Pakistan is seeing growing interest from foreign tourists, with destinations across the country attracting visitors from Europe, North America, the Middle East, China, Japan and Central Asia.
A special report by Minute Mirror found that popular tourist destinations including Naran, Hunza, Swat, Skardu and Lahore continue to attract international visitors who have praised Pakistan’s natural landscapes, cultural heritage and hospitality.
Naran, located in the Kaghan Valley, remains one of the country’s prominent summer destinations, known for its mountains, lakes, glaciers and green landscapes. On World Tourism Day, local hotel owners announced a 50 per cent discount package as part of an effort to encourage more visitors and promote tourism in the region.
Representatives of the local hotel industry said the initiative was intended to welcome tourists and showcase Pakistani hospitality. Foreign visitors travelling through Naran also expressed appreciation for the scenery and their interactions with local communities.
Tourism officials have established security and facilitation arrangements, including tourism police and dedicated assistance desks in major tourist areas, to help visitors during their trips.
Tourism is also 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 in areas such as Naran, Kaghan, Swat, Hunza and Skardu.
Women also contribute to the tourism economy by producing and selling traditional handicrafts, food products, clothing and other locally made goods to visitors. The sector therefore provides employment and seasonal income for a wide range of local communities.
An increase in foreign visitors could also provide opportunities for Pakistan to earn more foreign exchange through accommodation, transportation, food services, shopping and tour operations. However, the exact contribution of international tourism to foreign-exchange earnings depends on official tourism and balance-of-payments data.
Despite the growing interest, Pakistan’s tourism industry continues to face challenges. These include infrastructure limitations, road access, accommodation standards, visa procedures and the need for stronger international promotion.
Tourism stakeholders have called for better roads and transport links to major destinations, expanded international marketing campaigns, improved training for tour guides and hospitality workers, and simpler visa procedures for international visitors.
There have also been calls for greater international connectivity to northern destinations such as Gilgit and Skardu, subject to aviation, infrastructure and operational requirements.
Tourism experts believe Pakistan can strengthen its presence in the international tourism market by combining its natural beauty with its cultural and historical heritage, while improving visitor facilities, security arrangements and tourism services.
As international travellers continue to explore Pakistan’s mountains, valleys, historical sites and cultural centres, the growing interest presents an opportunity for the tourism industry to expand through sustained investment and responsible tourism development.
The response of local communities and hospitality businesses remains an important part of this growth. Initiatives such as the World Tourism Day discount in Naran reflect the broader effort to welcome international visitors and showcase Pakistan’s landscapes, culture and hospitality to a wider global audience.
