a potential tourism juggernaut, but a recent report by the Federation of Pakistan Chambers of Commerce and Industry (FPCCI) delivers a sobering reality check. In 2024, Pakistan earned $1.15 billion from foreign tourists while its citizens spent an estimated $2.4 billion abroad. This $1.25 billion deficit is a stark indictment of a sector that is failing to realise its vast potential.

The numbers are disappointing on multiple levels. Despite contributing nearly 5.9% to GDP and supporting 4.7 million jobs, tourism accounts for just 2.9% of Pakistan's total exports. This pales in comparison to other regional countries, with Pakistan languishing at 101st on the WEF's Travel and Tourism Development Index, far behind India (39th) and the UAE (18th). The FPCCI report identifies familiar complex visa regimes, fragmented governance, inadequate infrastructure and weak international promotion as the main factors restricting tourism.

Pakistan's assets are undeniable - the Karakoram range contains some of the most attractive peaks for mountaineers, the Kartarpur Corridor attracted over 45,000 Sikh Indian pilgrims in 2025 despite border tensions, and our Indus Valley Civilisation sites and Buddhist heritage sites are without comparison. But assets alone do not generate revenue.

The government must treat tourism as an economic priority if it wants to counter the trend of tourism exports dwarfing imports. Experts have suggested that Pakistan work on visa reforms, such as e-visas, which would make tourism easier for modern travellers. They insist certification and standard-setting for foreign tourism-related businesses should become a federal subject to ensure consistency - tourism was devolved under the 18th Amendment, and provinces quickly created their own differing standards that have led to extreme confusion for foreign tourists who try to book experiences on their own, without travel agents.