Pakistan has climbed to 101st place in the World Economic Forum’s (WEF) Travel & Tourism Development Index 2024, improving by 20 ranks since 2019. The country scored 3.41 out of 7, marking a 3.6% improvement from its previous score.
Pakistan is categorized as a lower-middle-income economy and is part of the Asia-Pacific regional group. The Asia-Pacific region performed well overall, with 10 out of 19 economies surpassing the index average and 11 showing improved scores since 2019.
Top performers in the 2024 index include the United States, Spain, Japan, France, and Australia. The Middle East saw the highest recovery rates in international tourist arrivals, exceeding 2019 levels by 20%, while Europe, Africa, and the Americas showed a strong recovery of about 90% in 2023.
Amir Jahangir, CEO of Mishal Pakistan and the Country Partner Institute of the World Economic Forum, praised the institutional efforts that contributed to Pakistan’s improved ranking. He highlighted the significant role of the Pakistan Tourism Development Authority (PTDC) and the support from the World Bank in making Pakistan a more attractive and affordable tourism destination.
Jahangir emphasized that the efforts of PTDC and other institutions, along with the World Bank, have created a unified platform for stakeholders and fostered public policy dialogues. These initiatives have facilitated the sharing of best practices among provinces, leading to institutional learning and improvement in Pakistan’s rankings.
The National Travel and Tourism Competitiveness Index (NTTCI) initiatives under PTDC have established a structure for institutional learning, impacting Pakistan’s rankings positively. The incorporation of international travel and tourism data into national and provincial strategies could further enhance these rankings. A competitive environment between provinces can improve the tourism industry’s offerings, expanding choices for citizens and attracting international tourists.
Pakistan’s progress on the Travel & Tourism Development Index from 2019 to 2024 reflects a broader trend of improvement among low to middle-income economies, which have shown significant enhancements in performance.
Despite its positive trajectory, Pakistan still trails behind higher-ranked regional countries like India and Sri Lanka. The country’s high seasonality of international tourist arrivals indicates its appeal as a travel destination, but improvements in infrastructure and enabling conditions for tourism development are still needed.
The government’s emphasis on tourism and its efforts to improve safety, security, and health and hygiene standards are essential for advancing Pakistan’s tourism industry.
