Eva zu Beck, travel vlogger behind PIA's viral 'Kiki Challenge' video, on Saturday announced to start the world's first interactive travel show for Pakistan combining social media, TV, live content, written word and on the ground activities.
Speaking at a presser here, she told that she is going to launch a new initiative through promotion of tourism which will go a long way in ending the misperception about Pakistan on social media. "Nearly 40 percent of travellers take the idea of their destinations through social media. We find Pakistan totally missing in that space," she said while identifying challenges faced by Pakistani tourism.
"Other notable challenges are tourist friendly infrastructure and lack of information for tourists on available means of transport, hotels and guest houses," she said adding that her initiative might lead to availability of such information.
She said the mission of the show would be transforming how international travellers think about Pakistan and create positive and long-lasting change to the local tourism industry. "It is high time we establish Pakistan as a destination for travellers looking to experience the perfect combination of nature and culture in a single setting," stated Eva. "The big question that nobody is asking how we develop the local tourism industry in responsible, environment friendly ways?" she said.
She said in attracting more attention to Pakistan as a tourism hub, the travel show will work with local organizations to expand the current tourism infrastructure and ensure responsible growth. "In addition to promote tourism in Pakistan on international level, this program will showcase the creativity and media innovation coming out of the country's young generation of creators. At the heart of undertaking will be collaboration with local talent and foreign influencers," she added.
The famed traveller is in the process of formulating production plan for the show. Over the coming weeks, Eva will be scouting for a small production team, local organizations working in tourism and environmental sector as well as production partners and sponsors.
Since attracting international viral attention on Independence Day, Eva's PIA's 'Kiki Challenge' video has been featured across all the major media outlets and TV channels in Pakistan. The video, created to promote tourism in Pakistan, sparked lively debate and an enormous outpour of positive public sentiment.