Pakistan, a breathtaking wonderland, is blessed with snow-capped peaks, lush pastures, tumbling waterfalls, endless plains, sun-kissed shores, meandering rivers, tranquil valleys, timeless deserts, alpine forests, glittering glaciers, golden dunes, and serene lakes. Nations with such diversity are regarded as global treasures, earning billions through nature-based tourism. Yet Pakistan, despite its immense beauty, lags far behind, generating only a fraction of what leading destinations earn.
Why does Pakistan fail to harness this potential while nations with far less generate far more? Its natural wonders fall into five broad categories: mountains and high-altitude landscapes; adventure tourism; inland lakes, valleys, and deserts; biodiversity and wildlife; and coastal ecosystems.
In the highlands, Pakistan is home to the Himalayas, Karakoram, and Hindu Kush—covering 61% of the land and earning the title “rooftops of the world.” The country has five of the world’s 14 peaks above 8,000 metres and more than 108 above 7,000 metres, plus over 13,000 glaciers—the largest collection outside the poles. The Central Karakoram National Park alone has around 700 glaciers and 200 glacial lakes, alongside meadows, valleys, plateaus, passes, and rich mountain cultures. Pakistan offers world-class adventure tourism—mountaineering, trekking, hiking, rafting, kayaking, paragliding, skiing, off-roading, camping, dune bashing, and ziplining. Ranked by the British Backpacker Society as the third most promising adventure destination of the 2020s, it attracts more than 25,000 high-altitude trekkers and mountaineers annually, drawn by its raw beauty and challenging peaks.
Its inland landscapes—valleys, lakes, rivers, wetlands, deserts, forests, caves, and gorges—form the backbone of domestic tourism. Swat Valley alone draws over a million visitors each holiday, including 930,000 in just three days during Eid-ul-Azha 2025. Other gems include Hunza, Kashmir, Naran-Kaghan, Chitral, Skardu, Astore, and Murree, all vital parts of the country’s natural heritage.
Pakistan’s biodiversity is equally rich. It is home to over 5,000 flowering plant species, 177 mammals, more than 660 bird species, over 200 reptiles and amphibians, and nearly 200 freshwater fish species. To preserve this natural wealth, Pakistan has established 37 national parks, 100 wildlife sanctuaries, and 77 game reserves. The Indus Flyway, a major migratory route, sees between 1 and 1.2 million birds pass through each year. Margalla Hills National Park alone welcomes more than 800,000 visitors annually for hiking, birdwatching, and photography.
The country’s 1,050-kilometre Arabian Sea coast offers sandy beaches, rocky cliffs, mud volcanoes, mangroves, islands, and rich marine biodiversity. The waters host over 200 species of fish, along with whales, dolphins, sea turtles, sharks, and manta rays. This coastal belt is ideal for eco-tourism, recreation, and biodiversity conservation, offering opportunities for scuba diving, snorkelling, boating, sailing, fishing, and nature exploration.
Yet, despite these assets, recurring challenges hold Pakistan back. Security concerns, poor infrastructure, lack of a coherent tourism policy, and weak marketing are common across all tourism sectors. While security within the country has improved markedly, global perceptions remain outdated and unfavourable. Changing this requires a strategic image-building campaign presenting Pakistan as safe, welcoming, and breathtakingly beautiful. Digital diplomacy can play a key role by amplifying positive tourist experiences and showcasing the warmth of local hospitality. An expanded and streamlined e-visa system, promoted globally, would further boost accessibility. Collaborating with global influencers, travel content creators, and adventure vloggers can reshape international perceptions and inspire potential visitors. Infrastructure development must go hand in hand with marketing. Many of Pakistan’s most stunning destinations are difficult to reach due to poor roads, limited accommodation, and insufficient tourist facilities. Public-private partnerships can help develop eco-friendly lodges, rest areas, transport services, and waste management systems that protect the environment while enhancing visitor experiences.
Innovation can also transform the sector. A dedicated tourist safety and travel app could provide real-time updates, navigation assistance, emergency contacts, and curated travel guides. Establishing visa-free travel corridors with regional countries, improving group travel incentives, and offering long-stay packages would encourage extended visits.
A “Nomad Pass” for road trippers could offer discounts on fuel, tolls, local eateries, lodging, and scenic route maps, encouraging cross-country travel. Similarly, well-marketed themed routes—such as a “Valley Trail,” “Peaks and Passes Route,” or “Coastal Drive”—could help international travellers explore Pakistan in curated, manageable itineraries.
Pakistan’s natural wealth is extraordinary, but without consistent policies, effective branding, and modern infrastructure, it will remain underutilised. By learning from successful tourism models abroad—particularly those in countries with comparable landscapes—Pakistan can create a sustainable, profitable tourism industry that benefits local communities while preserving the environment.
The key lies in long-term vision and commitment. With targeted marketing, improved perception, upgraded infrastructure, and innovative travel solutions, Pakistan can transform from an overlooked destination into one of the world’s most sought-after travel experiences—a true land of endless wonders.
Ubaid Sahil
He writer is a student, activist, and columnist. He can be reached at ubaidsa9@gmail.com