Pakistan is one of the few countries blessed with incredible geographical diversity, breathtaking natural beauty, and a variety of climates making it a potential paradise for tourists. The tourism industry globally has been quick to adopt new technologies, and in Pakistan, social media has played a pivotal role in transforming how the world perceives the country. It has not only enhanced the experience of travellers visiting Pakistan but has also helped counter the outdated and negative stereotypes that persist internationally. Despite this progress, Pakistan still ranks 121st among 140 countries on the World Economic Forum’s Travel and Tourism Competitiveness Index, largely due to concerns related to security and infrastructure, which remain critical areas for improvement.
Vlogging and Social Influence: Breaking Media Bias
For decades, Pakistan’s international image has suffered due to media portrayals emphasizing instability and security issues. However, the rise of digital platforms has allowed vloggers and social media influencers to tell a different story one of hospitality, safety, and scenic beauty. Renowned content creators like Rosie Gabrielle from Canada and the duo Gabriella and Beck Smiles have travelled across Pakistan, sharing raw, authentic experiences that challenge global misperceptions. Their videos showcase lush valleys, welcoming communities, and rich cultural heritage, sparking interest and trust among potential international tourists. In 2020, Pakistan was even ranked as a top travel destination by Condé Nast Traveler, a leading U.S.-based travel magazine. Yet, while the potential is evident, coordinated efforts are still needed to fully realize Pakistan’s tourism prospects.
From Extremism to Tourism: A National Rebranding Challenge
Pakistan has made significant sacrifices in its journey from being a conflict-affected country to an emerging tourist destination. Ensuring safety, providing quality healthcare, and maintaining hygienic food services are critical steps to strengthen this transition. For a developing economy like Pakistan, tourism can serve as a game-changing sector bringing in foreign exchange, creating employment, promoting cultural exchange, and contributing to national income through hotel taxes and local business development. Moreover, it can uplift entire communities by stimulating infrastructure and service-related growth in previously underserved regions.
Social Media as a Catalyst for Growth and Visibility
Social media offers a cost-effective and powerful platform for individuals and businesses in the tourism sector to reach a global audience. It allows travel marketers to craft strategic campaigns, share real-time updates, and influence potential travellers’ decisions through engaging content. Platforms like Facebook, Instagram, YouTube, Twitter, and WhatsApp help tourists explore pricing, reviews, routes, and even weather forecasts. They also provide virtual previews of destinations, which increases travel confidence. With millions engaging daily, digital media is now a fundamental part of how destinations like Pakistan build their reputation and visibility.
Policy Reforms and Government Initiatives Supporting Tourism
In recent years, the Pakistani government has introduced multiple initiatives to revive tourism, both through policy reforms and on-the-ground developments. Organizations like the Pakistan Tourism Development Corporation (PTDC) and the Clean Green Pakistan campaign aim to create a sustainable, accessible, and traveller-friendly environment. The introduction of e-visa services and simplified visa processes has made it easier than ever for foreigners to plan visits. Regional cooperation, improved transport networks, and community engagement in eco-tourism projects have started reshaping perceptions and fostering a sense of safety and welcome.
The northern regions, especially Hunza, Skardu, and Swat, are witnessing increased attention for their natural charm and rich heritage. Training programs for tour guides, hotel staff, and transport providers are being conducted to raise service standards and foster professionalism in the hospitality sector. These developments not only improve tourist satisfaction but also generate employment especially for youth and women in remote areas. If these reforms are implemented with integrity and sustained effort, Pakistan holds immense potential to emerge as a premier tourist destination in South Asia. The path forward demands a collective commitment from the government, private sector, and local communities to preserve natural resources, respect cultural identities, and provide modern facilities while balancing environmental sustainability.
Tuba Rasheed is a Pakistani economist and academic, currently serving as a Lecturer of Economics at the Lahore Institute of Science and Technology. She holds an MSc in Economics from COMSATS University and is pursuing a PhD in Economics at Superior University Lahore as an HEC Indigenous Scholar. Her research focuses on Energy Vulnerability, Environmental Sustainability, and the Carbon Border Adjustment Mechanism (CBAM). She has published widely and participated in numerous national and international academic forums.
Please note that all opinions, views, statements, and facts conveyed in the article are solely those of the author and do not necessarily represent the official policy or position of Chaudhry Abdul Rehman Business School (CARBS). CARBS assumes no liability or responsibility for any errors or omissions in the content. When interpreting and applying the information provided in the article, readers are advised to use their own discretion and judgement.
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