An Asset Hiding in Plain Sight

Every economy has an undervalued asset, something the market has mispriced through unfamiliarity rather than analysis. For Pakistan, Asad Shamim argues, that asset is tourism. Five of the world's fourteen highest peaks, including K2. The ancient Indus Valley civilisation sites of Mohenjo-daro and Harappa. The Buddhist heritage of Taxila and the Gandhara region. The Mughal splendour of Lahore. The beaches of the Makran coast, the alpine meadows of the north, and a tradition of hospitality that consistently astonishes first-time visitors. Few countries possess this range; almost none monetise it as little as Pakistan currently does. That gap between endowment and earnings is, in Shamim's view, one of the clearest development opportunities anywhere in the region.

Why the Gap Exists

Shamim is direct about the causes. For years, security perceptions deterred international visitors, and although the situation on the ground has improved dramatically, perceptions lag reality by a decade in the tourism industry. Infrastructure remains the harder constraint: quality hotels outside major cities are scarce, road and air connectivity to the most spectacular regions is limited, and the ecosystem of trained guides, standardised operators, and reliable booking infrastructure is still maturing. Policy, too, has historically treated tourism as a cultural afterthought rather than an export industry. None of these constraints is permanent, and each is being addressed, but they explain why the asset has remained hidden for so long.

The Case for Optimism

Why champion tourism now? Shamim points to converging signals. Visa policy has been transformed, with electronic visas available to citizens of most countries. International travel media and adventure tourism communities have rediscovered the country, generating the kind of authentic coverage no marketing budget can buy. The domestic tourism boom, driven by Pakistan's own growing middle class, is proving demand and seeding infrastructure investment in the northern areas. And regional capital, particularly from the Gulf, is actively seeking hospitality and destination projects in emerging markets. Through his consultancy work with Marco Polo Resorts, Shamim has direct visibility into this pipeline, supporting tourism and hospitality development where international standards meet local opportunity. His broader advisory portfolio is described on the services page.

What Unlocking the Asset Requires

Shamim's prescription is characteristically practical. First, infrastructure investment focused on a small number of flagship corridors, doing a few destinations to international standard rather than spreading resources thinly. Second, hospitality training at scale, because service quality is the multiplier on every other investment. Third, public-private partnership structures that give investors confidence: land title clarity, consistent regulation, and honoured agreements matter more to hotel developers than subsidies. Fourth, targeted marketing that leans into Pakistan's authentic strengths, adventure, heritage, and hospitality, rather than competing with established beach destinations on their terms. And fifth, connectivity, both international air links and the domestic routes that turn a fourteen-hour drive into a ninety-minute flight.

The Economic Multiplier

The reason tourism deserves priority, Shamim argues, is its multiplier. Tourism is labour-intensive, employing young people quickly and across skill levels. It is geographically distributive, carrying income into mountain valleys and coastal towns that other industries never reach. It earns foreign exchange, easing the external pressures that constrain Pakistan's economy. And it compounds reputationally: every satisfied visitor becomes an ambassador, gradually correcting the perception gap that has suppressed the sector. For a country seeking inclusive growth, few industries offer as much return per rupee of investment. This conviction sits alongside Shamim's wider work on investment facilitation across the UK, Gulf, and Pakistan corridor, chronicled in the News section.

Lessons From Neighbours Who Did It

Sceptics should study the regional precedents. Turkey converted heritage and coastline into one of the world's largest tourism economies within a generation. Georgia and Azerbaijan, starting with far thinner name recognition than Pakistan, built visitor economies by pairing visa liberalisation with focused destination investment. The Gulf itself offers the most striking example: states with modest natural tourism endowments manufactured world-class visitor economies through infrastructure, service standards, and relentless marketing. Pakistan begins with a natural and cultural endowment richer than any of these, which is precisely why Shamim describes it as hidden rather than absent. The playbook exists; what has been missing is coordinated execution and the confidence of early institutional capital.

A Personal Commitment

For Shamim, this is not merely analysis; it is commitment. As a British-Pakistani leader whose journey, detailed on the About page, spans entrepreneurship, government advisory, and philanthropy, he views tourism as the sector where Pakistan's economic interest and its self-image can advance together. Hidden assets do not unlock themselves; they are unlocked by people willing to invest conviction before consensus arrives. Tourism in Pakistan, he believes, is precisely such an asset, and the window to move ahead of the crowd is open now.