Pakistan Gets Serious About Its Tourism Pitch
Photo Credit: Pakistan sees tourism as a way for economic growth. This photo was taken in Karimabad, in the Gilgit Baltistan territory, a popular region for tourists. Lost With Purpose / Alex Reynolds
Skift Take
Once thought of as one of the world’s most dangerous countries, Pakistan is back in the spotlight, but this time as a budding tourist destination. The government — led by former cricket star Imran Khan — has an amazing opportunity to leverage this interest into economic development, but in a country prized for its natural beauty, sustainable growth must be a priority.
Tourists have long been drawn to Pakistan to experience a country that boasts rugged natural beauty, cultural richness, and unparalleled hospitality. But Pakistan’s massive tourism potential — touting everything from the world’s second-highest mountain to impressive archeological ruins dating back to the 10th century — has been overshadowed by safety concerns and regional instability.
Yet in recent years the country has been heavily invested in growing its tourism industry. And it’s working; Pakistan has been lauded by publications like Forbes and Condé Nast Traveler as a top destination for 2020, and even received a highly publicized visit from Prince William and Kate Middleton last October.
This past week at the World Economic Forum in Davos, Switzerland, Pakistan Prime Minister Imran Khan talked about the rise of tourism, calling it “the great potential of Pakistan.”
Pakistan is eager to tap into that potential. The country is in the process of developing a m
