The heyday of tourism after the pandemic: Pakistan is on the road to recovery
The recovery of the tourism industry is noticeable not only in the most promoted and world-famous regions. Improvements following the lifting of pandemic restrictions have been recorded in many parts of the world.
In particular, the United Nations World Tourism Organization (UNWTO) recently recognized Pakistan's impressive performance in the tourism sector. It is emphasized that this country has recorded a 92% recovery in tourism to pre-pandemic levels in 2023, writes The Frontier Post.
Statistics show that Pakistan has seen a 115% surge in foreign tourist arrivals compared to the previous year. This is due in no small part to efforts to promote tourism, not least of which is the role of the Pakistan Tourism Development Corporation (PTDC).
In particular, over the past year, the state institution has actively participated in six major global events: World Travel Mart London, ITB Berlin, New York Travel and Adventure Show, Arabian Travel Mart Dubai, Seoul Travel Mart Korea and Travel Mart in Vietnam. All of these events, along with the launch of the Salam Pakistan travel brand, have significantly contributed to attracting more tourists to Pakistan from around the world.
As a result, the country has seen an impressive recovery in tourism potential. This has been the result of the work of the PTDC, provincial tourism departments and private sector operators, which are focused on expanding international partnerships.
Minister of State for Tourism Wasee Shah congratulated the PTDC team and industry partners. He also expressed optimism for better results in 2024, despite the challenges.
According to experts, international revenues from the tourism industry will reach USD 1.3 billion by the end of the year.