There is ample evidence that the security situation in the country has improved dramatically due to the sustained and successful efforts by the country's security forces; however one cannot understate Imran Khan's role in the UK government's decision to soften the travel advisory as his ties to the UK, during his cricket days as well as through family ties by his first marriage, are well known. Additionally, Imran Khan has effectively displayed panache in forging relations with world leaders.
In 2018, the British Backpackers Society ranked Pakistan as the world's top adventure travel destination describing Pakistan as one of the friendliest countries on earth with mountain scenery that is beyond anyone's wildest imagination. Forbes in 2019 ranked Pakistan as the coolest places to visit and the World Economic Forum's Travel and Tourism Competitiveness Report placed Pakistan in the top 25 countries of the world for World Heritage Sites ranging from mangroves to the Indus valley civilization including Harappa and Moenjodaro. Travel and tourism contributed 328 million dollars in 2015 to Pakistan's economy and by 2025 the projection is 7 billion dollars which would go a long way towards attracting one of the most desired sources of foreign exchange earnings, even more than exports especially if the country's exporters continue to require subsidies to be able to compete internationally.
To conclude, one would urge the Prime Minister to sell the idea of 'Visit Pakistan' through a well-developed strategy that must have a component of advertising in foreign media outlets.