REDESIGNING PAKISTAN'S SOFT POWER PROFILE: SYNERGIZING NEW COMPONENTS & CONFIGURING MODERNISED STRATEGIC APPROACH

Abstract

Strategically, Pakistan is situated at the crossroads of Asia and its location makes it a pivotal player in regional and global affairs. Historically, Pakistan is a land of ancient civilizations, where diverse religions, values and cultures have coexisted for centuries. Hence, Pakistan possesses a unique combination of important geostrategic location and inherent potential of tourism that can captivate the world. This study delves to uncover opportunities for Pakistan to amplify its soft power and enhance its global image by leveraging its potential of tourism in all its shapes. Pakistan's distinctive blend of heritage, religious sanctuaries, and geostrategic location create a compelling soft power narrative, enabling it to foster cross-cultural understanding, promote regional cooperation and economic integration. Through a qualitative analysis of Pakistan's multiculturalism, religious tourism, and geostrategic location, this research attempts to assess country's soft power potential. The findings highlight that Pakistan has primarily leveraged its advantageous geostrategic location as a tool of hard power, yielding limited short term dividends, accompanied by significant costs. Meanwhile, country’s tourism industry remains underdeveloped, which means the country is neglecting a vital avenue for cultural exchange and national branding, missing a great chance to show itself in a positive light. However, recent initiatives to promote tourism offers a glimmer of hope, potentially unlocking Pakistan's soft power and redefining its global narrative. The research suggests that, Pakistan can bolster its soft power through nurturing its tourism sector, as well as reimagining and rebranding its important geostrategic location as a component of its soft power.