KARACHI: Pakistan’s tourism sector is increasingly drawing international attention, with USA Today, one of America’s leading media outlets, describing the country as a rising tourism frontier in South Asia, backed by exceptional natural diversity, deep-rooted civilization heritage, and steadily improving infrastructure.
According to the USA Today report, Pakistan is moving into the global tourism spotlight by combining dramatic landscapes, cultural depth, and new development initiatives that position it as one of the region’s most promising destinations for growth and investment. While the sector remained underdeveloped for decades, momentum is now building, and global investors are beginning to take notice of the untapped potential.
The report notes that tourism in Pakistan recorded steady growth over the past decade, with international arrivals crossing two million before the COVID-19 pandemic disrupted global travel. Although the recovery has been uneven, recent government measures are supporting a rebound. Simplified visa regimes, including online applications and visas on arrival for dozens of nationalities, have significantly improved accessibility. In parallel, plans to develop around 20 new tourist destinations signal a clear intent to modernize facilities and expand capacity.
Infrastructure investment has emerged as a key driver. USA Today highlights major road projects such as the Kohsar Tourism Expressway, linking Rawalpindi, Murree, and Azad Jammu & Kashmir, which are reducing travel times and opening new economic corridors. Airport upgrades and the expansion of domestic airline networks are further strengthening connectivity with northern tourism hubs. The hospitality sector is also responding, with leading operators such as Serena Hotels expanding in Hunza and Skardu, setting benchmarks for eco-tourism and culturally sensitive hospitality.
What sets Pakistan apart, the report emphasizes, is its sheer diversity. From the Karakoram and Himalayan ranges—home to five of the world’s fourteen peaks above 8,000 meters—to fertile valleys, alpine lakes, glaciers, and a long Arabian Sea coastline, the country offers experiences few destinations can rival. Its heritage spans millennia, from the Buddhist sites of Taxila and Takht-i-Bahi to the Mughal grandeur of Lahore and the ancient cities of Harappa and Mohenjo-daro.
Despite challenges related to perceptions, infrastructure gaps, and regulation, the outlook remains positive. Tourism receipts of around US$738 million in 2024 are projected to rise to US$3.3 billion by 2028. USA Today concludes that with sustained reforms and investment, Pakistan could emerge as a major regional tourism hub, offering long-term opportunities rooted in its landscapes, culture, and people.
