The Punjab government has announced an ambitious tourism development strategy, including the establishment of the province's first-ever Tourism Authority, major investments in heritage preservation, eco-tourism and cultural infrastructure, and plans to mobilize up to Rs471 billion in public and private investment.
According to budget documents for fiscal year 2026-27, the new Tourism Authority will be established to regulate, promote and develop Punjab's tourism sector through a coordinated institutional framework.
Punjab Tourism Vision
Major projects planned under FY2026-27 budget
The government has also launched a tourism internship programme under which 1,000 young people will be trained to support the growing tourism industry and improve employment opportunities in the sector.
Billions allocated for tourist destinations
The budget proposes spending Rs1 billion on the upgradation of tourist destinations in Chakwal, Rajanpur, Kasur and Murree.
Tourism development projects in Changa Manga and Chashma are being implemented at a total cost of Rs8.71 billion, while the government spent Rs5.55 billion on tourism-related projects during the current fiscal year.
Major tourism projects
Selected proposed project costs in billion rupees
Officials said major projects have also been launched to promote eco-tourism in Changa Manga, Uchhali and Chashma.
For the next fiscal year, Rs1.2 billion has been allocated specifically for eco-tourism initiatives aimed at preserving natural habitats while expanding tourism opportunities.
Murree zoo, Taxila and Lahore heritage projects
The Bansara Gali Zoological Garden in Murree is currently under construction at a cost of Rs3.92 billion, with Rs600 million proposed for the project during 2026-27.
The government also plans to implement the Safari Zoo Lahore Master Plan at a cost of Rs7 billion.
Eco-tourism push
New projects planned for natural and wildlife destinations
Among heritage projects, Rs4 billion has been allocated for renovation and upgradation of the historic Taxila Heritage Site, one of South Asia's most significant archaeological locations.
Heritage revival projects
Punjab plans major spending on museums, heritage sites and old cities
The budget further proposes launching the Lahore Heritage Project at a cost of Rs31 billion, while Rs8 billion has been earmarked for construction of a new block at the Lahore Museum.
Another Rs5.6 billion has been proposed for the Walled City of Rawalpindi project, and the Chief Minister Lahore Heritage Revival Programme Phase-II will be launched at a cost of Rs12 billion.
Tourism circuits and destination economy
The government has decided to introduce a Destination Economy Initiative aimed at transforming tourism into a major contributor to economic growth.
As part of the initiative, eight tourism circuits will be established across Punjab at a projected cost of Rs171 billion.
The circuits will include Lahore, Religious Tourism, Potohar, Salt Range, Cholistan and South Punjab destinations, among others.
Eight tourism circuits planned
Destination Economy Initiative to connect culture, heritage, nature and religious tourism
A separate North Potohar Eco-Tourism Project has been included in the budget at a cost of Rs42 billion, while the Religious Trail Punjab Project will be launched at a cost of Rs20 billion.
Officials said the projects are designed to improve connectivity, tourism infrastructure, visitor facilities and investment opportunities throughout the province.
Rs471b investment expected
According to budget documents, Punjab's tourism strategy is expected to attract total investment of Rs471 billion under Chief Minister Maryam Nawaz's Economic Transformation Vision.
The government estimates that Rs171 billion will come from the public sector, while private-sector participation is expected to contribute around Rs300 billion.
Tourism investment split
Public and private investment expected under the tourism vision
Officials project that the tourism initiatives could generate up to Rs450 billion in annual economic activity once fully operational.
The government also expects tourist arrivals to increase significantly, with annual visitors projected to range between 18 million and 30 million.
Tourism as an economic driver
Officials said the establishment of the Tourism Authority and the launch of large-scale tourism and heritage projects reflect the government's strategy to position tourism as a major pillar of Punjab's economy.
The projects are expected to create employment opportunities, support local businesses, preserve cultural heritage, promote eco-tourism and attract domestic and international investment.
According to the budget documents, the tourism sector is being integrated into Punjab's broader economic transformation agenda, with the government aiming to unlock the province's cultural, historical, religious and ecological potential while generating sustainable economic growth.
Reporter: Samra Fatima