Karachi: Tourism stakeholders in Sindh have urged the provincial government to prioritise tourism development, highlighting the province’s rich cultural, historical, and natural diversity that remains underutilised due to weak infrastructure, limited marketing, and insufficient institutional focus.
The call was made during an award ceremony recognising Sindh-focused vloggers, travel writers, tour operators, and travel agents, jointly organised by Attraf, the Sindh Culture, Tourism and Antiquities Department, and the Travel Agents Association of Pakistan (TAAP). Participants from the travel industry, private sector, academia, and government emphasised the need for coordinated efforts to make Sindh a year-round tourism destination.
Experts noted that Sindh is home to three UNESCO World Heritage Sites, iconic archaeological treasures, a 350-kilometre coastline, and diverse ecosystems, yet attracts only a small share of Pakistan’s domestic and international tourists. Speakers highlighted key destinations such as Mohenjo-daro, Makli Necropolis, Ranikot Fort, Bhambore, Gorakh Hill Station, Keenjhar Lake, and the Thar Desert, along with cultural and religious sites including Sufi shrines and historic temples.
Travel industry representatives identified infrastructure challenges, road conditions, and perceptions of safety as obstacles to tourism growth. They recommended a comprehensive policy overhaul involving public-private partnerships, upgraded road networks, a dedicated tourism police force, and extensive digital marketing strategies. Integration of tourism-related learning in school curricula was also suggested to promote awareness among younger generations.
Provincial Minister for Culture, Tourism, Antiquities and Archives Syed Zulfiqar Ali Shah assured stakeholders of government support for private-sector initiatives and highlighted ongoing projects, including the expansion of Gorakh Hill Station, the Thar Safari Train, the operationalisation of Thar Airport, and plans to develop resorts at Keenjhar Lake and modernise Mohenjo-daro. Sindh Minister for Local Government Syed Nasir Hussain Shah reaffirmed the government’s commitment to supporting constructive tourism development efforts.
The event concluded with stakeholders pledging to reposition Sindh as a safe, dynamic, and globally competitive tourism destination capable of generating employment, supporting local economies, and promoting the province’s cultural heritage.
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