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
80% of Saudi adults reported using AI tools, with 1 in 3 using them regularly
- The study consisted of a poll surveying 1,059 adults and 370 business leaders based in the Kingdom in March 2025
RIYADH: A study has revealed that 80 percent of Saudi adults now use AI tools, with one in three using them regularly.
This is almost double the number of adults in the US who report using one of the large language model-based chatbots — which was found to be 52 percent in a recent study by Elon University.
The findings are “a clear demonstration that technology and collaboration can unlock potential, and that we can directly contribute to the ambition of the Kingdom and their vision for the future,” said Anthony Nakache, MENA managing director for Google — which created the report with research agency Public First.
The study consisted of a poll surveying 1,059 adults and 370 business leaders based in the Kingdom in March 2025.
It also interviewed people and businesses about their experiences using Google technology and data services.
The study found that people and businesses are embracing Al, with 53 percent of businesses in the Kingdom relying on at least one Al tool in their workflows.
About 90 percent of adults in Saudi Arabia say becoming an Al superpower should be a top priority and 88 percent of businesses agree that Al is an important opportunity for the Saudi economy.
The study also looked at Saudi Arabia’s usage of Google’s Gemini, and found that 53 percent of adults said they had used the Al assistant, with one in three users now using it daily.
The report found that 86 percent of users agreed that the tool helped them to be more productive.
A total of 90 percent of public sector workers said that AI-enabled tools help them to be more productive at work, and 70 percent said their job would be harder without access to AI tools.
“The report reflects our investment in accelerating the Kingdom’s ambitious journey toward a diversified, AI-driven economy,” Nakache added.
“Through significant investments, strong local partnerships and our AI-powered tools, we’re bringing substantial economic value and empowering individuals, businesses and communities,” he said.
Public First is a global policy and strategy consultancy specializing in economic modeling and opinion research.
Saudi Arabia marks UN’s World Day to Combat Desertification and Drought
- Event aims to spotlight urgent need to address growing challenges
JEDDAH: Saudi Arabia has marked the UN’s World Day to Combat Desertification and Drought, an awareness event held annually on June 17.
The day aims to spotlight the urgent need to address the growing challenges of land degradation, desertification and drought.
The Ministry of Environment, Water and Agriculture said the event emphasized the importance of land restoration as a driver of opportunity, the Saudi Press Agency reported.
It helps to raise awareness of the critical role healthy ecosystems play in creating jobs, enhancing food and water security and strengthening economic resilience, the ministry added.
It also highlighted Saudi Arabia’s diverse geography and climate which is home to a unique biodiversity adapted to a range of climatic conditions.
The Kingdom has launched several major environmental initiatives, most notably the Saudi Green Initiative, which aims to plant 10 billion trees over the coming decades.
The Kingdom is currently implementing 86 initiatives and programs with total investments exceeding SR705 billion ($188 billion), covering all aspects of the green economy.
These initiatives align with the core objectives of the SGI: reducing carbon emissions, expanding national afforestation, and protecting terrestrial and marine ecosystems.
More than 313,000 hectares of degraded land across the Kingdom have now been restored, and 115 million trees planted.
MEWA has also launched the Environmental Awareness Initiative, which is designed to raise environmental literacy and support Sustainable Development Goals.
The plan also emphasizes the importance of community engagement and cross-sector collaboration — from public institutions to private and non-profit entities.
As part of its efforts to monitor marine habitats, the ministry has conducted extensive field surveys along the Red Sea coast, covering over 600 coral reef sites, 200 seagrass locations and 100 mangrove areas.
According to UN data, desertification, land degradation and drought remain among the most pressing environmental challenges today, impacting up to 40 percent of the Earth’s land surface.
As the UN Decade on Ecosystem Restoration (2021–2030) reaches its midpoint, there is a critical need to accelerate restoration efforts on a global scale.
If current trends continue, the world will need to restore 1.5 billion hectares of land by 2030, creating a restoration economy valued at over $1 trillion.
The planet is currently losing healthy land at a rate equivalent to four football fields per second.
Hajj Ministry suspends 7 Umrah firms over transport violations
- Ministry took regulatory measures against the violating companies, suspending their operations and liquidating their bank guarantees to cover alternative transport costs
JEDDAH: The Ministry of Hajj and Umrah recorded violations by seven Umrah companies due to deficiencies in providing transport services to pilgrims, as stipulated in their approved programs.
It is part of the ministry’s efforts to enhance service quality for pilgrims and visitors of the Prophet’s Mosque, ensuring compliance with contracts in line with Saudi Vision 2030, which aims to improve the pilgrim experience at every stage of their journey.
The ministry took regulatory measures against the violating companies, suspending their operations and liquidating their bank guarantees to cover alternative transport costs for affected pilgrims, ensuring services meet approved standards.
It highlighted its commitment to protecting pilgrims’ rights and providing services of the highest quality and professionalism.
The ministry also highlighted its zero-tolerance approach to negligence or breach of contractual obligations, the Saudi Press Agency reported.
It called on all Umrah companies to strictly adhere to approved regulations and deliver services according to designated schedules, ensuring quality and the comfort of pilgrims and visitors during their stay in the Kingdom.
Al-Urumah seasons draw more than 1m ecotourists
- Over four seasons, Al-Urumah has grown into a vibrant destination, attracting more than 1 million ecotourists
RIYADH: The Al-Urumah Season, held in the heart of the desert at the Imam Abdulaziz bin Mohammed and King Khalid royal reserves, has become a premier ecotourism initiative, showcasing the Kingdom’s stunning environment and the passion of its organizers.
Over four seasons, Al-Urumah has grown into a vibrant destination, attracting more than 1 million ecotourists, according to a recent report from the Saudi Press Agency.
The inaugural season had about 52,000 visitors, rising to 230,000 in the second season. With eight service providers, the third season exceeded 300,000 attendees.
The fourth this year drew more than 400,000, reflecting effective strategic planning and infrastructure development involving the private sector and local communities.
During the Al-Urumah Season, the Imam Abdulaziz bin Mohammed Royal Reserve Development Authority offers 13 activities across both reserves, including camping, hiking, camel riding, cycling, stargazing, and other outdoor pursuits.
Additionally, 358 eco-units have been established for visitor accommodation, the SPA reported.
The authority also organizes training workshops for service providers on ecotourism principles, responsible recreation, and wildlife interaction, emphasizing their vital role in delivering quality tourism experiences.
The Al-Urumah Season has become an “integrated model of sustainable ecotourism.”
The authority has blended ecotourism, entertainment, and nature conservation, aligning with Saudi Vision 2030’s goals of economic diversification and community empowerment.
Saudi matchmaking app, Awaser, is helping individuals find partners by bridging tradition and modernity
- Alolayan said: “The younger generation increasingly wants to take ownership of their marriage journey in terms of to get
JEDDAH: With digital innovation taking place at a rapid pace, Awaser, a mobile application developed in Saudi Arabia, is at the forefront of a quiet transformation in the Kingdom’s matchmaking traditions.
It offers a modern approach to marriage, but remains firmly rooted in cultural and religious values.
Founded by psychiatrist Dr. Mohammed Alolayan, Awaser is not just a dating platform but a dedicated space for individuals and families with the intention of forming lasting marriages.
With features tailored to Saudi Arabia’s cultural norms and a strong emphasis on privacy, the app introduces a respectful and structured alternative to traditional matchmaking.
Speaking about the inspiration behind creating the first app of its kind, Alolayan said: “As a trained psychiatrist, I’ve spent years exploring human psychology and understanding the deep emotional challenges people face, especially in midlife, around intimacy and the question of ‘Who should I be with?’
“Listening to countless stories from patients and online followers, I realized how difficult it is for many to find a suitable partner within the traditional framework. That’s what inspired me to create Awaser.”
HIGHLIGHTS
• Awaser gives users the tools to search based on preferences unique to Saudi society, including regional origin, family background, education, sect, and tribal affiliation.
• This approach blends technology with cultural traditions, creating a platform that speaks to both the younger generation and their families.
Unlike typical matchmaking apps that rely on algorithms to suggest potential partners, Awaser gives users the tools to search based on preferences unique to Saudi Arabia society, including regional origin, family background, education, sect, and tribal affiliation.
This approach blends technology with cultural traditions, creating a platform that speaks to both the younger generation and their families.
Alolayan said: “Awaser does not offer matchmaking in the conventional sense. Instead, it elevates traditional matchmaking by making it more accessible and efficient.
“It’s a platform that respects Saudi customs while empowering individuals and families to make informed choices.”
One of the app’s most distinctive features is the ability for families to create and manage accounts on behalf of their children, a model that preserves the essence of traditional matchmaking while increasing the chances of finding a suitable match.
This family-first approach has resonated strongly with conservative users seeking to maintain trust throughout the process.
The app operates on a paid subscription model, which Alolayan believes ensures the quality and seriousness of its community. “We implemented a payment wall to ensure serious participation and prevent random or unserious users,” he said.
“Trust is crucial. That’s why users must verify with a Saudi mobile number and OTP (One-Time Password), and all communications are encrypted and automatically deleted after 30 days of inactivity.”
Privacy is a key concern for users in Saudi Arabia, particularly when it comes to online interactions between men and women.
Awaser addresses this by giving users complete control over their profiles and conversations, with no human intervention from the app’s management team. Conversations cannot begin without mutual consent, and all user data remains private and protected.
The platform currently focuses on Saudi nationals and residents, and has already had impressive engagement, especially from well-educated individuals.
“Around 30 to 40 percent of our users hold advanced degrees such as master’s or PhDs. While we expected high participation from major cities, we were pleasantly surprised to see users from nearly every region of the Kingdom,” he said.
Among the many success stories shared by users, one stands out for Alolayan: “A couple who met on Awaser married about a year and a half ago, and they recently welcomed their first child.
“Hearing that directly from them was incredibly moving, it validated everything we’ve been working toward.”
In a culture where family involvement remains a cornerstone of the marriage process, launching a technology-driven platform presented unique challenges. But the public response, Alolayan said, has been overwhelmingly positive.
“There’s a clear need, and many people are ready to embrace technology, so long as it honors our values. Awaser allows them to do both.”
Umm Abdullah, a user of the app, said: “As a mother, I’ve seen how difficult it’s become to find suitable matches, and approaching someone as the bride’s parents is not very common in our culture, we usually wait for proposals to come.
“Apps like this give us the chance to actively search instead of just waiting. It feels more efficient, while still respecting our values.”
Interestingly, Awaser also provides a space for non-traditional introductions between individuals, allowing for more autonomy in the relationship-building phase.
This dual approach supporting both traditional and independent searches reflects the evolving preferences of younger Saudis who want to play a more active role in choosing their life partners.
Alolayan said: “The younger generation increasingly wants to take ownership of their marriage journey in terms of to get to know their future partner before traditional steps begin.
“Awaser arrived at just the right time to meet this shift. It offers an alternative that feels modern yet grounded in cultural values.”
Another user, Naser Al-Rahman, said: “It’s really hard these days to find a relationship that leads to something serious. Most platforms don’t feel safe or genuine.
“But with this app, I feel like I can search more conveniently and securely, knowing the people here are serious about marriage.”
Although Awaser does not currently employ artificial intelligence to match users, Alolayan is open to future possibilities. “There is no proven psychological model for perfect matchmaking, which is why we don’t claim to match people ourselves.
“But I do see potential for AI and data analytics to provide smarter tools in the future, based on long-term user behavior.”
As Saudi Arabia continues its Vision 2030 journey toward modernization and empowerment, platforms such as Awaser highlight how digital solutions can coexist with tradition.
Commenting on the legal and cultural implications of matchmaking platforms, family lawyer Hassan Al-Ghawi said: “Apps like these help bridge the gap between tradition and technology.
“As long as user privacy is protected and the legal framework is respected, they can serve as a positive and legitimate extension of traditional matchmaking.
“Today’s younger generation often rushes into relationships, so involving both parents and children in the process allows for deeper understanding and more thoughtful decisions, potentially leading to stronger, longer-lasting marriages and fewer divorces.”
