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Lahore: After weeks of waiting for a visa to a North American country, Farinaz Ahmad, 40, is fed up.
"I can't put my whole vacation plans on hold because of some visa requirement. I am planning alternatives," she said.
The middle-aged housewife, accustomed to holidaying in the East, is among the many hit by newer, tougher visa regulations and the falling state of the rupee, which raises sterling and dollar rates to new levels. The global surge in oil prices also means air fares are rising almost daily.
As a consequence of these factors, more and more Pakistanis are looking Eastward when it comes to holiday plans.
Sri Lanka, Thailand and Malaysia are favourite destinations, given the relaxed visa requirements and the fact that they are seen as destinations that offer high value for money. Dubai remains a popular option, but others prefer to seek something more exotic.
"I took my three kids to Malaysia last winter, and it was fabulous. We stayed at a top notch hotel for a quarter of what it would cost in Europe. There were elephants to ride, dancers and a lot more", said Jamshed Ali, a banker.
The fact that these nations have also set up well-organised tourist websites and are superbly geared for tourism in terms of facilities and services also makes them attractive.
As such, posters are displayed in the offices of almost every travel agent, offering trips to the East. Package tours, which cut costs and eliminate almost all the hassle, are popular.
"More and more people, especially younger travellers or families with young children are opting for the packages, where everything is arranged and pre-paid here. This is especially good for first time travellers, who are otherwise a bit intimidated by the idea of booking hotels, making travel plans, etc in a foreign country," said Shahzia Gul, who works at a travel agency.
The prolonged power cuts being experienced in Lahore, plus muggy weather that has arrived earlier than usual this year, is also tempting people to make a getaway "It's necessary to make a visit to some place that is different. Otherwise one just goes crazy here," said Zubair Dar, a businessman.
With more and more people visiting nations that have become a key global tourist attraction, ideas are also beginning to grow about how tourist potential in Pakistan can be developed.
"I once invested in a hotel, but after visiting Thailand I can see we need much better services to make it work for the budget traveller," said Dar. He also stressed, "the government needs to do more to make Pakistan a popular place."
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