Eager to change its image that Pakistan is a land of terrorism and unsafe for foreigner, it pasted the advertising flexes on the iconic red busses of London. It was an effort to tell the world that Pakistan is safe and attractive for the tourism freaks. Come and enjoy the beauty of “the land of pure” (that’s what the word Pakistan literally means) was the message to the feared and misguided people of the world.

The road infrastructure has recently been improved across the tourist attracting areas and this infrastructure has paid back with interest as the tourism is flourishing across the country.

The Army Public School, Peshawar attack back in 2014 destroyed the image of Pakistan as a safe country. This massacre urged the leadership of the country as well as of armed forces to wipe out the terrorists and terrorists’ safe heavens. People are now returning to the area like Sawat Valley which was once in control of the terrorists and Nobel Prize Winner Malala Yousufzai was also shot over here.

The security improvement has attracted millions of tourists across the globe and the figure has tripled since 2013. The local tourists have increased 30% making it 38.3 million, stated Pakistan Tourism Development Corp.

The economy of Pakistan is booming as the total contribution of Pakistan tourism industry was around $19.4 billion, last year which is 6.9 percent of gross domestic product, according to World Travel and Tourism Council. It is estimated that this figure will reach up to $36.1 billion, in a decade. The tourism has amplified the hotel booking which has increased by 80%, according to Jovago, the largest accommodation website of Pakistan.

For many foreigners, getting Pakistan’s via is expensive and this factor is an obstacle in rapid increase of tourism in the country. The government is intended to start visa-on-arrival service for the tourists so that this issue could be solved.

The construction work is going on with an enormous speed, in the tourism areas of North of Pakistan. This trend is not only limited to the north but the cities like Lahore and Islamabad are also becoming tourist attractions. Recently, sight-seeing bus service was initiated in Lahore with the purpose of improving tourism.