Pakistan’s tourism industry has been dealt a blow as the country was ranked a lowly 101st out of 119 countries in the Travel and Tourism Development Index published by the World Economic Forum (WEF). The index, which measures factors and policies that enable sustainable development of the travel and tourism sector, highlighted Pakistan’s struggles in comparison to its regional counterparts.
In the Asia-Pacific region, only Bangladesh ranked below Pakistan, emphasizing the challenges the country faces in attracting tourists and boosting its economy through tourism. Meanwhile, countries like the United Arab Emirates, Saudi Arabia, and Qatar ranked significantly higher, showcasing the disparity in tourism development within the Middle East.
The top spots in the overall rankings were dominated by countries like the United States, Spain, and Japan, with their advanced infrastructure and attractions contributing to their success in the tourism sector. The report also noted that the top scorers accounted for a significant portion of the T&T industry GDP, highlighting the economic benefits of a thriving tourism sector.
Despite Pakistan’s low ranking, there is hope for improvement as experts point out the country’s potential as a tourist destination due to its natural beauty and historical sites. With the right policies and investments, Pakistan could leverage its assets to attract more tourists and boost its economy.
However, challenges such as macroeconomic instability and geopolitical tensions pose additional hurdles for the T&T sector globally. As the industry looks to recover from the impact of the COVID-19 pandemic, countries like Pakistan will need to address these challenges to unlock the full potential of their tourism sector and drive economic growth.