International Tourism Day: Digital media gives Pakistan’s hidden treasures a global stage

Peshawar, Sep 27 (APP): A selfie in front of an ancient Buddha statue, a short video of a snow-covered mountain or a 360-degree virtual tour of a crystal-clear lake may appear to be an ordinary social media post, but in Pakistan’s emerging digital tourism landscape, such moments can become powerful invitations for the world to discover the country’s hidden treasures.

     For eighth-grade student Malaika Bibi and her 10-year-old brother Ibrahim Khan, a recent visit to Peshawar Museum was more than a trip to a gallery; it was a childhood dream fulfilled.

  Standing before centuries-old Gandhara sculptures and a statue of Lord Buddha, the siblings captured photographs and selfies to share with friends through digital platforms.

        Their simple act reflects a growing reality: tourism is no longer promoted only through brochures, travel agents or television commercials. In the digital age, a smart-phone camera, social media post, virtual tour or artificial intelligence-powered travel platform can take a destination from a remote valley in Pakistan to screens across the globe.

       As the world observes World Tourism Day on September 27, Pakistan is increasingly looking towards digital technology as a gateway for showcasing its natural, cultural and archaeological treasures while creating economic opportunities for local communities.

       This year’s international tourism theme highlights digital innovation and artificial intelligence and their potential to transform travel planning, destination selection and sustainable tourism operations while helping local communities and small businesses benefit from the changing tourism landscape.

        “No country in the world has such diversity in tourism as Pakistan,” said Abu Zafar Sadiq, President of the Alpine Club of Pakistan, while talking to APP.

      He pointed to Pakistan’s spectacular mountain landscape, saying the country is home to K2, the world’s second-highest mountain at 8,611 meters, along with several other towering peaks.

        From the ancient Gandhara and Indus civilizations to the living Kalash culture of Chitral, Pakistan offers a rare combination of archeology, history, culture and breathtaking landscapes.

         About 61 percent of Pakistan’s area is mountainous, providing a vast canvas for mountaineering, trekking, skiing and other adventure activities. K2, Nanga Parbat, Gasherbrum-I and Broad Peak have made the country a destination of international interest for mountaineers and adventure enthusiasts.

            Yet many of these treasures remain relatively unknown to international visitors. Abu Zafar believes digital media can help bridge that gap.

          He said the positive use of platforms such as Facebook, X, TikTok and WhatsApp could promote snow sports, cultural tourism, heritage sites and adventure tourism while introducing lesser-known destinations to potential visitors.

         “Through the lens of digital media, Gandhara art, Indus civilization, Kalash culture, picturesque lakes such as Saif-ul-Malook and the world’s second-highest mountain K2 can bring an economic turnaround in Pakistan,” he said.

           For young people living in tourism destinations, this digital transformation could also create new livelihoods. The growth of tourism generates demand for hotels, restaurants, transport, tour guides, handicrafts, food outlets and adventure sports, while digital marketing, photography, content creation, online booking and travel services can add further employment opportunities.

        Professor Dr Muhammad Naeem of the Economics Department at the University of Swabi said the convergence of Pakistan’s scenic beauty and social media had created significant potential for digital tourism.

        The emerald waters of Mahudand, Saif-ul-Malook, Dudipath and Ansoo lakes, he said, provide the kind of visual content capable of inspiring people to explore destinations they may never have heard of before.

       In the digital era, a potential tourist can virtually explore a destination before deciding to travel. A 360-degree video or virtual reality experience can offer a glimpse of Saif-ul-Malook or Mahudand lakes, snowfall in Kalam and Murree, skiing at Malam Jabba, Lahore’ s Badshahi Mosque, Karimabad Bazaar in Hunza or the Takht-i-Bahi archaeological site before a visitor books a flight or hotel.

           For a country blessed with UNESCO World Heritage Sites and rich archaeological remains, such technology can serve as a bridge between Pakistan’s heritage and international travellers.

      The ruins of Mohenjo-daro, Buddhist remains at Takht-i-Bahi, Taxila and numerous historic monuments represent a cultural inheritance that can be brought closer to global audiences through high-quality digital storytelling.

       Dr Naeem stressed the need for professional digital teams, bloggers, content creators and social media experts to produce short and engaging videos highlighting tourism destinations and adventure opportunities.

      He also identified potential for river rafting, paragliding, skiing and other adventure sports in areas including Swat, Naran, Kaghan and Gilgit-Baltistan.

       Bakhtzada Khan, Assistant Director of Archeology and Museums, told APP that technological advances had transformed the way destinations could be introduced to the outside world.

      “Today is an era of digital tourism,” he said, adding that responsible digital media strategies could help address negative perceptions and introduce Pakistan’s tourism treasures through compelling videos, features and programmes.

     He suggested that tourism departments work with established tourism companies, international bloggers and digital professionals to attract foreign visitors. Digital mapping, GPS, artificial intelligence, online booking systems and targeted marketing could further make destinations easier to discover and visit.

     At the provincial level, efforts are already under way to use digital media to showcase destinations. Khyber Pakhtunkhwa Culture and Tourism Authority General Manager Muhammad Ali Syed told APP that the authority was promoting digital tourism through short video packages, including coverage of events in Kalam and Kalash festivals.

       He highlighted the host tourism project, under which residents of tourism-hosting areas in Upper Khyber Pakhtunkhwa can receive interest-free loans of up to Rs3 million to construct or renovate at least two rooms for tourist accommodation.

     The connection between technology, visitors and local communities may ultimately determine whether digital tourism becomes a sustainable economic opportunity.

        A breathtaking mountain captured in a remote valley may attract a visitor, and a well-designed digital map may help that visitor find the destination. But it is the local guide, hotel owner, transport operator, restaurant worker, crafts person or family-run guesthouse that can turn the visit into an economic benefit for the community.

        As Pakistan marks World Tourism Day, its challenge is not simply to show the world its beauty, but to tell its stories responsibly and present its heritage in its true perspective.

       The Buddha statues of Peshawar Museum, the ruins of Gandhara, the ancient streets of Taxila, the culture of Kalash, the turquoise lakes of the north and the towering peaks of the Karakoram all offer stories waiting to be discovered.

         In an age when a destination can become a global attraction through a single compelling image or video, Pakistan’s smart-phone screens may well become some of its most important windows to the world.