British High Commissioner to Pakistan Dr Christian Turner read out a statement issued by the UK Foreign and Commonwealth Office which relaxed the travel advisory of UK nationals to Pakistan due to improved security situation, an outcome of "a comprehensive review of UK travel advisory for Pakistan, based on a wide ranging assessment of the country's security situation." Dr Turner stated that he personally made the review a priority after his arrival in December last year, adding that "it is great credit to the hard work of the government of Pakistan in delivering improved security over the past five years." The revised travel advisory allows for travel by road to northern areas of the country, including the breathtakingly beautiful Kalash and Bamborel valleys. PM Khan tweeted that "this is great news as it will address two important economic issues facing Pakistan toady: employment and our current account deficit by bringing in tourism and investment which in turn will provide employment opportunities specially for our youth." Foreign Minister Shah Mehmud Qureshi tweeted that this step "is the first major update to the travel advisory to Pakistan since 2015. This will further strengthen Pak-UK relations. Welcome to Pakistan."
Prime Minister Imran Khan frequently stated that one of his objectives is to explore the tremendous tourism potential of Pakistan which, if realized, would not only generate foreign exchange for the country but also assist in spreading a soft image of Pakistan in foreign capitals - an objective that he has consistently adhered to much before he became prime minister. This prompted the administration to take a number of decisions that would facilitate tourism including setting up a tourist visa application portal and no longer requiring a no-objection certificate for tourists seeking to visit some parts of the country.
There is ample evidence that the security situation in the country has improved dramatically due to the sustained and successful efforts by the country's security forces; however one cannot understate Imran Khan's role in the UK government's decision to soften the travel advisory as his ties to the UK, during his cricket days as well as through family ties by his first marriage, are well known. Additionally, Imran Khan has effectively displayed panache in forging relations with world leaders.
In 2018, the British Backpackers Society ranked Pakistan as the world's top adventure travel destination describing Pakistan as one of the friendliest countries on earth with mountain scenery that is beyond anyone's wildest imagination. Forbes in 2019 ranked Pakistan as the coolest places to visit and the World Economic Forum's Travel and Tourism Competitiveness Report placed Pakistan in the top 25 countries of the world for World Heritage Sites ranging from mangroves to the Indus valley civilization including Harappa and Moenjodaro. Travel and tourism contributed 328 million dollars in 2015 to Pakistan's economy and by 2025 the projection is 7 billion dollars which would go a long way towards attracting one of the most desired sources of foreign exchange earnings, even more than exports especially if the country's exporters continue to require subsidies to be able to compete internationally.
To conclude, one would urge the Prime Minister to sell the idea of 'Visit Pakistan' through a well-developed strategy that must have a component of advertising in foreign media outlets.
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