carbs business review cover

CARBS Business Review

The Tourism Industry of Pakistan, Strategy, and Rivalry

Syeda Mahwish Raza Naqvi

26 April, 2023

The Tourism Industry Of Pakistan, Strategy, And Rivalry

The concept of tourism is multifaceted, encompassing various activities engaged in by tourists, and it is recognized as a significant industry with substantial job creation potential. Tourism is closely linked with transportation, accommodation, food and beverages, entertainment, and related sectors, collectively contributing to revenue generation within the travel and tourism domain.


Pakistan, renowned for its natural beauty, offers breathtaking scenic locations, majestic mountain ranges, historical monuments, ancient monasteries, wildlife, and historical sites. Its popular tourist destinations include Khyber Pass, Peshawar, Swat, Rawalpindi, and Lahore, while later, ancient civilizations such as Mohenjo-Daro, Harappa, and Taxila attracted visitors.


Pakistan’s tourism can be categorized into four main types: archeology, cultural/historical, leisure, and religious tourism. According to the World Travel and Tourism Council’s 2021 report, travel and tourism contributed 2.9% of Pakistan’s total GDP in 2017, amounting to $8.8 billion. In 2019, it contributed $15 billion, accounting for 5.7% of the total GDP. However, the COVID-19 pandemic led to a 25% decline in 2020, with the tourism industry contributing $11.6 billion, equivalent to 4.4% of the total GDP. Employment within the travel and tourism sector also experienced an 11.6% decrease from 2019 to 2020.


Pakistan possesses immense tourism potential; however, several issues need to be addressed. Firstly, emphasis should be placed on domestic tourism, which comprises 91% of total spending, while international tourism contributes only 9% of revenue. Implementing health and safety measures is essential to ensure the well-being of tourists.


Furthermore, efforts to enhance marketing and branding are crucial. While Pakistan currently ranks low in tourism competitiveness, the country secured the 83rd position in the 2021 edition of the Travel and Tourism Index, indicating progress in sustainable tourism policies and practices. To sustain this progress, the government must prioritize safety measures, develop strategies, diversify destinations, embrace digitization, and support small businesses.


Syeda Mahwish Raza Naqvi

Syeda Mahwish Raza is a Ph.D. scholar at Superior University. Having eight years of experience of working with different multinationals at management positions, from last 5 years Mahwish is running her own construction business.



Please note that all opinions, views, statements, and facts conveyed in the article are solely those of the author and do not necessarily represent the official policy or position of Chaudhry Abdul Rehman Business School (CARBS). CARBS assumes no liability or responsibility for any errors or omissions in the content. When interpreting and applying the information provided in the article, readers are advised to use their own discretion and judgement.

If you are interested to write for CARBS Business Review Contact us!

Recommended For You