- Pakistan’s largest-ever Tourism, Sports and Family Festival will commence on 31 Jan
The government has formulated a 10-year National Tourism Strategy, setting a target to increase tourism’s contribution to 10 percent of the GDP, generating jobs, and boosting foreign exchange earnings.
Prime Minister’s Coordinator on Tourism, Sardar Yasir Ilyas Khan announced this here on Friday while addressing a press conference, saying that Pakistan’s largest-ever Tourism, Sports and Family Festival will commence on Saturday (today) at the Pakistan Sports Complex, Islamabad, marking a major step toward reviving and mainstreaming the country’s tourism sector after years of neglect.
Ilyas said the festival would open a new chapter for tourism in Pakistan and would later be replicated in other provinces. He termed the event a first-of-its-kind initiative in the federal capital, designed as a fully family-friendly festival with activities for children, youth, and tourists from all walks of life.
Pakistan’s tourism industry is experiencing a significant boom, with estimated revenue exceeding USD 4 billion in 2025 and growing at a 6.75 percent annual rate in the next few years. The increase in tourism sector is driven by improved infrastructure, increased security, and social media. The sector is capitalizing on its diverse attractions, including the northern mountains, historical sites, and cultural heritage, aiming for USD 5.53 billion in revenue by 2029. The sector is rapidly recovering and expanding, driven by both domestic and international travelers.
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He said the government was introducing innovation in the tourism sector, adding that youth-oriented training courses were being launched to create skilled human resources.
“Pakistan is a peaceful and hospitable country, and our nation is globally known for its unmatched tradition of hospitality,” he said. The prime minister’s coordinator said the festival would feature food, games, handicrafts, and jewelry stalls, while cultures of all four provinces, Gilgit-Baltistan and Azad Jammu and Kashmir, would be showcased.
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