Role of Tourism in shaping positive image of Pakistan


  • Neena Taskeen Akbar Department of Peace and Conflict Studies, National University of Modern Languages, Islamabad, Pakistan


Pakistan, tourism, World Travel, cultural awareness, cultural exchange.


This study would analyze the role of tourism in shaping the positive image of Pakistan. Tourism has not only proved vital for the economy and a key source of income and employment but also building a positive image of their society and national identity in developing countries. It promotes cross-cultural connections, appreciation, and understanding. Promoting the cross-cultural awareness for both locals and tourists builds bridges of understanding between cultures. During the worst wave of terrorism after the year 2000 Pakistan has almost lost its true identity in the world and tourism can be the best tool to raise the profile of Pakistan in the world. Tourism also promotes international connections which can be useful to increase the business opportunities and cultural exchange. There is tremendous potential for tourism across Pakistan. Tourism industry is expanding but not at the expected pace, further rise is expected in the coming years in the tourism industry. Pakistan is becoming an attractive tourist destination for international tourists. Government of Pakistan is taking initiatives to grow tourism as a priority.

 Data and information, I lifted in this study  has been collected through secondary sources including Books, Magazines, Articles, Journals, E-Journals, Internet, Reports of World Tourism Organization, Ministry of Tourism and World Travel etc. Government, tourism industry and society need to join hands to shape the positive image of Pakistan.