ISLAMABAD: Pakistan will host an international tourism exhibition in November to showcase its tourist attractions and cuisines, Pakistani state media reported on Tuesday, as the government moves to lease inactive properties to investors for up to 60 years for tourism projects.

Pakistan has been actively promoting tourism by highlighting its mountainous north, religious and cultural heritage sites, coastal areas and local traditions to attract domestic and international visitors to stabilize its $350 billion economy.

The event, which will be themed as ‘Pakistan: Where Beauty Greets, History Speaks and Adventure Leaves,’ will feature presentations of Pakistani tourist attractions, local cuisine, chefs, cooking competitions and much more, according to the Associated Press of Pakistan (APP).

“Digital tourism portals are also being developed where visitors will find details about attractions, hotel bookings, weather updates and essential travel information,” APP quoted Prime Minister’s Coordinator for Tourism Sardar Yasir Ilyas as saying.

Pakistan is a “paradise for tourists” with the potential to earn up to $40 billion annually, if its tourism industry were developed along modern lines, according to the official.

Ilyas announced the revival of the National Tourism Coordination Board (NTCB) to improve cooperation between the federation and provinces, adding that similar exhibitions would be organized in London, Tajikistan, Uzbekistan and Saudi Arabia.

Ilyas highlighted how Pakistan had simplified its visa policy by allowing tourists from 126 countries to obtain free online visas.

“Tourism creates jobs, empowers communities, and builds a positive global image,” he said. “By leveraging our natural beauty, heritage and culture, we can make Pakistan one of the world’s most attractive destinations.”

Pakistan’s travel and tourism market is projected to grow at an annual rate of 6.75 percent between 2025 and 2029 to reach an estimated market volume of $5.53 billion by 2029, according to Statista, a German online platform that specializes in data gathering.

Last month, Prime Minister Shehbaz Sharif directed authorities prepare an actionable plan to increase domestic and international tourism in the country.