KARACHI: Pakistan earned $1.15 billion from foreign tourists in 2024, while its citizens spent an estimated $2.4 billion abroad, highlighting a widening foreign exchange gap despite the country’s vast tourism potential.
The findings appear in a report titled Mapping Pakistan’s Tourism Potential: A Comprehensive Export Analysis, released by the Federation of Pakistan Chambers of Commerce and Industry. The report states that tourism can become a major export and employment driver if policy, visa, and infrastructure bottlenecks are resolved.
According to the study, tourism contributes around 5.9% to Pakistan’s GDP and supports nearly 4.7 million jobs. However, tourism exports made up only 2.9% of total exports and 14% of services exports in 2024. In contrast, outbound tourism spending significantly exceeded inbound earnings, creating pressure on foreign exchange reserves.
Former Managing Director of the Pakistan Tourism Development Corporation Salman Javed said Pakistan can unlock its tourism potential by removing regulatory hurdles and improving international promotion. Speaking to a private channel, he stressed the need for visa reforms and faster electronic processing to attract modern travellers.
Moreover, Javed highlighted governance challenges following the 18th Amendment. He called for a centralised national system to regulate and certify tourism-related businesses while respecting provincial autonomy. At present, inconsistent provincial regulations create confusion for investors and tourists.
The FPCCI report also flags weak marketing, poor infrastructure, security concerns, and fragmented governance as key barriers. Pakistan ranked 101st on the 2024 Travel and Tourism Development Index, far behind India and the UAE.
Despite challenges, the report notes strong potential in adventure and religious tourism. Javed said religious tourism, especially for Buddhists, Sikhs, and Hindus, offers a major opportunity. The Kartarpur Corridor’s continued inflow of pilgrims supports this view.
The report concludes that Pakistan’s issue lies not in assets but in monetisation. With targeted reforms, tourism receipts could rise significantly beyond current projections.
