TOURISM DEVELOPMENT IN PAKISTAN UNDER THE PTI GOVERNMENT (2018-2022)

Abstract

This research critically examines the development of Pakistan's tourism industry under the Pakistan Tehreek-e-Insaf (PTI) government (2018–2022). It analyzes the administration's strategic interventions, primarily the National Tourism Strategy 2020 (GoP, 2020), which aimed to transform Pakistan into a competitive tourist destination through *infrastructure modernization, visa liberalization, aggressive marketing ("Visit Pakistan"), and sustainability commitments. Key initiatives included e-visa expansion for 175+ countries, the Kartarpur Corridor opening, road projects in northern regions, and influencer-led promotion. While international arrivals and tourism's GDP contribution increased (PTDC, 2019–2021; WTTC, 2021), outcomes were mixed. Literature highlights implementation gaps in sustainability (Ali & Hussain, 2021), persistent security perceptions (Anwar et al., 2022), governance coordination challenges (Khan & Ahmed, 2022), and COVID-19 disruptions. The PTI era is assessed as a period of ambitious policy formulation and foundational progress, though constrained by execution deficits and external shocks.