Despite being endowed with breathtaking natural beauty, Pakistan tourism sector remains an underutilized tool for a country marred with economic woes. However, as tourism has emerge as a priority for the newly elected Pakistan Tehrik-e-Insaf (PTI) government. Humayun Iqbal Shami, Chairman of Pakistan Economic Forum Islamabad, believes that tourism is considered as one of the most important sectors to increase the Gross Domestic Product (GDP). Shami was of the view that tourism sector can solve Pakistan's economic difficulties in a short time span. "Pakistan can double its GDP size within a few years if tourism is established on a scientific and technical basis. It can create around 10 million new jobs and substantial share in tax revenue and earn handsome foreign exchange too," said Shami, quoted Xinhua. Apart from GDP, it is also one of the important indicators which depict the improved security situation in the country, added Shami. The chairman revealed that tourism only makes up around two percent of Pakistan GDP, as compaed to other countries where tourism accounts for 30 percent of its GDP. The tourism sector is a major part of PTI’s Manifesto 2018 titled “The Road to Naya Pakistan” that states that tourism in Pakistan has undoubtedly immense potential. However, the potential is yet to be achieved, due to factors ranging from the ongoing war on terror, to poor marketing practices.