In light of Pakistan’s deteriorating socioeconomic indicators, it’s reassuring to read that the country has climbed six places in the International Travel and Tourism Development Index. There is still a long way to go, as the Pakistan Tourism Development Corporation is now ranked 83rd out of 117 countries, but a new report from the World Economic Forum reveals that things are moving in the right direction. Despite its many setbacks, the PTI appears to have achieved great headway in ensuring the tourism sector’s long-term viability and resilience during its tenure. The federal and provincial governments have taken several efforts in the previous two years to improve tourism services by building infrastructure, strengthening the business climate, assuring safety and security, as well as health and cleanliness, and creating socio-economic resilience. Tourism has long been recognized as an untapped resource that is underutilized. The PTI, on the other hand, has demonstrated that judicious efforts can provide benefits that resonate across numerous industries. If more tourists want to come, more foreign exchange can be generated, and local small businesses could benefit significantly. Furthermore, the recent influx of professional vloggers to Pakistan has given the country much-needed international exposure as a country with exceptional hospitality. This helps to dispel Western preconceptions about Pakistan, making it easier for businesses interested in investing in the region. Our country’s natural beauty is unparalleled, and we must take advantage of it to attract tourists and businesspeople. We must be connected to the global world in the modern world system. As a result, we must strive to expand tourism globally rather than restricting it at the national level. The incumbent government must now keep pursuing the same policies that have achieved positive results while also looking for ways to improve them. Good policies and grassroots development will lay the groundwork for Pakistan’s tourist sector to grow.
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