The Pakistan Tourism Report 2023–24 highlights a strong revival in the country’s tourism sector, driven by improved security, upgraded infrastructure, and tourism-friendly reforms such as e-visas for 126 countries. Once defined by instability, Pakistan is now rebranding itself as a destination rich in natural beauty, cultural heritage, and adventure — signaling a confident step toward sustainable growth.
According to the Pakistan Tourism Report, 2023 saw 97,500 foreign visitors and 6.6 million domestic travelers exploring the country. Tourism contributed 5.8% to GDP (PKR 5.59 trillion) and supported 4.73 million jobs — figures projected to grow in 2024. Key visitor markets included Afghanistan, the UK, the US, and Iran, while top attractions spanned from the peaks of Hunza and Skardu to historical sites like Mohenjo-Daro and the deserts of Thar.
The Pakistan Tourism Report also notes the country’s rise to 101st place on the World Economic Forum’s Travel & Tourism Index — a sign of improving global perception. Yet, challenges remain: infrastructure gaps, environmental stress, and lingering safety concerns. With strategic investment in eco-tourism, heritage conservation, and digital storytelling, Pakistan can continue to strengthen its global image and turn tourism into a major engine of inclusive economic growth.
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