With its rich natural and cultural resources, Pakistan has the potential to become one of the world’s leading tourist destinations. The South Asian country has already topped several international travel lists. According to World Travel and Tourism Council (WTTC), the tourism industry of Pakistan can grow up to $39.8 billion within a decade. Pakistan experienced a sharp increase in tourist activity from 2014 to 2019 and the government has also announced ‘a Strategy to Help Mitigate the Socioeconomic Impacts of Covid-19 on Pakistan’s Tourism Sector’ in 2020. However, challenges in the social and services sector, policy design, safety and security, tourism infrastructure, and lack of an enabling environment have led to a weak competitive position for Pakistan.