Find Tourism and Travel partners in Pakistan

Overview

The World Travel and Tourism Council (WTTC) estimated that in 2011 the tourism industry contributed in total 7.3% to Pakistan’s GDP. This was set to rise by 5.8% over the coming decade. The WTTC ranked Pakistan 113th out of 181 countries in terms of the relative contribution of tourism to the economy. In 2011 the industry provided 6.4% of total employment, which was forecast to rise in line with industry growth meaning that by 2022 an estimated 4,927,000 people will be employed directly and indirectly in the sector. Visitor exports generated 4.4% of total exports in 2011 which was set to fall in the short term, but then grow in the years leading up to 2022. In 2010 Pakistan received 914,000 visitors. 

Investment

The Pakistan Tourism Development Corporation promotes Pakistan as a tourist destination internationally, while the Travel Agents Association of Pakistan (TAAP) and Pakistan Hotels Association are amongst the bodies representing the travel industry’s interests in the country. Political instability, conflict in some areas and natural disasters hamper growth in the sector. The Tourism Development Corporation lists five key areas of tourism in Pakistan as adventure, sports, eco, spiritual and heritage tourism. Infrastructure in the country is developing and there is much scope for investment. The country’s historical architecture and the mountainous landscape are cited as having the most potential in attracting visitors. 

In 2011 investment in the travel and tourism sector was PKR177.4bn, constituting 8.3% of total investment. This was expected to rise by 5.5% in 2012, and then continue to rise by 8% over the following ten years, reaching PKR402.4bn by 2022.