This year again Naltar’s PAF ski resort hosted 40 international skiers from 13 different countries for the Chief of Air Staff International Karakoram Alpine Ski Cup, and the event surely sent out a positive message to the world that Pakistan is safe for sports tourism.
Memories of the 2009 attack on the Sri Lankan cricket team bus always come back to haunt us when we think about sports tourism in Pakistan, but nearly a decade after the incident, the country has recovered and so has international athletes’ trust.
The participants of the Ski Cup, mostly women, seemed satisfied with the arrangements and promised to return next year to ski in the majestic mountains of Pakistan.
The event serves as a special note to the athletes of other sports that no matter how grave the situation looks from the outside, when inside Pakistan, they are destined to receive some of the best hospitality and more importantly a safe and sound environment.
This and the promise of no less than eight fixtures of the Pakistan Super League which will take place in March in the cities of Lahore and then Karachi are a sign that international events are returning to Pakistan slowly and gradually.
Credit should be given to organisers and law-enforcement agencies who have played a big role in creating a secure environment for athletes who serve as ambassadors when they travel back to their countries.
All in all, the PTI government is focusing on promoting tourism as one of their strongest industries to generate revenue; and sports tourism, one of the major attractions for foreigners, can add a good amount to that purpose.
Published in The Express Tribune, February 3rd, 2019.
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