The expected rebirth of Pakistan’s tourism industry

Making Pakistan a go-to place for tourists is one of the primary goals of the newly elected government of Imran Khan, who claims tourism to be among the untapped resources of the country.

However, the country, which was marred by terrorism and law-and-order situation particularly after the US ‘War on Terror,’ doesn’t enjoy one of the best images in the world. The youth of the Pakistan has also taken upon themselves to change this and are using all their tech savvy skills showing off their country’s landscapes, culture and tourism potential.

“Social media and youngsters are promoting a soft image of Pakistan to the world,” said Noshina Saleem, communications professor at the University of Punjab in Lahore, quoted Gulf News. “Students are making groups, blogs and (web) pages…. They are taking these initiatives and getting groups to travel to parts of Pakistan,” she said.

The industry enjoys high potential, particularly from its next door neighbor China, which could become a prime market for the budding Pakistani tourism industry in the future. As per an article in Daily China, being neighbors, it is easy for Chinese to travel to Pakistan and moreover, it is economical as the prices in Pakistan are still much more affordable as compared to other global competitors.

If Chinese spend a fraction of the amount that they spend on traveling abroad, on Pakistan, it can help the debt-ridden nation to overcome its economic problems, the article added.

Meanwhile, the Pakistani government has formed a tourism task force and is in the process of identifying new tourist spots and promotion of such places that would help to encourage and promote the tourism industry. Punjab Chief Minister Sardar Usman Buzdar earlier said that the 'badly ignored' tourism sector is being 'developed on modern lines now.'

With renewed sense of security, Pakistan is putting in an effort to woo back visitors. “Pakistan is a hidden gem; it is one of the most unexplored countries and people have to come and see it for themselves,” said Syed Hassan Raza, Additional Foreign Secretary at the Ministry of Foreign Affairs.