Abstract

This research investigates the marketing opportunities by developing tourism in Pakistan. Data were collected
from 2000 households from four districts i.e. Shikarpur, Larkana, Sukkur, and Jacobabad of upper Sindh by
using the simple random technique; a structural questionnaire was design as an instrument tool for measuring the
poverty. It was revealed that better tourism development strategies create employment opportunities for the local
people and reduce poverty in the selected sample districts. It was further revealed that Government should
initiated the some suitable strategies for developing tourism in Pakistan so helps in reducing poverty in selected
areas.

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