Tourism at a Turning Point Pakistan’s Moment to Shine
By Raja Mohsin Ijaz
ISLAMABAD — In the great expanse between the towering Karakorams and the warm waters of the Arabian Sea lies a land waiting to reclaim its rightful place on the global tourism map. Pakistan, with its dazzling natural beauty and layers of ancient history, is often spoken of in hushed awe by adventurers and archeologists alike. But for too long, the country has remained a secret known only to the brave few. That era may finally be coming to an end.
In a pivotal move this week, the Prime Minister of Pakistan appointed Sardar Yasir Ilyas Khan as the Prime Minister’s Coordinator on Tourism. The appointment, formalized through an official notification on July 8, 2025, signals a clear shift in priorities. Tourism is no longer a footnote in national policy. It is now a central pillar.
From the icy silence of Deosai to the sun-drenched walls of Mohenjo-Daro, Pakistan boasts one of the most diverse and awe-inspiring landscapes on Earth. It is home to five of the world’s tallest peaks, the cradle of Gandhara civilization, Sufi shrines that echo with poetry, and Sikh and Buddhist holy sites revered by millions.
Yet, the numbers do not reflect this glory. Pakistan’s tourism sector contributes less than 3% to GDP. With structured investment and policy reform, that figure could easily leap to 7–8%, bringing in more than $10 billion annually. The potential is staggering.
So what has held Pakistan back? The answers are as familiar as they are frustrating. Global perceptions of security, although largely outdated, still linger and influence international travel decisions. Many key tourist regions lack the infrastructure necessary to accommodate visitors comfortably and safely. The visa application process, despite recent improvements, remains cumbersome and discouraging for many would-be travelers. There is also a significant shortage of trained professionals in the hospitality industry, leaving service standards inconsistent and often below global expectations. Perhaps most critically, Pakistan lacks a cohesive and unified national tourism brand — a compelling narrative that can attract and reassure global audiences. These challenges are real, but not insurmountable. Many countries have overcome worse to become global tourism giants. What they had — and what Pakistan needs — is visionary leadership.
Sardar Yasir Ilyas is not a conventional bureaucrat. He is a businessman with an international outlook, known for reshaping Islamabad’s skyline through The Centaurus and for his bold leadership of the Islamabad Chamber of Commerce.
His appointment carries significant weight, marking a pivotal moment in Pakistan’s tourism policy. It marks the first time in recent memory that someone from the private sector with real-world experience in tourism, hospitality, and brand-building has been given a voice at the highest level of government.
Sardar Yasir Ilyas advocates for a practical approach — professionalizing systems, modernizing infrastructure, and telling Pakistan’s story with confidence and clarity.
The federal and provincial governments have made meaningful progress in recent years. These include the introduction of e-visas and visa-on-arrival, the restoration of heritage and religious sites, the launch of provincial tourism development authorities, and strategic marketing campaigns targeting influencers and diaspora communities.
But without a central figure to unite and accelerate these efforts, momentum was often lost. Yasir Ilyas now has the platform to change that.
Pakistan is more than a destination. It is a story. A story of resilience, hospitality, mystery, and magnificence. In a world jaded by overtourism and Instagram sameness, Pakistan offers something rare: authenticity.
The journey ahead will not be easy. Bureaucratic inertia, resource constraints, and political volatility are formidable foes. But for the first time in decades, the direction is clear, the vision is focused, and the leadership is credible.
As the world looks for new destinations and deeper connections, Pakistan stands ready. The sleeping giant is stirring. And with the right moves, it might just awaken into a golden era.
