PESHAWAR: Boasting the title of “best-performing destination” in 2023, the country is experiencing a vibrant upswing in tourism due to the efforts of Pakistan Tourism Development Corporation (PTDC).
Recognizing the immense socio-economic potential of tourism, PTDC is crafting strategies to turn this sector into a goldmine for the national economy. “We’re not just aiming for recovery, we’re aiming for prosperity,” declared Aftabur Rahman Rana, PTDC’s Managing Director.
Despite hurdles, PTDC has continued its mission. Visas are becoming hassle-free, infrastructure is getting a tourist-friendly makeover, and collaborations with travel agencies are blooming both domestically and internationally. Cultural events are taking center stage, showcasing Pakistan’s unique charm to the world.
“This is a team effort,” Rana says. “Government and private sectors are joining forces to create a welcoming environment, from improved hospitality and guidance to enhanced safety and destination appeal.” Training for transportation staff is also on the agenda, ensuring a smooth and comfortable experience for every visitor.
The success story is resonating in international reports. According to the World Tourism Organisation, Pakistan boasts a pre-pandemic recovery rate of 92%, a staggering feat. Compared to 2022, foreign tourist arrivals jumped by a whopping 115%, far exceeding the 62% average for Asia and the Pacific.
From attending major events like ITB Berlin and the Arabian Travel Mart to launching dynamic online B2B meetings, PTDC is connecting with international operators and showcasing the splendor of Pakistan. “Salam Pakistan,” a captivating new tourism brand launched in August 2023, has further added to the allure, inviting both local and international explorers to discover the country’s breathtaking landscapes and rich cultural tapestry.
A recent report by the Pakistan Institute of Development Economics highlights the key to unlocking even greater potential: stability. By ensuring a secure environment, Pakistan’s tourism sector can skyrocket, contributing a staggering Rs1 trillion to the economy.
