According to the state-run Associated Press of Pakistan (APP), Prime Minister Shahbaz Sharif on Friday launched a new initiative to advertise Pakistan's tourist destinations around the globe and give prospective visitors to the nation accurate information about them.

The tourist brand, "Salam Pakistan," will concentrate on enhancing the perception of Pakistan as a safe, secure, friendly, and welcoming nation with appealing travel attractions, such as picturesque mountains, lakes, and locations with significant cultural, religious, and historical value.

The project will also emphasize the many cuisines, lodging options, modes of transportation, and infrastructure features that the South Asian nation makes available to travelers.

The prime minister stated during the inauguration event that "Allah Almighty has blessed our country with great natural resources of scenic beauty all over the northern areas, which can be converted into a great opportunity."

A newly launched e-portal to facilitate tourists contains information on top 20 tourist destinations in the country, including K2, Gwadar, Ziarat Valley, Uch Sharif, Deosai National Park, Kalash Valley, Takht Bhai, Hingol National Park, Shandur Pass, Kambhar Lake, Fairy Meadows, Ratti Gali, Lahore Fort, Makli Graveyard, Derawar Fort, Rohtas Fort, Kumrat Valley, Hunza Valley, and Mohenjo-Daro.

"[The e-portal] guides tourists about the beaches and waterfalls, nature and landscape, festivals, spiritual tourism, and eco-tourism," the APP claimed.

The Pakistan tourist Department Corporation (PTDC) estimates that the country's tourist business produced $2.5 billion in income in 2022, with an increase to $4 billion anticipated over the following four years.