Can Pakistan leverage tourism into prosperity?

KARACHI:

Imagine standing at the edge of a world where mountains touch the sky, where ancient history breathes through the cracks of time-worn walls, and where the heart of hospitality beats with the rhythm of a thousand welcoming smiles. This is Pakistan, the land of untold beauty and boundless opportunity, where nature, culture, and adventure converge in an intoxicating symphony.

In a world that often overlooks this gem of South Asia, lay landscapes that will steal your breath, a cultural tapestry that will capture your heart, and adventures that will awaken the daredevil within. Pakistan remains a whispered secret, an untouched gem, and a destination waiting to be explored. The less traveled roads, where adventure meets culture, and every corner promises a discovery.

In 2021, Pakistan's travel and tourism industry made a staggering direct contribution of Rs. 793 billion to the national GDP, equivalent to Rs. 4.0 trillion or a colossal US$14 billion. With the government setting its sights on a trillion-rupee mark by 2025, the message is clear: Pakistan's tourism industry is on the rise. The number of international tourists has been steadily increasing, with 1.7 million travelers exploring its beauty in 2022, painting a brighter picture for the future.

Yet, Pakistan isn't without its challenges. Security concerns, infrastructure limitations, and cultural nuances pose as roadblocks for the intrepid traveler. Some items are off the menu, infrastructure is not always up to par, the visa process can be cumbersome, and nightlife is a quiet affair. But amidst these challenges, a new force is rising, and it's capturing the world's attention: social media.

Pakistan’s diverse landscapes

Pakistan's natural wonders form a remarkable tapestry of geographic diversity. From the soaring peaks of the Karakoram Range, including the iconic K2, to the lush valleys of Swat, and the enchanting deserts of Cholistan, the country offers an array of awe-inspiring landscapes.

The Karakorams, a mountaineer's paradise, boast some of the world's highest peaks. In contrast, Swat Valley, often likened to Switzerland, features emerald meadows, snow-capped peaks, and pristine rivers, offering trekkers a glimpse of an untouched world.

Cholistan Desert, with its undulating dunes and ancient settlements, invites adventurers on camel safaris. The Indus Delta in the south reveals a waterworld of mangrove forests, estuaries, and unique wildlife, as the Indus River meets the Arabian Sea. Each of these landscapes weaves a rich tapestry of experiences for travelers exploring Pakistan's natural wonders.

Polish traveler Eva Zubek, who has visited Pakistan a number of times, says she had fallen in love with the country, its people, and the natural beauty. “I do think it's possible to overestimate just how epic and unforgettable and stunning the landscapes in Pakistan are. Not only does Pakistan have the Himalayas, it also has the Hindukush and the Karakoram ranges,” says Eva.

She adds that this is a country enriched by beaches, cliffs, forests, hills, valleys, and rivers, and the beauty of the natural landscapes that you find all around the world, but it has them in one gorgeous, beautiful place. “These places are mostly unspoiled, and they are mostly undiscovered. And that's the magic of it. There is nothing that compares to the natural beauty of Pakistan. Nothing that surpasses it anywhere in Asia,” she added.

Talking about city life, she said that the cities have so much life and so much soul in them, the cities that never sleep. “Then suddenly you might turn a corner and you will know that you are hungry for Pakistani food because that is another reason to love Pakistan. The food, the most aromatic, the spiciest, the richest of all flavors, and you might eat it at a roadside dhaba or in a tiny little restaurant that's 50 years old or when you hold it in the palm of your hand right there on the street, and then there is the way it makes you feel inside, so warm that the warmth actually spreads to your heart, it makes you feel at home,” she expressed.

Pakistani travel vlogger Bilal Hassan, who has extensively explored Pakistan and various foreign countries, confidently asserts that what travelers experience in Pakistan is truly incomparable. “Here are some of the most stunning landscapes in the world. The landscapes are breathtaking, from the pristine beaches to the enchanting mountains. When you experience the mountains of Pakistan, they leave an indelible mark on you. You'll find yourself comparing them to landscapes in other countries, and you'll realize that Pakistan's mountains are truly unique,” shares Bilal.

Cultural heritage: a rich tapestry of Pakistan

Pakistan's cultural heritage is a diverse tapestry woven from a rich history, influenced by the Indus Valley civilization, Mughal grandeur, British colonialism, and indigenous traditions. Its vibrant music includes classical Qawwali and folk genres like Bhangra, while dances like Attan and Kathak narrate traditions.

Pakistani art showcases Persian-inspired carpets, colorful truck art, and intricate handwoven textiles. Miniature painting is a cherished tradition. The country hosts revered religious sites, such as Badshahi Mosque and Shah Jahan Mosque, catering to multiple faiths. Preservation efforts by individuals and organizations safeguard archaeological sites and promote cultural events, ensuring Pakistan's cultural heritage thrives in the modern world.

Eva, who has traveled to every part of the country and experienced the rich culture and heritage sites, believes that from the oldest times to modern times, the rich culture of Pakistan leaves you amazed. “I have traveled to every province and have seen many various kinds of culture. The northern areas have their own culture and when you come to the south, the culture and heritage shift you will see is amazing. I have experienced all very closely,” said Eva, who was invited by a Wakhi family in the North to attend a wedding. It was a true honor and a rare opportunity to take part in the wedding celebrations of an ethnic community that lives in one of the remotest parts of Asia. She also visited various factories, from glass bangles in Hyderabad to Ajrak to Kashi pottery.

Adventure and eco-tourism

Pakistan's natural beauty beckons adventurers to explore its diverse landscapes, offering a range of experiences from conquering towering peaks like K2 and Nanga Parbat to trekking through lush valleys in the Kaghan Valley, Skardu, and the Neelum Valley. The country's rivers, including the Indus, Kunhar, and Swat, provide ideal terrain for white-water rafting.

Pakistan also champions eco-tourism in alignment with World Tourism Day 2023, promoting responsible travel in areas like Azad Jammu and Kashmir, Deosai National Park, and the Astore Valley, where wildlife and ecological diversity thrive due to conservation efforts.

Adventure and eco-tourism in Pakistan are deeply ingrained in the essence of the land, offering challenges, inspiration, and humility to those who dare to explore it. This is an invitation to embark on a lifetime journey.

As Eva says, it's a journey where every step is an exploration, every river a thrill, and every tree a sanctuary, inviting you to embark on an adventure that stirs the soul and celebrates the world's wild places.

Eva, who had visited Pakistan before, was surprised when she learned about skiing in Malam Jabba in Pakistan. “When I heard about skiing, it was probably my biggest surprise about Pakistan to date. As soon as I heard about it, I knew I wanted to try it out. I've been skiing for over two decades, but this was my first time skiing outside of Europe and in Pakistan itself. I had such a blast with the local guides, on the slope, on the powdery forest runs, and devouring the local chapli kebab. Swat has always been my favorite destination in Pakistan, but now it's reached quite a different level,” she shared.

The Role of Social Media

The digital age has revolutionized the way we experience the world, and the travel industry has witnessed a transformation like no other. Social media, with its power to connect and engage, has become a dynamic force in promoting tourism globally. In Pakistan, the impact of this transformation is nothing short of extraordinary, revealing the nation's hidden gems and cultural riches to the world like never before.

The rise of social media influencers, travel bloggers, and vloggers has been pivotal in promoting Pakistan's tourism. Through captivating visuals and immersive storytelling, these digital pioneers have showcased the country's scenic landscapes, vibrant festivals, and cultural heritage to a global audience. Their travel tales have not only inspired but have also shattered stereotypes, inviting a wave of curious travelers to experience Pakistan firsthand.

Eva, who has more than 2 million subscribers on her social media including YouTube, TikTok, and Instagram, says that social media has played a very important role in building Pakistan’s positive image. “Just looking at how quickly the image of Pakistan has changed. I mean the country was almost off-limits to most travelers for like a decade, and then all of a sudden everything changed. I think it shows the power of social media, of travel vlogging in general,” she said.

On the other hand, keeping in mind the World Tourism Day, TikTok launched a campaign #GhoomoPakistan to showcase the beauty of the country. In the ever-evolving landscape of digital travel promotion, TikTok stands out as a dynamic force, and in 2023, it showcased its prowess through the #GhoomoPakistan campaign. The two-month long campaign quickly garnered immense attention, with the hashtag accumulating a staggering 2.3 billion views globally and around 500 million views in Pakistan.

At its core, the #GhoomoPakistan campaign’s mission was to unveil the hidden gems of this remarkable nation, capturing breathtaking views and showcasing the serene and content-worthy side of Pakistan. But this campaign went beyond scenic beauty; it was a journey through culture, food, and the stories of a diverse population.

One key revelation of this campaign was the immense potential of local travel creators. In collaboration with GoZayaanPk, TikTok gave four of its top travel creators a unique opportunity to traverse the most beautiful areas of Pakistan and present them to the world through their lenses. The journey led them through different terrains and stories as they explored the northern areas.

In addition to these captivating journeys, TikTok introduced a dedicated travel hub for its users, serving as a comprehensive resource for travelers. This hub not only showcased picturesque scenery and inspirational routes but also offered valuable travel tips and tricks. It delved into the best hotel recommendations, a vital factor in any trip, and featured a special section devoted to food, celebrating the culinary diversity of Pakistan.

TikTok's #GhoomoPakistan campaign, with its viral appeal and compelling content, not only celebrated Pakistan's magnificence but also redefined how digital platforms can inspire wanderlust and unite travelers from around the world.

Zenith Irfan, widely recognized as 'The Motorcycle Girl' for her remarkable journey of traveling across Pakistan on a motorbike, played a crucial role in the TikTok campaign. She was granted the opportunity to explore the captivating beauty of Azad Jammu Kashmir (AJK), specifically Neelum Valley and Arang Kel. Along her journey, she encountered one of the most emotionally stirring moments when she engaged with the people across the Neelum Valley, which serves as a dividing line between borders.

In her own words, "As a content creator, our responsibility is to provide an authentic portrayal to our audience. During my visit to Kashmir, I had the privilege of gazing across the border from the Neelum Valley. This experience profoundly touched me, and a significant moment transpired when I extended a wave to the people across the border, and they reciprocated. This sincere interaction allowed me to empathize with the pain and heartbreak experienced in the region."

Zenith went on to emphasize her belief as a traveler in transcending borders and divisions, stating, "I am committed to emphasizing unity and connectivity, blurring the lines that separate us. I produced a video that documented this poignant experience, which swiftly gained widespread attention. The primary message of the #GhoomoPakistan campaign was to inspire individuals to broaden their horizons, explore fresh perspectives, and unveil the beauty that exists beyond the limitations of geographical boundaries."

Tourism challenges and strategies in Pakistan

While Pakistan's tourism sector has shown remarkable growth and potential, it is not without its challenges. The journey to transforming Pakistan into a global travel destination is marked by obstacles that require strategic navigation. Yet, within these challenges lie abundant opportunities for the nation's tourism industry to thrive.

Security Concerns: Pakistan's history of security challenges, including terrorism and sectarian violence, has left an indelible mark on the nation's perception. Although the security situation has improved in recent years, it remains essential for tourists to remain aware of the risks and take necessary precautions.

Due to the high sensitivity of certain areas, even locals are prohibited from entering. International tourists planning to visit these areas in Azad Kashmir, which is also known as Occupied Kashmir and is marked by ongoing tensions between India and Pakistan, are required to obtain an NOC (non-objection certificate) issued by the relevant ministries. The process for obtaining this permit can be time-consuming, often taking a week or more to complete.

"In specific restricted areas, travelers without local companions may find themselves assigned a government-appointed guard. These guards are typically stationed at military checkposts, and tourists need not make any prior arrangements for their assignment. However, it's essential for tourists to allocate space for the guard, whether in their private vehicle or on a bus," explained Eva.

Infrastructure Gaps: In some regions, Pakistan grapples with inadequate infrastructure, including poorly maintained roads, limited airport facilities, and a shortage of quality hotels. These challenges can hamper the convenience of travel, impacting the overall experience.

Bilal believes that his country has immense untapped potential in the tourism industry, which could significantly boost the economy. He acknowledges that Pakistan is still in the process of developing its tourism sector. Unlike some countries where tourism contributes substantially to the economy, Pakistan faces challenges in accessibility. While major cities like Karachi, Lahore, and Islamabad are easily accessible, venturing slightly off the beaten path can be quite challenging. Remote areas lack accommodations, including hotels and rest houses, and even finding clean bathrooms can be a task in itself.

Bilal notes the stark contrast with international destinations where tourists can explore even the most remote areas with ease, finding well-maintained facilities. Pakistan's tourism industry is still evolving, and there is room for growth and improvement, as Bilal aptly puts it, "we are still kind of figuring our way out."

Eva acknowledges the challenges she faced and still encounters when deciding what to wear in the country. She emphasizes that while there are no strict clothing requirements, dressing appropriately can make one feel more comfortable. For women, she offers some helpful tips. “I would recommend women opt for loose trousers. Don’t wear leggings. Jeans are generally acceptable, but shorts are not recommended for women, as they can attract unwanted attention. Wear shirts that are slightly longer, covering the hips,” she suggests.

While Eva often wears t-shirts, she suggests that women traveling in more remote areas may prefer three-quarter sleeves. However, in cities like Islamabad, a simple jeans and t-shirt combo is generally acceptable.

Eva emphasizes that the choice of clothing can depend on the specific situation and location. In general, a tunic-style outfit with loose trousers should suffice. Additionally, she adds that wearing a headscarf is not a requirement in Pakistan, offering some reassurance on that front.

Language Barrier: While Urdu and English are the official languages, many locals only speak Urdu, posing a communication challenge for tourists who do not speak the language.

Overcoming the language barrier in Pakistan is vital for improving the tourist experience. The government can establish multilingual tourism centers, promote language training for service industry professionals, and offer translation services and signage in multiple languages. By taking these steps, Pakistan can ensure that language differences don't hinder tourists from fully enjoying the country's rich cultural offerings.

Restrictions on Certain Items: Pakistan, like many other countries, restricts alcohol and other restricted eatables due to cultural and religious reasons. To expand its appeal to a wider range of tourists, Pakistan could consider implementing strategies utilized by other nations. These may include designated tourist zones, cultural sensitivity training, limited exemptions for tourists, licensed tourism facilities, and the promotion of alternative attractions and local cuisine. By adopting these approaches, Pakistan can maintain its cultural values while making itself more inviting to a diverse range of visitors.

Nightlife Limitations: Pakistan's nightlife is limited, with many restaurants and shops closing early. This can be an adjustment for tourists who are accustomed to vibrant nightlife scenes. Pakistan's limited nightlife can be an adjustment for tourists used to vibrant evenings. To improve the experience, the government can extend operating hours for establishments in tourist areas and promote cultural evening events, respecting local traditions while offering more nighttime entertainment options.

Limited Airlines and Visa Process: In its pursuit of becoming a premier tourist destination, Pakistan acknowledges the historical hurdles posed by its visa policy. Recognizing the need for reform, the government has embarked on a transformative journey to streamline the process and attract more visitors.

Eva explains the long and difficult visa process. “For EU passport holders visiting Pakistan, obtaining a visa entails navigating some formalities. A crucial document, the Letter of Invitation (LOI), is required, affirming your invitation and the commitment to your well-being during your stay. It's essential to check the specific requirements with your local embassy. Obtaining the LOI often involves receiving a physical, original copy sent via mail from Pakistan to Europe. Visa applications include extensive forms, and the processing time typically takes around two weeks.”

Bilal says that Pakistan needs to introduce easy visa policies like some neighboring countries that offer straightforward visa processes. "The first step when you are deciding to go to a country is that you know what, what is the visa situation like? If you keep the visa situation so difficult, people tend to get turned off from there."

In the recent year, key changes, such as the introduction of e-visas and visa-on-arrival options for various nationalities, have made travel to Pakistan more accessible and appealing. These reforms have led to a notable upswing in international tourists exploring Pakistan's diverse landscapes and cultural riches.

Public Transportation: Public transportation in Pakistan can be unreliable and crowded, making it less convenient for tourists. Hiring a private driver or using a taxi service is often a more reliable option.

Eva shares that Pakistan's public transport infrastructure may not be as developed as in some other regions, but there's a decent bus network covering many popular tourist destinations. “Hiring a private driver is also an affordable and convenient option, offering the freedom to explore more remote areas where having a car is necessary. However, driving on your own can be challenging, especially if you're not accustomed to Pakistani traffic, so it's advisable to opt for a driver,” she said.

Framing the future

Pakistan stands at the crossroads of transformation and tradition, where the timeless beauty of its landscapes and the richness of its cultural heritage intertwine with the opportunities and challenges of becoming a global tourism destination. While Pakistan's journey to this destination is marked by hurdles, including security concerns, infrastructure limitations, and cultural sensitivities, it also holds immense promise. The government's efforts to reform visa policies, the power of social media in reshaping perceptions, and the dedication to eco-tourism demonstrate the nation's commitment to progress.

As we celebrated World Tourism Day in 2023, Pakistan beckons travelers to embark on a journey where every step reveals a new adventure, every mountain peak touches the sky, and every culture is a celebration of diversity. While challenges persist, they are but stepping stones towards an inclusive and thriving tourism industry, embracing the world with open arms. In the heart of this intoxicating symphony, Pakistan's landscapes continue to steal hearts, its culture captures souls, and its adventures awaken the daredevil in all who explore its untold beauty and boundless opportunity.