ISLAMABAD — Pakistan is targeting up to $1 billion in annual revenue by attracting around 50,000 Russian tourists each year, as the country positions itself to benefit from shifting global travel patterns, Pakistan’s Ambassador to Russia Faisal Niaz Tirmizi said.
Speaking in an interview with the Associated Press of Pakistan (APP), the envoy said disruptions in traditional travel routes and changing market conditions have created space for emerging destinations like Pakistan to attract international tourists.
According to Tirmizi, the Russian outbound tourism market has declined from about 24 million travellers annually before 2022 to nearly 15 million, due to restrictions in Europe and North America as well as security concerns in parts of the Middle East.
Gradual entry into Russian tourism market
The ambassador said Pakistan plans to initially host smaller groups of Russian tourists through tour operators, with a phased increase to 50,000 visitors annually.
He noted that if effectively managed, this segment alone could generate up to $1 billion per year for Pakistan’s economy.
Data shared during discussions with Russian tourism authorities indicates that an average Russian tourist spends between $1,000 and $5,000 on trips lasting one to two weeks, making the segment a significant source of foreign exchange.
Growing tourism potential in Pakistan
Pakistan received more than one million international tourists in 2025, reflecting a sharp rise in visitor numbers compared to previous years.
The ambassador highlighted northern regions such as Hazara Division, Skardu and Hunza as key destinations for adventure and cultural tourism, citing improving infrastructure and accessibility.
He said Russian travellers are increasingly looking for destinations that are secure, affordable and offer diverse experiences — factors Pakistan can potentially provide.
Strategy focuses on branding and connectivity
Tirmizi emphasised the need for a coordinated national strategy to promote Pakistan globally, including stronger destination branding, partnerships with international airlines and greater use of digital platforms.
He added that expanding engagement with tour operators and improving travel connectivity will be essential to capturing a share of the Russian tourism market.
The envoy also noted growing interest in strengthening Pakistan-Russia cooperation across tourism, business, education and cultural exchanges.
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