Pakistan, endowed with breathtaking natural beauty, historic monuments, rare cultural heritage, and diverse religious sites, has the potential to generate $30–40 billion annually from tourism if developed on modern lines, Prime Minister’s Coordinator for Tourism Sardar Yasir Ilyas said on Tuesday.
In an interview with APP, he announced that Pakistan will host a major international “Tourism Road Expo” in November to showcase the country’s hidden treasures. The event will feature Pakistani cuisine, world-renowned chefs, cooking competitions, and comprehensive promotion of tourist attractions. Similar expos will later be held in London, Tajikistan, Uzbekistan, and Saudi Arabia.
Highlighting recent government measures, Yasir said Prime Minister Shehbaz Sharif’s decision to grant tourism the status of an industry is a landmark step to strengthen the economy and improve Pakistan’s global image. To ensure coordination between federation and provinces, the National Tourism Coordination Board is being revived and restructured.
He revealed that the government will lease inactive state-owned properties to domestic and foreign investors for 50–60 years for tourism-related projects. Digital tourism portals are also under development to provide visitors with hotel bookings, weather updates, travel details, and information about attractions.
Unveiling a new branding slogan — “Pakistan: Where Beauty Greets, History Speaks, and Adventure Leaves” — Yasir said the initiative would project Pakistan’s vast potential in medical, religious, adventure, and eco-tourism.
The coordinator cautioned that climate change and deforestation pose serious threats to tourism and biodiversity. He stressed the need for afforestation and removal of encroachments along rivers and lakes to protect the ecosystem.
Listing new projects, he said proposals are under consideration for food streets and mini-parks at F-9 Park and Lake View Park in Islamabad, along with a safari forest in Fateh Jang and other ventures.
On religious and cultural tourism, Yasir noted that facilities for Sikh pilgrims are being expanded, while Gurdwaras and Buddhist sites will be restored and handed over to their communities with proper arrangements for worship and caretaking.
He pointed out that Pakistan’s visa regime has been simplified, with tourists from 126 countries now eligible for online visas. Visa fees have been abolished to further facilitate travelers.
“Despite offering unmatched diversity in geography and seasons, Pakistan has never marketed its tourism potential properly,” Yasir said, comparing Pakistan to Uzbekistan, Kazakhstan, and Azerbaijan, which attract millions of tourists annually. He added that the government plans to use social media and vlogs to strengthen Pakistan’s image abroad.
Focusing on youth, he urged them to pursue skills in e-commerce, crypto, and technology alongside opportunities in hospitality and tourism. “Tourism creates jobs, empowers communities, and builds a positive global image of Pakistan,” he emphasized.
“By leveraging our natural beauty, heritage, and culture, Pakistan can become one of the world’s most attractive destinations,” Yasir concluded.
