Eva Zubek, also known as Eva zu Beck, is a Polish travel blogger, vlogger, and television host. She is known for traveling to less conventional destinations, including Pakistan, where she lived for over a year.

Her activities in Pakistan have included:

• Hosting “A Place Called Pakistan”: She hosted a show for TRT World titled “A Place Called Pakistan,” which highlighted various aspects of the country.
• Travel Vlogging: She has created numerous vlogs about her travels throughout Pakistan, showcasing places like Swat, Hunza, Lahore, Naltar, and Naran. She has expressed her fondness for these areas and their natural beauty.
• Promoting Tourism: Her content and presence in Pakistan have contributed to promoting the country as a tourist destination, sharing her experiences and perspectives with a global audience. She has stated that Pakistan “can be world’s top tourism destination.”
• Participation in Events: She participated in the Naltar Marathon in September 2018.

While she has gained recognition for her work in Pakistan, there was also a controversial dance video in 2018 that was believed to have “disgraced the national flag of Pakistan.”

It’s important to note that while she has a significant history of activities in Pakistan and has lived there, her current projects also include other regions. For example, in November 2024, she was featured in a video promoting Lower Silesia in Poland in partnership with the Polish Tourism Organisation. She has also recently competed in ultramarathons.

It’s a common misconception that Pakistan only relies on foreigners to promote tourism. While the Pakistani government has certainly invested in inviting international social media influencers and travel bloggers to showcase the country’s beauty, this is part of a broader, multi-faceted strategy. Here’s why and what else they are doing:

Why the Focus on Foreigners (Historically/Initially):

• Image Rehabilitation: For years, Pakistan faced a negative international image due to security concerns and misperceptions. Foreign travelers, particularly influencers, can offer a firsthand, authentic perspective that counters these narratives and builds confidence in the country’s safety and hospitality. Their large followings amplify this message globally.
• Wider Reach: Foreign influencers often have a much larger international audience than local content creators, allowing Pakistan to reach a global market that might otherwise be unaware of its tourism potential.
• “Authenticity” Perception: Sadly, there can be a “colonial mindset” where some audiences, both international and sometimes even domestic, give more weight to the opinions of foreign travelers when it comes to validating a destination.
• Direct Promotion: Influencers can generate immediate buzz and interest through their vlogs, photos, and social media posts, directly inspiring their followers to consider Pakistan as a travel destination.

Why it’s NOT “Only” Foreigners and What Else Pakistan is Doing:

Pakistan’s National Tourism Strategy (2020-2030) and various initiatives demonstrate a comprehensive approach that includes:

• Promoting Domestic Tourism: This is a significant focus.
  • Large Domestic Market: Pakistan has a massive domestic tourism market (estimated at 50 million tourists annually), which accounts for 91% of visitor spending.
  • Improved Infrastructure: There’s ongoing work to improve road networks, air travel facilities, and accommodation options, which benefits both domestic and international tourists.
  • Awareness Campaigns: The government and various organizations conduct mass informational and educational campaigns through print, electronic, and social media to encourage domestic travel.
  • Community Engagement: Initiatives like “Travel Responsibly for Experiencing Eco-tourism in Khyber Pakhtunkhwa” (TREK) involve local communities in tourism, providing training and promoting eco-friendly practices, which benefits domestic tourists as well.
• Developing Tourism Infrastructure: This includes:
  • Centralized Web-portal and E-library: To map tourist sites, provide information, allow bookings, and collect feedback.
  • New Tourist Sites: Development of new sites alongside improving existing ones to attract more visitors and promote cultural heritage.
  • “Green Tourism” Initiatives: Focusing on eco-friendly practices, waste management, and sustainable tourism to preserve natural beauty.
• Policy Reforms:
  • Tourist-Friendly Visa Regime: Relaxing visa policies to make it easier for international visitors to enter the country.
  • Establishing a Central Body: Plans to set up a central body to coordinate tourism promotion efforts across provinces.
• Marketing and Brand Management:
  • “Brand Pakistan” Campaign: Aimed at showcasing the country’s tourism potential globally through various mediums like TV travel channels, radio, airlines, travel websites, YouTube, social media, and travel bloggers/influencers (both domestic and international).
  • International Events: Efforts to attract international events to Pakistan to raise its global profile.
• Human Capital Development: Investing in hospitality training, tour guiding, and customer service to enhance the overall visitor experience for all tourists.
• Addressing Challenges: The government and stakeholders are actively working to overcome challenges such as:
  • Security concerns (though vastly improved).
  • Inadequate infrastructure (roads, hotels, facilities).
  • Lack of trained personnel and certification standards in hospitality.
  • Negative media portrayal (which foreign influencers help to counter).

In summary, while foreign influencers have played a crucial role in changing perceptions and generating international interest, Pakistan’s tourism strategy is far more comprehensive, encompassing significant efforts to promote domestic tourism, develop infrastructure, and enhance the overall tourism experience for everyone.