KARACHI: As the gross domestic product (GDP) growth of Pakistan takes off from long sluggish runway the micro-economic units have also started showing improvement, one being the hospitality industry. The growth of the hospitality industry has introduced new trends and ways to carry on business activities thanks to the increasing penetration of internet in the country. The trend of online hotel booking is rising beyond expectations. “Our business has grown over by 30 percent in a year as we successfully attracted large number of tourist mainly local but also from abroad”, says Nadine Malik, CEO of Jovago Asia, an online hotel booking portal. With the improving law & order conditions and business environment people are now more willing to explore hidden treasures of the country, historical and recreational sites located almost in every part of Pakistan. To escape from monotonous routine of the urban life Pakistani families are now opting out of the cities to spend time mostly in northern areas including Kashmir. Young enthusiasts such as Malik who prefer to call their endeavor “passion” rather than “profession” are eager to increase number of tourists willing to explore their own country. With promotion of domestic tourism country expects to attract more than 1.7 million international tourists by 2025. “We intend to support entire travel and tourism industry of the country via our platform by attracting domestic and international tourist to discover Pakistan’s exciting tourist destination”, Nadine Malik vowed. Pakistan travel and tourism industry, according to a recently conducted survey, directly generated 1.4 million jobs in hotels, travel agents, airlines etc. in year 2015. Keeping in view the rising trend of travel and tourism, the country is expecting 1.76 million jobs by the 2025 only in the hospitality industry. “There is a huge growth potential of Pakistan hospitality industry but there are some challenges as well”, Malik says adding “Pakistan need to improve its infrastructure that is vital for the promotion of tourism, especially in the northern parts of the country”. Pakistan had mobilized military to undertake operation to get the country rid of menace of terrorism which plagued the country for last many years. The terrorism caused the country to suffer economically to the tune of $100 billion while 80,000 innocent lives were lost in the ensuing battles. However, improving law and order situation is reviving the lost glories of the country in the form of China Pakistan Economic Corridor CPEC and increasing inflow of foreigners, resulting in 2016, hotel occupancy was increased to 80 percent. With the initiation of mega projects under CPEC the hospitality industry hopes that the growth rate will beat all expectations. Gwadar is leading way for construction of hotels as permission for 5 hotels was already granted, upon completion the activity would increase by manifold in the new port city. Malik told Daily Times that in Javago’s network there are around 1500 hotels, motels, guesthouses and restaurants, all selected on merit as per international standard. Online booking not only saves times but is also economical. Top tourist destinations include Naran, Kaghan, Muree, Nathiagali and Kashmir, she added. E-commerce is changing business trends and preferences all over the world but also molding consumer behaviors. “We have recipe for growth, a growing tech savvy youth population, smart phones and 3G/4G services. We aim to cater a new kind of traveler who requires convenience and best prices”, she contended. Currently there are only few traditional tourist destinations mostly in the northern part of the country but large number of historical places and other recreational destinations are also scattered in interior of Sindh, Punjab, Khyber Pakhtonkhwa and Baluchistan that are also needed to be explored and developed.