Islamabad: World Tourism Day was observed on Saturday, focusing on the potential of tourism as a positive change, as the United Nations Tourism (formerly UNWTO) reported strong tourist numbers across the Asia-Pacific region.
The theme of this year – Continuous changes in “Tourism and Sustainable Transformation” begin with effective government and people-centered programs.
UN agencies warn that despite the potential of tourism, nearly half of emerging destinations or young people lack effective training to participate, and urged the government to prioritize access to high-quality education and career programs.
Prime Minister Shehbaz Sharif said in his message that tourism is not only an industry in Pakistan, but also an expression of its national identity and pride. He called for the development of tourism as a growth engine to create jobs for young people.
In his message, UN Secretary-General Antonio Guterres said that tourism strengthens the bond between people and places. “It crosses culture, maintains traditions and restores cultural heritage. It reminds us of our shared humanity – the richness of diversity,” he said.
Tourism Observatory to be launched in the Middle East
“However, tourism can also damage the places and communities it celebrates. As the world faces increasing climate collapse and inequality, we need bold, urgent and sustainable actions that put people and planets first and foremost.”
The United Nations tourism industry said that after a period of rapid growth, Asia and the Pacific had the greatest impact on their tourism industry due to the 199th pandemic. However, in 2025, the region’s recovery to international tourism is catching up with the rest of the world due to relaxed visa policies and improved air connectivity.
Pakistan has made significant changes to its visa regime, with tourists from 126 countries now able to obtain visas before arrival, valid for 90 days, with no cost. This visa reform aims to promote foreign tourism and increase access to Pakistan’s scenic landscape.
According to the World Tourism Barometer, Asia and the Pacific surpassed the world average in the first half of 2025, with the arrival of international tourists increasing by 11% during the same period in 2024, although still below the 2019 level of 8%.
Northeast Asia led the region’s recovery in 20% tourism growth from January to June 2025 (compared to 2024), suggesting a significant impact of China as the world’s largest tourism source market.
At the same time, the United Nations tourism industry will establish a tourism legal observatory in the Middle East. This groundbreaking program will support the development and coordination of the legal and regulatory frameworks of tourism throughout the region.
Posted in Dawn on September 28, 2025
