In 2018, British Backpacker ranked Pakistan as the world’s top adventure travel destination, mentioning it as one of the friendliest countries on earth and mountain scenery that is beyond anyone’s wildest imagination. The Pakistan tourism sector has great potential to bring the country from its economic peril. According to World Travel and Tourism, Pakistan can generate Rs793 billion from its tourism sector alone and can generate ample job opportunities. It has been predicted that by upgrading the existing tourism infrastructure, Pakistan can get Rs1 trillion in future.
A country’s tourism industry offers numerous opportunities by bringing economic welfare, generating employment and providing opportunities for small and medium businesses in the country. Enhancing tourism can improve the attractiveness and well-being of places. It substantially contributes to the country’s socio-economic development by expediting economic growth.
Pakistan is blessed with ample tourist destinations including religious and cultural sites where a large number of tourists visit from across the world. In Pakistan, the most known tourist attractions belong to its northern region which is famous for its peaks, glaciers, lakes, and forests. Likewise, the historical sites of Taxila and Mohenjo Daro are a big attraction for tourists. Also, the deserts of Tharparkar in Sindh and Cholistan in Punjab and the coast of Balochistan have a great potential to attract domestic and foreign tourists in large numbers.
To promote the country’s thriving tourism industry, the government needs to take imperative measures like introducing tourism zones, developing infrastructure in tourist spots, etc that can uplift the sector. Also, the provincial government must take steps to promote cultural and homegrown tourism to enhance communication and integration. In this context, the incumbent government has taken development measures and formed a joint working group for tourism promotion. However, the joint working group consists of tour operators, representatives of the hotel industry and government officials to devise promotional strategies for the tourism sector. Also, a tourism package will be developed in Lahore for highlighting the cultural and religious importance of the city. As government believe that tourism is crucial to stabilising the country’s economy and asserts the need to make a coherent strategy to develop the tourism industry according to global standards.
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