> When we spoke after the meeting, Bukhari talked excitedly about plans to boost tourism. He was impatient when I asked about western influencers. “I think it’s

> When we spoke after the meeting, Bukhari talked excitedly about plans to boost tourism. He was impatient when I asked about western influencers. “I think it’s a silly debate really, it’s irrelevant,” he said. “International bloggers appeal to the international crowd.” Yet despite Bukhari’s claims, there is little dispute that much of the content produced about Pakistan is being consumed by Pakistanis, not the foreign tourists that the state is desperate to attract. “It’s an inverted model of image-building – to convince the people inside the country that Pakistan is good,” argues Ayesha Siddiqa, academic and author of Military Inc: Inside Pakistan’s Military Economy.