Tourism is a growing industry in Pakistan and with more foreign investment and funding flowing in, including from Saudi Arabia, the country has been able to develop infrastructure.
It has now built major road and air networks to cater for the mass movement of cargo and inter-city travel. Roads are being developed by several consultants from the Northern Areas all the way down to the Port of Karachi.
Often described as the “next big thing” of the tourism industry, tourism in Pakistan, with its diverse culture, people and landscapes, attracted 1 million tourists last year, which is expected to grow further by the end of this year. The main destinations of choice for these tourists are the Khyber Pass, Peshawar, Karachi, Lahore, Swat and Rawalpindi.
In its bid to promote tourism in the recent past, Pakistan, which has unique and varied cultural heritage, launched a campaign in 2007 called “Visit Pakistan,” which involved various events throughout the year including fairs and religious festivals, regional sporting events, various arts and craft shows, folk festivals and several openings of historical museums. Consequently, the World Economic Forum’s Travel and Tourism Competitiveness Report published in 2009 ranked Pakistan as one of the top 25 percent tourist destinations for its World Heritage sites.
Pakistan enjoys good tourism relations with Saudi Arabia and religious and cultural tourism form a major part of their cordial relation.
Enthusiasm is growing among the younger generation in Pakistan to perform Haj and Umrah, and according to a recent survey by a Pakistani media, every 10th person seen in Holy Ka’ba or Masjid-i-Nabvi in Madinah is a Pakistani. Urdu and Punjabi speakers wearing shalwar kameez or western suits can be seen all around.
Saudis too visit Pakistan in substantial numbers. The tourist’s attraction in the country ranges from the ruins of the historical sites of Harappan civilization mainly at its two megapolis Harappa and Mohenjo-daro and the site of one of the most ancient university in the world at Taxila, to the Himalayan hill stations, which attract those interested in winter sports.
Pakistan is also home to several mountain peaks towering over 7,000 meters, which attracts adventurers and mountaineers from around the world, especially K2, the second highest peak in the world after Mt. Everest.
The northern part of Pakistan has many old fortresses, ancient architecture and the Hunza and Chitral valley, home to small pre-Islamic Animist Kalasha community claiming to be descendants of Alexander the Great.
The romance of the historic Khyber Pakhtunkhwa province is timeless and legendry. Punjab province boasts of the site of Alexander’s battle on the Jhelum River and the historic city Lahore, Pakistan’s cultural capital, with many examples of Mughal art and architecture such as Badshahi Masjid, Shalimar Gardens, Tomb of Jahangir and the Lahore Fort.
The Saudi Government has provided extensive religious and educational aid to Pakistan, being a major contributor to the construction of mosques and madrassas (Islamic seminaries) across Pakistan, and one of the major tourist destination in Pakistan — the Faisal Mosque (dedicated to King Faisal) in Islamabad, the capital of Pakistan, is the epitome of growing cultural ties between the Kingdom and the Islamic Republic of Pakistan.
Responding to the rich support provided by the Kingdom, Pakistan renamed one of its major cities Lyallpur as Faisalabad in honor of King Faisal in 1977. Saudi Arabia was also a major supporter of the “Islamization” program of the Pakistani military ruler General Zia-ul-Haq in the 1970s.
Moreover, Saudi Arabia remains a major destination for immigration amongst Pakistanis, whose numbers in Saudi Arabia stands between 900,000 and 1 million.
Strengthening the cultural ties, Pakistan also conferred King Abdullah with their highest civilian decoration, Nishan-e-Pakistan, in 2006. President General Pervez Musharraf conferred the highest civilian award of the country in recognition of his outstanding contribution to development of greater understanding and co-operation between the two countries.
Recently a non-governmental organization was also launched to promote education, trade, investment and tourism between Pakistan and Saudi Arabia in Islamabad. Besides promoting economic and cultural ties with the Kingdom, the NGO will also facilitate the exchange of visits of educationists between the two countries.
The reason for Pakistan being a major tourist destination is because of the multiple attractions in the country. The diverse culture, traditions, historical places, beautiful valleys like Swat and Murree, a popular hill station and a summer resort for tourists are all factors behind Pakistan being an attractive tourist spot.
Historic places such as Mohenjo-Daro, Harappa and Taxila attract archaeologists from all over the world to come and visit the wonderful historic civilizations which are a part of Pakistan.
Other than these, the valleys of Pakistan have been able to attract tourists for a long period of time. These are Swat, Hunza , Naran, Kaghan and beautiful hills like Murree, Nathia Gali, and Changa Gali.
The major cities of Pakistan are not behind when it comes to attracting foreign tourists. All of them have different aspects which define Pakistani culture and traditions. Lahore is Pakistan’s second largest city and it is home to a large number of cultural places which has given it the title of being the cultural heart of the country.
The province of Khyber Pakhtunkhwa is known for its bountiful nature including valleys and plains. The Karakoram highway is also located in the vicinity of the province. Other cities like Karachi which is the largest city of Pakistan is the business center and commercial capital of the country. It is the city of Pakistan’s founder Muhammad Ali Jinnah and his mausoleum is an attractive tourist spot. It is known for its beautiful and luxurious hotels such as the Pearl Continental, Marriot and Sheraton.
The government of Pakistan is trying to attract more tourists to Pakistan by initiating the sponsorship of new businesses within the tourist market and building and maintaining road and air networks to meet international standards.
The vast human and natural resources can also contribute to the development of this growing industry as advertising campaigns need to attract tourist by developing holiday packages tailored to explore the great regions of the country.
Saudis help growth in Pak tourism
Saudis help growth in Pak tourism
How Saudi companies are redefining corporate responsibility with ESG leadership
- ESG integration is transforming industries as Saudi firms leverage AI, blockchain, and biotech to drive impact
- Private companies like SAWACO and WAYAKIT are proving that profitability and sustainability can thrive together
JEDDAH: Saudi companies across multiple industries are increasingly integrating environmental, social, and governance principles into their corporate strategies, driving sustainable growth while balancing environmental stewardship, community impact, and corporate responsibility.
This strategic shift aligns with Saudi Arabia’s Vision 2030 roadmap — a transformative economic diversification plan — and its ambitious 2060 net zero emissions target, reinforcing the nation’s position as a sustainability leader.
SAWACO Water Group exemplifies this transformation, embedding sustainability into its core operations.
“Sustainability is not just a goal; it’s a responsibility,” CEO Nizar Kammourie told Arab News, emphasizing the company’s alignment with Vision 2030’s focus on environmental and social progress.
He added: “At SAWACO, we integrate ESG into every aspect of our operations, from optimizing resource efficiency to ensuring transparent governance and community engagement.”
Underpinning this commitment, SAWACO has implemented advanced operations intelligence software to enhance energy efficiency in desalination plants.
“We are leveraging cutting-edge technology to reduce power and chemical consumption while extending the life cycle of our assets,” said Kammourie.
The company also tracks carbon emissions through its Remedium Platform, which supports data-driven reduction targets.
“Accurate carbon accounting allows us to set tangible, data-driven targets for reducing our environmental footprint, ensuring our growth remains responsible and sustainable,” he added.
To address resource optimization, SAWACO has partnered with a US-based firm to pioneer brine minimization technology.
“Water is one of our most precious resources, and we are committed to maximizing its use,” said Kammourie.
“Our innovative brine minimization system enhances freshwater recovery from seawater while significantly reducing brine discharge, preserving marine ecosystems and supporting coastal livelihoods.”
Governance reforms further solidify SAWACO’s ESG leadership. A dedicated committee oversees alignment with international sustainability standards such as the UN Sustainable Development Goals.
“Ethical governance is the foundation of a sustainable business,” said Kammourie “By integrating real-time data analytics, third-party audits, and stakeholder engagement into our decision-making process, we ensure accountability at every level.”
He added: “Sustainability must be measured, not just discussed. That’s why we also integrate ESG metrics into performance reviews, making it a part of our company culture rather than just a corporate initiative.
“We are not just providing water — we are safeguarding the future of water sustainability in Saudi Arabia. Our goal is to drive meaningful change that aligns economic success with long-term sustainability.”
These efforts reflect broader national momentum, as Saudi businesses bridge profitability and planetary stewardship to set new benchmarks for ESG leadership in emerging markets.
Similarly, Luisa Javier, CEO of WAYAKIT, highlighted how her women-led biotechnology company has embedded ESG into its DNA, transforming hygiene solutions in aviation, transportation, and facilities management.
“We are not just creating products; we are building solutions that have a measurable environmental and social impact,” she told Arab News.
WAYAKIT’s flagship disinfectant eliminates 99.999 percent of viruses and bacteria in just 30 seconds using 93 percent biodegradable components.
By replacing harmful quaternary ammonium compounds with biodegradable nano-modified citric acid in aircraft cleaning processes, the company says it has reduced environmental impact by 94 percent.
In addition, its environmental footprint tracker measures progress in energy efficiency, water conservation, pollution reduction, and health improvements.
“Sustainability isn’t just about compliance — it’s about innovation,” said Javier. “We have to rethink traditional approaches and develop solutions that align with the future.”
WAYAKIT also integrates ESG principles into its governance and transparency measures. Its women-led C-suite strengthens decision-making diversity, while blockchain technology safeguards sustainability metrics, preventing greenwashing and ensuring accurate reporting.
“Authenticity matters,” said Javier. “Every sustainability claim we make is backed by rigorous third-party laboratory testing. We are setting a new standard for how biotech companies can be both profitable and responsible.”
DID YOU KNOW?
• The Kingdom is aiming for net zero carbon emissions by 2060, embedding ESG principles in national initiatives like Green Riyadh.
• In 2021, the Saudi Stock Exchange introduced ESG disclosure guidelines, mandating listed companies prioritize transparency.
• Saudi Electricity Co., Almarai, and Saudi Telecom Co. have embedded ESG guidelines, issuing green bonds and improving governance.
Community engagement is another cornerstone of WAYAKIT’s ESG strategy. With 70 percent of its workforce consisting of women, the company provides technical training in biotechnology and leadership development to foster career advancement for Saudi women.
“Empowering women in STEM is not just a mission — it’s a responsibility,” said Javier. “Our workforce is a reflection of what Saudi Vision 2030 aims to achieve: a thriving, innovative economy where women play a central role.”
This momentum is part of a broader national trend. A 2023 report by Saudi Arabia’s sovereign wealth fund, PIF, highlighted how Saudi organizations, particularly those within its portfolio, are spearheading ESG awareness and implementation.
The Saudi Green Initiative, launched by Crown Prince Mohammed bin Salman, supports this shift with $187 billion in investments across more than 60 programs to advance the green economy.
Through large-scale investments in green initiatives, innovative carbon reduction strategies, and community-focused programs like those led by SAWACO and WAYAKIT, Saudi businesses are proving that profitability and sustainability can coexist.
Collectively, these efforts set a new benchmark for ESG leadership in emerging markets while positioning Saudi Arabia as a global leader in sustainable development.
Orchestra celebrates soundtracks of popular video games at Saudi Arabia’s Ithra
- Concert features symphonic arrangements, in-game HD visuals
DHAHRAN: It is “game on” at the King Abdulaziz Center for World Culture after it opened its doors to an event on Thursday.
The orchestral performance, which is being held nightly at the Ithra Theater — with two shows scheduled for Friday — celebrates the soundtracks of popular video games and attempts to breathe new life into them.
The concert features symphonic arrangements paired with in-game HD visuals and exclusive concept art from popular titles such as League of Legends, Overwatch, Assassin’s Creed, and The Witcher 3.
Sergey Smbatyan, founder of the Armenian State Symphony Orchestra and the artistic director and principal conductor since 2005, was on hand to lend context and commentary between the scores on opening night.
He told the crowd before the show: “If you’re not a gamer, what I want you to do is to imagine that you’re in a museum — an art museum — but instead of a curator telling you about the images that you’re going to see on this huge screen, let these musicians tell you that exact story.
“Tonight there is no right time to clap; there is no wrong time to clap. If you hear something you like from these guys (gesturing to the orchestra behind him on stage), let us know.
“We're going to start off tonight with role-play games, or what are known as RPGs, where players assume the roles of characters in a fictional setting. The game is focused on interactive storytelling, decision-making and strategy.”
Dhahran resident Paul Blay took his two daughters Sylvia, 11, and Celeste, 10, to the show.
Blay, who is a father of six, told Arab News: “I get emails about Ithra events and saw this one and I thought it would be fun for me and the girls to go to. Like with anyone that you love, I shared the things I love with them.”
The Blay family moved to the Kingdom last year and were keen to attend an event that merged gaming with music.
Celeste told Arab News: “I really like video game music; the music is really pretty and I like listening to that. It is kind of what motivated me to come here. And, also, my dad likes video games.”
The older Blay sisters have both taken music lessons and play multiple instruments, including the piano, the harp and the clarinet.
Their father said: “Some of the best music that’s being composed nowadays is for movies and video games. I expected it to be really high quality and good (at Ithra).”
The event featured music from Guild Wars 2, World of Warcraft, The Witcher 3 and Assassin’s Creed 2, among many others.
The last show takes place on April 5, with tickets starting at SR200 ($53), available at the venue or via the Ithra website.
Exhibition honoring Prince Khaled Al-Faisal inaugurated in Jeddah
- The exhibition chronicles Prince Khaled’s life and contributions as a statesman, individual and poet through visual installations
MAKKAH: Makkah Deputy Gov. Prince Saud bin Mishal bin Abdulaziz launched the “Love of Khaled Al-Faisal” exhibition as part of Jeddah Season festivities.
The ceremony was attended by Prince Turki bin Faisal, alongside several relatives of Makkah Gov. Prince Khaled Al-Faisal.
The delegation toured the exhibition, housed at the Abadi Al-Johar area in Jeddah, which runs from April 3-8 and welcomes visitors daily from 4 p.m. to 11 p.m.
The exhibition chronicles Prince Khaled’s life and contributions as a statesman, individual and poet through visual installations.
Saudi Arabia’s Hail poppy reserve attracts thousands of tourists
- Since opening in 2022, the reserve, which covers 10,000 sq. meters, has drawn thousands of domestic and foreign visitors
HAIL: With its vibrant array of wildflowers framed by golden sand dunes and majestic mountains, the Poppy Reserve in Al-Khattah is one of the Hail region’s most captivating attractions.
Since opening in 2022, the reserve, which covers 10,000 sq. meters, has drawn thousands of domestic and foreign visitors, particularly during holidays, Eid and the spring season.
The attraction enchants guests with its sweeping fields of poppies, perfectly balanced in form and color. As the sun sets, the golden rays cast a warm glow over the landscape and create a natural wonder.
This striking beauty enhances the region’s reputation for breathtaking scenery and offers a unique experience.
Saudi Arabia concludes participation in Bologna Book Fair
- The Saudi pavilion experienced significant engagement from publishers and international literary agencies, Al-Bassam added
BOLOGNA: Saudi Arabia concluded its participation in the Bologna International Book Fair 2025, held in Bologna, Italy, from March 31 to April 3.
The event introduced visitors to Saudi heritage through a comprehensive cultural experience.
Bassam Al-Bassam, general manager of publishing at the Saudi Literature, Publishing, and Translation Commission, said the commission organized various initiatives to enhance the publishing and translation industry in the Kingdom and showcase the Saudi cultural landscape.
The Saudi pavilion experienced significant engagement from publishers and international literary agencies, Al-Bassam added.
By participating in international book fairs, the Kingdom aims to enhance its cultural presence on a global scale and create new opportunities to promote Saudi culture both regionally and internationally.
