Influencer invasion as Pakistan launches tourism push

ISLAMABAD: They are young, Western, and full of praise for Pakistan: Travel influencers have moved in on the"land of the pure", but critics warn their rose-tinted filters are irresponsible and sell an inaccurate picture of the conservative, militancy-scarred country.

But there are concerns influencer content does not reflect the major challenges, from infrastructure to extremism, that Pakistan is facing as it embraces modern tourism.Zu Beck, whose clip was even shared by officials, cites government commerce initiative Emerging Pakistan, as well as Pakistan International Airlines as partners she's worked with, while Wiens credits tourism expo Pakistan Travel Mart for"making the amazing trip happen".

They are enthusiastic that so-called social media"influencer" advertising, which generally provides glossy snapshots rather than in-depth investigation, can present an alternative vision of Pakistan to a new generation of young and adventurous travellers. "All this 'Everything is wonderful in Pakistan' is just irresponsible," reveals June, an indignant 51-year-old Briton who declined to give her last name, she had been harassed by a police officer during a visit to the northwestern Swat valley.

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