Key Indicators:
T&T government expenditure, Comprehensiveness of annual T&T data, Timeliness of providing monthly/quarterly T&T data, Country Brand Strategy rating
Note: This pillar measures the extent to which the government actively promotes, tracks, and invests in the development of the T&T sector.
Overall, in this pillar Pakistan ranks at 108 with a score of 3.08 in T&T Development Report 2024. While for the indicator T&T Government expenditure, % of government budget the country is ranked at 94 with a score of 2.26.[95]
Government expenditure on travel and tourism has seen a significant improvement.
Khyber Pakhtunkhwa allotted a significant investment of around 9.7 billion (PKR) (a 25% increase over the previous years), in the budget (FY 2024-25) to promote the tourism sector. Of this, around 8 billion (PKR) has been allocated for 42 ongoing programs, 437 million (PKR) for 18 new projects, and approximately 8.4 billion. for 60 tourism-related projects.[96]
Government expenditure on travel and tourism has seen a significant improvement
The Punjab Government has allocated PKR 5 billion for tourism development (FY 2024-25), focusing on Murree to upgrade facilities such as Patriata Chairlift, water supply schemes, and constructing a parking plaza.[97]
The Sindh government has allocated substantial funds for key cultural and developmental projects in Karachi and the surrounding areas. Specifically, PKR 450 million for the Pakistan Arts Council in Karachi, PKR 250 million for the Gorakh Hill Development Authority, and around PKR 109 million for the protection and renovation of the historic Hindu Gymkhana in Karachi.[98] This indicates a positive shift in government allocation towards this sector.
On the other hand, data availability remains a challenge. Pakistan’s ranking for the comprehensiveness of annual T&T data ranked at 117, with a score of 1.60. Similarly, the indicator timeliness of providing monthly/quarterly data is ranked at 98 with a score of 5.00. This lack of up-to-date information can hinder effective tourism planning and development.
The final indicator, country brand strategy rating, shows some improvement. While the rank decreased slightly to 92, the value significantly increased to 44.52, and the score rose to 3.67. Pakistan Tourism Development Corporation (PTDC) has launched (August 2023) a national tourism brand, “Salam Pakistan”[99] along with an “e-Portal”[100] aimed at boosting the country’s tourism sector and showcasing Pakistan’s rich diversity and attractions to an international audience.[101] This suggests Pakistan is making efforts to improve its image as a tourist destination.
In conclusion, Pakistan’s prioritization of travel and tourism shows signs of progress in terms of government spending and brand strategy. However, significant challenges remain in data collection and dissemination, which need to be addressed for the tourism industry to thrive.