Faiza Tehseen

Virtual tourism, or the digital showcasing of Pakistan’s tourism products, has the potential to generate substantial revenue for the country, said Aftabur Rehman Rana, Managing Director of the Pakistan Tourism Development Corporation (PTDC).

In an interview with WealthPK, Rana said that virtual tours, particularly of Pakistan’s archaeological sites, could significantly enhance the tourism industry and boost visitor numbers. He acknowledged that virtual tourism is still a relatively new trend but has the potential to become a major revenue source if given the right focus. “Promoting Pakistan’s tourism sites virtually will also attract a large number of foreign visitors to explore the country's archaeological treasures, stunning landscapes, mountain ranges, deserts, lakes, and more. A virtual preview can provide a glimpse of what these sites offer before tourists even arrive.”

Rana noted that virtual tours are becoming increasingly common, and PTDC is actively developing virtual tour products to be used in exhibitions and across digital platforms for promotional purposes. He also highlighted the educational benefits, suggesting that virtual presentations could be valuable for students, particularly those studying archaeology and tourism, by broadening their understanding. “Such material could also be presented internationally as part of well-established research documents.” “With the launch of virtual tours, we expect more tourists to be drawn to our destinations, offering an immersive 360-degree experience of historical sites, trekking trails, skiing locations, cultural events, digital museums, and art galleries,” he added. Rana also recommended incorporating virtual tourism into the Salam Pakistan tourism brand website.

“To further improve the quality of virtual tourism, collaboration with the private sector will be essential, alongside establishing digital tourism training centers.” Discussing the importance of virtual tourism to boost the sector, Rahat Karim Baig, Deputy Director of the Gilgit-Baltistan Tourism Department, emphasized that virtual tourism would enable people to remotely explore Pakistan's tourist destinations. He pointed out that virtual presentations gained traction during the COVID-19 pandemic. “It’s crucial for Pakistan to invest in virtual production of its tourist sites. Experiencing these places through equipment like 3D goggles leaves a lasting impression. This strategy has been effective in many countries, and adopting it could help Pakistan increase tourist footfall.”