Pakistan Tourism at a Crossroads

By Humaira Khan

I attended Pakistan Travel Mart (PTM) April 2026 with modest expectations. Perhaps that is why what I encountered, felt so striking. The scale of the event, the energy in the halls, and the presence of international delegates and airlines were genuinely impressive. It was a reminder that Pakistan’s tourism story, often underestimated, still has the power to surprise.

What stood out most was the visible growth of Pakistan’s outbound tourism market. There is a clear appetite among Pakistanis to explore the world, and the industry supporting this demand appears increasingly organized and confident.

Yet, alongside this progress lies a more familiar and sobering reality.

Inbound tour operators, those tasked with bringing the world and much needed foreign exchange into Pakistan, continue to grapple with the same structural challenges that have persisted for decades. Conversations still circle around the lack of basic infrastructure such as public toilets, cumbersome NOC requirements, visa complications, and inconsistent policy support. These are not new concerns. They are echoes from 20 to 30 years ago, still unresolved.

This duality captures Pakistan perfectly. It is a country of extremes. It can frustrate deeply with systemic inertia, yet reward generously with moments of brilliance and potential. One need only look at Pakistan’s evolving role on the global stage, including its recent diplomatic contributions, to see how capability and constraint coexist.

PTM, in many ways, reflects this same paradox. It is both a celebration of progress and a reminder of unfinished business.

There are also opportunities to enhance the event itself. One simple yet impactful addition would be to organize curated local sightseeing for international and out-of-province delegates. Events like PTM are not just marketplaces; they are gateways to experience. Showcasing the host city firsthand could leave a far more lasting impression than any brochure or presentation.

Expanding excursion options to nearby destinations would further strengthen this experience, offering delegates a deeper sense of Pakistan’s diversity.

Panel discussions should include the government officials and decision makers so there could be a more tangible outcome of the discussions instead of mere talks. 

A less conventional suggestion, but one worth considering, is to place greater emphasis on engaging international participants meaningfully. At times, the event risks becoming focused on inter-departmental exchanges and ceremonial interactions. A shift toward more intentional inclusion of international attendees could significantly elevate PTM’s global impact.

Despite these gaps, PTM remains a commendable initiative with immense potential. It has already established itself as a platform capable of connecting stakeholders, sparking dialogue, and showcasing Pakistan’s tourism promise.

The challenge now is to match this promise with consistent, on-ground improvements. Only then can Pakistan truly transition from being a destination of contrasts to a destination of confidence.

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The author has 30 years in tourism and sustainability, aiding vulnerable communities in 🇵🇰 and 🇨🇦.