LAHORE: Zoraiz Lashari is quite an inquisitive soul when it comes to Mother Nature. This multifaceted tourist at heart is an entrepreneur as well as the president of the Film Producers Association.

Talking to Dawn, Mr Lashari spells out the ways and means he thinks could help improve tourism practices in Pakistan.

In this age of rapidly advancing technology, he believes social media is extremely powerful to disseminate information world over in seconds. That is why, he feels, tourists and travellers visiting the northern areas should be provided with a fast internet facility. Nature is all about seeing and experiencing, which can be well documented through photographs taken on the spot and instantly uploaded to social media for the world to see. But for this, one needs strong and reliable internet services across the northern areas.

“Photographs of our breathtaking landscapes and sceneries are what we need to promote our tourism,”he added.

“The tourism sector must develop modern, updated websites and Instagram accounts for various locations so that if a tourist wants to visit a particular spot, he/she should have the updated information for that place. Tourism needs distinctive fabrics of thought and approach knitted with novel and unique ideas,” said Mr Lashari.

Zoraiz Lashari says updated websites, active Instagram accounts need of the hour

He also suggested installation of cable cars where required to not only shorten the distance, but also offer a bird’s eye view of a picturesque valley.He also advocated the need to tailor and design more festivals in not just Gilgit-Baltistan, but other hilly areas and tourist spots frequented by both local and international visitors. Since Kalash Valleys are renowned for their traditional wear, why can’t more costume-based, craft-based festivals be introduced? he questioned.Short film competitions on exploring nature can also be introduced for tourists, he suggested.

Lashari regretted that tourist spots in the northern areas lacked any prominent signage to help tourists in exploring the locations. For example, one does not find a single board advising travellers to take photographs for social media, spend some time at one location or just explore the beautiful scenery around them.“The tourism authorities must highlight the beauty and magnificence of our natural landscape, but for this, again, we need upgraded websites and active social media accounts.”

About Punjab, Lashari said religious tourism in the province had a lot of potential, especially for Sikhs. The iconic Cholistan Jeep Rally should be expanded and more field visits arranged to historical sites.

Mentioning his efforts to support tourism, Lashari said his hotel in Hunza was a unique facility and had over 60,000 followers on Instagram. As a matter of fact, after Covid-19 hit, tourists who couldn’t visit London or Dubai flocked to the northern areas. So, in a way, the pandemic helped the tourism industry flourish, he added.

Published in Dawn, June 6th, 2021