Abstract
Pakistan enjoys weather conditions which are considered appropriate for both sport and tourism. With its diverse landscapes and historical cultural heritage, there are countless opportunities for sports enthusiasts and adventurers from all around the world. Media is vital to creating and marketing sports tourism in Pakistan. By showcasing the beauty of Pakistan's natural landscapes, historical heritage and places, and diverse culture through various media platforms, the country can easily attract a global audience of sports fans. For instance, coverage of sporting events, such as cricket matches, polo tournaments, and jeep rallies, provides a unique glimpse into the country's vibrant sporting culture and natural beauty. Through attractive visuals and compelling narratives, the media has the ability to effectively highlight Pakistan as a desirable sports tourism destination. Consequently, the arrival of tourists will increase, and economic development will be promoted. Therefore, this research focuses on role of media in promoting tourism through sports in Pakistan. This study uses qualitative research technique i.e., interview method. Sample size of 20 respondents has been drawn by using purposive sampling technique comprising of sports journalists, and economic stake holders. Additionally, thematic analysis was applied to further analyze data collected on the basis of themes and sub-themes.
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