Tourism is a multifaceted industry that is more common in the developed world. Pakistanis located in South Asia, where the tourism industry needs a significant attention. The current study was conducted in 2021 to capture the impact of tourism in Malakand, Swat, Dir, Chitral, Buner and Shangla districts. The study is based on a mixed study method; quantitative data were collected by questionnaire with a sample size of 400 respondents from tourist spots in Malakand, Swat, Dir, Chitral, Shangla and Buner districts of Malakand Division. For the qualitative analysis, a total of 40 interviews with local people were conducted. Convenience sampling was used. The results highlighted the positive effects of tourism in the Malakand Division, which consist of boosting businesses, promoting education, raising awareness, promoting society, creating employment opportunities and promoting a healthy image of the country. Adequate attention is still lacking to develop the tourism industry for economic benefit and to further project Pakistan's healthy image internationally.
Keywords : Tourism, Malakand Division, Malakand, Swat, Dir, Chitral, Buner, Shangla, Gandhara, Development
Authored by :
(1) Naila Alam
PhD Scholar, Department of Pakistan Study Centre, University of Peshawar, KP, Pakistan.
(2) Zahid Anwar
Director, China Study Centre, University of Peshawar, KP, Pakistan.
(3) Farmanullah
Assistant Professor, Pakistan Study Centre, University of Peshawar, KP, Pakistan.
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