Call to transform tourism via social media

Expert emphasises importance of virtual tours, campaigns to attract more visitors

PESHAWAR:

The arduous journey from Pakistan's plains to the northern highlands of Khyber Pakhtunkhwa is instantly rewarded as travelers encounter the breathtaking beauty of Saiful Malook Lake.

In today's digital age, there is growing recognition of the potential for leveraging social media to enhance mountain and eco-tourism as well as archaeology for economic development. Manzoorul Haq, a former Pakistani ambassador, attested to the lake's exceptional charm, citing its lasting impression compared to other global lake destinations.

Abu Zafar Sadiq, President of the Alpine Club of Pakistan, highlighted how digital and social media can transform Pakistan's tourism landscape.

"Saiful Malook and similar breathtaking sites offer stunning vistas and significant economic promise for Pakistan, subject to government patronage," he said. Despite its immense potential, Pakistan's tourism sector has struggled to reach its full economic potential, mainly due to natural calamities, terrorism, and COVID-19. In 2017, tourism contributed only $8.8 billion, or 2.9% of GDP, a stark contrast to the $15 billion, or 5.7% of GDP, in 2019. The COVID-19 pandemic and security issues exacerbated these challenges, leading to a notable decline in tourism revenue and employment in Pakistan.

Abu Zafar emphasised the importance of embracing digital innovations, such as virtual tours and social media campaigns, to attract more visitors. He advocated for hiring digital professionals and utilising platforms like GPS and artificial intelligence to promote Pakistan's diverse tourism offerings. The potential for tourism growth is evident, with initiatives like the "One Belt, One Road" and the China-Pakistan Economic Corridor (CPEC) playing pivotal roles in improving infrastructure and boosting the tourism, transport, and hospitality industries.

Abu Zafar emphasised the importance of embracing digital innovations, such as virtual tours and social media campaigns, to attract more visitors. He advocated for hiring digital professionals and utilizing platforms like GPS and artificial intelligence to promote Pakistan's diverse tourism offerings. The potential for tourism growth is evident in Pakistan, with the "One Belt, One Road" initiative and China-Pakistan Economic Corridor (CPEC) playing pivotal roles in improving infrastructure and boosting tourism, transport and hospitality industries.

Ambassador Manzoor also suggested that developing attractions like a chairlift between Naran and Saiful Malook could generate significant revenue and enhance the socio-economic conditions of the region.