ISLAMABAD: Prime Minister Shehbaz Sharif on Monday directed Pakistan’s tourism authorities to take immediate steps to boost the country’s international profile as a travel destination, including launching a global branding campaign, creating special tourism zones and attracting long-term investment in the sector.
While the prime minister did not refer to it during a Monday meeting on tourism development, his comments come just three days after a deadly flash flood in the scenic Swat Valley killed 13 members of a single tourist family.
According to rescue officials in the Khyber Pakhtunkhwa province where Swat is located, 17 family members were swept away in the Swat River on Friday during a sudden rise in water levels caused by monsoon rains. Twelve bodies had been recovered as of Sunday, with search operations ongoing for the final missing person. The incident drew widespread condemnation in the media and online over what many called a slow response by emergency services.
“Pakistan’s tourism sector holds unlimited potential to earn foreign exchange,” the prime minister said at Monday’s meeting, according to a statement from his office.
“God Almighty has blessed Pakistan with natural resources and timeless beauty.”
Pakistan offers a diverse range of tourism attractions, drawing visitors with its dramatic landscapes, rich history, and vibrant culture.
From the snow-capped peaks of the Himalayas, Karakoram, and Hindu Kush in the north, home to some of the world’s highest mountains like K2, to the ancient ruins of Mohenjo-Daro and Taxila, the country blends natural beauty with archaeological significance.
The Hunza, Swat, and Skardu valleys are popular for trekking, mountaineering, and scenic retreats, while cities like Lahore, Karachi, and Islamabad offer a mix of Mughal architecture, bustling bazaars, colonial-era landmarks, and modern urban life.
Religious tourism is also growing, with sites such as Kartarpur for Sikh pilgrims and the Buddhist ruins in Takht-i-Bahi. Pakistan’s coastline along the Arabian Sea, its deserts, forests, and diverse cultures make it a unique destination with year-round tourism potential.
Sharif directed the Pakistan Tourism Development Corporation to move swiftly on plans to showcase the country abroad as a tourism brand, stressing public-private partnerships and stronger federal-provincial coordination to develop tourism infrastructure across the country.
“With snow-covered mountains, forests, rivers, as well as plains and desert areas, our country is not behind any nation in the world in terms of tourism,” Sharif said.
“Under the vision for national development, we will place Pakistan among the world’s leading tourist destinations.”
Officials at the meeting briefed the prime minister on proposals to promote medical tourism, develop recreational areas and improve access to northern tourist regions.
Sharif emphasized encouraging domestic tourism alongside international promotion.
“Special measures should be taken to encourage domestic tourism and the arrival of local tourists at recreational spots,” he said. “Planning should be done to ensure long-term investment in the tourism sector.”
Since Friday’s tragedy in Swat, videos widely shared on social media have showed tourists stranded on rocks midstream, shouting for help as floodwaters surged.
Survivors have widely said rescue services took hours to reach the scene.
The incident has sparked criticism over disaster preparedness in tourist areas.
The disaster was part of a broader wave of flash flooding across northern Pakistan last week, which has killed at least 32 people, according to rescue agencies.
Weather officials have warned of above-average monsoon rains this year, raising further concern over the vulnerability of tourist destinations in mountainous areas.
Forecasters say they cannot rule out a repeat of the “extreme situation” seen during devastating floods in 2022 when rains inundated a third of the country, killing 1,737 people and causing widespread destruction.
