Prime Minister Shehbaz Sharif on Friday emphasized the need for a comprehensive and actionable plan to enhance both domestic and international tourism in Pakistan, highlighting the country’s vast untapped potential in this sector.
Chairing a high-level meeting at the Prime Minister’s House, he reviewed current tourism strategies and called for renewed efforts to promote Pakistan as a premier global tourist destination.
“Pakistan is immensely blessed by nature. From snow-covered mountains and lush forests to rivers, deserts, and a vibrant coastline, our country holds a unique and significant place in the world,” the Prime Minister remarked. He also pointed out that Pakistan is home to one of the world’s oldest civilizations, and such rich heritage should be showcased through improved infrastructure and hospitality services.
PM Shehbaz Sharif specifically highlighted the importance of attracting tourists to scenic and culturally significant regions such as Gilgit-Baltistan and Azad Jammu & Kashmir. He stressed the urgent need for modern infrastructure, efficient transport connectivity, and high-standard recreational facilities in these areas. To that end, he directed authorities to swiftly draft an action plan focusing on Islamabad, AJK, and Gilgit-Baltistan.
Further, he urged the relevant ministries and departments to develop practical tourism projects that can be completed in the short term. The Prime Minister also called for strategic initiatives to establish top-quality hotels, resorts, and other tourism-related facilities in northern Pakistan, catering to both local and international visitors.
Mindful of environmental concerns, PM Shehbaz instructed that all new constructions and infrastructure development in tourist destinations must incorporate climate change mitigation measures to ensure sustainable and eco-friendly growth.
To strengthen coordination among various stakeholders, the Prime Minister requested a detailed briefing on revitalizing the National Tourism Coordination Board (NTCB).
During the meeting, the Prime Minister’s Coordinator on Tourism, Sardar Yasir Ilyas, presented several proposals aimed at boosting Pakistan’s tourism sector. These included increasing foreign tourist arrivals, making tourism a significant contributor to the country’s GDP, and developing 20 new tourist destinations nationwide.
The briefing also covered plans to capitalize on the potential of religious and medical tourism. It was announced that a National Tourism Expo and Investment Conference will soon be held in Islamabad to attract investors and promote Pakistan as a global tourism hub.
The meeting reviewed recent tourism successes, including the Mango Festival 2025 held in Multan in collaboration with Nawaz Sharif Agricultural University.
Among the attendees were Federal Ministers Ahsan Iqbal, Shaza Fatima, Hanif Abbasi, Aurangzeb Khichi, PM’s Advisor on Inter-Provincial Coordination Rana Sanaullah, PM’s Advisor Dr. Tauqir Shah, Minister of State for Finance and Railways Bilal Azhar Kayani, and other senior officials.
