Destinations

Pakistan's tourism industry was hit by a perfect storm of pandemic impacts and devastating floods in 2022, leaving communities that depend on visitors struggling to rebuild. Destinations saw an opportunity to help by encouraging Pakistanis to rediscover their own country's incredible heritage and landscapes.

A country rebuilding after crisis

Tourism within Pakistan has been growing over the last decade, though with the devastating floods in 2022, communities has suffered from loss of land and life with a hit to tourism following the global affects of the pandemic. The question posed and challenge faced, is how Destinations can encourage domestic travel as a national effort to rebuild, support and celebrate historic and cultural heritage within Pakistan.

Celebrating Pakistan through travel

By setting high standards and creating a new digital app that raises the benchmark within Pakistan, Destinations aims to celebrate the countries geographical and ethnic diversity, alongside its rich history and cultural wealth to help rebuild and support the tourism industry, and those communities more directly affected from the trillions in damage and economic loss from climate change.