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Karachi, June 24, 2026: The Policy Advisory Board of the Federation of Pakistan Chambers of Commerce and Industry (PAB-FPCCI) has unveiled a comprehensive study titled “Mapping Pakistan’s Tourism Potential: A Comprehensive Export Analysis,” highlighting tourism’s growing contribution to exports and economic growth while urging major structural reforms.
The report estimates Pakistan’s tourism exports at $1.15 billion in 2024, accounting for 2.9% of total exports and 14% of services exports. The sector currently contributes 5.9% to GDP and supports around 4.7 million jobs, underscoring its importance to the national economy.
Based on data collected from 213 stakeholders, including tourists, tour operators, hospitality businesses, and government officials, the study identifies significant opportunities in adventure, religious, historical, business, education, sports, dark, and cruise tourism. Adventure tourism leads demand with a 45% share, followed by religious tourism at 22%.
However, the report notes a widening gap between inbound and outbound tourism spending. While foreign tourists generated $1.15 billion in revenue for Pakistan, Pakistani travelers spent an estimated $2.4 billion abroad during the same period.
The study also highlights the higher economic value of international visitors. Foreign tourists spend an average of $12.5 daily, contributing between $1,500 and $1,750 per trip to the local economy. In contrast, domestic tourists spend around $8.5 per day, averaging $500 per trip.
To unlock the sector’s full potential, FPCCI identified several key challenges. On the demand side, poor road infrastructure, limited amenities, weak digital connectivity, and security concerns continue to discourage visitors. Meanwhile, supply-side issues include cumbersome visa procedures, NOC requirements for foreign tourists, weak international marketing, inconsistent policies, and unregulated development.
The Policy Advisory Board urged the government to introduce immediate reforms. Key recommendations include simplifying visa processes, easing NOC requirements, expanding digital payment systems, strengthening digital governance, investing in climate-resilient infrastructure, and improving roadside facilities.
Additionally, the report calls for stricter quality standards in food services, hygiene, and waste management across tourist destinations. According to FPCCI, these reforms can help Pakistan transform from a largely domestic tourism market into a globally competitive destination, attract higher foreign exchange earnings, and support long-term economic growth.
