Pakistan has launched a national tourism brand — Salam Pakistan, a first for the country that has been grappling with severe challenges, many of which have been on the economic front.
Prior to the Covid-19 pandemic, the travel and tourism industry contributed approximately $15 billion, accounting for 6% of Pakistan’s total gross domestic product (GDP) in 2019.
However, due to the pandemic’s impact, this figure decreased significantly to $11.6 billion, representing 4.4% of GDP in 2020. Additionally, the number of jobs in the tourism sector declined from 3.45 million in 2019 to 3.63 million in 2020.
Pakistan’s vast tourism potential, which includes remarkable attractions like the world’s second-highest mountain and the ancient Indus Valley Civilization and Mohenjo-Daro, has been plagued by security concerns and political instability since the early 2000s.
In recent years, the government has made efforts to revive the tourism economy, and the launch of the Salam Pakistan brand indicates the country’s commitment to promoting its diverse tourism sector.