Pakistan sees growing foreign tourist interest as tourism sector expands

Summary A special report by Minute Mirror found that popular destinations including Naran, Hunza, Swat, Skardu and Lahore continue to draw international visitors who have praised Pakistan's natural beauty, local culture and hospitality. Tourism stakeholders have called for improved roads and transport links to major destinations, expanded international marketing, better training for tour guides and hospitality workers, and easier visa procedures for international visitors. It reflects the tourism sector's broader effort to welcome international visitors and present Pakistan's landscapes and hospitality to a wider global audience. AI Generated Summary NARAN/ISLAMABAD: Pakistan's tourism sector is witnessing growing interest from foreign visitors, with destinations across the country attracting tourists from Europe, North America, the Middle East, China, Japan and Central Asia. A special report by Minute Mirror found that popular destinations including Naran, Hunza, Swat, Skardu and Lahore continue to draw international visitors who have praised Pakistan's natural beauty, local culture and hospitality. One example of the country's efforts to attract tourists came from Naran, where hotel owners announced a 50 per cent discount package for visitors on the occasion of World Tourism Day. The initiative was described by representatives of the local hotel industry as an effort to promote tourism and demonstrate Pakistani hospitality to domestic and international visitors. A senior hotel association representative in Naran told Minute Mirror that tourists were being welcomed as guests and that the discount was intended to encourage more people to visit the valley. Naran, located in the Kaghan Valley, is known for its mountains, lakes, glaciers and green landscapes and remains one of Pakistan's prominent summer tourism destinations. Foreign tourists visiting the area also expressed appreciation for the scenery and interaction with local communities. Some international visitors were seen travelling through tourist areas and exploring the region. Tourism officials said security and facilitation arrangements, including tourism police and dedicated assistance desks in major tourist areas, have been established to facilitate visitors. Beyond its cultural and recreational value, tourism also provides an important source of income for communities in northern Pakistan. Hotels, restaurants, transport operators, jeep drivers, tour guides, handicraft sellers and other small businesses benefit from tourist activity. Local residents in destinations such as Naran, Kaghan, Swat, Hunza and Skardu increasingly depend on tourism-related businesses for employment and seasonal income. Women also participate in the tourism economy by producing and selling traditional handicrafts, food products, clothing and other locally made goods to visitors. The growing number of international tourists has also created opportunities for Pakistan to increase foreign-exchange earnings through accommodation, transportation, food services, shopping and tour operations. However, the exact contribution of foreign tourists to Pakistan's foreign-exchange earnings depends on official tourism and balance-of-payments data. Pakistan's tourism industry continues to face challenges, including infrastructure limitations, road access, accommodation standards, visa procedures and the need for better international promotion. Tourism stakeholders have called for improved roads and transport links to major destinations, expanded international marketing, better training for tour guides and hospitality workers, and easier visa procedures for international visitors. They have also highlighted the potential for increased direct international connectivity to northern destinations such as Gilgit and Skardu, subject to infrastructure and aviation requirements. Tourism experts believe Pakistan can further strengthen its position in the international tourism market by combining its natural landscapes with cultural heritage, improved visitor services and effective security arrangements. The hospitality experienced by foreign visitors remains one of the sector's key strengths. Interactions between tourists and local communities can also contribute to cultural exchange and improve Pakistan's international image. As more international travellers explore Pakistan's mountains, valleys, historical sites and cultural centres, the country's tourism industry has an opportunity to build on this interest through sustained investment, improved facilities and responsible tourism policies. For destinations such as Naran, the World Tourism Day discount represents more than a promotional campaign. It reflects the tourism sector's broader effort to welcome international visitors and present Pakistan's landscapes and hospitality to a wider global audience.