Pakistan’s expanding travel market is drawing significant attention from global players, with international booking platforms moving quickly to capture opportunities created by the country’s rising middle class and appetite for overseas journeys. Among those leading the charge is Wego, a Singapore- and Dubai-based travel company, which has formally rolled out its full range of services in Pakistan. The firm had maintained a technology hub in Lahore for several years but is now scaling its presence with localised applications, Urdu language support, regional payment methods, and direct partnerships with airlines serving Pakistan.
Wego’s Chief Executive Officer and Co-Founder, Ross Veitch, said the company has been preparing for this move for five years by building a strong technology team with Pakistani talent. With Pakistan ranking among the fastest-growing outbound travel markets in the region, he said the time is right to offer a comprehensive platform to local users. According to company data, international travel from Pakistan rose by nearly 60% in 2024-25, while the increase in Saudi Arabia reached 75%. Figures from Pakistan Bureau of Statistics indicate that more than one million Pakistanis travelled abroad during the same period, with Hajj and Umrah journeys forming a major portion. Religious travel, Veitch noted, is a particular focus for the company, which already records high volumes of bookings for Umrah. He explained that combining flights, accommodation, visa processing, and logistics into a single process could provide substantial benefits for Pakistani travellers.
To strengthen its market positioning, Wego has integrated local payment methods, including direct bank transfers, reducing dependence on international cards and their associated fees. Veitch said this approach makes transactions more affordable and encourages wider adoption among consumers. At the same time, the company is using its scale to negotiate more favourable terms with airlines, offering savings that can be passed on to travellers. He also emphasised the potential of Pakistan’s domestic air travel segment, which accounts for more than five million passengers annually. Advocating for an open sky policy, he suggested that greater competition among carriers would ultimately benefit local travellers through lower costs and improved service standards.
Industry insiders, however, point out that Pakistan’s travel sector continues to face structural barriers. Raja Wahid, Managing Director of PFS, highlighted that while international travel numbers are rising, much of this traffic includes job seekers rather than tourists, which distorts market composition. He added that last year’s temporary visa restrictions from the UAE had disrupted volumes, though a decline in unsafe travel through human trafficking networks has been a positive development. Wahid also noted Pakistan’s lag in digital adoption, with only 1% of travel agencies moving online compared to more than 75% in India. He attributed this gap to outdated practices and regulatory hurdles, citing issues where travel agents are often held responsible for problems beyond their control, such as customer visa disputes or airport baggage incidents.
Despite these challenges, digital platforms are increasingly seen as the way forward, particularly among younger, tech-savvy Pakistanis who demand integrated services, secure payments, and reliable customer support. Wego’s Lahore office, founded by Pakistani engineers who returned from Singapore, has become a global development hub with over 30 engineers and plans for expansion. Veitch said Pakistan’s pool of technology talent is one of the country’s strongest assets, and the company is reinvesting heavily in local resources rather than focusing solely on short-term profitability. He stressed that the aim is to make travel simpler, more affordable, and accessible to a wider range of Pakistanis, reflecting both the country’s growing demand and its contribution to global travel flows.
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