KARACHI: Pakistan Tourism Development Corporation (PTDC) is planning to organize an event for the launch of ‘Brand Pakistan Campaign’, an initiative designed under the Prime Minister’s vision to promote the true image of Pakistan around the world through various mediums.

This campaign, targeted to be launched by the end of March 2020, will position Pakistan as the ideal tourist destination, promoting tourist-friendly policies, e-visa regime, improved infrastructure and most importantly, embed a singular visual identity system (VIS) for all platforms/ events/sites.

The event would present the best of what Pakistan has to share with local and international audiences. To remain relevant to the digital revolution, the event would also provide an immersive experience with opportunities for audience to create micro-content for social platforms.

Essentially, PTDC is encouraging ideas for extending the life of this event through viral content. According to the World Travel and Tourism Council, the direct contribution of travel and tourism to Pakistan’s GDP in 2016 was US$7.6 billion (PKR 793.0 billion), constituting 2.7% of the total GDP. By 2025, the government predicts tourism will contribute ₨1 trillion (US$7.1 billion) to the Pakistani economy.

From the mighty stretches of the Karakorams in the North to the vast alluvial delta of the Indus River in the South, Pakistan remains a land of high adventure and nature. Trekking, mountaineering, white water rafting, wild boar hunting, mountain and desert jeep safaris, camel and yak safaris, trout fishing and bird watching, are a few activities, which entice the adventure and nature lovers to Pakistan.

Pakistan is endowed with a rich and varied flora and fauna. High Himalayas, Karakoram and the Hindukush ranges with their alpine meadows and permanent snow line, coniferous forests down the sub-mountain scrub, the vast Indus plain merging into the great desert, the coast line and wetlands, all offer a remarkably rich variety of vegetation and associated wildlife including avifauna, both endemic and migratory. Ten of 18 mammalian orders are represented in Pakistan with species ranging from the world’s smallest surviving mammals, the Mediterranean Pigmy Shrew, to the largest mammal ever known; the blue whale.

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