Resilience has become the defining test for Pakistan’s travel and tourism industry. Each monsoon season, as rivers swell and valleys brace for floods and landslides, the sector confronts the realities of a changing climate.
From the peaks of Gilgit-Baltistan and Chitral to the coastal stretches of Gwadar and Kund Malir, Pakistan’s natural and cultural assets form one of the richest tourism portfolios in South Asia. Yet that same geographic diversity also exposes the industry to recurring natural disasters, fragile infrastructure, and global shifts in traveler expectations.
The 2022 floods were the single largest shock to Pakistan’s tourism economy in modern times. Between June and October, record monsoon rains and accelerated glacial melt submerged nearly a third of the country. More than 33 million people were affected, eight million displaced and large sections of the national highway network destroyed. According to the Post-Disaster Needs Assessment (PDNA) prepared by the government of Pakistan with support from the World Bank, Asian Development Bank, European Union and UNDP, total physical damages were estimated at $14.9 billion, with economic losses reaching $15.2 billion. The cost of reconstruction and rehabilitation was projected at $16.3 billion.
The PDNA also estimated that the private tourism sector losses exceeded Rs4.4 billion (approximately $20.5 million). This included damage to hotels, guesthouses, cultural attractions and supporting infrastructure across multiple provinces. In total, the floods destroyed or damaged more than 13,000 kms of roads and 439 bridges, severing access to many of Pakistan’s most scenic and economically vital destinations. In regions like Swat, Hunza and Neelum Valley, where local economies rely heavily on seasonal tourism, the destruction of a single bridge or road meant months of lost income for small transporters, guides, and hospitality workers.
The crisis highlighted the profound interconnection between tourism and broader national systems of infrastructure, agriculture and communication. When roads collapse or crops fail, the ripple effect spreads across the entire value chain, from rural artisans and jeep drivers to airlines and travel agencies. For months after the floods, foreign travel advisories warned against nonessential travel and domestic tourism declined sharply. Visitor confidence takes years to rebuild, and the perception of risk often lingers longer than the actual hazard.
Yet, the response of local communities demonstrated remarkable resilience. In the northern areas, villagers reopened lodges, cleared debris and rebuilt trails often without institutional support. Tour operators diversified routes and introduced new itineraries, while community-based tourism initiatives helped channel recovery funds and volunteer labor. This spontaneous recovery effort underscored a deeper truth: Pakistan’s tourism resilience is rooted not in policy
but in people.
Three years later, in 2025, the sector again finds itself navigating climate stress. Early monsoon rains and glacial melt have caused flooding and landslides in parts of Khyber Pakhtunkhwa, Punjab and Gilgit-Baltistan, disrupting travel corridors and forcing temporary closures. While no official figures for total losses are yet available, early provincial reports indicate damage to roads and hospitality facilities in several tourist valleys. Experts warn that Pakistan is shifting from isolated “disasters” to recurrent climate stress events that cumulatively erode growth and confidence in the tourism sector.
However, alongside this climate-driven vulnerability, a powerful transformation is reshaping the industry: digital connectivity. Technology is emerging as the new backbone of resilience for Pakistan’s tourism and travel ecosystem. The shift towards digitalisation, accelerated by pandemic-era adaptation and rising smartphone penetration, has revolutionised how Pakistanis plan, book and experience travel.
As Shahzad Faisal Khan, managing director of F&S Global Pvt Limited, explains, “Pakistan’s travel and tourism sector is undergoing a remarkable digital evolution. The ecosystem is becoming increasingly connected, linking customers, tour operators, airlines, and hotels through integrated platforms. The digital revolution has created more options and opportunities for both travelers and service providers. It has increased efficiency, improved transparency, and provided easier access to travel solutions. This transformation is making Pakistan’s tourism not just more competitive, but also more resilient”.
This digital transition is redefining how the industry survives crises. During weather disruptions or road closures, online platforms now enable quick rerouting, remote bookings and real-time updates for travelers. Small tour operators, once confined to word-of-mouth networks, can now reach national and international audiences through social media and online marketplaces. Mobile apps, e-payment systems and virtual tour platforms are empowering local entrepreneurs and bringing informal tourism players into the formal economy.
At the same time, digitalisation has introduced new expectations for quality, reliability and sustainability. Travelers today demand transparency, reviews, ratings, and verified experiences. This feedback loop is gradually pushing operators towards higher service standards and better risk management. Technology is also enabling data-driven planning, helping both public agencies and private operators analyse visitor flows, identify seasonal trends and anticipate environmental risks.
But, while the digital revolution offers new lifelines, it cannot fully compensate for the physical and environmental fragility that defines much of Pakistan’s tourism infrastructure. True resilience requires a national framework for climate adaptation, one that embeds risk management, sustainability and technological integration at every level of planning.
The first step is climate-proofing infrastructure. Roads, bridges and hotels in flood-prone or mountainous regions must be designed for heavier rainfall, shifting watercourses and temperature variability. Investments in nature-based solutions, such as reforestation, watershed management and slope stabilisation, can protect both communities and assets.
Second, Pakistan needs to institutionalise early-warning systems that integrate with travel planning platforms. Real-time flood, landslide and weather alerts can be embedded into national tourism portals and mobile applications to safeguard travelers and minimise disruption.
Third, financial protection mechanisms must be introduced. Tourism enterprises, especially small and medium operators, require access to climate insurance, disaster recovery funds and low-interest credit for rebuilding. Without such instruments, every extreme weather event resets progress to zero.
Diversifying the tourism portfolio is equally critical. Pakistan’s heavy reliance on its northern mountain belt makes it vulnerable to climate volatility. Expanding coastal, cultural, spiritual and heritage tourism can distribute risk geographically and seasonally, ensuring year-round activity and steady employment.
Finally, communication and storytelling will remain central to rebuilding confidence. Transparent information about safety measures, recovery progress and environmental initiatives can counteract negative perceptions and attract conscious travelers seeking authentic, sustainable destinations.
Resilience is the ability to withstand shocks but also the capacity to adapt, learn and evolve. The integration of digital tools with local innovation and community stewardship is laying the foundation for a smarter, more sustainable tourism future. Pakistan’s challenge is to scale these gains systematically, turning scattered success stories into a national strategy.
The question, therefore, is not whether Pakistan’s travel and tourism industry can survive the next flood or disruption; it already has, repeatedly. The real question is whether it can evolve fast enough to lead in a climate-conscious, digitally connected world. The answer will determine not only the fate of the sector but also how Pakistan positions itself in the global tourism economy of the future.
The writer is a public policy expert and leads the Country Partner Institute of the World Economic Forum in Pakistan. He tweets/posts @amirjahangir and can be reached at: aj@mishal.com.pk
