he Punjab government has established yet another body for the promotion of tourism in the province. This, in effect, acknowledges that previous organisations tasked with the same objective have either failed to deliver or been found inadequate for the task.

Pakistan’s governance structure is rife with bureaucratic redundancy. Bodies are stacked upon bodies, laws upon laws, regulations upon regulations – all intended to address the same issue or area of activity. When a department, authority or semi-autonomous body fails to meet its targets, another is formed, either superimposed on the existing framework or running parallel to it. And yet, the desired outcomes remain elusive.

The primary reason tourism has not flourished – particularly foreign tourism – is the concerns over security and a lack of the freedoms necessary for visitors to feel at ease. The ability to relax and enjoy a destination is central to tourism, and Pakistan has struggled to provide such an environment.

However, domestic tourism has seen exponential growth. Much of this interest has centred on Gilgit-Baltistan, which benefits from a relatively well-developed road and air network, along with a security environment that is stable and predictable. Pakistanis today travel more frequently within the country than in the past. Historically, travel was largely confined to family obligations – visiting relatives, attending weddings and funerals. But now, leisure travel for relaxation and unwinding is gradually gaining traction. Foreign tourists remain hesitant to visit Pakistan in significant numbers.

Religious tourism has long been touted as an untapped goldmine, with immense potential given the presence of significant Sikh, Buddhist and Hindu religious sites. Yet, it has failed to attract sufficient numbers of pilgrims. The primary deterrents remain persistent security concerns and the stringent restrictions that contradict the very notion of peaceful and unrestricted travel.

Tourism in Pakistan has often been awkwardly clubbed with culture, built heritage or crafts, while its most essential link – the hospitality industry – remains neglected. 

Beyond religious tourism, Pakistan’s landscapes and archaeological remains offer compelling attractions. In an era when global travellers are seeking novel destinations, the country’s ancient civilisations and breathtaking terrain could serve as a magnet for visitors weary of the usual tourist circuits. Already, several cities and countries across the world are grappling with the adverse effects of over-tourism, with some imposing restrictions to preserve their social fabric and environment. Yet, Pakistan continues to dream that tourism alone might be the economic lifeline the country desperately needs – an aspiration that remains far from reality.

A major policy shift is required to unlock Pakistan’s tourism potential. The most crucial step is opening transit routes between Central and South Asia. Facilitating the movement of goods and people – an economic game-changer in itself – would naturally lead to a tourism boom as an allied activity. Without such structural changes, the cycle of dissolving one tourism body only to form another will persist, each new organisation offering little beyond political appeasement and electoral promise-fulfilment.

Tourism in Pakistan has often been awkwardly clubbed with culture, built heritage or crafts, while its most essential link – the hospitality industry – remains neglected. Tourism should not be treated as an extension of heritage or religion under different names; rather, it must be developed as a standalone sector with its own robust infrastructure.

In the 1970s, Karachi was envisioned as Pakistan’s answer to Dubai – a vision that crumbled alongside the abandoned shell of an unfinished casino by the sea. Decades later, Dubai soared, while Karachi descended into an ethnic and sectarian quagmire. The Emiratis kept the realms of governance and business separate, while Pakistan has persistently jumbled everything together. Until this fundamental flaw is acknowledged, every new tourism initiative will flounder – just as the previous ones did.

The writer is a Lahore-based culture critic.