Punjab bets big on tourism with first-ever investment expo

The Punjab government on Tuesday organized its first comprehensive tourism showcase in Lahore, terming it an important 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.

Provincial Minister Marriyum Aurangzeb described the occasion as “a historic moment for Punjab”, saying that for the first time, the entire tourism potential of the province had been showcased under a single platform.

“It’s not just an exhibition. It’s 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 economic importance of the sector, she said tourism was no longer an “intangible sector” but a major contributor to global GDP, employment and national identity.

“Today, Punjab is coming 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 policymakers, thereby facilitating engagement on future projects.

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

Authorities have announced an investment of around Rs78 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 promoting destinations, the government has focused on developing an integrated tourism ecosystem linking culture, hospitality, infrastructure and digital innovation.

One of the highlights has been the alignment of tourism with emerging sectors such as film and cinema 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 an engine of economic growth, employment and international engagement throughout the year, 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 ended 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 moment.”

Officials said the Magnificent Punjab Tourism & Investment Expo 2026 marks a significant milestone in efforts to transform Punjab into a globally recognized tourism destination – one that is not only visited, but experienced, remembered and celebrated.