Pakistan is one of the countries which are naturally rich in tourism potential. From deserts to oceans, and from plains to plateaus, beautiful natural landscapes are found in abundance in the country. Even seasons of different types also make Pakistan a favourite tourist site for the seasonal tourists. Other than this, a huge heritage and religious tourism potential is also a plus point on the part of Pakistan. In short, all the attractions of a true tourist site are available in Pakistan; but a clear vision to create a word-of-mouth about them is lacking.

To address this issue, the Government of Pakistan with the active support of Pakistan Tourism Development Corporation (PTDC) has been working on brand Pakistan initiative. A lot of homework has already been done with the help of all the stakeholders of tourism industry in Pakistan and a comprehensive plan is ready to be executed to attract the local and foreign tourists towards the natural beauty of Pakistan. All the stakeholders have also agreed on a brand name for the marketing and advertising of tourism in Pakistan. So far on multiple occasions, it has been announced to inaugurate the brand Pakistan initiative but every time it is postponed for some political reasons; that is very cruel on the part of tourism industry in Pakistan.

Pakistan has been facing a severe financial crunch in the recent months and the economy is yet to be stable. In such a situation, the country needs initiatives like brand Pakistan which can bring revenue to the national exchequer. A national cause must not be hurt just because of the political uncertainty in the country. There must be a system which must work itself and all the projects and initiatives must be completed on time irrespective of the political scenarios.

I request the present government to launch the brand Pakistan initiative as early as possible so that a new window might be opened to attract foreign and local tourists in bulk. This will not only bring revenue but also earn a good name for the country.