SOME encouraging numbers have emerged with regard to Gilgit-Baltistan’s tourism potential. The regional government says over 11,000 foreign climbers and tourists visited the area in 2023. These are said to be the highest figures of the past two decades. Separately, as reported, the UN’s World Tourism Organisation has termed Pakistan the “best performing destination” for the first nine months of 2023. These are indeed positive developments for the country, which is endowed with breath-taking natural beauty and a rich historical legacy. And yet, unfortunately, Pakistan has been unable to market itself to global tourists. As some tour operators have pointed out with reference to GB, foreign visitors’ visa applications can often take several months to process, discouraging potential tourists from visiting Pakistan. In an age where countries issue visas on arrival, or provide painless e-visas within a few days, such bureaucratic hurdles on the part of officialdom are counterproductive, especially when the state wants to draw in more foreign tourists.

The fact is that in Pakistan, the state’s efforts to attract tourists are paradoxical. On one end, the government launches campaigns such as ‘Salam Pakistan’ to market the country to potential visitors. On the other, the securitised, indeed paranoid, approach, which views all foreigners with suspicion, negates these efforts. The visa process, including security clearance, should be swift and transparent so that more people can visit this country, and contribute to the tourism economy. Aside from easing the visa procedure, infrastructure and security need to be worked on. People need decent accommodation that meets international standards, as well as reliable means of transport to explore the country. Moreover, the security situation needs vast improvements. Not many people will be willing to visit if militants lurk in the shadows. Sustainable tourism can indeed bring in foreign exchange and help create jobs for local communities if visas are simplified, and security and infrastructure improved.

Published in Dawn, January 2nd, 2024