Reviving Rural Pakistan: The Case for Investment, Resilience — and Responsible Tourism
Posted on July 10, 2025
In a country where over two-thirds of the population — more than 150 million people — reside in rural areas, the persistent state of underdevelopment in these regions paints a grim picture of neglect and missed opportunity. Despite their central role in powering Pakistan’s agriculture-based economy, rural communities continue to suffer from poverty, lack of infrastructure, and absence of basic services such as healthcare, clean water, and education.
This disconnect is not only a moral and developmental concern but an economic one. As Prime Minister Shehbaz Sharif recently pledged on World Day for Rural Development (July 6) to uplift rural citizens, the urgency for action is clear: Pakistan cannot achieve sustainable progress while half the country remains trapped in cycles of exclusion.
The Heart of the Nation: Why Rural Pakistan Matters
Rural Pakistan isn’t just where people live — it’s where the country grows. The agriculture sector, centered in the countryside, employs nearly 70% of the population directly or indirectly. From wheat to cotton, it fuels textiles, which account for 70% of exports and roughly 24% of GDP.
Yet, years of underinvestment have chipped away at agricultural productivity. Many farming families now face rising unemployment, declining incomes, and climate-induced displacement. Floods in 2010 and 2022 displaced millions from their homes, triggering mass rural-to-urban migration.
This exodus has radically reshaped the country’s demographics, placing mounting pressure on cities already bursting at the seams. Urban growth now outpaces rural growth — 3.67% vs. 1.88% — giving rise to informal settlements and worsening access to water, sanitation, and public health services.
Tourism as a Bridge to Rural Empowerment
While long-term solutions will require policy, funding, and infrastructure, responsible rural tourism can also play a catalytic role in rural revitalization.
Travel & Culture Services, a pioneer in heritage and experiential travel, offers village culture tours that allow foreign and domestic tourists to stay in real villages, interact with locals, and experience the daily rhythms of rural life.
These programs:
Support local economies through homestays and handicrafts
Preserve indigenous knowledge, art, and agricultural practices
Encourage intercultural understanding between visitors and host communities
However, there are hurdles. For foreign visitors, participation in village stays often requires NOC (No-Objection Certificate) from security authorities, especially in sensitive provinces. While the goal of safety is understandable, bureaucratic constraints often limit the reach and potential of rural tourism to benefit wider communities.
What Needs to Happen
To truly revitalise rural Pakistan and reduce the unsustainable strain on cities, the following are essential:
Public Investment Upgraded roads, reliable electricity, healthcare units, and schools in villages must be prioritized.
Agricultural Reform With climate change on the rise, crops like cotton need productivity boosts through better irrigation, seed quality, and market access.
Alternative Livelihoods Training in non-agricultural skills (e.g., solar tech, digital work, agro-tourism) can offer rural youth new hope.
Climate Resilience Early warning systems, disaster-resilient housing, and water management are no longer optional — they are survival tools.
Cultural Preservation Through Tourism Supporting services like Travel & Culture’s village tours can enhance rural dignity while educating outsiders about Pakistan’s heritage and hospitality.
A Path Forward
No one chooses to leave their home unless left with no other choice. Rural Pakistan must become a place where people can live with dignity, raise families in security, and contribute to national progress. The path to social stability, climate resilience, and economic inclusion runs through the villages — not around them.
By combining government reform with grassroots efforts like responsible tourism, Pakistan can bridge the gap between rural survival and rural success.
In a country where over two-thirds of the population — more than 150 million people — reside in rural areas, the persistent state of underdevelopment in these regions paints a grim picture of neglect and missed opportunity. Despite their central role in powering Pakistan’s agriculture-based economy, rural communities continue to suffer from poverty, lack of infrastructure, and absence of basic services such as healthcare, clean water, and education.
