The future of tourism.

Byline: Ruby Gul Afridi

'PAKISTAN'S transformation from terrorism to tourism is absolutely remarkable,' said United Nations Secretary-General Antonio Guterres on his visit to Pakistan in February 2020.

The coronavirus has hit tourism the worst. The closing down of entire cities and countries and travel restrictions brought the industry to a standstill. According to the World Travel and Tourism Council (WTTC), this pandemic can cut 75 million jobs and cause a $2.1 trillion loss in revenues worldwide. Asia is expected to be the worst hit, with more than 40m job losses. The tourism industry in 2018 accounted for 10.4 per cent of the global GDP, which equals to $8.8tr. In Pakistan, this sector had just started to show potential before Covid-19 hit.

From 2014 to 2019, we saw a sharp increase in the number of both local and international tourists. As per a Gallup report in 2019, the tourist footfall for cultural and museum sites increased more than 300pc in last three years. The foreign tourist traffic rose more than 130pc for museums and 100pc for cultural sites.

With precautionary measures, Pakistan should consider opening domestic travelling by the end of June

These numbers are promising as we lived in fear and terror for more than two decades. The Swat valley was under the heavy influence of the Taliban not so long ago. But now it is a paradise for both national and international tourists. There is a state-of-the-art ski resort in Malam Jabba, which was built in collaboration with the government of Austria.

For five years, the number of tourists increased mainly in Punjab (Lahore), Khyber Pakhtunkhwa and Gilgit, Chitral and Hunza. Pakistan offers many historical monuments and landmarks. It has one of the largest settlements of ancient Indus civilisations, scenic beaches and the highest mountains. It's a refuge for religious devotees. Its wilderness offers a great escape for nature lovers.

Thanks to the digital revolution, the newness of Pakistan's tourist attraction has been appreciated by the world. Top US travel magazine Conde Nast ranked Pakistan first in travel destinations for 2020. Very little of this fascinating country has seen tourist habitation owing to decades of unrest. We have paid a high price, monetary and otherwise, in our transition from terrorism to tourism.

With the rest of the world, we are also facing the effects of Covid-19 on this sector. However, the satisfactory news is that world travel associations are taking...