Punjab is betting big on tourism with the first ever investment exhibition

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

Organized by the Punjab Tourism Department, the “Magnificent Punjab Tourism & 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.

Senior provincial minister Marriyum Aurangzeb described the occasion as “a historic moment for Punjab” and said that for the first time the province’s full tourism potential had been presented under one platform.

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

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

“Today, Punjab is stepping forward to claim its rightful place in the global tourism economy,” she added, noting that the event also served as a platform to connect investors, entrepreneurs and policy makers, facilitating engagement in future projects.

“Today, Punjab is stepping forward to claim its rightful place in the global tourism economy,” she added.

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

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

In addition to destination promotion, the government emphasized the development of an integrated tourism ecosystem linking culture, hospitality, infrastructure and digital innovation.

A key highlight was tourism’s adaptation to new sectors such as film and film tourism.

“Today, the world doesn’t just travel through maps, it travels through stories. When a place is seen on screen, it becomes a destination in reality,” she said.

Officials said the upcoming Punjab Film City would play a pivotal role in showcasing the province globally.

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

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

The event ended with a message about openness and cooperation.

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

Officials said the Magnificent Punjab Tourism & 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.