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Pakistan the beautiful Friday, 19 January 2018 Pakistan (The Land of Beauty) After a bone-jarring mountain journey, I surveyed 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 vacation 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 of London’s iconic red buses. Road infrastructure has also been boosted across key holiday regions. Tourists are now returning to areas such as the Swat Valley, a northern region known as the Switzerland of Pakistan. As security improves, annual tour...
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