Growing international interest in destinations such as Naran, Hunza, Swat and Skardu is creating opportunities for local businesses while highlighting the need for better tourism infrastructure.
NARAN/ISLAMABAD: Pakistan is witnessing growing interest from foreign tourists, with destinations across the country attracting visitors from Europe, North America, the Middle East, China, Japan and Central Asia.
Popular destinations including Naran, Hunza, Swat, Skardu and Lahore continue to draw international visitors interested in Pakistan’s natural landscapes, cultural heritage and local hospitality.
In Naran, hotel owners announced a 50% discount package for visitors to mark World Tourism Day, describing the initiative as an effort to promote tourism and showcase Pakistani hospitality to domestic and international travellers.
A senior representative of the local hotel association told Minute Mirror that tourists were being welcomed as guests and that the discount was intended to encourage more people to visit the valley.
Located in the Kaghan Valley, Naran is known for its mountains, lakes, glaciers and green landscapes and remains one of Pakistan’s prominent summer tourism destinations.
Foreign tourists visiting the area have also expressed appreciation for the scenery and their interactions with local communities. Some international visitors were seen travelling through tourist areas and exploring the region.
Tourism officials said security and facilitation arrangements, including tourism police and dedicated assistance desks in major tourist areas, have been established to support visitors.
Tourism also provides 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.
Residents of destinations including Naran, Kaghan, Swat, Hunza and Skardu increasingly depend on tourism-related businesses for employment and seasonal income. Women also contribute to the tourism economy by producing and selling traditional handicrafts, food products, clothing and other locally made goods.
The growth in international tourism could also provide opportunities for Pakistan to increase foreign-exchange earnings through accommodation, transportation, food services, shopping and tour operations. However, the exact contribution of foreign tourists to foreign-exchange earnings depends on official tourism and balance-of-payments data.
The sector continues to face challenges, including infrastructure limitations, road access, accommodation standards, visa procedures and the need for stronger international promotion.
Tourism stakeholders have called for improved roads and transport links to major destinations, expanded international marketing, better training for tour guides and hospitality workers, and easier visa procedures for international visitors.
They have also highlighted the potential for greater direct international connectivity to northern destinations such as Gilgit and Skardu, subject to infrastructure and aviation requirements.
Tourism experts say Pakistan can build on international interest by combining its natural landscapes and cultural heritage with improved visitor services, security arrangements and responsible tourism policies.
As more international travellers explore Pakistan’s mountains, valleys, historical sites and cultural centres, sustained investment and improved facilities could help the tourism sector build on the growing interest.
For destinations such as Naran, the World Tourism Day discount reflects the sector’s broader effort to welcome visitors and showcase Pakistan’s landscapes and hospitality to a wider international audience.
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