Since 2014, cultural sites in Pakistan have gained popularity with tourists, with the number of visits going from 1.4 million to 2.7 million in five years.

Punjab is reported to have a 95% contribution to the tourism industry at present, being the largest and most populated province with many heritage sites open to public. Some of these include the Shahi Qilah, which has been the most popular since 2016, followed by the Shalimar Garden in 2016 and 2018, and the Hiran Minar in 2017. The third most popular site was Jehangir’s Tomb in 2016 and the Buddhist monastic complex in 2017.

While traffic at museums in KP and Balochistan increased at an accelerating pace, they proved to be less attractive in Punjab and Sindh areas, with number of visits fluctuating over the years.
Foreign tourists lend more visits to these sites, with an average of 50% more movement there in comparison to cultural spots.
The Pakistan Monument Museum, Khewra Mines Museum and Lok Virsa Heritage Museum made the top three most popular museums from 2016 to 2018, with Taxila and Lahore museums in fourth and fifth positions.

The report presented by Gallup International Association indicates a promising future for Pakistan’s tourism economy.

“There is room for further improvements. With some more efforts both local and foreigner visitors can be increased substantially,” said a representative of the organisation to a private news source.