Faiza Tehseen

To improve the local economy and boost the tourism sector, Pakistan needs to strategically harness the potential of event tourism.

"Despite numerous tourism potential, event tourism in Pakistan has not been promoted due to lack of awareness,” said Aftabur Rehman Rana, Managing Director of Pakistan Tourism Development Corporation (PTDC). Talking exclusively to WealthPK, he said that event tourism represents a multitude of activities, including exhibitions, festivals, cultural events, sports tournaments, and conferences.

“Pakistan hosts a variety of annual events, including Sufi music festivals, Lahore Literary Festival, Faisalabad Flower Show, polo festival in Shandur, Cholistan Jeep Rally in Bahawalpur, and Lok Virsa in Islamabad.” “Despite their great attraction, a very limited number of both foreign and local tourists participate in these events due to insufficient promotion, funding and a lack of international collaborations,” Rana pointed out.

He said that in many countries, event tourism has become a necessary part of tourism strategy and is generating billions of dollars. “In Malaysia, UAE, and Thailand, event tourism is a key contributor to their economies.” He said if properly promoted, event tourism could bring in a good number of tourists, who spend on accommodations, food, transport, and other related services.

The PTDC managing director said: “In Pakistan, good investments in event tourism can help alleviate poverty by creating job opportunities, value chains, and related businesses. Event tourism can also help highlight the lesser-known regions to both local and foreign tourists. Through event tourism, many countries have got great visibility and business on global tourism map.

For instance, Dubai’s Expo 2020 attracted millions of visitors from around the world.” Rana said: “By hosting mega cultural events, exhibitions, and conferences, Pakistan can attract global attention and visibility as a tourist destination. Unfortunately, inadequate tourist infrastructure, accommodations, transport, limited event venues, security concerns, political instability, and insufficient promotion at both national and international platforms, are hindering event tourism here.” 

He said that the government should partner with private sector stakeholders to promote event tourism in Pakistan. “To reach the global audience, digital platforms, including social media, should be strategically used. Online presence through social media pages, websites, and social media influencers can also be promoted.” “Event management should be upskilled to manage large-scale events effectively.

Training programmes and certifications for tour guides, event managers, and hospitality staff, can help improve the quality of services,” Rana stressed. Highligting the importance of promoting event tourism in Pakistan, Sahib Noor, Chief Executive Officer of a Gilgit-Baltistan-based tour operating company, Concordia Expedition, said: “The northern areas of Pakistan are particularly rich in cultural events.

If the government supports the promotion of these annual or seasonal events at both national and international platforms, it will help strengthen both the local and national economies.” He said a lot of areas in Pakistan were only dependant on tourism and specific events organised there were of critical importance. But, lack of promotion deprives them of their tourism potential,” he said while talking to WealthPK. 

The international event tourism market is expected to grow to $2.5 billion at a compound annual growth rate of 4.71% by the year 2032 from $1.7 billion in 2023.

Credit: INP-WealthPk