A cup of tea, a mountain trail or a plate of chapli kebab may seem ordinary to Pakistanis. Yet through the lens of travel vloggers and digital creators, these everyday moments are reaching millions worldwide, quietly challenging decades of stereotypes and reshaping how Pakistan is seen beyond its borders.
Pakistan’s new ambassadors carry cameras, not diplomatic passports
By Bahadur Ali Khan
ISLAMABAD, Jul 26 (APP): A cup of tea, a mountain trail or a plate of chapli kebab may seem ordinary to Pakistanis. Yet through the lens of travel vloggers and digital creators, these everyday moments are reaching millions worldwide, quietly challenging decades of stereotypes and reshaping how Pakistan is seen beyond its borders.
A 2025 research study based on interviews with foreign vloggers found that many visitors arrived with negative perceptions shaped by international media but changed their views after interacting with local communities. The study concluded that personal storytelling is a powerful tool for replacing stereotypes with authentic human experiences.
The strength of this digital storytelling lies in credibility. While governments promote destinations through campaigns, independent creators share what they genuinely experience, making their content more persuasive for global audiences.
Among the best-known examples is Polish travel vlogger Eva zu Beck. She has spoken about arriving in Pakistan with doubts created by years of negative international coverage, only to discover extraordinary hospitality, breathtaking scenery and remarkable cultural diversity. Her videos introduced millions of viewers to places they had never imagined visiting.
British creators Kieran Brown and Luke Damant have also helped broaden Pakistan’s appeal by documenting its streets, cuisine and everyday life, encouraging audiences to see the country beyond old stereotypes.
Sometimes, ordinary people become ambassadors without intending to. In 2016, Islamabad tea seller Arshad Khan became an international internet sensation after his photograph went viral, opening unexpected opportunities in modelling. More recently, Ahmad Shehzad, a young boy helping at his father’s snack cart in Peshawar’s historic Qissa Khwani Bazaar, won global admiration after a video captured his kindness toward a customer, earning recognition from Pakistan Super League franchise Peshawar Zalmi.
Cuisine has become another powerful cultural bridge. Food creators are introducing international audiences to regional specialties such as Peshawar’s chapli kebab and Balochistan’s traditional sajji, highlighting the country’s rich culinary diversity while encouraging tourism and cultural curiosity.
Pakistan’s own creators are equally important. Rather than offering occasional glimpses, they provide continuous, authentic stories from within the country. Irfan Junejo documents landscapes, cities and everyday experiences, Mooroo blends storytelling with culture and society, Junaid Akram explores modern Pakistani life through conversations, while Food Fusion has attracted millions by showcasing the country’s diverse cuisine. Together, they present Pakistan through local voices rather than outside perceptions.
The impact extends beyond image-building. Peshawar walnut seller Gul Wali Khan said his business grew significantly after videos featuring his stall went viral, attracting visitors from the United Kingdom, Germany, France and Switzerland. Similar success stories have emerged among roadside food vendors, family businesses and small entrepreneurs who found global audiences through social media rather than expensive advertising.
Tourism has been one of the biggest beneficiaries. Destinations such as Hunza, Skardu and Gilgit now attract travellers who first encountered them through online videos. Research shows community-based tourism can increase local incomes while encouraging environmental protection. However, experts also warn that unmanaged tourism can strain natural resources, generate waste and leave local communities with limited economic benefits.
Digital storytelling also contributes to Pakistan’s wider economic appeal. Political scientist Joseph Nye describes soft power as the ability to influence through attraction rather than coercion. In Pakistan’s case, creators are showcasing the country’s people, culture and landscapes in ways that strengthen tourism, business confidence and international engagement.
Yet challenges remain. Critics argue that some foreign vloggers present carefully curated experiences that may not reflect what ordinary visitors encounter. Growing commercial sponsorships also make authenticity increasingly important, while misinformation and environmental pressures require responsible content creation.
Pakistan has introduced visa reforms and promoted tourism through the “Salam Pakistan” initiative, but experts say sustained progress will depend on stronger implementation, better tourism infrastructure and closer collaboration with digital creators.
Ultimately, Pakistan’s most convincing ambassadors are often those carrying cameras instead of diplomatic passports. Every authentic video, shared meal and genuine encounter offers the world a more complete picture of the country. But with that influence comes a profound responsibility. In today’s digital age, a single misleading post or negative viral story can damage a nation’s image far more swiftly than countless positive stories can rebuild it. As social media influencers continue to shape global perceptions, their greatest asset must remain credibility, authenticity and a commitment to responsible storytelling. In a nut shell, every click, every post and every story has the power either to reinforce old stereotypes or to build lasting bridges of understanding between Pakistan and the world.
