(Bloomberg) After a bone-jarring mountain journey, Alan Cameron surveys the snow-capped peaks of Pakistan’s north near the Saiful Maluk lake. “It’s beautiful — well worth the effort,” said the 34-year-old Canadian holidaying in a country better known for terrorism than tourism.
Taking a break from his job as an analyst at Jefferies in London, Cameron’s holiday last month underscores the rekindling of Pakistan’s tourism industry after a sustained military security crack-down, with annual arrivals more than tripling since 2013.
Keen to shed the image that it’s unsafe for visitors, Pakistan has begun a nascent tourism drive and this summer placed adverts across the sides …
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