AGAINST the backdrop of escalating tensions in the Middle East and travel advisories issued by some countries cautioning their citizens against visiting Pakistan, among others, the recent uptick in tourism in Gilgit-Baltistan offers a welcome and unexpected counter-narrative. Far from being deterred, foreign visitors have continued to arrive in appreciable numbers with many drawn by the region’s famed cherry blossom season that begins to peak in April. Their presence, alongside a steady flow of domestic tourists, signals a cautious but encouraging revival of an industry that is vital to GB’s economy. Conventional wisdom would suggest that geopolitical uncertainty coupled with rising fuel costs and disruptions in international travel routes, particularly through Middle Eastern hubs, would dampen tourism. Yet early indicators including a rise in applications for trekking and climbing permits, suggest otherwise. True, some domestic tourists may have reconsidered outbound travel plans due to flight uncertainty and opted to explore destinations at home. Another key factor underpinning this trend is the growing influence of social media. Travel influencers and digital storytellers have in recent years showcased the region’s breathtaking landscapes and relative accessibility to a global audience. Their content has helped reshape perceptions, often countering exaggerated security concerns. However, this visibility comes with a caveat: influencers also document shortcomings be they inadequate infrastructure or poor service standards. The relevant authorities must take such feedback seriously.

To capitalise on this renewed interest, investment in hospitality infrastructure and tourism practices is essential. Improved connectivity, better living facilities and preservation of natural and cultural heritage must be prioritised. For now, the sight of GB’s bustling markets and blooming orchards is heartening. It reflects not only the enduring appeal of the region but also the possibility that with the right policies, Pakistan can emerge as a significant player on the global tourism map.

Published in Dawn, March 31st, 2026