THE STRATEGIC BRANDING OF DESTINATION PAKISTAN AND ITS INTER-DEPENDENCE ON THE ROLE OF PUBLIC-PRIVATE PARTNERSHIP AND YOUTH-LOCAL PARTICIPATION

Abstract

Whilst Destination Branding has become a global phenomena; the global tourism industry too is expanding exponentially. Pakistan has enormous prospect in all facets of tourism yet it is inexistent in the global competition as an international brand; from which emerges the need to question and understand the elements contributing to this lag. This paper offers a manifestation of the Framework for Strategic Branding of Destinations to identify means to an end - that is, to realize Socio-Economic Growth through the brand management of the diverse Pakistan as a World Class Tourism Destination. It goes on to highlight the inter-related yet dependent role of the two key stakeholders groups (1) The Public and Private Sector and (2) The Nation's Youth and Locals in achieving this desired vision of realizing Pakistan's unique tourism potential successfully.