Punjab bets big on tourism with first investment exhibition

The Punjab government on Tuesday held its first comprehensive tourism exhibition in Lahore, calling it a milestone in efforts to transform the province into a globally recognized tourist destination.

Organized by the Punjab Tourism Department, the ‘Punjab Tourism and Investment Expo 2026’ brought together public and private stakeholders to promote tourism as a key driver of economic growth, marking a step towards positioning Punjab as a competitive player in the global tourism economy.

Describing the occasion as “a historic moment for Punjab”, Chief Provincial Minister Marriyum Aurangzeb said that for the first time, the province’s entire tourism potential had been brought forward under a single platform.

“This is not just an exhibition. It is Punjab opening its doors to the world,” he said, highlighting the event, which included heritage cities, spiritual routes, cultural landscapes, eco-tourism destinations and investment-ready projects.

Highlighting the economic importance of the sector, he said tourism was no longer a “soft sector” but a major contributor to global GDP, employment and national identity.

“Today, Punjab takes a step forward to claim its rightful place in the global tourism economy,” he added, noting that the event also served as a platform to connect investors, entrepreneurs and policymakers, facilitating participation in future projects.

“Today, Punjab takes a step forward to claim its rightful place in the global tourism economy,” he added.

Officials announced an investment of about Rs 78 billion in tourism infrastructure, with development work underway at 170 sites. Of these, 60 are expected to become fully operational by December 2026.

“This exhibition is a platform of opportunities, an opportunity for investors to partner with the government, for entrepreneurs to create experiences and for the world to discover Punjab,” Aurangzeb said.

Beyond destination promotion, the government emphasized the development of an integrated tourism ecosystem that links culture, hospitality, infrastructure and digital innovation.

A highlight was the alignment of tourism with emerging sectors such as film and film tourism.

“Today, the world not only travels through maps, it travels through stories. When a place is seen on the screen, it becomes a destination in reality,” he said.

Officials said the upcoming Punjab Film City will play a central role in showcasing the province globally.

Under the leadership of Chief Minister Maryam Nawaz Sharif, tourism is being repositioned as an engine of year-round economic growth, employment and international engagement, the government said.

He added that the focus remained on ease of doing business, investor facilitation and public-private partnerships to unlock the full potential of the sector.

The event concluded with a message of openness and collaboration.

“To our international guests, Punjab welcomes you. To the private sector, Punjab is ready to partner with you. And to the people of Punjab, this is your time.”

Officials said the Grand Punjab Tourism and Investment Expo 2026 marked a milestone in efforts to transform Punjab into a globally recognized tourist destination, one that is not only visited but experienced, remembered and celebrated.