Pakistan to Use African Influencers to Promote Tourism

Pakistan has announced free tourism packages for influencers from Ethiopia and other African countries as part of efforts to improve the country’s global image and promote tourism-led engagement.

The development was shared by Prime Minister’s aide on tourism Sardar Yasir Ilyas, who said projecting a positive image of Pakistan around the world remains a government priority.

He added that Pakistani content creators will soon visit Ethiopia, while Ethiopian and African influencers will be invited to Pakistan under fully sponsored tourism packages.

According to him, the cost of these visits will be borne by Pakistan.

Yasir Ilyas said the government wants to reshape international perceptions about Pakistan and is using tourism as a key tool to strengthen soft power, cultural ties, and economic links. He also said the Punjab government is taking important steps to promote tourism within the country.

The announcement came during an event hosted by the Ethiopian embassy in Islamabad. Speaking on the occasion, Yasir Ilyas said Ethiopian Airlines had helped bridge the air connectivity gap between Pakistan and Africa. He also said a major event on interfaith harmony is being planned for next month.

Ethiopian Ambassador Dr. Jemal Beker Abdula, addressing the ceremony, highlighted the longstanding ties between Pakistan and Ethiopia. He described Ethiopia as the “Land of Origins” and one of Africa’s rapidly emerging tourism destinations. He also noted that Addis Ababa is the continent’s third-largest diplomatic hub.

Earlier, Additional Secretary for Africa at the Foreign Office Hamid Asghar Khan said Ethiopian Airlines remains the only carrier in Africa currently operating direct flights to Pakistan. He said Ethiopia offers not just tourism potential but also historical and religious tourism, while describing Addis Ababa as the “city of lights.”

The event also included a ceremonial cake-cutting featuring a traditional Ethiopian cake.