Pakistan’s strides in tourism recovery and promotion have garnered global recognition, with the United Nations World Tourism Organization (UNWTO) acknowledging the nation’s remarkable performance in its latest 2023 report.
The UNWTO’s report highlights Pakistan’s outstanding resurgence, leading the recovery graph at an impressive 92% of pre-pandemic levels in 2023. The country welcomed a staggering 115% increase in foreign tourists compared to the previous year, marking a robust comeback post-COVID-19 pandemic. Forecasts suggest international tourist receipts may soar to USD 1.3 billion by the year-end, affirming Pakistan’s resurgence as a thriving tourist destination.
In contrast, the broader Asia and Pacific Region achieved only 62% of pre-pandemic levels in 2023 due to slower international travel reopening. However, Pakistan’s exceptional performance stands as a testament to the concerted efforts of the Pakistan Tourism Development Corporation (PTDC). The PTDC’s relentless endeavors to showcase Pakistan’s tourist-friendly essence on global platforms and through social media have propelled the nation’s tourism resurgence.
Aftab Rana, Managing Director of PTDC, emphasized the pivotal role played by PTDC, provincial tourist departments, and private sector tour operators in participating in six major tourism events globally. Engagements at events like World Travel Mart London, ITB Berlin, New York Travel and Adventure Show, Arabian Travel Mart Dubai, Seoul Travel Mart Korea, and Travel Mart in Vietnam facilitated robust B2B linkages, fostering a 115% surge in foreign tourists visiting Pakistan in 2023. PTDC’s strategic online B2B meetings further strengthened ties with foreign tour operators, amplifying Pakistan’s global tourism appeal.
Furthermore, PTDC’s launch of the new tourism brand “Salam Pakistan” in August 2023 has significantly bolstered interest among the Pakistani diaspora, foreign travelers, and domestic tourists, inviting them to explore Pakistan’s exotic destinations.
Wasi Shah, Minister of State on Tourism, extended heartfelt congratulations to PTDC and industry partners for this monumental achievement in 2023. Despite challenges, the government remains resolute in elevating the tourism sector’s performance in 2024, aiming for an even stronger showcase of Pakistan’s diverse and captivating tourist offerings.
This recognition by UNWTO reaffirms Pakistan’s position as an emerging global tourist destination, reflecting the nation’s commitment to revitalizing the tourism sector and beckoning travelers worldwide to explore its rich cultural heritage and natural beauty.
