salam pakistan tourism

The Magnificent Himalayas & Karakoram Ranges

The Fascinating Cultures and Colors of the Land

The Surreal and Enchanting Glory of Nature

The Contrast of Spellbinding Grandeur and Sheer Simplicity

The Most Spritutal and Ancient Places

Pakistan's National Tourism Brand Salam Pakistan by PTDC , launched by Prime Minister of Pakistan.

Click here to Explore PTDC's Official Tourism Facilitation E-Portal

Tourism in Pakistan

The Land Of Adventure And Nature

Mr. Wasi Shah Minister Of State - PTDC

MR. AFTAB UR REHMAN RANA Managing Director - PTDC

Welcome to Pakistan

From the mighty stretches of the Karakorams in the North to the vast alluvial delta of the Indus River in the South, Pakistan remains a land of high adventure and nature. Trekking, mountaineering, white water rafting, wild boar hunting, mountain and desert jeep safaris, camel and yak safaris, trout fishing and bird watching, are a few activities, which entice the adventure and nature lovers to Pakistan.

Pakistan is endowed with a rich and varied flora and fauna. High Himalayas, Karakoram and the Hindukush ranges with their alpine meadows and permanent snow line, coniferous forests down the sub-mountain scrub, the vast Indus plain merging into the great desert, the coast line and wetlands, all offer a remarkably rich variety of vegetation and associated wildlife including avifauna, both endemic and migratory. Ten of 18 mammalian orders are represented in Pakistan with species ranging from the world's smallest surviving mammals, the Mediterranean Pigmy Shrew, to the largest mammal ever known; the blue whale.

The Ministry of Tourism has begun work on launching a "Tourism App" aimed at providing convenience and information to the public. Through this app, tourists will be able to access all the information they desire about various destinations. Minister of State for Tourism, Mr. Wasi Shah, announced this initiative, showing the government's commitment to enhancing the tourism experience for visitors. As the Minister for Tourism in Pakistan, I am taking practical steps to promote tourism and turn Pakistan into a paradise for tourists. The fruits of these efforts will soon reach the tourists, and we are committed to making Pakistan a top tourist destination. Minister of State for Tourism, Mr. Wasi Shah. (October 04, 2023)

Pakistan Tourism Development Corporation (PTDC) along with with its collaborators organized a one day Culture Caravan to Taxila in connection with World Tourism Day, 2023. The participants of Culture Caravan was also given a tour of the archaeological sites there, the 2200- year old University Taxila, UNESCO World Heritage site Jaulian and Gandhara Art and Craft Village Taxila. The Culture Caravan to Taxila was led by State Minister for Tourism Mr. Wasi Shah while Minister for Education and Tourism Baluchistan Dr. Qadar Bakhsh Baloch, Managing Director Pakistan Tourism Development Corporation Mr. Aftab ur Rehman Rana, Ambassadors and Diplomats from different countries, media persons, stakeholders of tourism industry, students and various scholars. The event was organized to explore the rich history of the region and engage with experts to provide insight into the significance of Gandhara Heritage. (September 27, 2023)

Minister of State for Tourism, Mr. Wasi Shah, commended the noble efforts of the Austrian mountaineer Wilhem Stendl, who raised $170,000 for the children of Pakistani porter Muhammad Hasan, who tragically lost his life during the K2 expedition. Minister Wasi Shah expressed his admiration for Wilhelm Stendl's unwavering commitment and stated, "What truly astonished and touched me was that Mr. Wilhelm Stendl, despite not being Pakistani, felt a selfless connection to Muhammad Hasan and his family. He took concrete steps to help them during a time when many others act solely in their own interests. People like Mr. Wilhelm reaffirm my faith in humanity." (September 20, 2023)

Minister of State for Tourism, Mr. Wasi Shah, has stated that the government is taking all possible measures to promote tourism, create employment opportunities for the youth, and achieve significant economic gains through increased tourism activities. The government is also focusing on providing quality education in the field of hospitality and tourism management to students, with the College of Tourism and Hotel Management (COTHM) playing a significant role in this endeavor. Minister Wasi Shah expressed these views during his media interaction at the Kothm Head Office in New Garden Town, Lahore, on Monday. He emphasized the government's commitment to boosting tourism and highlighted the positive role that COTHM is playing in providing education and training in the hospitality sector. (September 18, 2023)

Dubai: The Minister of State for Tourism and Chairman of Pakistan Tourism Development Corporation, Mr. Wasi Shah, visited the exhibition titled 'The North' held in Dubai by ICD Brook Field Palace. The curator of 'The North,' Imad Mian, briefed the Minister Wasi Shah about the event. Minister Wasi Shah appreciated this unique initiative and highly praised the work of artists. He emphasized that this project holds cultural, economic, and global significance for Pakistan. Showcasing Pakistan through photography is a beautiful endeavor. Pakistan's Ambassador to the UAE, Faisal Tirmizi, was also present alongside Minister Wasi Shah during the occasion. (September 14, 2023)

Minister of State for Tourism/Chairman Pakistan Tourism Development Corporation (PTDC) Mr. Wasi Shah Tuesday said that Pakistan and China Year of Tourism celebrations 2023 would pave the way to further enhance the journey to promote the country’s tourism industry. Addressing a ceremony of Pakistan and China Year of Tourism-2023 organized by Pakistan-China Friendship Association - Khyber Pakhtunkhwa Chapter in collaboration with Pakistan Tourism Development Corporation (PTDC), the minister said that the friendship of Pakistan with the brotherly nation of China was stronger than mountains, deeper than oceans and sweeter than honey, whereas Pakistan welcomed its Chinese friends to invest with open arms in the country. (September 06, 2023)

Minister of State for Tourism, Mr. Wasi Shah met with the family of the deceased porter in Skardu, Gilgit-Baltistan, who had tragically lost his life while working. During the meeting, in addition to Hasan's family, officials from the Skardu administration and Assistant Commissioner Shigar, Hamza, were also present. The Minister expressed deep sorrow over Hasan's death and assured that his sacrifice would not be in vain. He pledged the government's full support to Hasan's family, including providing a job for his widow, covering all educational expenses for their three children, and covering all medical expenses for their elderly mother. (September 05, 2023)

Minister for Tourism and PTDC Chairman, Wasi Shah, met with the delegation from the Woking Borough Council, who came from the United Kingdom under the leadership of Mayor Muhammad Elias. Minister for Tourism, Wasi Shah, stated that there are ample opportunities for foreign investment in the tourism industry in the northern regions of Pakistan. By providing modern facilities in these areas, foreign tourists can be attracted. He also mentioned that a theme park for children will soon be established in Skardu. (September 02, 2023)

Minister of State for Tourism/Chairman PTDC, Wasi Shah, presided over a meeting held at the PTDC Head Office today, addressing proposals for the training and welfare of porters in the mountaineering community. The meeting was attended by Managing Director of PTDC, Aftab ur Rahman Rana, Manager (P&P)-PTDC, Sadia Nauman, President of the Alpine Club of Pakistan, Abu Zafar, Deputy Director of the Gilgit Baltistan Tourism Department, Sajid Husssain, accomplished Mountaineer and Alpine Club Member of the Investigation Committee, Rehmatullah, and distinguished Adventure/Tour Operator Qarar Haidri. (August 30, 2023)

Chief Secretary Gilgit-Baltistan, Mohiuddin Ahmad Wani called on the Minister of State for Tourism, Wasi Shah, to engage in an extensive discourse on the captivating allure of Gilgit-Baltistan and the strategic measures essential for the augmentation of tourism within the region. The Chief Secretary Gilgit Baltistan presented a comprehensive overview of Gilgit-Baltistan's tourism landscape to Minister of State for Tourism Wasi Shah. Managing Director PTDC, Aftab ur Rahman Rana was also present on the occasion. (August 23, 2023)

Renowned poet, media person, columnist and recently appointed Minister for State on Tourism and Chairman of PTDC Board of Directors, Mr. Wasi Shah, paid a visit to the Pakistan Tourism Development Corporation (PTDC) Head Office where he assumed the charge of Chairman PTDC. On his arrival he was welcomed by the Managing Director of PTDC, Mr. Aftab ur Rehman Rana. Later MD PTDC gave him a comprehensive briefing on the functions, operations, and role of PTDC as a national tourism organisation. (August 22, 2023)

For booking of Government Rest Houses in Khyber Pakhtunkhwa while travelling to KP, please visit https://booking.kptourism.com/

Pakistan Showcasing its Rich Tourism Potential in World Leading Travel Show - Arabian Travel Mart 2023 Islamabad (1 May 2023): A 25-members’ delegation of Pakistan under the leadership of Mr. Awan Chaudhry, Advisor To Prime Minister on Tourism and Sports is participating in ATM Dubai 2023 from 1st to 4th May to showcase the rich tourism potential of the country. Mr. Awn Chaudhry, Advisor to Prime Minister on Tourism and Sports and Mr. Faisal Niaz Tirmizi, Ambassador of Pakistan in UAE jointly inaugurated Pakistan’s Pavilion at ATM 2023, Dubai. (May 01, 2023)

PTDC is excited to share with you the news that Pakistan has won the award of Best New Exhibitor at the Travel and Adventure Show 2023. This leading trave and tourism expo was recently held at New York,USA from 28 to 29 January. Mr. John, the CEO of Travel and Adventure Show presented the award to Mr. Aftab Rehman Rana, MD of PTDC. In his comments on this occasion, Mr. Rana mentioned that Pakistan's participation in Travel and Trade Show at New York has been highly impactful in terms of response from the public and engagement of all the team members throughout two days of the show. The management of the show highly appreciated it a lot and has awarded Pakistan as the Best New Exhibitor of this year. Mr. Awn Chadhury, Chairman of PTDC and Advisor to PM in Tourism congratulated all the members of Pakistan's delegation including the provincial tourism departments and private sector tour operators for their dedication and commitment. He also highly appreciated the support of team of PTDC, TDAP and Pakistan Consulate General at New York to make all this happen. (January 29, 2023)

Aftab ur Rehman Rana, Managing Director PTDC held a meeting with Mr. Zhang Heqing, Cultural Counsellor, Embassy of The People’s Republic of China in Islamabad to discuss the promotion of bilateral tourism between Pakistan and China. Discussion was held on improving facilitation for the tourists on both sides to enhance people to people contact. Mr. Heqing informed that year 2023 will be celebrated as the year of China-Pakistan Year of Tourism Exchange. In this regard a Gandhara Art Exhibition is already planned at Palace Museum in Beijing to showcase Pakistan’s rich potential of diverse culture and long history. Mr. Rana said, that two brotherly counties need to further enhance cooperation in tourism sector to increase the flow of tourists from both sides which will be greatly helpful in improving the people to people contact between to two counters. He especially emphasized on the need to promote group tours through the registered and licensed tourism operators of both the countries to provide convenient way to enjoy touristic sites through guided tours. He also highlighted the need of Chinese language tour guides in Pakistan for which help is required from Chinese side to arrange special training courses. He also recommended about the opening of Khunjrab Pass for tourist traffic as it provide easy access to the visitors of both the sides. He also shared various other recommendations with the Cultural Counsellor of China in this regard. It was also agreed that a working committee having representatives of both the sides will be formed to make the collaboration in tourism promotion more meaningful and fruitful. (November 24, 2022)

PAKISTAN READY TO SHOCASE ITS RICH TOURISM POTENTIAL AT WORKDL TRAVEL MARK LONDON FROM 7 TO 9 NOVEMBER 2022 03-11-2002 Islamabad: Pakistan is in the final stages of preparation to showcase its rich tourism potential at World Travel Market (WTM) which is scheduled to be held from 7th – 9th November 2022 at Excel London. Managing Director PTDC, Aftab ur Rehman Rana informed that PTDC after the interval of almost 14 years is going to setup an impressive Pakistan Pavilion in WTM London in collaboration with provincial tourism departments and private sector companies. He said, Promotion of Pakistan as a top tourist destination is the prime focus of government of Pakistan. Pakistan is blessed with breath-taking natural beauty, rich culture and heritage and great diversity of landscape offering an un-matched tourism potential. Government of Pakistan aims to enhance the influx of foreign tourists to explore the rich touristic potential of this country and contribute in in the socio-economic development of its people through tourism. He said, World Travel Market (WTM) London is one of the largest international tourism exhibitions which will provides a unique platform to Pakistan to interact with global tourism organizations, top tourism experts and professionals, exhibitors and visitors from a variety of sectors including tourism, hospitality, aviation, transport, travel technology, resort management companies and various other sub-sectors of tourism industry. It is an event of global significance where more than 180 countries come together and showcase their tourism potential under one roof. Pakistan Tourism Development Corporation (PTDC) has put together a high level delegation of 39 members led by Mr. Awn Chaudhry, Advisor to Prime Minister on Tourism & Sports and Chairman PTDC. Delegation also includes Mr. Abdul Khaliq, Tourism Minister - Balochistan, Raja Nasir Ali, Tourism Minister – Gilgit Baltistan, Mr. Faheem Akhtar, Minister for Tourism, Law & Parliamentary Affairs, Government of Azad Jammu & Kashmir (AJK), CEOs and MDs of eight private tour operation and hotel management companies and senior officials from PTDC, AJK, GB, Balochistan, Khyber Pakhtunkhwa and Punjab tourism departments. It is hoped that participation in World Travel Mark London will provide a great opportunity to Pakistan to showcase its rich tourism potential at this global platform and help in develop G2G, B2B and G2B linkages with the leading players of tourism industry. (November 03, 2022)

Rohtas Paintings and Heritage Crafts Exhibition Marks Intl Tourism Day on Sept 27 Celebrating World Tourism Day 2022, an exhibition of paintings and Heritage Crafts from Rohtas Fort – a UNESCO World Heritage Site at PNCA Islamabad was inaugurated today at PNCA. Ms. Fareena Mazhar, Federal Secretary National Heritage and Culture Division, Mr. Youssef Filali Meknassi, Director of UNESCO Pakistan and Ms. Emanuela Benini, Director of Italian Agency for Development Cooperation jointly inaugurated the exhibition. Art works showcasing collection by as many as 13 talented artists from across the country are on exhibit experimented with oil, acrylic and watercolor mediums to promote sustainable and responsible tourism at the World Heritage Site of Rohtas Fort. The event is was organized by Pakistan Tourism Development Corporation (PTDC), Sustainable Tourism Foundation Pakistan (STFP) in collaboration UNESCO Islamabad and Italian Agency for Development Cooperation (AICS), PNCA and Serena Hotels.

Experts discuss challenges, opportunities in Tourism Sector Experts including policy makers, federal and provincial government representatives and heads of various tourism related companies here Monday discussed the challenges as well as opportunities in the tourism sector during the five sessions of National Tourism Conference here Monday. The conference was organized by Pakistan Tourism Development Corporation (PTDC) on the theme “Rethinking Tourism” to celebrate World Tourism Day at Pakistan National Council of the Arts (PNCA). (26th September 2022)

PTDC organized Three-day photography, art exhibition on International Tourism Day. As many as 322 photographs and around 100 paintings were submitted by established and amateur photographers and painters from across the country in the Photography and Painting competition that was displayed at Pakistan National Council of the Arts (PNCA) on September 26, 2022. The competition was organized by Pakistan Tourism Development Corporation (PTDC) to celebrate International Tourism Day 2022. The themes for the competitions included Tourist Attractions of Pakistan, Landscapes, Culture and Life, Adventure Sports and Flora & Fauna. While the painting competition was in two age categories including youth and kid competitions.

Pakistan’s Tourism Potential Highlighted in Myanmar . Pakistan Embassy in Yangon, Myanmar in collaboration with Pakistan Tourism Development Corporation (PTDC) organized a one-day seminar on Tourism Potential of Pakistan at Wyndham Grand Yangon Hotel. (27th July 2022)

The 97th meeting of Pakistan Tourism Development Corporation (PTDC) Board of Directors was held in the head office of PTDC on May 30th. Mr. Awn Chaudhry, Special Advisor to Prime Minister/Minister of Tourism and Sports attended this meeting as special invitee. Managing Director, Aftab Rana, welcomed Mr. Awn Chaudhry and the member of board of directors of PTDC. MD PTDC informed the board members that Pakistan has made a significant improvement on the International Travel and Tourism Development Index by moving up six places as per the latest report released by the World Economic Forum (WEF). (May 31, 2022)

PTDC and World Bank jointly organized workshop on National Tourism Competitive Index for Pakistan Pakistan Tourism Development Corporation (PTDC) and The World Bank (WB) jointly organized a workshop in Islamabad on National Tourism Competitiveness Index (NTCI) for Pakistan. The workshop was attended by relevant federal and provincial stakeholders, private sector, industry experts and the academia. Tourism remains a priority sector for the government and is identified as one of the key drivers of economic growth. (May 23, 2022)

Advisor to PM Aoun Chaudhry visits PTDC after taking charge as Minister of Tourism and Sports. Mr. Aoun Chaudhry has been appointed as advisor to the Prime Minister on Sports & Tourism. On the advice of Prime Minister Shahbaz Sharif, President Dr. Arif Alvi approved the appointment of Awn Chaudhry as his advisor. Aoun Chaudhry’s post will be equal to that of Federal Minister.

Pakistan Tourism Development Corporation (PTDC) joins hands with Silk Road Center to organize International Conference and Art festival on Buddhism in Pakistan. This event is going to be held at PNCA Islamabad on 14 and 15 March 2022. Interested people can get themselves registered at this link: https://buddhisminpakistan.org/

Mr. Azam Jamil, Special Assistant to Prime Minister on Tourism (SAPM) / Chairman PTDC held meeting with the Ambassador of Pakistan to the UAE H.E. Afzaal Mahmood and Head of the Pakistan Pavilion at the Dubai Expo Rizwan Tariq during his visit to Dubai. (March 04, 2022)

Online Consultative B2B Webinar between Tour Operators of Pakistan and China was organized by PTDC to enhance bilateral linkages between two countries. (March 03, 2022)

A Seminar was held at Xenia School of Hospitality on "How to Promote Tourism in Pakistan at International level and introduce the concept of Halal Tourism". Mr Tariq Mehmood, founder Director of Halal Gateways UK gave an informative presentation on Halal Tourism which is now gaining popularity at global level. Mr. Aftab Rana, MD of PTDC was invited as Chief Guest to attend this event. (February 27, 2022)

Mr. Azam Jamil, Special Assistant to Prime Minister on Tourism (SAPM) / Chairman PTDC chaired PTDC's 96th Board of Directors meeting at PTDC Head Office, Islamabad. (February 23, 2022)

Mr. Aftab ur Rehman Rana, Managing Director PTDC, held a meeting with Dr. Kasir, CEO of Discover Pakistan TV to develop a collaborative partnership between the two organisations for the promotion of Tourism in Pakistan. (February 19, 2022)

Mr. Azam Jamil, Special Assistant to Prime Minister on Tourism (SAPM) / Chairman PTDC visited Lahore Fort and appreciated the restoration and conservation efforts of Walled City of Lahore Authority (WCLA). (February 14, 2022)

Winter Sports Festival was successfully held at Ganga Choti, Bagh AJK in collaboration with AJK Winter Sports Association. The festival included activities like Ice and Snow Competitions, Cross Country Ski Marathon, colorful cultural show, Alpine Skiing and Ice Skating performances while the closing ceremony will by followed by prize and medals distribution. (February 12, 2022)

Mr. Azam Jamil, Special Assistant to Prime Minister on Tourism (SAPM) / Chairman Pakistan Tourism Development Corporation (PTDC) visited Peshawar Museum, Gor Gathri and Sethi House Peshawar. Director Archeology, Khyber Pakhtunkhaw gave a detailed briefing to SAPM about Historical Places of Peshawar. (February 09, 2022)

Mr. Aftab ur Rehman Rana, Managing Director PTDC, delivered a presentation on tourism sector performance at President House, Islamabad. He highlighted the significance of tourism and hospitality sector and tourism potential of Pakistan. (February 09, 2022)

Mr. Azam Jamil, Special Assistant to Prime Minister on Tourism & Chairman Pakistan Tourism Development Corporation (PTDC) Called on Chairperson TEVTA Mr. Ali Salman to discuss Skill Set Required in Tourism Industry, Progress on TEVTA Based Centre of Excellence for Tourism & Hospitality at GSTC Murree. The Meeting also Discussed Skill Based Programs, Job Opportunities & Scope for Tourism Sector in Pakistan in Future. Chairperson TEVTA Congratulated Azam Jamil, for joining as SAPM & Assured his full support for Promoting Tourism in Pakistan. (February 02, 2022)

Mr. Azam Jamil, Special Assistant to the Prime Minister (SAPM) for Tourism Coordination / Chairman PTDC called on Prime Minister Imran Khan. Matters related to the promotion of tourism sector in the country were discussed in the meeting. (January 27, 2022)

Managing Director PTDC, Mr. Aftab Ur Rehman Rana attends finals of National Ice Hockey Championship at Ghulkin, Upper Hinza to promote winter tourism in Gilgit-Baltistan. 16 boys and 5 girls teams participated in this event, sponsored by PTDC. (January 24, 2022)

Webinar - Roundtable on Heritage Legislation of Pakistan: Issues, Constraints and Challenges was held at PTDC Head Office, Islamabad. A roundtable discussion was held to review the heritage legislation in Pakistan, explore the potential of heritage tourism and look for the source of funding for heritage. (January 20, 2022)

Mr. Azam Jamil, Special Assistant to the Prime Minister (SAPM) for Tourism Coordination / Chairman PTDC inagurated "Akhuwat School of Hospitality and Tourism". He appreciated the efforts of TDCP and highlighted the significance of tourism and hospitality sector. (January 16, 2022)

Mr. Aftab ur Rehman Rana, Managing Director PTDC, was invited as Guest of Honor in COTHM Islamabad Annual Convocation 2022 at Marriott Islamabad. He appreciated the efforts of COTHM institution and highlighted the significance of tourism and hospitality sector. (January 12, 2022)

Mr. Azam Jamil has been appointed Special Assistant to the Prime Minister (SAPM) for Tourism Coordination. With an illustrious career in the Hospitality and Tourism industry starting with Intercontinental Hotels in the mid-seventies and spanning well over 4 decades, Mr. Azam has been responsible for spearheading some of the key projects and institutions that shape Pakistan’s tourism industry today. (December 31, 2021)

Latest Updates

Honorary Tourism Ambassador for Germany

Promotion of Bilateral Tourism Between China and Pakistan

Pakistan’s Tourism Potential Highlighted in Myanmar

Pakistan’s Participation in New York Travel & Adventure Show 2023

World Travel Martket (WTM) - London (06-08 November 2023)

Validation Workshop on Development of National Tourism Competitiveness Index - NTCI - May 23, 2022

Destinations.

Kaghan Valley

Neelam Valley

Hunza Valley

Tourism is a focused area of the present government. Several initiatives are being undertaken to garner the potential offered by the tourism industry. To develop and enhance coordination with provinces, federal ministries, and private actors, facilitate in the development of policies, strategies, framework, etc, to market and promote tourism potentials nationally and internationally; and capacity building for the provision of quality human resource, the Government has constituted the National Tourism Coordination Board (NTCB). NTCB is mandated to:

Pakistan Tourism Development Corporation (PTDC) was incorporated on March 30, 1970, under the repealed Companies Act 1913 (now the Companies Ordinance, 1984) as a Public Corporation Limited by shares.

PTDC is owned by the Government of Pakistan (99.75% share). The Principal objective of the corporation is to promote and develop tourism in Pakistan.

WHERE TO GO

Khyber Pakhtunkhwa

Balouchistan

Azad Kashmir

Gilgit Baltistan

World travel martket (wtm) - london (07-09 november 2022).

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• Coordinate with provincial, national and international organizations dealing with the tourism sector.
• Market and Promote tourism potential of Pakistan.
• Facilitate the provinces in developing a regulatory framework for quality standards in the Hospitality sector.
• Coordinate national participation in tourism related international expos and events.
• Develop synergies amongst provinces and regions.
• Provide Technical assistance to provinces to develop institutions in tourism sectors.

As a part of the strategy, the NTCB formulated following thematic working groups to develop strategies and action plans in their assigned specific areas:

• Cultural, Heritage & Archaeology Tourism Working Group
• ECO Tourism Working Group
• Tourism Branding & Marketing Working Group
• Regulatory & Policy Reforms Working Group
• Religious Tourism Working Group
• Investment Promotion Working Group
• Infrastructure & Facilitation Working Group
• Adventure Tourism Working Group
• Trans Himalayan Jeep Rally Working Group

Coming Soon

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PM Launches Pakistan’s First Tourism Brand

Prime Minister (PM) Shehbaz Sharif inaugurated the country’s first tourism brand, ‘Salam Pakistan’, and e-portal on Friday, aiming to bolster tourism in Pakistan. Speaking at the launch ceremony in Islamabad, the PM emphasized the country’s potential as a remarkable destination for promoting tourism, culture, and heritage.

During the event, PM Sharif expressed his determination to collaborate with countries known for excelling in tourism, culture, handicrafts, and other areas, encouraging them to showcase Pakistan’s diverse tourism sector. 

The Salam Pakistan brand and e-portal were introduced to display Pakistan’s rich cultural and natural diversity at an international level, attracting tourists from all over the world.

PM Sharif highlighted the abundance of natural resources and scenic beauty in Pakistan’s northern areas, which he believed could be harnessed to boost the country’s economy through tourism opportunities.

The e-Portal features information about the top 20 tourist destinations in Pakistan, including K2, Gwadar, Ziarat Valley, Uch Sharif, Deosai National Park, Kalash Valley, Takht-e-Bahi, Hingol National Park, Shandur Pass, Kambhar Lake, Fairy Meadows, Ratti Gali, Lahore Fort, Makli Graveyard, Derawar Fort, Rohtas Fort, Kumrat Valley, Hunza Valley, and Mohenjo-Daro. 

It provides tourists with guidance on beaches, waterfalls, nature and landscape, festivals, spiritual tourism, and eco-tourism, making it easier for visitors to explore the country’s breathtaking offerings.

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ISLAMABAD – Prime Minister Shehbaz Sharif recently inaugurated a novel initiative aimed at showcasing Pakistan’s captivating tourist destinations to a global audience.

According to state media, the project’s goal is to provide accurate and enticing information about Pakistan’s attractions to international travellers who are keen on exploring the country.

Dubbed “Salam Pakistan,” this tourism brand has been conceived to shape the perception of Pakistan as a welcoming, secure, and delightful destination. It will spotlight a diverse range of tourism spots, from picturesque mountains and lakes to sites of profound cultural, religious, and historical significance. The project will also spotlight the array of culinary offerings, lodging options, transportation modes, and infrastructural amenities that Pakistan offers to its visitors.

During the inauguration ceremony, the prime minister emphasised the abundant natural beauty that graces Pakistan’s northern regions, citing the potential to transform these assets into significant opportunities.

A newly launched electronic portal has been introduced to facilitate tourists, featuring comprehensive information about the country’s top 20 tourist hotspots. These include renowned locations like K2, Gwadar, Ziarat Valley, Uch Sharif, Deosai National Park, Kalash Valley, Takht Bhai, Hingol National Park, Shandur Pass, Kambhar Lake, Fairy Meadows, Ratti Gali, Lahore Fort, Makli Graveyard, Derawar Fort, Rohtas Fort, Kumrat Valley, Hunza Valley, and Mohenjo-Daro.

American tourist describes Pakistan trip 'most surprising one of her life'

The e-portal provides tourists with insights into beaches, waterfalls, natural landscapes, festivals, spiritual journeys, and eco-tourism opportunities.

The Pakistan Tourism Department Corporation (PTDC) revealed that the country’s tourism sector contributed $2.5 billion in revenue during 2022, with projections anticipating this figure to rise to $4 billion within the next four years.

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PTDC and World Bank Conclude Landmark Symposium on Building the Nation Economy Through Tourism

Travel and tourism development index 2024: navigating post-pandemic recovery and sustainable growth, izmir's halal tourism congress: revealing a thriving economic hub, unveiling the transformation: "salam pakistan" tourism brand ignites promising growth in pakistan's travel industry, regenerative vs. sustainable tourism: shaping the future of travel.

The insights gleaned from the ‘Pakistan Tourism Profile 2022’ and the ‘Travel and Tourism Development Index 2021’ paint a multifaceted picture of the industry’s trajectory. Interestingly, the tourism sector has emerged as a pivotal growth engine, contributing a robust 3.7% to Pakistan’s GDP in 2021. While commendable progress has been made in creating a conducive business environment, enhancing safety and security measures, and embracing technological advancements, several key obstacles persist. Urgent and comprehensive reforms are required in critical areas such as health and hygiene standards, human resources development, and the labor market, not only to bolster tourism but also to benefit other industries.

Despite notable efforts to improve conditions directly impacting travel and tourism, issues such as maintaining stable pricing, safeguarding the environment, and addressing the shortfall in air transport and tourist service infrastructure remain unresolved. Although the China-Pakistan Economic Corridor (CPEC) presents a hopeful avenue for rapid infrastructure development, the absence of robust public-private partnerships in the tourism sector hampers progress. Despite Pakistan’s rich reserves of natural and cultural assets, the pace of asset renovation and the introduction of related activities is lagging.

To address these issues the government has taken a historic move to redefine Pakistan’s presence on the global tourism stage and launch its National Tourism Brand, “Salam Pakistan,” on 4 August. https://www.facebook.com/ptdc.pk/videos/258761147017133/ The Prime Minister graced the momentous launch in the presence of hospitality veterans and ambassadors of different countries.

The initiative aims to project Pakistan as a safe, hospitable, and alluring destination, tapping into the vibrant cultures and breathtaking landscapes that dot the nation. The heart of “Salam Pakistan” lies in its mission to showcase the nation’s warmth and friendliness to the world. This initiative has stimulated local and international influencers, and its digital footprints span across platforms such as YouTube, Facebook, Twitter, and Instagram. A masterpiece of lifestyle channels, radio stations, and airlines will also play pivotal roles in this strategy to promote the national tourism agenda.

At the core of it lies an interactive “e-portal,” a virtual gateway that invites tourists to embark on an immersive journey through the country’s cultural tapestry, presented through captivating virtual galleries, videos, and documentaries. This exciting journey is complemented by other elements, including the unveiling of a distinct national identity and an enchanting musical score, both set to captivate audiences in the near future.

The resonance of “Salam Pakistan” extends beyond tourism, echoing through the corridors of economic growth and societal harmony. This branding endeavor promises to nurture a people-friendly image, bridging cultures and traditions to form a unified tapestry that shines locally and globally.

In economic terms, the “Salam Pakistan” initiative is poised to be a catalyst for sustainable growth, driving local employment opportunities and reducing poverty rates. The ripple effect will touch even remote areas, as enhanced transport services and road networks make the inaccessible more reachable. Comfortable accommodations, hygienic dining options, and vibrant shopping scenes are set to flourish, alongside robust telecommunication services that promise to interlace the nation seamlessly.

Simultaneously, Pakistan hosted the Third D-8 Ministerial and Fourth Senior Officials meetings on tourism on August 4-5. Amidst the scenic backdrop of Bhurban, PTDC orchestrated a diplomatic confluence that steered discussions toward enhancing tourism cooperation within the D-8 Member States. The resultant Islamabad Declaration on Tourism Cooperation 2023 emerged as a compass, charting commitments and policy guides for the future. Delegates unanimously commended Pakistan’s gracious hospitality, singling out Awn Chaudhry’s efforts for special praise.

The D-8 meeting will cast a promising shadow on the industry’s future. The meeting’s impact is expected to be multifaceted, encompassing improved visa issuance mechanisms, economic airfares to encourage cross-border visits, and the potential for educational opportunities and training partnerships with D-8 countries like Turkey and Egypt.

To harness the potential of this development, Pakistan must prioritize the cultivation of a qualified and skilled human resource base. This entails designing and implementing targeted skill development programs for the youth, enabling them to meet the industry’s evolving demands. Looking forward, Pakistan’s roadmap includes three crucial dimensions. Firstly, at the national level, a projection of around 70 new hotels over the next seven years highlights the demand for an estimated 1,500 to 2,000 trained professionals annually. To meet this requirement, a comprehensive framework of diverse courses across various institutions is essential to adequately prepare the youth for these opportunities.

Secondly, focusing on regional development, the Middle East and Saudi Arabia, in particular, present a significant avenue for growth. With projections indicating the creation of 50 resorts at the Red Sea by 2030 and the expansion of Saudi Arabia’s hotel sector by an impressive 310,000 rooms under Vision 2030, Pakistan’s provision of skilled workers could lead to substantial remittances. Addressing the shortage of workers in Europe and Canada’s hospitality sectors further underscores the potential for international development, where the provision of an average of 500 skilled workers per year could alleviate unemployment and contribute to much-needed foreign remittances.

In this journey of progress, the government plays a pivotal role in nurturing the sector’s expansion. By channeling funds into diverse educational programs and facilitating skills enhancement initiatives, the government can shape a workforce attuned to the industry’s dynamics. Efforts to upskill existing employees in critical roles, from immigration and transportation to hotel staff, will enhance the sector’s overall competitiveness. Encouraging the younger generation to pursue careers in travel and tourism through various incentives completes the comprehensive approach. As Pakistan steers its travel and tourism sector toward a robust and sustainable future, it capitalizes on the D8 meeting as a catalyst for transformative growth across national, regional, and international dimensions.

As “Salam Pakistan” steps into the spotlight and the echoes of the D-8 meetings resonate, Pakistan embarks on a captivating journey to reshape how it’s seen around the world. Fueled by the power of social media, the appeal of influencers, and an interactive online portal, Pakistan warmly invites curious travelers to explore its diverse beauty. With “Salam Pakistan” blooming, the country weaves a story of hope and growth, highlighting its rich cultures. This effort sparks economic progress, guiding the way to a promising future where Pakistan shines brightly on the global stage of tourism.

This article was also published here

https://www.dailyparliamenttimes.com/2023/08/29/unveiling-the-transformation-salam-pakistan-tourism-brand-ignites-promising-growth-in-pakistans-travel-industry/

https://dailytimes.com.pk/1124904/growth-in-pakistans-travel-industry/?fbclid=IwAR1QqoZrvvPY7Felrl4P1ljjhx1sy9s30QFlKUAq1LpmsTdARj5nzXCe2b8

https://pakobserver.net/salam-pakistan/?fbclid=IwAR2ZD51pbRiFI0vJkVF2xrrHvr1Yp51EnYSKUiSq4ZKVOLLeg-c1WQbox1Y

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Izmir’s Halal Tourism Congress: Revealing a Thriving Economic Hub

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Pakistan Launches First-Ever National Tourism Brand

Peden Doma Bhutia , Skift

August 7th, 2023 at 3:12 AM EDT

Pakistan has launched a national tourism brand — Salam Pakistan, a first for the country that has been grappling with severe challenges, many of which have been on the economic front.

Prior to the Covid-19 pandemic, the travel and tourism industry contributed approximately $15 billion, accounting for 6% of Pakistan’s total gross domestic product (GDP) in 2019.

However, due to the pandemic’s impact, this figure decreased significantly to $11.6 billion, representing 4.4% of GDP in 2020. Additionally, the number of jobs in the tourism sector declined from 3.45 million in 2019 to 3.63 million in 2020.

Pakistan’s vast tourism potential , which includes remarkable attractions like the world’s second-highest mountain and the ancient Indus Valley Civilization and Mohenjo-Daro, has been plagued by security concerns and political instability since the early 2000s.

In recent years, the government has made efforts to revive the tourism economy, and the launch of the Salam Pakistan brand indicates the country’s commitment to promoting its diverse tourism sector.

On the occasion of last year’s World Tourism Day, Pakistani President Arif Alvi underscored the significance of tourism as a crucial generator of foreign exchange earnings, a catalyst for job creation, and a tool for poverty alleviation.

Alvi drew attention to its role in fostering a sense of harmony among people hailing from diverse regions within the country. The president emphasized the necessity of setting clear priorities to fully harness the vast potential of the tourism sector.

The former Prime Minister of Pakistan, Imran Khan, recognized the great potential of tourism during his speech at the World Economic Forum in Davos in 2020.

To facilitate tourism, Pakistan introduced an online visa facility, which was later extended to 191 countries. It is also looking to develop a draft National Tourism Strategy and Action Plan in collaboration with various stakeholders from the public and private sectors.

With the implementation of government policies and measures to promote domestic and international tourism, Pakistan aims to increase the number of visitors by approximately 30% by 2030.

The country is also becoming an attractive investment destination for new hotel developments. Notably, Hilton and Radisson Hotel Group have signed agreements for upscale hotels in the country, with plans to introduce internationally branded accommodations.

As a result of these initiatives, hotels in Pakistan are witnessing substantial growth in terms of occupancy and average rates, and this positive trend is expected to continue in the coming years.

Tags: brand marketing , hilton , pakistan , radisson , tourism marketing

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Prime Minister  Shehbaz Sharif on Friday inaugurated the “Salam Pakistan” brand and “e-Portal” at a ceremony held in Islamabad to promote tourism in Pakistan.

Speaking on the occasion, he said Pakistan is a great place for promoting tourism, culture and heritage.

We will encourage our brotherly countries and the countries, which have excelled in the field of tourism, culture, handcraft and other fields, to come to Pakistan and highlight this diversity of tourism sector, he said.

The prime minister said Pakistan is blessed with great natural resources and scenic beauty all over the northern areas, which can be converted into the great opportunities to promote tourism in the country.

What is Salam Pakistan brand?

The “Salam Pakistan” brand and “e-Portal” will help portray Pakistan’s diversity in tourism at international level and increase tourists’ interest from across the world in this sector.

The portal contains information about the top 20 tourist destinations of Pakistan including K2, Gwadar, Ziarat Valley, Uch Sharif, Deosai National Park, Kalash Valley, Takht Bhai, Hingol National Park, Shandur Pass, Kambhar Lake, Fairy Meadows, Ratti Gali, Lahore Fort, Makli Graveyard, Derawar For, Rohtas Fort, Kumrat Valley, Hunza Valley and Mohenjo-Daro.

It guides the tourists about the beaches and waterfalls, nature and landscape, festivals, spiritual tourism and eco-tourism.

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Home Business First ever ‘National Tourism Brand of Pakistan’ launched by PTDC

First ever ‘National Tourism Brand of Pakistan’ launched by PTDC

Pakistan Tourism Development Corporation has launched First Ever National Brand of Pakistan at PM House Islamabad. Prime Minister of Pakistan – Mian Muhammad Shehbaz Sharif was the chief guest of the ceremony. An impressive national tourism brand is considered an important tool to provide a crucial competitive advantage in the global tourism market. Keeping in view the importance of a National Tourism Brand of Pakistan, “SALAM PAKISTAN” is selected as Tourism Brand for Pakistan.

“SALAM” has different connotations i.e., Salam from Landscapes, Salam from Adventure & Sports, Salam from Wildlife, Salam from Religious Sites, Salam from Food & Festivals, and Salam from Arts & Crafts etc. On the launching ceremony, Awn Chaudhry- Advisor to Prime Minister of Pakistan on Tourism and Sports stated that to promote the soft image of the country worldwide, PTDC has developed a well-coordinated strategic approach for best utilization of the available resources with focus on building the image of Pakistan as one of most tourist friendly countries in Asia. The launching of Tourism Brand for Pakistan is an important step in achieving this goal. The name “SALAM PAKISTAN” is selected as Tourism Brand for Pakistan. “SALAM” represents “Greetings, Welcome, Peace, Respect, Love, Homage, Friendship and Best Wishes”.

Speaking in the inauguration ceremony Honorable Prime Minister of Pakistan- Mian Muhammad Shehbaz Sharif expressed that I visualize the tourism industry to become a catalyst for employment generation and poverty alleviation, investment promotion and above all, building the soft image of our country as a peaceful and friendly country at the global level.

Our government is focused on improving and creating an enabling business environment for tourism and hospitality sector and also highlighting Pakistan’s true image on the world stage. I assure you that I will do my best to take all those steps which are needed to strengthen the performance of this sector. He congratulated Awn Chaudhry Advisor to Prime Minister on Tourism and Sports and PTDC for their tireless efforts to take the lead and launching “Salam Pakistan” as the National Tourism Brand of Pakistan.

The objectives of Tourism Brand of Pakistan includes building the image & perception of Pakistan as a safe, secure, friendly & hospitable nation, promoting Pakistan as an attractive tourist destination, especially for international tourists, projecting recreational,

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Prime Minister Muhammad Shehbaz Sharif will inaugurate "Salam Pakistan" brand and "e-Portal" in Islamabad on Friday to promote tourism in Pakistan.

The brand and portal will help portray Pakistan's diversity in tourism at international level and increase tourists' interest in this sector in the country.

Prime Minister Launches “Salam Pakistan” Brand and “e-Portal” to Elevate Tourism Sector

• August 6, 2023
• 1 minute read

Prime Minister Muhammad Shehbaz Sharif unveiled the “Salam Pakistan” brand and “e-Portal” during a ceremony in Islamabad, marking a significant step towards promoting tourism in Pakistan.

Addressing the gathering, the Prime Minister emphasized the incredible potential that Pakistan holds for tourism, culture, and heritage. He expressed his commitment to encouraging friendly nations and countries renowned for their excellence in tourism, culture, handcrafts, and various fields to explore and showcase the diverse tourism offerings of Pakistan.

Pakistan’s northern regions, adorned with breathtaking natural beauty and abundant resources, were highlighted as key attractions. Prime Minister Shehbaz Sharif emphasized the untapped potential for promoting tourism throughout the country.

The “Salam Pakistan” brand and the “e-Portal” are envisioned as tools to showcase Pakistan’s rich diversity in tourism on the global stage. It is anticipated that these initiatives will pique the interest of tourists from around the world and contribute to the growth of the tourism sector.

The Prime Minister encouraged advisors to engage with foreign counterparts from countries that have excelled in tourism and culture, seeking to learn from their experiences. This collaborative approach is expected to elevate Pakistan’s international standing in the tourism sphere and make the country an increasingly attractive destination for global tourists.

The launch of the “Salam Pakistan” brand and “e-Portal” marks a pivotal moment in Pakistan’s efforts to boost its tourism industry and enhance its recognition on the global stage. It is a positive step towards fostering greater interest among tourists from across the world in exploring the vibrant and diverse landscapes of Pakistan.

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Today's Paper | June 15, 2024

Pakistan declared ‘best performing’ in tourism.

ISLAMABAD: Pakis­tan was the ‘best performing destination’ in terms of tourism during the first nine months of 2023, according to the ‘World Tourism Barometer’ published by the World Tourism Organisation of the United Nations.

Pakistan made a remarkable 92 per cent recovery to pre-pandemic levels in 2023, as the country experienced a 115 per cent surge in foreign tourist arrivals compared to the previous year, signaling a robust comeback post-Covid.

With the recovery reaching 115pc and projections of international receipts reaching $1.3 billion by the end of the year, Pakistan stands as a beacon in tourism resurgence, showcasing its potential on the global stage, Pakistan Tourism Development Corporation Managing Director Aftab Rana said.

He attributed this success to the concerted efforts in tourism promotion. Pakistan actively participated in six major global events to project the tourism potential in the country.

A strategic online outreach, along with launching of the “Salam Pakistan” tourism brand in August 2023, contributed significantly to attracting a diverse range of visitors from across the globe.

Minister of State for Tourism Wasi Shah congratulated the PTDC team and industry partners for the achievement, expressing optimism for a stronger performance in 2024 despite existing challenges. Mr Rana spoke highly of the collaborative efforts of PTDC, provincial tourist departments and private sector operators, emphasising the role of global events in expanding international partnerships.

According to the WTO Tourism Barometer, other leading best performing destinations were Qatar, Saudi Arabia, Serbia, Turkiye and Romania among countries from Europe, Asia-Pacific, Americas, Africa and the Middle East. Egypt and Serbia were at the bottom of the destination countries list.

Key findings of the barometer show international tourism recovered 87pc of pre-pandemic levels in January-September 2023.

An estimated 975 million tourists travelled internationally between January and September 2023, an increase of 38pc over the same months of 2022, though 13pc fewer than in 2019.

International tourism receipts could reach $1.4 trillion in 2023, about 93pc of the $1.5tr earned by destinations in 2019.

These results reflect the strong recovery of demand in 2023. By regions, the Middle East continued to lead the recovery by regions in relative terms, with arrivals 20pc above pre-pandemic levels in the first nine months of 2023. Europe, the world’s largest destination region, reached 94pc of pre-pandemic levels, supported by robust intra-regional demand.

Africa recovered 92pc of pre-crisis visitors during this nine-month period and the Americas 88pc. In Asia and the Pacific, arrivals climbed to 62pc of pre-pandemic levels.

By sub-regions, North Africa (+5pc), Central America (+4pc) and Southern Mediterranean Europe (+1pc) continued to exceed pre-pandemic levels in January-September 2023.

International arrivals are expected to reach 1.3bn overall in 2023, up 33pc over 2022 and almost 90pc of pre-pandemic levels, in line with UNWTO scenarios published in January.

Against this backdrop, international tourism is well on track to fully recover pre-pandemic levels in 2024 despite economic challenges and uncertainty derived from certain geopolitical tensions and conflicts, WTO says.

Published in Dawn, December 30th, 2023

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Prime Minister Muhammad Shehbaz Sharif addresses the launching ceremony of Pakistan’s tourism brand ‘Salam Pakistan

In a solemn investiture ceremony, three Chinese teachers, Huang Guiping, Ding Mufang, and Chen Sai, of Sichuan Normal University were posthumously awarded the Tamgha-i-Pakistan...

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Introducing Salam Pakistan: A Beacon for Tourism in Pakistan

Pakistan has taken a pivotal step in revitalizing its tourism sector with the introduction of “Salam Pakistan,” a groundbreaking national tourism brand. This initiative is a beacon of progress for a nation that has faced numerous challenges, particularly in the economic arena.

The Economic Impact of Tourism in Pakistan

In 2019, before the global health crisis, the travel and tourism sector was a significant contributor to Pakistan’s economy, injecting about $15 billion into the market, which comprised 6% of the nation’s Gross Domestic Product (GDP).

The pandemic, however, caused a noticeable dip in these figures, with contributions falling to $11.6 billion or 4.4% of GDP in 2020, accompanied by a slight decrease in tourism-related employment.

Pakistan’s Untapped Tourism Treasures

Despite setbacks, Pakistan’s tourism potential remains vast and largely untapped, boasting world-class attractions such as the majestic K2 mountain and the historical treasures of the Indus Valley Civilization.

Unveiling Pakistan’s Hidden Gems: A Domestic Tour Guide

Nevertheless, concerns over safety and political uncertainties have overshadowed these attractions since the early 2000s.

Government Initiatives to Boost Tourism

In a bid to rejuvenate this sector, the Pakistani government has launched several initiatives, with the “Salam Pakistan” brand symbolizing a renewed dedication to enhancing and diversifying tourism offerings.

On World Tourism Day last year, President Arif Alvi highlighted tourism’s role in generating income, creating jobs, and alleviating poverty. He called for a strategic approach to unlock the full potential of the tourism industry.

Strategic Developments and Future Prospects

The former Prime Minister, Imran Khan, also acknowledged tourism’s potential at the World Economic Forum in 2020.

Under his guidance, Pakistan improved tourist accessibility by introducing an e-visa system available to 191 countries and began drafting a comprehensive National Tourism Strategy.

The government’s objective is to increase tourist numbers by approximately 30% by 2030. Additionally, the country is gaining traction as an investment hub for hotel infrastructure, with eminent groups like Hilton and Radisson Hotel Group planning upscale developments.

These advancements signal a promising rise in hotel occupancy and rates, with an optimistic outlook for sustained growth in the future.

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Your right to know Saturday, June 15, 2024

Pakistan Travel & Tourism Symposium kicks off at PNCA

June 11, 2024

The symposium themed “Building the National Economy through Tourism” where more than 20 foreign delegates and more than 400 national and international tourism professionals, industry experts, and decision-makers have participated and shared their ideas for development of a future road map for the sustainable growth of tourism industry of Pakistan.

On this occasion, a tourism expo was also been organized to showcase Pakistan’s rich tourism potential and create G2G, B2B and G2B linkages among the industry stakeholders.

This Symposium is designed to explore and enhance critical facets of the tourism sector, with a focus on green investments, improving connectivity, responsible tourism, and the conservation of natural and cultural heritage.

The event aims to foster a transformative dialogue among stakeholders to address pivotal challenges, forge synergies, and capitalize on opportunities in the evolving tourism landscape.

The opening ceremony of the symposium was attended by the as Chief Guest, Chairman Prime Minister’s Youth Programme Rana Mashhood Ahmad Khan, Minister for Culture, Tourism, Antiquities & Archives Sindh Syed Zulfiqar Ali Shah and Additional Secretary Cabinet Division Hammad Shamimi.

Addressing the participants, Chairman Prime Minister’s Youth Program, Rana Mashhood Ahmad Khan said that Pakistan, a land of rich history, diverse culture, and breathtaking natural beauty, offered countless opportunities for travelers, explorers, and adventure-seekers alike.

“From the majestic Karakoram Mountains to the ancient Indus Valley Civilization, our country is a treasure trove of experiences waiting to be discovered” Rana said.

He added that incumbent government was committed to develop tourism sector across the country and also working on different projects in all the provinces to ensure the sustainable and eco-friendly growth of this sector for the socio-economic development and employment generation for the people of Pakistan.

“All these efforts will also greatly help in projecting the soft image of Pakistan at global level as tourist friendly country” he hoped.

He emphasized that there was great potential to engage the youth in the tourism and hospitality sector work force.

He underlined formulating appropriate policy responses was imperative to ensure that the increasing number of youths were offered opportunities for quality education, vocational training, and skilled employment in this sector.

Chairman PM’s Youth Programme also asked the participated experts to recommend its policies that should be implemented to achieve this goal.

Speaking on the occasion Additional Secretary Cabinet Division, Hammad Shamimi said that we were committed to making Pakistan a top tourist destination, adding “Our efforts include improving infrastructure, facilitating connectivity, and fostering a business-friendly environment that encourages investment in the tourism sector”.

Moreover, he said, the government was dedicated to promoting responsible and sustainable tourism practices that preserved natural and cultural heritage for future generations. Earlier, in his opening remarks Managing Director of PTDC, Aftab ur Rehman welcomed all the distinguished guests and said that this gathering represented a vital moment for us, highlighting the crucial role, tourism played in our economic and social landscape.

This sector is not only a vital driver of economic growth but also a powerful catalyst for job creation and poverty alleviation.

He said that we created this platform to initiate a process of dialogue among the stakeholders to shape the future of tourism in Pakistan.

The symposium will surely produce tangible outcomes, including strategic frameworks, policy recommendations, and collaborative initiatives that would greatly contribute to the sustainable growth of the tourism economy in Pakistan, he added.

Furthermore, he said that discussions and collaborations that would take place during this symposium were vital and by promoting responsible tourism practices and fostering innovative solutions, adding “We can ensure that our tourism sector thrives in harmony with our natural and cultural heritage.”

He extended his heartfelt gratitude to the team of PTDC, World Bank Group, and all the partner organizations who were contributing to this important event and thanked all the international and national delegates for sparing time to join us on this important occasion.

Deputy Secretary General ECO, Jandos Asanov in his address extended his heartfelt gratitude to the Government of Pakistan, especially the Pakistan Tourism Development Corporation (PTDC) for inviting their delegation to this important gathering.

He said that Economic Cooperation Organization (ECO) aimed to enhance its Member States’ economies through sustainable development.

The region, with a population of over 500 million and a GDP of nearly 2.5 trillion USD, had immense tourism potential while hosting 86 UNESCO World Heritage sites, including six of them in Pakistan, it attracted around 80 million visitors last year, he added.

Pakistan, he said, was one of the leading destinations among the ECO Member States achieved remarkable results in terms of receipts last year and in the first quarter of 2024 as compared to 2019.

He further stated that in light of the dynamic nature of the tourism sector, it was essential to provide travelers with convenient travel arrangements.

He said long-term investments in tourism infrastructure were crucial to offer suitable travel conditions and diversify accommodation opportunities.

“Apart from national budgets, international investment opportunities also have a significant potential for our region and we have been observing that infrastructure developers such as global hotel chains and airports have shown increased interest in the ECO region,” he added.

He said that Pakistan offered very attractive opportunities for tourism investments, especially for adventure and mountain tourism.

It is pertinent to mention here that the symposium will also witnessed four different panel discussions on various topics.

The first panel discussion was on “Green Investments in Tourism and Hospitality Sector” while the second panel discussion was on “Improving Connectivity, Aviation, Transportation and Visa Facilitation. Similarly, the third panel discussion was on “Responsible Tourism and Conservation of natural and cultural heritage”.

Furthermore, the fourth panel discussion session was on “Tourism products diversification- religious and cultural heritage tourism”. While presentations on New Tourism Products was also part of the event.

The symposium also included a captivating “Tourism Expo,” which provided an opportunity to the participants to explore the rich tourism potential of Pakistan and its provinces through booths and stalls showcasing diverse attractions.

Educational and hospitality training institutes, corporates, and tour operators also presented their contributions to the tourism landscape.

This interactive expo also provided attendees the opportunity to learn about the upcoming tourism events taking place across the country, for institutions to showcase courses, interact with students, and inspire future professionals.

Moreover, COTHM Global, a leading tourism and hospitality training institute also organized a culinary show where students showcased their y art skills.

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