World Tourism Day  was celebrated in Pakistan as elsewhere in the world last week. On September 27 every year the day is observed to highlight the importance of tourism and its global social, cultural, and economic effects. In general, the day seeks to promote a more fair and sustainable tourism sector. Tourism also generates jobs and strengthens cross-cultural relationships between individuals from various backgrounds.

The UNWTO designated World Tourism Day in 1980 to honour the global influence of travel and tourism and its importance for socio-economic development. The United Nations World Tourism Organization (UNWTO) is the primary body tasked with the goal of fostering cross-border connections through tourism. The adoption of UNWTO statutes in 1975 was commemorated on September 27, which is also the date of this year’s celebration, which fell on Friday, September 27, 2024.

This year, the United Nations is emphasising the value of fostering sustainable tourism and understanding many cultures as part of World Tourism Day, which is focused on the relationship between tourism and global peace. The UN has declared that 2024’s World Tourism Day will focus on “Tourism and Peace,” highlighting the connection between tourism and global peace. The aim is  to promote sustainable tourism and increase understanding of other cultures.

As the world celebrated Tourism Day with enthusiasm, Pakistan emphasized its unique cultural, adventure, heritage and historical offerings, notably its rich Gandhara and Indus civilizations for foreign tourists to discover by taking advantage of the people-friendly tourism policies. In Khyber Pakhtunkhwa, government departments, NGOs and civil society joined hands to mark the day with a series of events, including walks, seminars, and award ceremonies, highlighting tourism significance for global and regional peace and  growth for people’s socio economic emancipation. The KP Culture and Tourism Authority (KPC&TA) held a major event in Peshawar in connection with World Tourism Day, recognizing the services of stakeholders, travelers and journalists for their great contributions to promotion of the tourism sector and awarded them for their impressive work. Speakers at the key event highlighted Pakistan’s historical significance in terms of different forms of tourism, especially being home to the Gandhara and Indus civilizations, with archaeological sites revealing artifacts and statues from various eras besides preservation of Lord Buddha’s statues and life stories in panels preserved at Peshawar Museum.

Pakistan’s diverse landscapes, primitive civilizations and ancient heritage sites—six UNESCO World Heritage sites including Takht Bhai Mardan, Moenjo Dharo, Taxila, Makli monument Thatta, Shalimar Gardens and Shahi Fort at Lahore, Rohtas fort — and five of the world’s highest peaks with over 8000 meters heights including K2 and Naga Parbat in Gilgit-Baltistan offer a rich tapestry for global tourists to explore.

Despite Pakistan’s immense tourism potential, it has remained largely underutilized. Several factors have contributed to this untapped potential, including security concerns and image perception. For many years, Pakistan has faced challenges related to terrorism and political instability, which negatively impacted its image abroad. While the security situation has improved significantly in recent years, lingering perceptions of risk continue to deter international tourists. Many countries still issue cautious travel advisories about Pakistan, impacting its attractiveness as a tourist destination.

Another problem is lack of  infrastructure. Places in Northern Areas such as Gilgit-Baltistan and Chitral are major tourist spots but they lack adequate transportation infrastructure. Many places are accessible only via poorly maintained roads or limited air services, which deters both domestic and international tourists. In many areas, there is a lack of high-quality hotels, resorts, and basic facilities such as sanitation and healthcare. This makes some of the most beautiful regions less accessible to luxury travelers or those seeking comfort. There is continuing neglect of cultural heritage and preservation. Many heritage sites are in poor condition. Many historical and archaeological sites, such as those in Taxila, Harappa, and Mohenjo-Daro, are not properly maintained or promoted. Preservation efforts are often hampered by inadequate funding or lack of expertise.

Overall, Pakistan has not invested sufficiently in international marketing campaigns to attract tourists. Unlike neighboring countries such as India, Sri Lanka, and Nepal, Pakistan has yet to create a strong brand identity in global tourism. Pakistan’s online tourism platforms, digital marketing strategies, and tourist information portals remain outdated or underdeveloped.

For a long time, Pakistan’s visa process was complex and off-putting for tourists. Though improvements have been made in recent years, such as the introduction of e-visas and visa-on-arrival for certain nationalities, more work is needed to make the process smoother and more accessible. There is also a need to improve air travel facilities. While Pakistan’s major cities like Islamabad, Lahore and Karachi are connected globally, there are limited direct flights from key tourism markets. Furthermore, domestic air connectivity to northern and remote regions remains inadequate.