Faiza Tehseen

Despite its vast potential, culinary tourism remains an untapped segment in Pakistan.

“Proper promotion of culinary tourism can increase the tourist footfall in the country and help make the tourism sector more sustainable,” said Mukhtar Ali, manager of the Tourist Facilitation Centres of Pakistan Tourism Development Corporation (PTDC). Talking to WealthPK, he said: “Pakistan is home to a variety of regional cuisine. Here, a unique blend of Central Asian, South Asian and Middle Eastern flavours exists. Some traditional and seasonal dishes are Sindhi Biryani, Balochi Kebabs, and Punjabi Sarson Ka Saag. Different dishes like Kebab, Biryani, and Haleem are adopted from different cultures but with regional sizzling, and now they are part of our regular dishes.” Ali said to promote the culinary tourism, it is necessary to develop the related infrastructure and presenting places – restaurants, motels and roadside refreshment areas with cultural touch.

“Along with the quality dishes and taste, the need of a presentable place according to a tourist site can also not be neglected.” He said: “To attract more tourists, we could organize cooking demonstrations and special classes that enhance their experience. Guided tours can also be planned for this purpose. Additionally, Special food festivals can play a vital role in this regard.” Ali said that all these strategies would help Pakistan become a new culinary tourism destination. “Although, Pakistan is considered a good tourist destination due to its scenic sights, adventurous places, archaeological sites and ecotourism, culinary tourism will be a new addition to this sector as it is no longer a niche now but a thriving segment.” “Currently, China, Italy, Greece, Spain, and France are considered among best places to visit for food tourism.

With the right promotional strategies and target marketing, this segment of tourism can also be a significant contributor to the country’s economy. It will not only open new opportunities but will also be a source of sustainable livelihood for local communities,” Ali emphasised. Talking to WealthPK, Rahat Karim Baig, Deputy Director of Gilgit-Baltistan tourism department’s Baltistan chapter, said that shaped by centuries of cultural exchange and regional diversity, spice-rich to unique flavoured dishes across Pakistan are a gastronomic wealth, which is still untapped in the country. “Food enthusiasts will obviously visit Pakistan due to its variety of flavours. But it needs focus. Pakistan’s rich and diverse food culture can no doubt be a great attraction for tourists,” Baig stressed. 

“Countries like Thailand, Turkey, and Italy have established the entire tourism sector based on culinary or food tourism. It can be adopted in Pakistan with proper planning. Almost 80% of travellers research food and drink when planning their trip. Many foreign tourists choose destinations solely based on the local cuisine,” he said. Baig said that a great hurdle to the promotion of culinary tourism in Pakistan is the lack of coordination. “Hospitality infrastructure is also important for boosting it. Food-based tourism packages can also play a good part in promoting culinary tourism.” Baig said that the government should incentivise the tourism sector, especially based on culinary tourism. “Digital campaigns, virtual presentations and live shows can play a vital role in making this emerging segment of tourism beneficial for Pakistan.”

Credit: INP-WealthPk