Travel influencers are invading Pakistan – but are they painting an accurate picture of the country?
There’s little doubt that Pakistan has plenty to offer tourists. Those who have been talk wistfully of its staggering mountain scenery, fascinating cities and welcoming people. But with large parts of it deemed unsafe by the Foreign Office, simmering tensions at its borders, and a “high threat of terrorism, kidnap and sectarian violence”, it isn’t the sort of country many would visit on a whim.
So it should come as no surprise to learn that a raft of rose-tinted reports, penned by Western travel “influencers” WHOSE TRIPS HAVE BEEN SUPPORTED BY A GOVERNMENT DESPERATE TO BOOST TOURISM, HAVE COME UNDER SCRUTINY.
“I believe that Pakistan can be the world’s number one tourism destination,” says Eva zu Beck, a Polish vlogger who has spent much of the last year exploring and promoting the country.
Her Instagram feed shows her posing beside sandy beaches, dashing along deserted highways, staring thoughtfully towards snow-capped peaks and perusing city markets. The accompanying captions are saccharine. One reads: “The trip was breathtaking in so many ways... the moments spent with my feet in the sea, looking up at the sunset, feeling the warm Arabian wind caress my hair softly. Thanking the universe for places of such devastating natural beauty.”
Such praise from Western travellers will be music to the ears of Imran Khan, Pakistan’s prime minister, who is committed to kickstarting tourism to help raise money for a welfare state.
But it is claimed the glossy narrative offered by vloggers and Instagram stars fails to paint an accurate picture of conservative Pakistan. Security in the country has improved in recent years, but terror attacks are still common, infrastructure often underdeveloped, and travellers sometimes harassed. Attitudes towards women are far from exemplary, and homosexuality is illegal.
What influencers publish “doesn't represent the real experience,” Alexandra Reynolds, an American blogger on her fifth trip to Pakistan, told an Agence France-Presse reporter. She believes there is a chance that less experienced travellers will be misled by such content and potentially end up in trouble. “In a time when Pakistan’s international reputation is so fragile, it is not something that should be risked,” said the 27-year-old, who also claimed she has been harassed by security forces during a previous trip.
“All this ‘everything is wonderful in Pakistan’ is just irresponsible,” added June, a 51-year-old Briton who declined to give her last name. She said she had been harassed by a police officer during a visit to the Swat valley.
Others point out that influencers are shielded from the issues that ordinary travellers face, whether security related or administrative. Zu Beck’s travels are organised by government commerce initiative Emerging Pakistan; she also credits Pakistan International Airlines as a partner. Wiens thanks tourism expo Pakistan Travel Mart for “making the amazing trip happen”, and Gabrielle says her road trip was facilitated by a Pakistani association in Oman.
Despite the criticism, they remain enthusiastic about the country. “My job is not to love Pakistan. My job is to make content. But I love Pakistan,” said Zu Beck.