This is where extensive marketing comes into play.
The truth is that Pakistan is no longer facing regular terrorist attacks. Violent protests are less frequent than they are in Paris or London - yet the world flocks to these cities. The only time a hotel was targeted in Pakistan was by Al Queda in 2008, during the height of the terrorism against Pakistan.
We need to focus on marketing and changing the narrative so that Pakistan is no longer seen that way. We are starting off on that journey, it'll take years and years to change the perception.