Faiza Tehseen

Pakistan can successfully increase tourist footfall by adopting destination marketing as a key strategy. It will help generate revenue and make the tourism sector more profit-oriented and sustainable source of livelihood, said Mukhtar Ali, Manager of Tourist Facilitation Centres of Pakistan Tourism Development Corporation (PTDC), while talking to WealthPK.

“Destination marketing is one of the most tried and tested marketing strategies to increase tourists’ awareness of a certain destination. The whole approach of the destination market is about selling the experience and benefits of a location by describing the expected visitors and their travel experience if they decide to visit.

Discussing with WealthPK, Mukhtar Ali said, “Rather than selling the specific holiday package, destination marketing emphasizes the visiting spot, its geography, and relevant details. It improves the reputation of a specific tourist spot and boosts the local economy.” He said destination marketing efforts were usually targeted at potential visitors who might be considering visiting a location.

To support destination marketing, various marketing channels are used, including online advertising, public relations, and partnerships with media influencers and travel agencies. The government has recognized its importance as an economic driver and laid out plans to increase tourism by 50% over the next five years. Initiatives like “Visit Pakistan 2025” campaign aim to bolster the country’s tourism sector by raising awareness about its diverse offerings.

He said collaboration with international organizations, including the World Tourism Organization (UNWTO), was key to stabilizing Pakistan’s position in the global tourism market. Marketing campaigns, participation in international travel expos, and the development of specialized tourism sectors such as adventure, religious, and medical tourism can position Pakistan as the most sought-after destination.

Speaking to WealthPK about the destination marketing strategies vital to uplifting tourism in Pakistan, the Chief Executive Officer (CEO) of Concordia Expedition, Pakistan, a tour operating company, Sahib Noor said that to showcase Pakistan’s rich cultural heritage across the globe, proper destination marketing and collective efforts of all stakeholders were required.

Pakistan needs to embrace innovative destination marketing strategies to boost tourist arrivals. He said that the utilization of digital marketing and leveraging digital campaigns will help enhance Pakistan’s tourism appeal. The Tourism Development Corporation of Pakistan (PTDC) has launched a multitude of social media drives and virtual tours and is also working with the influencers to promote tourist destinations across the country, he added. 

He said, “A successful destination marketing also needs clear details of tourist spot infrastructure including transportation networks, accommodation, and hospitality services. Quality infrastructure also enhances a visitor’s experience. To make Pakistan an easily accessible destination, especially for foreign tourists, every possible ease in visa issuance is the key. Already, the government has introduced visa-on-arrival policy for many countries and also eased the e-visa processes.”

Noor said the government should encourage destination marketing, but awareness programs were necessary in this regard. It will help tour operators, tourist guides, and even local communities to learn its far-reaching benefits. A successful destination marketing campaign means a window of opportunities for all related stakeholders.

Credit: INP-WealthPk