Tourism and Hospitality

Tourism and Hospitality

  • Pakistan is rich in its tourist destinations offering a diverse range of choices for different types of tourists. The country is home to one of the oldest civilizations in the world, has innumerable locations of scenic beauty, world’s highest mountains, many religious and historic places, unique arts and crafts and a rich culture and heritage.
  • The British Backpacker Society ranked Pakistan as the world's top adventure travel destination in 2018, describing the country as "one of the friendliest countries on earth, with mountain scenery that is beyond anyone’s wildest imagination”
  • Pakistan is home to a number of UNESCO world heritage sites like, Archaeological Ruins at Moenjodaro, Buddhist Ruins of Takht-i-Bahi and Neighbouring City Remains at Sahr-i-Bahlol, Fort and Shalamar Gardens in Lahore, Historical Monuments at Makli, Thatta, Rohtas Fort and Taxila.

Pakistan Tourism Potential – “The Best Kept Secret of Asia”

From the mighty stretches of the Karakoram in the North to the vast alluvial delta of the Indus River in the South; Pakistan remains a land of high adventure and nature. Trekking, mountaineering, white water rafting, mountain and desert jeep safaris, camel and yak safaris, trout fishing and bird watching are a few activities, which entice the adventure and nature lovers to Pakistan.
Pakistan is endowed with a rich and varied flora and fauna. High Himalayas, Karakoram and the Hindukush ranges with their alpine meadows and permanent snow line, coniferous forests down the sub-mountain scrub, the vast Indus plain merging into the great desert, the coast line and wetlands, all offer a remarkably rich variety of vegetation and associated including avifauna, both endemic and migratory. Ten of 18 mammalian orders are represented in Pakistan with species ranging from the world's smallest surviving mammals, the Mediterranean Pigmy Shrew, to the largest mammal ever known; the blue whale.
Pakistan is home to 108 peaks above 7,000 meters and probably as many peaks above 6,000 m. There is no count of the peaks above 5,000 and 4,000 m. five of the 14 highest independent peaks in the world (the eight-thousanders) are in Pakistan (four of which lie in the surroundings of Concordia; the confluence of Baltoro Glacier and Godwin Austen Glacier).

Main Sector Segments

The Tourism and Hospitality sector, by virtue of not being a federal subject, is not clearly mapped. For the purpose of this document, we will consider the Tourism and Hospitality industry of Pakistan to consist of revenues generated by:

4.1- Hotels and Motels
  • The hotels & motels industry value consists of all revenues generated by hotels, motels and other accommodation providers through the provision of accommodation and other services.
  • The total value includes room revenue and non-room revenue, including shops and telecommunication services. The industry is segmented according to the origin of the revenues (leisure consumers and business consumers).
4.2- Foodservice
  • Foodservice is defined as the value of all food and drink, including on-trade drinks not drunk with food, for immediate consumption on the premises or in designated eating areas shared with other foodservice operators, or in the case of takeaway transactions, freshly prepared food for immediate consumption.
  • The food service industry is valued according to total sales of all food and drink in or through accommodation outlets, full service restaurants, quick service restaurants and fast food, and other. The accommodation segment includes food and drinks sales in bed and breakfasts, guest houses, holiday parks, hostels, and hotels and motels. This segment includes food and drink sales in leisure venues, such as visitor attractions; mobile operators, such as vans and other mobile operators; retailers, such as bakeries, convenience stores, delicatessens, department stores, garden centers, service station forecourts, supermarkets and hypermarkets, and other retail sales.

Reasons to Invest
Pakistan as a Destination Attracts a Mixed Tourist Profile

  • Pakistan’s with its slogan; “It’s beautiful, it’s Pakistan” has managed to generate interest from travelers from across the globe.
  • Pakistan is working hard to eradicate its negative image and promote itself as “Emerging Pakistan”, promoting a considerable tourist offer and a safe and hospitable environment.
  • Along with business and leisure tourists, a large number of tourists to the country are overseas Pakistanis.
  • Leisure is a major reason for travel for the vast majority of domestic tourists and a sizeable majority of inbound tourists in 2019.
  • Major cities of Karachi, Lahore and Islamabad are the leading destinations for business travel.
  • There is a constant rise in tourists to the northern areas of Pakistan, especially the Swat Valley, which is also known as the “Switzerland of Pakistan”.

Promotion of Religious Tourism

  • Government is actively promoting ‘religious tourism,’ as it is one of the most significant revenue-generating businesses in the world. e.g. kartarput project. The government will also actively participate in the birthday celebrations of Baba Nanak.
  • In the past, only 3,000 visas were issued to Sikh pil grims. The initiative has also drawn the attention of the Sikh community around the world. A recent survey data revealed that a whopping 83 percent of the eight million diaspora Sikhs living outside India had shown interest in visiting Pakistan.
  • Also, 79 percent of the 20 million Indian Sikhs expressed an interest in visiting Pakistan.
  • In KP, which is dotted with sacred Buddhist sites the government is working with the World Bank to develop a Buddhist trail to attract Buddhists, and in particular, monks from across the globe.