Punjab Government Hosts First Comprehensive Tourism Showcase in Lahore
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 tourism 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.
Senior Provincial Minister Marriyum Aurangzeb described the occasion as “a historic moment for Punjab,” saying that for the first time, the province’s full tourism potential had been presented under one platform. “This is not just an expo. 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 economic importance of the sector, Aurangzeb stated that tourism was no longer a “soft sector” but a major contributor to global GDP, employment and national identity. “Today, Punjab steps 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.
Officials announced an investment of approximately Rs78 billion in tourism infrastructure, with development work underway across 170 sites. Of these, 60 are expected to become fully operational by December 2026. “This expo is a platform of opportunity, an opportunity for investors to partner with government, for entrepreneurs to build experiences, and for the world to discover Punjab,” Aurangzeb said.
Beyond destination promotion, the government emphasized the development of an integrated tourism ecosystem linking culture, hospitality, infrastructure, and digital innovation. A key highlight was the alignment of tourism with emerging sectors such as film and screen 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 central role in showcasing the province globally. Under the leadership of Chief Minister Maryam Nawaz Sharif, tourism is being repositioned as a year-round engine of economic growth, employment, and international engagement. The event concluded with a message of openness and collaboration to international guests, private sector partners, and the people of Punjab.