Punjab tourism industry has multi-billion dollar economic potential

Pakistan geographically and ethnically is a country having diversity of historical, cultural, spiritual, archaeological heritage sites, providing tourists rich opportunities to visit ancient Indus Valley Civilization, MughalBritish Era monuments and religious places, related to Buddhism, Sikhism and Hinduism sites.

To explore the new potential and stunning beauty of Pakistan, the incumbent Government of Pakistan Tehreek-e-Insaf (PTI) had announced in March 2019 an evisa policy for the foreign tourists, ensuring attractive initiatives and safety measures in the country.

On the launching occasion of this policy, Prime Minister Imran Khan had ensured the world that Pakistan was opening its doors to introduce the manifestation of a new confidence of the security situation which was quite secure for the tourists. Following the e-visa policy announcement for the citizens of 175 countries, different parameters show that Pakistan has regained the status of the most favoured tourist destination for 2020.

World Travel and Tourism Council (WTTC) data report issued recently had revealed that Pakistan's $20 Billion Tourism Industry was rapidly booming with a trend forecast that the industry would further grow to over $36 billion within a decade.

Due to the bold initiatives of PTI government, an upsurge in tourism sector has been witnessed during the years 2018-2020, as it has removed some barriers in getting No Objection Certificate (NOC) for the tourists allowing them to visit every nook and corner of the country, to enjoy the scenic beauty and historical areas of their choice.

Punjab Economic Report issued recently points out that the Sikh tourism in the province was around $34 million with 85,000 jobs suggesting Buddhist tourism could be generated to around $17 million with around 35,000 jobs.

Punjab Growth Strategy (PGS)-2023 document shows that the Punjab Province can generate around US $2 billion worth of income in tourism sector annually, elucidating the domestic tourism has a potential around $1 billion per year by creating 250,000 jobs.

Pakistan Tourism Development Corporation document observes that improved security situation has boosted annual tourist arrivals in Pakistan by 300 per cent to more than 1.86 million in 2018, while domestic travelers increased 42 per cent to 38 million.

Punjab, being the largest province population-wise, also features a wide range of Nature, Sports tourism in agro, eco and desert tourism sector in Cholistan and Thal Deserts. A document of the Tourism Development Corporation Punjab shows that besides Soan Valley, Salt Range, Urban and Recreational Tourism, the Punjab agricultural landscape provides rich tourist attractions in Lahore, Rawalpindi, Narowal, Multan and Bahawalpur.