By Muhammad Zulqarnain

Pakistan can boost urban tourism by drawing on China's experience of integrating tourism with urban planning, cultural preservation, smart infrastructure and support for local businesses, experts say.

They believe tourism should be treated not as a standalone sector but as a driver of economic growth, employment, urban regeneration and investment.

Speaking to Wealth Pakistan, Aftab Rana, Managing Director of the Pakistan Tourism Development Corporation (PTDC), said China's achievements are the result of a long-term, government-led strategy that integrates tourism into urban planning, infrastructure development, cultural preservation, technology and economic policy.

Rana said Pakistan could draw important lessons from China's experience by developing city-specific tourism master plans and investing in integrated transport systems linking airports, railways, roads and tourist attractions. He stressed the need to revitalise historic urban centres such as Lahore, Peshawar, Multan, Taxila and Karachi through heritage-led regeneration.

He also highlighted the importance of adopting smart tourism technologies, including digital ticketing, integrated destination applications and AI-powered visitor information systems, while encouraging public-private partnerships to attract investment in hotels, entertainment and tourism services.

According to Rana, Pakistan should diversify urban tourism by promoting gastronomy, culture, shopping, events and creative industries alongside heritage attractions. He emphasised that each city should develop a distinctive tourism identity and foster a vibrant night-time economy through safe and well-managed cultural events, markets and public spaces.

He further noted that building a skilled tourism workforce through professional training for tour guides, hospitality staff and destination managers, while integrating tourism into broader urban development plans, would help generate employment, encourage entrepreneurship and improve the quality of life.

"Ultimately, China's experience demonstrates that successful urban tourism is not achieved through iconic attractions alone. It is the outcome of integrated planning, sustained investment, strong governance, technological innovation, heritage conservation and a commitment to delivering high-quality visitor experiences," he said.

Rana added that Pakistan could adapt these principles to its own cultural, historical and geographical context to promote inclusive and sustainable urban development.

Echoing this view, Umme Aiman Qureshi, Senior Research Analyst for Urban Planning, Development and Policy at The Urban Unit, told Wealth Pakistan that China's success stems from treating tourism as an integral part of urban development rather than as a separate industry.

"Tourism planning has been closely connected with transport, heritage conservation, public-space improvement, commercial development and city branding," she said.

Qureshi pointed out that sustained investment in high-speed rail, airports, metro systems and urban transport has made Chinese cities more accessible and encouraged multi-city tourism. Investments in pedestrian areas, waterfronts, public spaces, signage and visitor facilities have also enhanced visitor experiences.

Highlighting the economic significance of China's tourism model, she said the country recorded 6.52 billion domestic tourism trips in 2025, generating approximately US$882 billion in tourism expenditure. The figures, she noted, demonstrate how integrating tourism into broader urban development can encourage longer stays, higher visitor spending and cultural preservation.

"The integration of culture and tourism has been especially important. Historic districts, traditional architecture, museums, local food, festivals and cultural performances are packaged as complete urban experiences," she explained.

According to Qureshi, China has also used tourism as a tool for urban regeneration by redeveloping older neighbourhoods, industrial areas and waterfronts into cultural districts, creative hubs and leisure destinations, preserving heritage while creating jobs and attracting investment.

She noted that Chinese cities have diversified their tourism offerings beyond monuments and scenic attractions by promoting night markets, illuminated heritage sites, exhibitions, sporting events, theme parks, shopping streets and digital experiences, strengthening the night-time economy and increasing visitor spending.

"In my view, the most instrumental elements of China's success have been strong public-sector planning, major transport investment and the integration of culture with tourism," she said.

Discussing Pakistan's prospects, Qureshi said the country has already undertaken several initiatives to promote urban tourism, including heritage walks, night tours, food streets, cultural trails, festivals and the restoration of historic areas. However, she said the key lesson from China is to connect these efforts through a holistic urban tourism strategy.

She stressed the need for stronger coordination among municipal authorities, tourism departments, development agencies, the private sector and local communities. Tourism routes, she said, should integrate historic sites, markets, food districts, cultural activities, public transport, signage, safety and digital information to provide visitors with a seamless experience.

Qureshi argued that local businesses should remain at the centre of Pakistan's urban tourism strategy. Vendors, artisans, restaurants, tour guides, performers and transport operators can be integrated into tourism districts through regulated markets, affordable kiosks, training programmes, digital payment facilities and simplified licensing mechanisms.

"It is feasible for Pakistan's metropolitan cities to adopt selected elements of China's model, but direct replication is neither necessary nor practical," she said, adding that cities such as Lahore, Karachi, Rawalpindi, Multan and Peshawar already possess significant tourism assets and successful initiatives.

"The priority should be to consolidate these efforts, improve basic urban services and develop a clear tourism identity for each city."

Credit: INP-WealthPk