MEDIA FOR SUSTAINABLE TOURISM GROWTH IN PAKISTAN: AN ANALYSIS OF TRADITIONAL AND NEW MEDIA CHANNELS

Abstract

This research paper examines the role of media in tourism promotion in Pakistan through traditional and digital media. Through analyzing how television, radio, print media, social media, and influencers have shaped the global image of Pakistan as a tourist destination, this paper throws insights into what is happening in the outdoor space of international marketing. It further discusses media institutions' challenges while promoting tourism, including financial constraints, security issues, and increased strategic orientation. Using both qualitative and quantitative methods, which derive from interview data from media, influencers, and government officials and the latter from surveys, it tries to address the gap in understanding tourism development marketing practices in Pakistan. The research findings suggest that although digital media has emerged as the most effective tool for promoting tourism, traditional media are also important instruments in respect of domestic tourism.