It is about learning from global models while focusing on its unique assets, to make a significant mark in the future of global travel, as to diversify and not be dependent on domestic travelers in majority.
At World Travel Market (WTM) London I was reminded the way different countries approach tourism offers, a fascinating study in strategy, policy, and national identity.
Some nations have long focused on high-value, low-volume tourism to protect their pristine environments and cultural heritage :
🇧🇹 Bhutan, for example, employs a daily tourist tariff, a significant part of which contributes to infrastructure and social services, prioritizing sustainability over sheer numbers.
🇳🇿 New Zealand has aggressively pursued eco-conscious policies and carbon reduction goals, integrating sustainability deeply into its tourism brand.
It contrasts sharply with the strategy of destinations that are actively working to build their presence on the global tourism map. These countries are focused on unlocking untapped potential, streamlining policies, and developing world-class infrastructure to attract investment and visitors.
Stepping into this development-focused category is #Pakistan, a country blessed with breathtaking natural beauty, from the peaks of the Himalayas to the Arabian Sea coastline, and a rich tapestry of historical and religious sites.
It was great to exchange with Sardar Yasir Ilyas Khan, the Prime Minister's Coordinator on Tourism, who is leading a vigorous campaign to transform the nation's tourism sector.
Pakistan: Where Beauty Greets, History Speaks, and Adventure Lives.
