Faiza Tehseen

 Introduction of budget-friendly travel packages is vital to harness the potential of growing tourism sector in Pakistan. It will enhance tourist footfall at both national and international levels and increase revenue generation, opined Aftab ur Rehman Rana, Managing Director of Pakistan Tourism Development Corporation (PTDC), while talking exclusively to WealthPK.

“Many potential travelers – both demoestic and foreign – consider Pakistan a destination that requires significant financial investment. Owing to the increased living cost, currency fluctuations, and other economic constraints, many travelers, especially from the middle income brackets, hesitate to book long distance trips, causing low footfall, especially in remote areas, where tourism is a good source of sustainable livelihood,” he said.

The tourists usually prefer money value over luxury. This trend has driven the demand for budget packages, emphasizing quality over luxury. By creating attractive, budget-friendly packages, the stakeholders can make tourism more sustainable and joyful activity.

Aftab said the packages, including affordable accommodation, transportation, and guidedtours, would make travel more accessible for both local and foreign tourists.According to Rough Guides, Pakistan is among the top 10 most budget-friendly tourism destinations, globally, offering just $61 per head, per day. But still there is potential to make it more budget-friendly.

The new visa policy introduced in August 2024 for the citizens of 126 countries added advantage for foreign tourists who can get online free of cost 90 days visa prior to arrival by filling a simple online form at the official visa portal.

Pakistan’s travel and tourism sector is expected to generate over $4 billion revenue in 2025, and reach US$ 5.53 billion at a compound annual growth rate (CAGR) of 6.75% by the year 2029.

The government’s role in encouraging affordable travels is very important. It should support the partnerships of international investors and tourism related bodies with the local travel agencies and airlines. A little effort to promote tourism by offering low cost itenraries can make tourism a profit-oriented sector in Pakistan, added Aftab.

Deputy Director of Tourism Department of Baltistan from Gilgit-Baltistan (GB) Rahat Karim Baig said, “Tourism is a sustainable economic source in many areas of Pakistan, especially in the Northern Areas. Despite having a great tourism potential, the tourist inflow in these areas is far less than the expectations. High costs of travel, accommodations, and other necessities are the main cause of this flaw”.

He said the government’s control over the said costs will help attract both local and foreign tourists. Increased tourist flow is necessary for people to earn and for the area’s development. So, the policymakers must consider it and frame policies to improve local and national revenue.

Credit: INP-WealthPk