“Social media and youngsters are promoting a soft image of Pakistan to the world,” said Noshina Saleem, communications professor at the University of Punjab in Lahore, quoted Gulf News. “Students are making groups, blogs and (web) pages…. They are taking these initiatives and getting groups to travel to parts of Pakistan,” she said.

The industry enjoys high potential, particularly from its next door neighbor China, which could become a prime market for the budding Pakistani tourism industry in the future. As per an article in Daily China, being neighbors, it is easy for Chinese to travel to Pakistan and moreover, it is economical as the prices in Pakistan are still much more affordable as compared to other global competitors.

If Chinese spend a fraction of the amount that they spend on traveling abroad, on Pakistan, it can help the debt-ridden nation to overcome its economic problems, the article added.

Meanwhile, the Pakistani government has formed a tourism task force and is in the process of identifying new tourist spots and promotion of such places that would help to encourage and promote the tourism industry. Punjab Chief Minister Sardar Usman Buzdar earlier said that the 'badly ignored' tourism sector is being 'developed on modern lines now.'

With renewed sense of security, Pakistan is putting in an effort to woo back visitors. “Pakistan is a hidden gem; it is one of the most unexplored countries and people have to come and see it for themselves,” said Syed Hassan Raza, Additional Foreign Secretary at the Ministry of Foreign Affairs.