Punjab launches major tourism expo to attract global investment and boost economy
By Tanveer Ahmed :
The Government of Punjab has staged its first large-scale tourism showcase in Lahore, unveiling ambitious plans to position the province as a leading destination for international travellers and investors.
The “Magnificent Punjab Tourism & Investment Expo 2026”, organised by the provincial tourism department, brought together government officials, private investors and industry stakeholders in what authorities described as a turning point for the sector’s development.
Senior Provincial Minister Marriyum Aurangzeb called the event a landmark moment, saying it was the first time Punjab’s tourism assets had been presented comprehensively on a single platform. She said the initiative signalled the province’s intention to engage more actively with the global tourism market.
Officials highlighted a wide range of attractions, including heritage sites, religious tourism routes, cultural destinations and eco-tourism projects, alongside opportunities for private investment. The event also aimed to connect entrepreneurs and policymakers to accelerate development in the sector.
The government announced plans to invest around Rs78 billion in tourism infrastructure, with work already under way at more than 170 locations across the province. Of these, about 60 sites are expected to become operational by the end of 2026, according to officials.
Authorities say tourism is being repositioned as a key pillar of economic growth, with potential to generate employment and increase revenue. The strategy focuses on building an integrated ecosystem that links hospitality, infrastructure and digital services to improve visitor experience.
A notable feature of the initiative is its emphasis on emerging areas such as film and screen tourism. Officials said plans for a new film city project would help promote Punjab internationally by attracting media production and showcasing local landscapes to global audiences.
The programme is being pursued under the leadership of Chief Minister Maryam Nawaz Sharif, with a focus on improving ease of doing business and encouraging public-private partnerships.
The event concluded with officials inviting international investors and tourists to explore opportunities in the province, expressing confidence that sustained investment and coordinated planning could help transform Punjab into a competitive destination on the global tourism map.
About Author
