The Federation of Pakistan Chambers of Commerce and Industry (FPCCI) has unveiled a comprehensive study on Pakistan’s Tourism Sector, revealing that tourism exports generated $1.15 billion in 2024 while contributing significantly to economic growth and employment.
Released by the FPCCI Policy Advisory Board (PAB-FPCCI), the report, titled “Mapping Pakistan’s Tourism Potential: A Comprehensive Export Analysis,” examines the sector’s opportunities and challenges through primary data collected from 213 stakeholders, including tourists, tour operators, hospitality businesses and government representatives.
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According to the study, the travel and tourism sector contributes approximately 5.9% to Pakistan’s gross domestic product and supports around 4.7 million jobs nationwide. Tourism exports accounted for 2.9% of the country’s total exports and 14% of services exports in 2024.
The report highlights Pakistan’s strong tourism potential, driven by its natural landscapes, cultural heritage, religious sites and adventure tourism destinations. However, it notes that strategic reforms remain essential to improve the country’s position in the global tourism market.
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PAB-FPCCI categorized tourism demand into eight major segments, with adventure tourism leading at 45%, followed by religious tourism at 22%, historical tourism at 11%, business and educational tourism at 6% each, sports tourism at 5%, dark tourism at 3% and cruise tourism at 2%.
The study also points to a significant gap between inbound and outbound tourism spending. While foreign tourists generated $1.15 billion in revenue for Pakistan during 2024, Pakistani travelers spent an estimated $2.4 billion abroad.
Researchers found that international visitors spend an average of $12.5 per day, with a typical four-to-five-day visit contributing between $1,500 and $1,750 to the local economy. Domestic tourists spend an average of $8.5 per day, generating around $500 per trip.
The report identifies several demand-side challenges, including inadequate road infrastructure, limited public amenities, weak digital connectivity and security concerns. It also highlights supply-side obstacles such as complex visa procedures, insufficient international marketing, inconsistent policy implementation, unplanned development and regulatory restrictions, including No-Objection Certificate (NOC) requirements for foreign visitors.
To strengthen the sector, FPCCI has recommended regulatory reforms aimed at simplifying visa processes and easing NOC requirements. The report also advocates digital governance systems, expanded digital payment facilities, climate-resilient infrastructure, improved roadside services, better food quality standards and stronger waste management systems in tourist destinations.
According to the Policy Advisory Board, implementing these measures could help Pakistan transform its tourism industry into a globally competitive sector, increase export earnings and contribute to long-term economic stability.
