Tourism has emerged as a dynamic sector in the global economy. Numerous countries of the world have used tourism to promote their positive image as well as socio-economic development. It can bring dividends to a nation’s economy and generate employment opportunities. Tourism industry propels the associated economic activity related to transportation, hotels, entertainment, shopping, and food industries. Developing countries can earn substantial foreign exchange from tourism that could boost their sustainable development. Tourism can also help a nation achieve UN-mandated Sustainable Development Goals (SGDs), particularly for reducing poverty and inequalities.

Pakistan has all the elements that can make it an attractive tourist destination. Pakistan is home to mighty mountains, revered religious shrines, rich archaeological heritage, and a remarkable coastline. However, the tourism potential of Pakistan remains grossly under-realized. Given the multitude of impediments to developing tourism as an industry, including connectivity issues, lack of hospitality infrastructure, and inadequate visitor services, there is a need to clearly identify the impediments to promoting tourism, and make tangible recommendations to transform tourism into an image-building and revenue-generating industry that can bring socio-economic dividends for the people of Pakistan.

Keeping the above in view, Sanober Institute, in partnership with Serena Hotel Islamabad, is organizing an International Conference on the Tourism Potential of Pakistan, that would bring together notable experts from home and abroad to carry out a detailed overview of the tourism potential of Pakistan, and design a roadmap comprising doable actions to be taken in the public and private sectors to translate the potential into reality.

The International Conference, which will be held on 6 November 2024 at Serena Hotel Islamabad, will focus on the following four themes: Mountain Tourism; Religious Tourism; Heritage Tourism; and Coastal Tourism. A policy paper is being prepared to facilitate discussion by national and international experts and speakers. The recommendations of the Conference would be consolidated as a comprehensive report, which would be widely disseminated for the benefit of government and all other stakeholders associated with the tourism industry of Pakistan.