Once I talked about Islam and its civilisation and one of the consistent comments was why I did not talk about the civilisation and history of the sub-continent? The straight forward answer to that was because I did not want to, at that time. But today, I will talk about an aspect of Pakistan that not only is important because of the history and civilisation we are a part of, but because it is an industry that thrives world over and is dying in our lap.

When I was a child, we would frequently go to the northern areas of Pakistan. Not that we had any majestic aurora borealis to enthrall us in its presence, but because the landscape was mesmerising itself. The countless mountain peaks that tower over 7000 meters, the running streams and brooks that can be as ravishing as they can be calm, and more importantly the diversity of cultures and history that range from Kailash to Karachi.

That all changed, however, sadly for the worst. The world was pulled into the plain of oblivion where nothing but terrorism and misery reigned. Pakistan perhaps suffered the most, and continues to do so. The beautiful valley of Swat turned into a battleground while the overall law and order situation of the country deteriorated significantly. The countless tourists that came to visit historical places like Taxila, Mohenjodaro, a UNESCO world heritage site, and Harappa are now simply too scared to set foot in Pakistan.

While the world was portraying Pakistan as a dangerous and failed state, our government was too busy to counter that. The tourism industry too has fallen short of projecting the glory of Pakistan; the beauties of Malam Jabba and the mysteries of Saiful Malook. It is time we learnt to not repeat our mistakes.

This country has so much potential which remains untapped due to our fascination with the genie-in-the-bottle-syndrome, according to which a savior will suddenly pull us out of our miserable state. Our ethnic frivolities and cultural traits that set us apart, such as driver hotels, truck art, desi desserts, if integrated thoroughly within a well thought out framework could do wonders for the tourism industry. The beautiful Attabad Lake, the ice-capped mountains in the north, the natural beauty of Galiat, the magic of Saiful Malook Lake remain shielded from rest of the world.

When people think of Pakistan, the images that register are of bombs and poverty, of terrorists roaming the streets, and of dictators waving their fists in civilians’ faces. It is time all that changed to sweeping landscapes of Dadar Valley, to glistening waterfalls of the Garam Chashma in Chitral, to the historic Kisa Khwani Bazaar of Peshawar and to the warm hospitality that is characteristic of these misrepresented people.

It is not only about our tourism industry, but about our country as a whole. It is about projecting that soft-image of Pakistan. The tourism industry should be aiming to do development work on constructive lines so that the lonely planet exhibits the traces of ancient civilisation found in Taxila with a flourish, highlights the ease with which Sikh pilgrims visited Guru Nanak's 543rd anniversary this year in Hassan Abdal, the Diwali celebrations that were held around the country and our food streets in which a decent meal can be bought within a meager amount of Rs300.

Pakistan is not about terrorism, rape, sectarianism, war and misery. It is about the unimaginable hospitality of the poorest of the poor when they call you in their homes and make you feel their own; Pakistan is about breathtaking landscapes and kind people, and now is the time to tell their stories.