PAKISTAN'S ECONOMY AND ITS BUSINESS FROM TOURISM INDUSTRY

Blistering deserts and

snow-capped mountains, azure oceans and iridescent valleys. Like something out a fantasy novel, Pakistan possesses natural wonders that other countries can only dream of. Despite these rich offerings, Pakistan does not rank highly in terms of international tourism. Efforts have been made by the latest administration to improve the international outlook of tourism in Pakistan with some, but certainly not comprehensive success. This is due to certain persistent challenges in improving the international image of Pakistan as a whole; as Pakistan’s portrayal as a ‘war-torn desert’ or the all too often heard news of human rights violations. The rise of COVID as the arch-nemesis of globalization has not helped either. However, opportunities in promoting tourism in Pakistan have also sprung up, not only due to its extraordinary natural beauty, but also due to the improved security situation in recent years and gains in infrastructure made due to CPEC, among others. While this does not diminish the challenges Pakistan is facing in promoting tourism on its own, the opportunities do provide Pakistan with a stable Launchpad from which a comprehensive tourism promotion strategy can be launched that overcomes the challenges that Pakistan faces.