The Audio Long Read From the archive: How western travel influencers got tangled up in Pakistan’s politics
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May 13, 2026 A deep dive into how Western travel influencers surged in Pakistan and why some portrayals sparked suspicion. The story follows well-known vloggers, shifting motives from tourism to politics, and questions about white privilege and unequal access. It also covers state promotion of influencers, confrontations with local critics, and controversies over claims and legal trouble.
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How Cynthia Ritchie's Viral Trailer Sparked Attention
- Cynthia Ritchie moved to Pakistan in 2010 and produced a 2015 trailer showcasing Pakistan's landscapes that went viral domestically.
- The 3.5-minute trailer amassed over two million views and won warm responses from Pakistanis nostalgic for a positive national image.
Influencer Content Served Domestic Nation Branding
- Western influencers produced upbeat content that fed Pakistan's tourism push under Imran Khan and attracted official encouragement.
- Many Pakistanis consumed this content domestically, creating an inverted image-building effect useful to state messaging.
Adventure Vloggers Found Massive Local Audiences
- Eva Zubek and Rosie Gabriel gained huge Pakistani followings by posting scenic vlogs and solo motorcycle tours that highlighted remote regions like Gilgit and Balochistan.
- Zubek's Facebook video alone reached 1.5 million views, and Gabriel later toured Balochistan with official permission.