Pakistan Launches First-Ever National Tourism Brand

Pakistan has launched a national tourism brand — Salam Pakistan, a first for the country that has been grappling with severe challenges, many of which have been on the economic front.

Prior to the Covid-19 pandemic, the travel and tourism industry contributed approximately $15 billion, accounting for 6% of Pakistan's total gross domestic product (GDP) in 2019.

However, due to the pandemic's impact, this figure decreased significantly to $11.6 billion, representing 4.4% of GDP in 2020. Additionally, the number of jobs in the to