Pakistan’s culture, history and archaeology are an overlooked opportunity alongside its better-known trekking, according to Saadia Baba, CEO and founder of specialist operator Xperience Pakistan.
Baba credits travel creators with changing perceptions of the country, while warning that climate-related disruption means operators must manage client expectations carefully.
“I owe huge credit to them because they’re showing Pakistan through a regular person’s lens,” Baba told Emerging Travel, referring to YouTubers and Instagram creators. “People are seeing the warmth and hospitality of the people, the scenery, the culture.” Female solo vloggers in particular have reassured many prospective visitors about safety, she said.
Baba, who has been running tours since 2018, said the biggest challenge is that Pakistan “has been hit by global warming really badly”. Itineraries regularly need adjusting because of blocked roads, landslides or local protests. “It’s all about managing expectations of your clients, letting them know they just have to go with the flow and trust you as the expert in that country,” she said.
“You hear a lot about the hiking, the trekking, that’s great, but I think one of the untouched gems is really the culture, the history and the archaeology,” she said, pointing to the country’s Hindu, Gandhara, Buddhist and Islamic heritage.
Her most popular product is a Cultural Heritage Tour running from Islamabad to Karachi.
Emerging Travel also spoke to Anam Hussain of Capra Falconeri about changing perceptions of Pakistan.
Xperience Pakistan is a specialist tour operator focused solely on Pakistan, founded by Baba.
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