Lahore: Global travel booking platform Wego has formally launched its full range of services in Pakistan, expanding beyond its Lahore-based research and development hub to target the country’s growing travel market.
“Pakistan is ready for us,” said Wego CEO and Co-Founder Ross Veitch, highlighting the company’s confidence in the market during an interview. He said the platform is now offering localized apps, Urdu language support, local payment methods, and partnerships with carriers operating in and out of Pakistan.
Wego, headquartered in Singapore and Dubai, has established itself as a leading travel app in the Gulf, particularly among travellers to and from Saudi Arabia and the United Arab Emirates (UAE). With Pakistan ranking among the region’s top outbound travel markets, the company sees strong growth potential.
According to company data, international travel from Pakistan rose by nearly 60% in 2024-25. Religious travel is a key driver, with large volumes of Umrah bookings already being made through the platform. Veitch said Wego aims to simplify religious travel by packaging flights, hotels, visas, and logistics into a single process.
The company has also integrated local payment solutions, including direct bank transfers, to reduce costs associated with international cards. In addition, it is leveraging its booking scale to negotiate better deals with airlines and pass benefits on to customers.
While international and religious travel remain strong areas, Wego also sees opportunities in domestic air travel, which serves over five million passengers annually. Veitch urged policymakers to adopt more open aviation policies to encourage competition and benefit travellers.
Industry experts, however, note that Pakistan’s travel sector still faces hurdles such as slow digital adoption and regulatory bottlenecks. Only a fraction of local travel agencies currently operate online, compared to much higher adoption rates in regional markets like India.
Despite challenges, Wego is investing in Pakistan’s market and expanding its Lahore technology hub. “This country has the talent, the demand, and the ambition. We are here to make travel easier, cheaper, and smarter for every Pakistani who wants to explore the world,” Veitch said.
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