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

Abstract

Purpose Whilst Destination Branding has become a global phenomena; the global tourism industry too is expanding exponentially. Pakistan has enormous prospect in all facets oftourism 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 ofthe Framework for Strategic Branding of Destinations to identify means to an end - that is, to realize Socio-Economic Growth through the brand management ofthe diverse Pakistan as a World Class Tourism Destination. It goes on to highlight the inter-related yet dependent role ofthe 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. Research Methodology Due to the lack of formal and complete documentation on tourism, the research is directed primarily towards qualitative content, backed by quantitative feedback, where necessary. To gain an insight In-depth Interviews, Expert Group Meeting, Focus Group, News Reports, Posts from Social Media, Published Survey Reports and Questionnaire were consulted. Primary data is treated as the critical agent in the study and secondary data as a point of reference. Findings A positive assessment of the perceived vs. real security risks prevalent in Pakistan suggests primary investment be made for perception management through repositioning of Pakistan using Social Media to reach a global market. Research identifies the need for effective coordination and implementation needed by Public-Private Partnership, as the critical support group, that sets the stage as a platform for the tourism industry; along with, the engagement through Youth and Local Participation, as change agents, to realize the untapped tourism potential in a time of expanding growth ofthe global tourism industry. Practical Implications Misperceptions and negative propagation about Pakistan's internal security situation due to the Global War on Terror have been addressed upfront in this unprecedented research, so as to assess Pakistan's current standing. Areas that require coordination and management for improved tourism development are studied; based on, the international Framework; however, in context of local challenges so as to arrive at a practical solution for a way foiward. Lastly, a key role of the stakeholder groups being influenced and influencing the process to match the international opportunity by utilizing available local capacity suggests growth through grass root level establishments.