Former president of the SAARC Chamber of Commerce and Industry (SCCI) Iftikhar Ali Malik has said Pakistan can earn billions of dollars in foreign exchange annually by unlocking the potential of its tourism sector through effective global promotion of its natural landscapes,historical heritage and religious sites.
Pakistan can earn billions through tourism, says Iftikhar Malik
LAHORE, Jul 19 (APP): Former president of the SAARC Chamber of Commerce and Industry (SCCI) Iftikhar Ali Malik has said Pakistan can earn billions of dollars in foreign exchange annually by unlocking the potential of its tourism sector through effective global promotion of its natural landscapes, historical heritage and religious sites.
Speaking to Discover Pakistan HD Chairman Dr. Kaiser Rafiq on Sunday, Malik said tourism could emerge as a multi-billion-dollar industry if the country’s leading destinations were marketed internationally to attract both foreign and domestic visitors.
He identified Hunza, Skardu, Swat, Naran, Kaghan, Gilgit-Baltistan, Harappa,Taxila, Gurdwara Panja Sahib, the birthplace of Baba Guru Nanak and Gurdwara Darbar Kartarpur as key attractions with significant tourism potential.
Malik said Pakistan had previously been recognized among the world’s top holiday and adventure tourism destinations because of its diverse landscapes and natural beauty.
He added that the country also offered some of the world’s most affordable and scenic tourist attractions.
Highlighting recent policy initiatives, he said Pakistan had introduced an online visa facility for citizens of 175 countries and visa-on-arrival for nationals of 50 countries, making travel to the country more convenient.
While noting a steady increase in tourist arrivals over the past few years, he stressed the need to improve service standards through professional training of tour operators, hotel staff and other stakeholders.
He also called for better hygiene, enhanced security measures and a more welcoming environment for visitors.
Malik said it was encouraging that the World Economic Forum had recognized Pakistan among the world’s leading destinations for its rich heritage, ranging from the Indus Delta mangroves to the ancient Indus Valley Civilization sites, including Mohenjo-daro.
He described tourism as a key driver of economic growth and said Pakistan’s natural beauty and cultural diversity provided a strong foundation for developing a vibrant tourism industry.
Dr. Kaiser Rafiq said countries such as China and India generated billions of dollars annually through tourism while several European nations earned even higher revenues from the sector.
He said Pakistan possessed world-class tourism assets and urged the government to take practical steps to promote a tourism-friendly environment.
He added that Discover Pakistan, in line with the prime minister’s vision, had been actively showcasing the country’s cultural heritage and tourist destinations to international audiences, particularly in China.
