In this podcast, Zehrah Shallwani, CEO of Dastaan Tours, discusses the challenges hindering tourism reforms in Pakistan. Despite Forbes' recognition in 2019 and 2020 as a top destination, tourism contributes only 2.9% directly to GDP. Zehrah reflects on why, unlike Saudi Arabia, Pakistan hasn't capitalized on tourism's economic potential. Join us for insights based on her presentation at the Third Pakistan Prosperity Forum on November 27, 2023, in Islamabad.
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