Karachi, September 28, 2023: TikTok’s #GhoomoPakistan initiative, launched to showcase
Pakistan’s hidden treasures, rich culture and stunning landscapes, has concluded with resounding
success, amassing a staggering 2.3 billion video views during the two-month long campaign.
The campaign enthralled audiences with exciting content that highlighted travel experiences from all
provinces of Pakistan. As the campaign concludes today on World Tourism Day, TikTok not only
achieved exceptional engagement but also played its part in showcasing Pakistan as a compelling
destination for global travelers.
TikTok launched the #GhoomoPakistan campaign with the objective of advocating responsible
tourism and dispelling myths that have obscured Pakistan’s potential as a tourism hotspot. The core
mission was to unveil lesser-explored travel destinations and spotlight the diverse beauty, history,
culture, and art that Pakistan offers.
TikTok recognized the immense potential in local talent and partnered with four top creators,
providing them the opportunity to explore Pakistan’s most enchanting regions. Rana Hamza Saif
embarked on a journey encompassing Islamabad, Skardu, and Hunza. Zenith, known as “The
Motorbike Girl,” ventured through Islamabad, Neelum Valley, and Arang Kel, while Zernab Shastri
and Minahil Malik delved into the beauty of Swat, Malam Jabba, and Kalam. These creators brought
to life diverse stories from different terrains, capturing breathtaking landscapes along the way.
Additionally, TikTok also partnered with over 15 local travel creators and featured more than 100
creators’ videos that exemplified what Pakistan has to offer as a tourist destination. These creators
shared their journeys through all the provinces of Pakistan, revealing unique routes, undiscovered
treasures, must-try local eateries, and heartwarming stories of the people they encountered along the
way.
As part of the campaign, TikTok introduced a dedicated #GhoomoPakistan travel hub on the platform
that included details of scenic routes, travel tips, hotel recommendations, and a special section
focusing on the rich culinary offerings found across Pakistan. The hub served as a one-stop resource
for travelers seeking to explore the country’s hidden gems.
Saif Mujahid, Head of Content Operations and Marketing for Pakistan at TikTok, said: “TikTok has
fast become the home of entertainment in Pakistan with content comprising various categories. Travel
remains a very popular vertical and we’re excited to see the impact we have been able to create
through our #GhoomoPakistan campaign. We celebrated Pakistan’s diversity and beauty along with
our TikTok community in Pakistan. Moreover, the campaign also underscored the significance of
responsible tourism, cleanliness, respect for local cultural values, and the vital role of sustainable
tourism in preserving the environment and enriching local communities.”
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