Review of Post-COVID-19 Tourism Marketing Partnership Opportunities Between Australia and Pakistan

Abstract

This chapter presents a deliberation on an opportunity for tourism marketing partnership between Australian and South Asia, with a focus on Pakistan. Tourism being the star performing industry across the globe has faced unprecedented crash due to COVID-19. Post-COVID-19 market opening relies heavily on the fundamental option of partnerships between governments and private players. The tourism demand has triggered partnerships between government and private agencies across various countries that have convergence in areas of culture, politics, and economy. Australia and Pakistan are among the countries who do not have geographical proximity, but they enjoy congruence in agriculture-based economy and sports-based entertainment. Moreover, both countries have diverse tourism resources serving travelers in hedonistic, mountain, snow, spiritual, sports, and events. This chapter highlights the types of tourism marketing that could be facilitated in a post-COVID-19 environment between Australia and Pakistan and phases involved in the partnership essential for meeting United Nations SDGs.