Punjab Tourism and Investment Expo 2026 to promote tourism across province

By Farzana Chaudhry | Lahore, Pakistan
LAHORE: Under the auspices of the Punjab Tourism Department, the “Magnificent Punjab Tourism and Investment Expo 2026” was successfully held to promote tourism and attract investment across the province.
The event was attended by Senior Provincial Minister Maryam Aurangzeb, Education Minister Sikandar Hayat, Transport Minister Bilal Akbar Khan, Minister for Communication and Works Sohaib Ahmed Bharth, Irrigation Minister Muhammad Kazim Ali Pirzada, Agriculture Minister Ashiq Hussain Kirmani, Advisor to the Chief Minister Ali Mustafa Dar, and Chief Secretary Zahid Akhtar Zaman.
Key Initiatives Launched
Several major initiatives under the “Magnificent Punjab” program were officially launched, including:
Kamran’s Baradari
Kotli Sattian tourism projects
Magnificent Punjab App
Punjab Tourism Coffee Table Book
TDCP Chiyura Resort Kotli Sattian
Tree House Patriata
Water sports projects at Kallar Kahar and Dharabi Lake
Punjab Tourism Force
Development of Multan Museum and Sialkot Museum
Tourism Vision and Investment
Addressing the ceremony, Maryam Aurangzeb described the expo as Pakistan’s first comprehensive tourism event based on a “tourism trail” concept. She highlighted that under the vision of Chief Minister Maryam Nawaz, significant reforms have been introduced in the tourism sector.
She revealed that an investment of Rs78 billion is being made to revitalize tourism, with restoration and development work underway at 170 tourist sites. By June 2026, 38 sites are expected to be completed, while 60 sites will be fully operational by December 2026.
She also urged citizens to download the Magnificent Punjab App, describing it as a comprehensive tourism ecosystem integrating infrastructure, heritage, wildlife, eco-tourism, and religious tourism.
Expanding Tourism Infrastructure
The minister noted that tourism facilities are being upgraded at destinations such as Changa Manga, Bansra Gali, and Jallo Park through public-private partnerships with enhanced security measures.
She further stated that sites including Kallar Kahar, Dharabi, and Khabeki Lake are being developed, while Harappa and Taxila have been declared heritage cities.
Development and restoration work is also ongoing in Murree, while under the Lahore Development Program, historic sites such as Neela Gumbad are being upgraded with tourism trails.
Project Progress and Monitoring
Secretary Tourism Saqrat Aman Rana informed that work is ongoing on 70 resorts and five museums, with 17 resorts already upgraded. All projects are being monitored through the “Magnificent Punjab Dashboard.”
He added that development work spans 170 tourist sites across seven categories, including religious, cultural, eco, historical, and wildlife tourism. The establishment of the Punjab Heritage Tourism Authority and Tourism Force has also been completed.
Broader Impact
The expo showcased a wide range of tourism sectors including domestic and international tourism, eco-tourism, heritage, handicrafts, hospitality, wildlife, and archaeology. Cultural performances highlighted Punjab’s rich traditions, while participation from international and national tourism companies, academic institutions, and youth added to the event’s significance.
Key destinations highlighted included Derawar Fort, Lahore Museum, Kot Addu, and Kotli Sattian. An estimated Rs28 billion is being invested in water tourism and resort upgrades.
The “Magnificent Punjab Tourism and Investment Expo 2026” marked a significant step toward positioning Punjab as a major global tourism destination, while also opening new avenues for investment and economic growth in the sector.