The potential of tourism in Pakistan : Barriers and opportunities to growth

The thesis focused on analysis the tourism potential in Pakistan for foreign tourists. Three objectives have been set for analysing the tourism market of Pakistan. Firstly, to understand the awareness among foreigners about Pakistan tourism potential. Secondly, to identify the factors, which can be used as an opportunity to promote international tourism in Pakistan. Thirdly, to identify the factors which are acting as the barrier to the growth of international tourism in Pakistan. To analyse the tourism market of Pakistan, two approaches were adopted the theoretical approach which consist of a literature review of tourism market and also the potential of Pakistan tourism market for international travellers. The second approach was based on primary source of data in which fifteen questions had been finalized for asking European people. To attain a reasonable sample for analyzing the data, 105 participants responded the questionnaire Finally, the results show that digital marketing can help the country to increase its digital presence and also acquire a positive response from the global tourists. Efforts are required to be made on the national level. It will require years of planning, but the existing resources can be exploited in a manner that will promote tourism within the country.