By Azeem Ahmed Khan

Pakistan can strengthen its tourism exports through easier visa procedures, digitalized public services, improved tourist safety, climate-resilient infrastructure and stronger public-private partnerships, according to a latest report by the Federation of Pakistan Chambers of Commerce and Industry (FPCCI).

The report, Mapping Pakistan's Tourism Potential: A Comprehensive Export Analysis, notes that Pakistan's tourism sector remains economically underutilized despite contributing nearly 6% to the GDP and supporting about 5 million jobs. It says the country continues to face a gap between inbound and outbound tourism spending, but targeted policy reforms can improve its competitiveness, attract higher foreign tourist inflows and strengthen tourism exports.

As an immediate priority, the report recommends revising Pakistan's e-visa and visa-on-arrival policy. It notes that the current application process is time-consuming, while visa fees remain non-refundable even when applications are rejected. The report suggests integrating artificial intelligence into the visa system to reduce processing time and charging visa fees only after approval.

For adventure tourism, it recommends fixing the fee structure for three to five years, arguing that frequent revisions create uncertainty and weaken the confidence of foreign tourists interested in adventure travel.

Beyond visa facilitation, the report proposes several measures to improve the overall visitor experience. It calls for the establishment of a 24/7 tourist complaint helpline by provincial tourism departments in collaboration with provincial police. The helpline would enable tourists to report theft, harassment and emergencies and should be available in English as well as local languages.

The report also identifies digitalization of governance as a key reform area. It notes that tourists and businesses currently face lengthy paperwork for permits and No-Objection Certificates (NOCs). It recommends that the Pakistan Tourism Development Corporation (PTDC), in collaboration with provincial tourism departments, establish a single-window digital platform for permit and NOC processing.

To improve tourist safety, the report proposes better surveillance through streetlights, digital traffic signboards, CCTV cameras and regular police patrolling in major tourist destinations, markets and public places.

For long-term sectoral development, the report recommends introducing a regional tourism visa policy through bilateral or SAARC-level agreements to encourage cross-border tourism and strengthen regional connectivity.

It also proposes a five-year national tourism policy under which the National Tourism Coordination Board would establish a Tourism Research and Policy Wing responsible for preparing a strategic plan with clearly defined targets, institutional responsibilities and evaluation mechanisms for tourism exports.

The report further recommends expanding the Gilgit-Baltistan tourist police model across the country by establishing dedicated tourist police units, including a special female squad, supported by a digital system linked with a tourist complaints portal.

It also calls for establishing dedicated tourist facilitation wings at all Pakistani embassies and major international airports to improve the travel experience for foreign visitors.

Climate-resilient infrastructure forms another major recommendation. The report proposes widening, maintaining and repairing roads using climate-resilient materials along major tourism corridors, including the Karakoram Highway, Baltistan Highway, Swat Valley Road, as well as routes in interior Sindh and Balochistan.

Under a public-private partnership model, the report recommends deploying mobile network boosters and public Wi-Fi zones in remote tourist destinations. It suggests that telecom operators provide universal mobile coverage in tourism areas while the government facilitates public Wi-Fi services at key tourist sites.

To promote digital payments, the report recommends that the government sign memorandums of understanding with mobile wallet providers such as Easypaisa, JazzCash, Sadapay and Nayapay to expand wallet- and QR code-based payment facilities at tourist destinations.

For the hospitality sector, the report calls for justified, value-for-money pricing for foreign tourists on online booking platforms such as Booking.com, Agoda, Google Travel and Airbnb, supported by a secure and trustworthy booking mechanism.

It also proposes short-term vocational training programmes lasting three to six weeks for hotel managers, staff, tour operators and tourist guides. According to the report, PTDC and provincial tourism departments should work with the National Vocational and Technical Training Commission (NAVTTC) to improve service quality and strengthen Pakistan's tourism image.

The report further recommends that the Civil Aviation Authority organize annual or biannual capacity-building sessions for airport and airline staff focusing on tourist handling, multilingual communication and hospitality.

It also calls for the development of roadside facilities and service areas along routes leading to tourist destinations, encouraging petrol pump operators to provide basic services for travellers with PTDC's support.

In addition, the report recommends empowering food and waste management authorities to monitor food quality, sanitation and waste disposal at tourist destinations while ensuring accountability for maintaining clean and visitor-friendly environments.

The report concludes that coordinated reforms in visa facilitation, digital governance, infrastructure, tourist safety and workforce development can improve Pakistan's ranking in the Travel and Tourism Development Index, increase foreign tourist spending, generate employment and foreign exchange earnings, and strengthen the country's position as a competitive global tourism destination.

Credit: INP-WealthPk