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Pakistan Gets Serious About Its Tourism Pitch
Danielle Hyams, Skift
- Jan 30, 2020 1:30 am
Skift Take
Once thought of as one of the world’s most dangerous countries, Pakistan is back in the spotlight, but this time as a budding tourist destination. The government — led by former cricket star Imran Khan — has an amazing opportunity to leverage this interest into economic development, but in a country prized for its natural beauty, sustainable growth must be a priority.
— Danielle Hyams
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Tourists have long been drawn to Pakistan to experience a country that boasts rugged natural beauty, cultural richness, and unparalleled hospitality. But Pakistan’s massive tourism potential — touting everything from the world’s second-highest mountain to impressive archeological ruins dating back to the 10th century — has been overshadowed by safety concerns and regional instability.
Yet in recent years the country has been heavily invested in growing its tourism industry. And it’s working; Pakistan has been lauded by publications like Forbes and Condé Nast Traveler as a top destination for 2020, and even received a highly publicized visit from Prince William and Kate Middleton last October.
This past week at the World Economic Forum in Davos, Switzerland, Pakistan Prime Minister Imran Khan talked about the rise of tourism, calling it “the great potential of Pakistan.”
Pakistan is eager to tap into that potential. The country is in the process of developing a marketing campaign, “Brand Pakistan” to promote its image abroad and will be hosting the World Tourism Forum Leaders Meeting later this year. Western corporations are paying attention. Radisson Hotel Group last year announced a deal for its first-ever hotel in Pakistan.
Still, tourism officials must deal with some of the nagging realities in Pakistan. The country struggles with a lack of infrastructure and numerous environmental concerns.
HIPPIE TRAIL TO THE RETURN OF BRITISH AIRWAYS
Tourism in Pakistan has fluctuated since the country gained independence from British rule in 1947. Official interest began in the 1960s when Pakistan was part of the legendary “Hippie Trail” from Europe to Asia.
After the Soviet invasion of neighboring Afghanistan and an increase in domestic security issues, tourism experienced a lull throughout the 1980s, only to rise again in the 1990s as Pakistan emerged as a destination for adventure seekers and mountain-climbing aficionados.
However, the tourism industry was virtually decimated following the 9/11 attacks in the U.S. as many Western governments issued severe travel advisories against the country, and it was widely viewed as one of the most dangerous in the world. After Pakistan joined the U.S. in its war on terror, the security situation further deteriorated as the government battled terrorist groups like the Taliban.
After a massive bomb exploded outside of a Marriott Hotel in the country’s capital, Islamabad, in 2008, British Airways ceased flying to the country.
But tourism has bounced back, and in 2019 — more than a decade since its departure — British Airways returned as well.
According to widely circulated data attributed to the Pakistan Tourism Development Corporation, the number of foreigners who visited Pakistan on a tourist visa in 2017 was 10,476. That number jumped 70 percent to 17,823 in 2018. During his talk at the World Economic Forum, Khan said that tourism doubled between 2018 and 2019. Attempts to reach the Pakistan Tourism Development Corporation were unsuccessful.
This rapid growth can be attributed to the Khan government, said Karim Uddin, owner of Active Tours Pakistan.
“Pakistan’s tourism future is very bright and progressive under this leadership,” he added.
Khan has made increasing tourism a cornerstone of his agenda. He’s prioritized improving security and relaxed Pakistan’s infamously arduous visa policy; citizens of 175 countries can now apply for a visa online.
A SOCIAL MEDIA SENSATION
Social media has also played an outsize role in facilitating tourism in Pakistan. Many well-known travel bloggers have visited, helping challenge long-held assumptions about the country.
“Traditional marketing is well and good, but there’s power to actually seeing other travelers like you visiting a country and showing something positive,” said travel blogger Alex Reynolds. ‘Social media legitimizes ideas over time; the more ‘normal’ tourists who visited Pakistan, enjoyed themselves, and shared about it on social media, the more the idea of Pakistan as a destination formed in people’s minds.’
https://skift.com/2020/01/30/pakist...7BoLo3Or_5ufXzAKLO3UNA3RkqiUekQBqN_LP5BkEpoQA
Danielle Hyams, Skift
- Jan 30, 2020 1:30 am
Skift Take
Once thought of as one of the world’s most dangerous countries, Pakistan is back in the spotlight, but this time as a budding tourist destination. The government — led by former cricket star Imran Khan — has an amazing opportunity to leverage this interest into economic development, but in a country prized for its natural beauty, sustainable growth must be a priority.
— Danielle Hyams
SHARE
Tweet
Share
Post
Send
Tourists have long been drawn to Pakistan to experience a country that boasts rugged natural beauty, cultural richness, and unparalleled hospitality. But Pakistan’s massive tourism potential — touting everything from the world’s second-highest mountain to impressive archeological ruins dating back to the 10th century — has been overshadowed by safety concerns and regional instability.
Yet in recent years the country has been heavily invested in growing its tourism industry. And it’s working; Pakistan has been lauded by publications like Forbes and Condé Nast Traveler as a top destination for 2020, and even received a highly publicized visit from Prince William and Kate Middleton last October.
This past week at the World Economic Forum in Davos, Switzerland, Pakistan Prime Minister Imran Khan talked about the rise of tourism, calling it “the great potential of Pakistan.”
Pakistan is eager to tap into that potential. The country is in the process of developing a marketing campaign, “Brand Pakistan” to promote its image abroad and will be hosting the World Tourism Forum Leaders Meeting later this year. Western corporations are paying attention. Radisson Hotel Group last year announced a deal for its first-ever hotel in Pakistan.
Still, tourism officials must deal with some of the nagging realities in Pakistan. The country struggles with a lack of infrastructure and numerous environmental concerns.
HIPPIE TRAIL TO THE RETURN OF BRITISH AIRWAYS
Tourism in Pakistan has fluctuated since the country gained independence from British rule in 1947. Official interest began in the 1960s when Pakistan was part of the legendary “Hippie Trail” from Europe to Asia.
After the Soviet invasion of neighboring Afghanistan and an increase in domestic security issues, tourism experienced a lull throughout the 1980s, only to rise again in the 1990s as Pakistan emerged as a destination for adventure seekers and mountain-climbing aficionados.
However, the tourism industry was virtually decimated following the 9/11 attacks in the U.S. as many Western governments issued severe travel advisories against the country, and it was widely viewed as one of the most dangerous in the world. After Pakistan joined the U.S. in its war on terror, the security situation further deteriorated as the government battled terrorist groups like the Taliban.
After a massive bomb exploded outside of a Marriott Hotel in the country’s capital, Islamabad, in 2008, British Airways ceased flying to the country.
But tourism has bounced back, and in 2019 — more than a decade since its departure — British Airways returned as well.
According to widely circulated data attributed to the Pakistan Tourism Development Corporation, the number of foreigners who visited Pakistan on a tourist visa in 2017 was 10,476. That number jumped 70 percent to 17,823 in 2018. During his talk at the World Economic Forum, Khan said that tourism doubled between 2018 and 2019. Attempts to reach the Pakistan Tourism Development Corporation were unsuccessful.
This rapid growth can be attributed to the Khan government, said Karim Uddin, owner of Active Tours Pakistan.
“Pakistan’s tourism future is very bright and progressive under this leadership,” he added.
Khan has made increasing tourism a cornerstone of his agenda. He’s prioritized improving security and relaxed Pakistan’s infamously arduous visa policy; citizens of 175 countries can now apply for a visa online.
A SOCIAL MEDIA SENSATION
Social media has also played an outsize role in facilitating tourism in Pakistan. Many well-known travel bloggers have visited, helping challenge long-held assumptions about the country.
“Traditional marketing is well and good, but there’s power to actually seeing other travelers like you visiting a country and showing something positive,” said travel blogger Alex Reynolds. ‘Social media legitimizes ideas over time; the more ‘normal’ tourists who visited Pakistan, enjoyed themselves, and shared about it on social media, the more the idea of Pakistan as a destination formed in people’s minds.’
https://skift.com/2020/01/30/pakist...7BoLo3Or_5ufXzAKLO3UNA3RkqiUekQBqN_LP5BkEpoQA
