Despite rapid advancements toward industrialization, Pakistan remains fundamentally an agricultural country. Agriculture plays a central role in our country’s economic and social structure. Unless we give agriculture the attention it deserves, the dream of economic development will remain unfulfilled. In fact, if we truly aim for progress, our primary focus must be on this sector. By improving it, farmers’ financial conditions can be uplifted and poverty reduced.
Our farmers work tirelessly throughout the year, but their income depends on favorable weather, good harvests, and market prices. This pleasant experience of income may only occur once or twice a year, while their expenses occur weekly making it extremely difficult to sustain finances year-round due to limited income.
In such circumstances, traditional agriculture requires new experiments to increase sustainability. One such innovative approach is agrotourism, which can generate weekly income that can cover the weekly expenses of a farm. Small farms can host cultural and agricultural exhibitions, recreational activities for children, traditional foods (like mustard greens with corn bread, butter, lassi from clay churns, sugarcane pudding), horse cart rides, horse shows, farmers’ markets, agri tours, and much more. These attractions would draw visitors and increase farmers’ earnings. Moreover, it gives people an opportunity to enjoy leisure in the peaceful village environment, far from the hustle and bustle of city life.
The Non-Resident Pakistanis Washington DC Group is planning a joint initiative between the U.S. and Pakistan to establish the International Institute for agro tourism in Pakistan. A soft launch is scheduled for 1st November 2025 in Lahore,. The goal is to empower farmers and make agriculture a sustainable and profitable sector for future generations. The driving force behind this initiative, Shahab Qarni, along with stakeholders from the U.S. and Pakistan, aims to establish an international institute to promote agritourism in Pakistan. This initiative will also allow overseas Pakistanis to participate and invest.With U.S. cooperation, Pakistan’s agriculture has the potential to supply food to the entire South and Central Asian region.
The purpose of establishing the International Institute for Agrotourism is to transform agriculture into a sustainable and economically viable sector for farmers. In this context, Agri Field Festivals, training workshops, seminars, and national agritourism conferences will be organized. Promoting agricultural tourism through visits to orchards and crop fields—can truly transform the destiny of rural communities. This will bring money from the cities into villages and expose urban dwellers to healthy recreation, enhancing their knowledge and experiences.
Cities will benefit the most, as agritourism will help bring greenery from villages to urban areas. After experiencing the serenity of farms and fields, people will return to their polluted cities with a newfound appreciation for trees and nature. At the very least, they will be encouraged to plant trees and greenery in their surroundings.
The establishment of the International Institute for Agrotourism by the Non-Resident Pakistanis Washington DC Group also aims to train farmers. Agritourism centers will be established at the district level, where owners of orchards and fields will be trained on how to turn their farms into agritourism destinations to earn extra income. The initiative will also work on new ideas to spark interest in agritourism, which is not merely about fun or leisure but is a key chapter in national development.
Shahab Qarni further emphasized that agritourism could also help resolve major social challenges, most notably the migration of rural populations to cities. Agricultural land is being absorbed into expanding urban areas. The reason for increasing urban populations is the rural exodus due to declining agriculture. Cities have expanded by hundreds of kilometers, swallowing up the most fertile agricultural land. When farmland disappears at such a rate, how will we feed such a large population?
Another major issue is the decline in food quality. Substandard milk and unhealthy meat top the list, along with poor-quality spices and chemically-grown vegetables. These are key reasons why people are leading unhealthy lives. By the age of forty, most individuals suffer from diabetes, high blood pressure, and stress-related illnesses. The excessive use of harmful chemicals and pesticides is making food dangerous.
On small farms, chemical-free vegetables can be grown for personal use. With this agritourism strategy, farmers’ incomes will increase, positively impacting the national economy, while also ensuring access to pure and healthy food.
In this context A delegation from NRP(Non Resident Pakistanis), Washington DC, group delivered briefing to the committee comprising of Pro Vice Chancellor and other senior officials at Punjab University. The initiative aims to promote sustainable agricultural, rural development and cultural exchange through agritourism education and research. The briefing highlighted the potential for academic collaboration, economic impact and global outreach. This project aims to empowering rural communities and creating global academic linkages.
