Pakistan's Tourism Potential Remains Untapped, WEF Report Reveals
World Economic Forum's Travel and Tourism Rankings Place Pakistan Near the Bottom In the recently released World Economic Forum's (WEF) Travel and Tourism Development Index for 2024, Pakistan has once again ranked among the lowest-performing countries, casting a spotlight on the nation's underutilized tourism potential. The biennial report, which assesses the travel and tourism environment across 117 economies, placed Pakistan at a dismal 107th position. Pakistan's Persistent Struggle in the Rankings This low ranking is not a new phenomenon for Pakistan. In the previous edition of the WEF report in 2022, the country ranked 83rd out of 117 countries, highlighting the persistent challenges faced by the tourism sector. The latest rankings serve as a wake-up call for policymakers and stakeholders to prioritize the development of this crucial industry. Factors Contributing to the Low Ranking The WEF report evaluates countries based on four key pillars: Enabling Env