Role of Tourism in shaping positive image of Pakistan


  • Moazzam Khan Durrani Lecturer, NUML
  • Neena Taskeen Akbar Research Scholar, NUML


This study will 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 built a positive image of their society and national identity in developing countries. It promotes cross-cultural connections, appreciation, and understanding. Promoting 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 its profile of Pakistan in the world. Tourism also promotes international connections which can be helpful in increasing business opportunities and cultural exchange. There is tremendous potential for tourism across Pakistan. The 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. The government of Pakistan is taking initiatives to grow tourism as a priority. Data and information, I lifted in this study have been collected through secondary sources including Books, Magazines, Articles, Journals, E-Journals, the Internet, Reports of the World Tourism Organization, the Ministry of Tourism, and World Travel, etc. Government, tourism industry, and society need to join hands to shape the positive image of Pakistan.




How to Cite

Durrani, M. K., & Akbar, N. T. (2023). Role of Tourism in shaping positive image of Pakistan. SADIQ Journal of Pakistan Studies, 3(1), 1–12. Retrieved from

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