Punjab Chief Minister Maryam Nawaz’s vows to undertake measures to promote tourism in Punjab echo repeated refrains from the country’s political leaders, highlighting the need to tackle the core issues that discourage travel to Pakistan.
Successive governments have touted tourism as a means to transform the nation’s economic landscape. Prior to Maryam’s statement, former Prime Minister Imran Khan had similarly asserted that Pakistan could tap into mass tourism by leveraging its rich history, diverse geography, and cultural heritage.
As part of these goals, Khan’s government had launched the Kartarpur Corridor, aimed at facilitating travel for Sikh pilgrims to one of their most sacred sites. Promoted as a model of regional connectivity and a gateway to increased tourism, the initiative has failed to achieve any significant gains to tourism in the past six years. Even attempts to attract global attention through numerous YouTube vloggers have not produced desired results, exemplifying the fleeting successes amidst larger structural shortcomings.
Despite its breathtaking landscapes and historical treasures, Pakistani areas most suited for tourism suffer from chronic underdevelopment. Basic amenities, including reliable transportation, quality accommodation, and consistent utilities, remain in short supply. The lack of these essential services significantly diminishes the experience of potential visitors. The elephant in the room, however, is pervasive security concerns, deterring prospective tourists who are further discouraged by travel advisories cautioning them against traveling to Pakistan.
Until Pakistan resolves its security challenges and invests in developing necessary infrastructure, its ambitious tourism initiatives will remain mere aspirations rather than sustainable economic drivers. What the country needs is a comprehensive overhaul of infrastructure, consistent government investment, and community engagement. Only by addressing these fundamental challenges can the nation turn its innate potential into a sustainable tourism industry that delivers lasting benefits to locals and visitors.