Lahore, April 28, 2026 — The Government of Punjab on Tuesday hosted its first large-scale tourism showcase, the Magnificent Punjab Tourism & Investment Expo 2026, bringing together government officials, private investors, entrepreneurs and tourism stakeholders in Lahore to promote the province as an emerging destination for global tourism and investment.
Organised by the Punjab Tourism Department, the expo was presented as a major initiative to position Punjab as a competitive player in the international tourism economy and to unlock the province’s cultural, historical and economic potential.
Senior Provincial Minister Marriyum Aurangzeb described the event as a landmark occasion, saying Punjab’s tourism assets had been brought together on one platform for the first time.
She said the showcase highlighted the province’s heritage cities, spiritual routes, cultural sites, eco-tourism destinations and investment-ready projects.
“This is not just an expo. This is Punjab opening its doors to the world,” she said while addressing participants.
Tourism as Economic Driver
Officials stressed that tourism has become a major contributor to economic growth, employment generation and national branding worldwide, and Punjab aims to benefit from the sector’s expanding global value.
Aurangzeb said tourism should no longer be viewed as a secondary sector, adding that Punjab was now moving forward to claim a stronger role in the international tourism market.
During the event, authorities unveiled more than 50 curated tourism trails and destinations prepared for public-private partnerships. These projects are intended to offer visitors diverse travel experiences while attracting domestic and foreign investment.
Rs78 Billion Investment Announced
The provincial government also announced an estimated Rs78 billion investment in tourism-related infrastructure across the province.
According to officials, development work is underway at 170 tourism sites, with 60 projects expected to become operational by December 2026.
The planned developments include improvements in access roads, visitor facilities, hospitality services and preservation of heritage locations.
The expo also served as a networking platform for investors, policymakers and tourism businesses.
“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.
Integrated Tourism Ecosystem
Officials said the government is pursuing a broader strategy to develop a complete tourism ecosystem by linking culture, hospitality, infrastructure and digital innovation.
Special attention was also given to the role of media and entertainment in tourism promotion, particularly film and screen tourism.
Aurangzeb noted that modern tourism is increasingly driven by storytelling and visual media.
“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.
Authorities said the upcoming Punjab Film City project would play a central role in showcasing the province internationally and attracting creative industries.
Vision of Chief Minister
The government said that under the leadership of Chief Minister Maryam Nawaz Sharif, tourism is being repositioned as a year-round engine of economic growth, employment creation and international engagement.
Officials added that policy reforms are focusing on investor facilitation, ease of doing business and public-private partnerships to accelerate sectoral growth.
Invitation to Global Visitors
The event concluded with an invitation to international tourists and investors to explore Punjab’s opportunities.
“To our international guests, Punjab welcomes you. To our private sector, Punjab stands ready to partner with you. And to the people of Punjab, this is your moment,” Aurangzeb said.
Officials described the Magnificent Punjab Tourism & Investment Expo 2026 as a milestone in transforming Punjab into a globally recognised tourism destination aimed at attracting visitors, investment and long-term economic benefits.
