Strategic destination image management: Enhancing Pakistan’s tourism through communication, positive psychology, and digital engagement

This study examines how strategic communication and marketing reshape Pakistan’s destination image, addressing crisis-driven negative perceptions. Using the multi-step model and PERMA theory, it analyzes government policies, social media efforts, and TripAdvisor ratings. Findings show that digital media, influencer marketing, and events enhance branding, with TripAdvisor ratings above 4.0 reflecting success. However, challenges include limited international media outreach, untapped southern tourism potential, and infrastructure gaps. This research integrates crisis communication, digital engagement, and positive psychology, offering insights for researchers and practical recommendations for policymakers to strengthen Pakistan’s global tourism appeal. This research further offers insights for researchers and policymakers to strengthen destination image by adopting different crisis management strategies.