Tourism in Pakistan is a growing industry. In 2010, Lonely Planet magazine called Pakistan “the next big thing in tourism”. The country is geographically and ethnically diverse, and has a number of historical and cultural sites. Condé Nast Traveller magazine ranked Pakistan as the best holiday destination for 2020[2] and also named it the third most promising adventure destination in the world for 2020.

As security in the country improves, tourism is also increasing; in two years, the industry has grown by over 300%.