Islamabad Hosts High-Level Dialogue on Pakistan’s Tourism Future at PTM Conference
Muhammad Naeem:
Islamabad: Key stakeholders from across Pakistan’s tourism ecosystem gathered at the PTM Conference, held during the 2nd Annual PTM Road Show in Islamabad on April 7–8, to address pressing challenges and unlock opportunities within the country’s tourism sector.
The conference brought together senior representatives from government institutions, provincial tourism departments, travel operators, healthcare, and the aviation sector. The session was moderated by Adeeba Khalid Jadoon, Co-Founder of the Sustainable Destinations Forum, who steered a comprehensive discussion on strengthening Pakistan’s global tourism standing.
The distinguished panel included Mr. Sardar Yasir Ilyas Khan, National Coordinator and Advisor on Tourism to the Prime Minister; Mr. Faisal Ehsan Pirzada, Secretary Tourism Gilgit-Baltistan; Mr. Socrat Aman Rana, Secretary Tourism Punjab; Mr. Feyaz Ali Shah, Managing Director of Sindh Tourism Development Corporation; Brigadier (R) Irfan Akhtar, Secretary of Green Tourism Hotels & Resorts; and Mr. Haroon Naseer, CEO of Maroof International Hospital.
Panelists collectively acknowledged that Pakistan possesses immense untapped tourism potential, ranging from breathtaking natural landscapes and diverse cultural heritage to historical landmarks. However, despite these assets, the country has yet to secure a strong and consistent position on the global tourism map.
A central theme of the discussion was the urgent need for improved inter-provincial coordination. Speakers highlighted that fragmented efforts across provinces often result in inconsistent tourism policies and missed opportunities for unified branding. Strengthening collaboration between federal and provincial authorities was identified as a critical step toward presenting a cohesive image of Pakistan to international audiences.
Policy alignment also emerged as a key priority. Participants stressed that clear, consistent, and investor-friendly policies are essential to attract both domestic and foreign investment in tourism infrastructure. Simplifying regulatory processes and ensuring long-term policy continuity were cited as necessary measures to build investor confidence.
Another major focus of the session was the importance of robust public-private partnerships. Panelists emphasized that the private sector has a vital role to play in innovation, service delivery, and marketing. By fostering stronger collaboration between government bodies and private enterprises, Pakistan can accelerate tourism development and enhance the overall visitor experience.
Additionally, the discussion touched upon the need for sustainable tourism practices, digital promotion strategies, and improved infrastructure, including hospitality services and connectivity. Participants agreed that aligning tourism growth with environmental preservation and community development is essential for long-term success.
The session concluded on a forward-looking note, with all stakeholders expressing a shared commitment to elevating “Brand Pakistan” as a competitive and globally recognized tourism destination. The panel underscored that with coordinated efforts, strategic planning, and effective partnerships, Pakistan has the potential to emerge as a leading destination for international travelers.
The PTM Conference served as a significant platform for dialogue and collaboration, signaling renewed momentum toward transforming Pakistan’s tourism sector into a key driver of economic growth and global engagement.
