LAHORE: Pakistan’s international reputation, shaped by media narratives, political instability and challenges like terrorism, corruption and poor governance, has long impacted its economy. However, much of this image stems more from perception than reality.
A negative global image discourages foreign direct investment (FDI). Risk-averse investors shy away from markets perceived as politically unstable or unsafe. Despite its natural beauty and rich cultural heritage, Pakistan struggles to attract tourists due to safety concerns and inadequate infrastructure.
Products from Pakistan often face scepticism in global markets, with buyers opting for alternatives from countries with stronger reputations. This limits the potential for the country’s exports. Negative perceptions also increase the country-risk premium, making international loans and bonds costlier. Talented professionals are often compelled to emigrate, seeking better opportunities in countries with stronger global standings. Moreover, a tarnished image hinders Pakistan’s ability to negotiate favourable trade agreements or secure development aid.
To address these challenges, the country must focus on economic diplomacy, leveraging success stories in agriculture, textiles, IT and sports manufacturing. For instance, Sialkot’s globally renowned sports goods industry presents a compelling narrative. The government and entrepreneurs should actively participate in international forums like the UN, G20 and global trade fairs to present a more balanced and positive perspective.
Promoting safe travel destinations, such as Hunza Valley and Swat, and historical sites like Mohenjo-daro and Taxila, should be prioritised. Offering incentives to international travel agencies could help market Pakistan as a tourism-friendly country.
A targeted public relations (PR) campaign is essential to reshape global perceptions. Countries like India and Turkey invest significantly in displaying their culture and economic progress through digital and traditional media. Similarly, Pakistan could highlight its contributions to global peacekeeping missions, regional stability and international trade.
Governance reforms are critical in improving Pakistan’s image. Efforts to reduce corruption, improve infrastructure, and foster business-friendly policies can counter negative perceptions. Global indices, such as the Ease of Doing Business, Transparency International’s Corruption Perceptions Index, and the Global Peace Index, are influential in shaping international opinions. Transparent reforms aimed at improving these rankings would send a strong signal to investors and tourists.
Over 10 million Pakistanis working abroad are an invaluable asset, contributing more in remittances annually than the country’s total exports. However, much of this is spent on consumption or real estate investments. The government should facilitate diaspora investments in productive sectors and create platforms for them to share their expertise. Diaspora communities can also act as ambassadors, sharing positive stories and advocating for Pakistan.
Efforts to promote Pakistani culture, including music, art, food and fashion, through international festivals and events, could significantly enhance the country’s global appeal. Sports diplomacy, particularly through cricket, hockey and other games, offers another avenue to build goodwill. Hosting international sporting events would help change global narratives about Pakistan.
Strengthening partnerships with countries and organizations that recognize Pakistan’s progress is also vital. Collaborating with international NGOs on education, health, and social development initiatives can earn the country global recognition.
Pakistan’s IT sector and startup ecosystem are emerging as success stories. Highlighting achievements of successful companies can help project an innovative, forward-looking image. The government should offer incentives to attract foreign tech investors, particularly overseas Pakistanis.
Finally, combating terrorism and extremism with a zero-tolerance policy is non-negotiable. Sharing success stories of improved security conditions with the global community is essential to restoring confidence.
By addressing both perception and reality, Pakistan can significantly enhance its global image, unlocking economic opportunities through increased investments, tourism and trade.