In December 2019, Pakistan topped Conde Nast Traveller’s list of best holiday destinations for 2020. There were a number of travel bloggers who had visited Pakistan in the last year capturing and expressing their wonderful experience on social media platforms with regards to the natural beauty, food and hospitality of the Pakistani people.
Tourism contributes almost 3% to Pakistan’s economy. However what was anticipated to be a growing industry bringing in revenue to the country has been hard hit by the pandemic. Whilst Covid-19 has affected all industries it has in particular had a devastating impact on global tourism and the hospitality industry.