The World Tourism Organisation (WTO) of the United Nations has declared Pakistan as the ‘best performing destination’ in terms of tourism recovery during the first nine months of 2023.
Pakistan showcased a remarkable 92% recovery to pre-pandemic levels, experiencing a staggering 115% surge in foreign tourist arrivals compared to the previous year. This outstanding performance positions the country as a beacon in tourism resurgence, signaling a robust comeback post-Covid.
Aftab Rana, Managing Director of Pakistan Tourism Development Corporation (PTDC), attributed this success to concerted efforts in tourism promotion. Pakistan actively participated in six major global events, showcasing its tourism potential on the global stage.
Strategic online outreach and the launch of the “Salam Pakistan” tourism brand in August 2023 significantly contributed to attracting a diverse range of visitors from across the globe. Projections indicate international receipts reaching $1.3 billion by the end of the year.
Minister of State for Tourism, Wasi Shah, congratulated the PTDC team and industry partners for the achievement, expressing optimism for a stronger performance in 2024 despite existing challenges. Rana praised the collaborative efforts of PTDC, provincial tourist departments, and private sector operators, emphasizing the role of global events in expanding international partnerships.
The WTO Tourism Barometer also highlighted other leading best-performing destinations, including Qatar, Saudi Arabia, Serbia, Turkey, and Romania, across various regions. Egypt and Serbia were at the bottom of the destination countries list.
The global tourism landscape is on a recovery path, with international tourism reaching 87% of pre-pandemic levels in January-September 2023. An estimated 975 million tourists traveled internationally during this period, reflecting a 38% increase over the same months in 2022.
International tourism receipts are expected to reach $1.4 trillion in 2023, about 93% of the $1.5 trillion earned by destinations in 2019. These results indicate a strong recovery in demand, with regions like the Middle East leading the way, reaching 20% above pre-pandemic levels.
Despite economic challenges and geopolitical tensions, the WTO remains optimistic, projecting international tourism to fully recover pre-pandemic levels in 2024. Pakistan’s exceptional performance adds a positive note to the global tourism narrative, positioning the country as a key player in the industry’s resurgence.
