Over the past few years, Pakistan has seen a rapid increase in its tourism industry. A lot of credit, for which, goes to the internet. It has immensely contributed towards the development and growth of the tourism industry in Pakistan. According to Jovago, the top hotel booking and e-commerce site in Pakistan, there has been a significant increase in the annual tourism rate and business traveling in Pakistan. Significantly improved security situation has helped boost annual tourist arrivals in Pakistan by 300% since past few years with 1.75 million in 2017. Domestic travelers have increased 30%, according to the state-owned Pakistan Tourism Development Corporation. According to Jovago, hotel bookings increased 80-90% percent in 2017. By contrast, foreign tourist arrivals in the country’s larger neighbor India jumped from 6.97 million in 2013 to 8.8 million in 2017, according to Indian government figures. 88% of India’s and 92% of Pakistan’s tourism revenue is domestic. India’s tourism industry is worth $209 billion (9.6% of GDP in 2017), according to World Travel and Tourism Council (WTTC). World Travel and Tourism Council (WTTC) puts the total contribution of tourism to Pakistan’s economy at $19.4 billion last year or 6.9 per cent of gross domestic product. In a decade, the WTTC expects that to rise to $36.1 billion A story in the Financial Times, a British newspaper, quotes British tour operator Jonny Bealby as saying, “While I am sure this will raise some eyebrows, we are starting to see a marked increase in tourism to Pakistan”. Bealby’s company arranged 55% more clients to Pakistan in 2017 as compared to 2016. WTTC puts the total contribution of tourism to Pakistan’s economy at $19.4 billion last year or 6.9 per cent of gross domestic product. In a decade, the WTTC expects that to rise to $36.1 billion. Still there are some security threats. While casualties from attacks decreased 43% last year, major cities, such as Lahore, are occasionally hit by bombings. Meanwhile, resort spots like the northern town of Naran are buzzing with construction work, while hotels and restaurants enjoy a healthy trade as Pakistani holiday makers. Even in the turbulent city of Karachi, tourism in and around the city has taken hold. Published in Daily Times, April 15th 2018.