The continuous growth in global tourism has amplified the significance of the sector for world economies. Modern tourism is promoting socioeconomic progress through employment creation in several sectors. Receipts from tourism were $364.2 million in 2018. In terms of employment, 2.4 percent of the total employment is engaged with the travel and tourism industry in Pakistan.According to the World Economic Forum report on Travel and Tourism Competiveness, which is based on enabling environment, travel and tourism policy, infrastructure and natural and cultural resources, Pakistan currently ranks at 121st,showing the least ranking in South Asia. The reasons also include least favourable safety and security environment for tourists. However, the ranking has improved over the years, as in 2015 Pakistan ranked at 125th and at 124th in 2017. Pakistan ranked at 112 out of 132 in government prioritisation of travel and tourism sector. Nevertheless, the current government is focusing on the sector through taking certain initiatives. The Khyber Pakhtunkhwa(KP) government plans to repatriate more than 3,000 historical artifacts to attract tourists in the region. The KP government has also recently launched the first tourism mobile app for tourism promotion in the region. The app includes the information based on hotels and restaurants, fuel stations and roads; it will be a guiding tool for tourists. Such initiatives can be replicated in other provinces to attract and promote tourism. SWO is playing a vital role in tourism promotions and developments.