Pakistan's Women Are Redefining Travel, One Tour at a Time

When Javeria Anwar first laid eyes on Pakistan's Hunza Valley in 2019, she said it felt like seeing "God with my own eyes." That moment didn't just change how the 36-year-old Lahore resident saw her own country—it sparked a career transformation that's part of a quiet revolution happening across Pakistan's tourism industry.

The Numbers Tell a Story of Change

Pakistan's tourism sector is experiencing unprecedented growth, with foreign visitor arrivals up 35% in 2025 compared to the previous year. But here's what makes this boom different: women are increasingly leading it.

Female-operated tourism businesses have surged 60% over the past three years, according to industry estimates. These aren't just statistics—they represent real women like Aisha Patel, a third-generation Londoner of Pakistani heritage who's preparing to launch women-led tours through her company Sistours.

The financial impact is tangible. Women working as guides or running tourism-related businesses earn an average of $300 per month—roughly 1.5 times Pakistan's median income. For many, it's their first taste of economic independence.

Beyond the Business Case

But this isn't just about economics. In a country where women's mobility and career choices have traditionally been constrained, the tourism industry offers something unique: a socially acceptable way for women to interact with strangers, travel, and build businesses.

Javeria Anwar's transformation from tourist to guide illustrates this perfectly. Her 2019 trip to Hunza wasn't just sightseeing—it was a revelation that Pakistan had stories worth telling, and that she could be the one to tell them.

The ripple effects extend far beyond individual success stories. When women earn income from tourism, they typically invest it back into their families and communities—funding children's education, improving household conditions, and supporting other local businesses.

The Challenges Remain Real

Yet the path isn't without obstacles. Conservative social attitudes still view women guiding strangers with suspicion. Family opposition and community pressure remain significant barriers. Many women must navigate complex negotiations with male relatives to pursue these opportunities.

Safety concerns also persist. Female guides often work in pairs or groups, and many specialize in women-only tours to address both their own security needs and those of their clients.

A Model for Regional Change?

What's happening in Pakistan reflects broader trends across South Asia, where women are increasingly finding economic opportunities in previously male-dominated sectors. The success of female tourism entrepreneurs could serve as a blueprint for other countries in the region facing similar social and economic challenges.

The international dimension matters too. Female travelers, particularly from Western countries, often prefer female guides when visiting conservative societies. This creates a natural market niche that women are uniquely positioned to fill.