Tourism Research Institute of Pakistan (TRIP)

Our Story

TRIP was founded by Professor Dr Fayyaz Hussain Qureshi to bridge the gap between data, policy, and practice within Pakistan’s fast-growing tourism sector. As global competition in tourism intensifies, TRIP provides the research foundation required to position Pakistan as a distinctive, sustainable, and globally recognized destination.

Vision

To be the foremost research institution guiding Pakistan’s transformation into a world-class tourism destination by promoting sustainable growth, inclusive prosperity, cultural preservation, and global engagement.

Vision: To position Pakistan as a global reference point for sustainable, research-driven tourism development.

Mission

To generate credible research, data, and policy insights that inform tourism strategy, governance, and investment at national and international levels.

Our Strategic Goals are to:

• Produce credible research on tourism markets, sustainability, and development.
• Enable evidence-based policy and industry decision-making.
• Strengthen Pakistan’s global tourism brand through insight and data.
• Empower communities through tourism education and opportunities.
• Support investors and private sector stakeholders with intelligence and forecasts.

• Core Values:Integrity, Academic Rigor, Sustainability, National Responsibility, and Global Relevance.
• Scope:Independent, national in scope, with an international research orientation.

Key Focus Areas:

• Economic Impact & Visitor Yield.
• Environmental Resilience & Fragile Ecosystems.
• Governance & Institutional Continuity.

TRIP supports government, industry, academia, and communities through specialized services including:

Market sizing, traveller trends, economic impact analysis, destination benchmarking, and sector forecasts.

Destination planning, national tourism strategies, regulatory frameworks, and tourism reform support.

Policy Briefs: Concise, evidence-based recommendations for government stakeholders (e.g., Sustainable Tourism Development in Pakistan: A Policy Framework).

Research Reports: In-depth, peer-reviewed studies like comparative international benchmarking and secondary data analysis.

Investor reports, sector mapping, feasibility assessments, and tourism opportunity analyses.

Skill Development for:

• Tourism professionals
• Hospitality workers
• Local communities
• Government Departments

Environmental impact studies, community-based tourism frameworks, and protected area planning.

Workshops, conferences, policy roundtables, and industry publications.

Pakistan’s tourism industry is entering a growth phase driven by improved connectivity, digital bookings, domestic travel expansion, and rising international interest.

• Digitalization of travel platforms
• Improved infrastructure & transport
• Festival & cultural tourism
• Eco & adventure tourism growth
• Diaspora and regional travel markets

Brand re-positioning internationally

🌄 Natural Landscapes
Second-highest mountain range in the world, glaciers, lakes, rivers, deserts, and coastal regions.

🏔 Adventure Tourism
World-class trekking, mountaineering, rafting, and rock climbing.

🕌 Heritage & Culture
Buddhist, Mughal, Islamic, Sikh, and Indus Valley Civilization heritage.

🐪 Nomadic & Desert Experiences
Thar Desert, Cholistan, and Kalash cultures offering unique anthropological tourism.

🍲 Cuisine Tourism
Diverse northern, central, and coastal culinary experiences.

🕊 Religious Pilgrimage Tourism
For Sikh, Buddhist, Islamic, and Sufi heritage sites.

🌍 Emerging Global Recognition
Increasing global travel media attention & tourism rankings.