PM orders global branding of tourism

ISLAMABAD, Prime Minister Shehbaz Sharif has directed authorities to take immediate and practical steps to brand Pakistan globally as a premier tourist destination. Chairing a high-level meeting on promoting tourism in the country, he said Pakistan holds immense potential for generating foreign exchange through tourism, thanks to its unparalleled natural beauty and rich resources.

The meeting reviewed multiple proposals to systematically boost tourism, including establishing special tourism zones, promoting medical tourism, and enhancing facilities across key tourist sites. The prime minister emphasized that Pakistan’s snow-capped mountains, lush forests, blue rivers, plains, and deserts are comparable to any renowned international destination and must be showcased globally.

The Pakistan Tourism Development Corporation (PTDC) was instructed to lead the initiative, working in collaboration with provincial governments to organize and activate tourism-related activities nationwide. The prime minister also stressed the importance of facilitating access to Pakistan’s tourist spots for international travelers, through a joint strategy between public and private sectors.

Inland tourism was also highlighted, with the PM calling for measures to encourage local travel and exploration. He directed that a comprehensive and sustainable investment plan be formulated for the tourism sector, aimed at strengthening the national economy and creating employment opportunities.

At the end of the session, PM Shehbaz called for all relevant departments to act under a coordinated strategy and implement the vision of making tourism a central pillar of national development without delay.

The meeting was attended by Federal Minister for Information Attaullah Tarar, Federal Minister for Railways Hanif Abbasi, Minister for AJK and Gilgit-Baltistan Affairs Engr Amir Muqam, Minister for National Heritage Aurangzeb Khichi, Adviser Rana Sanaullah, Special Assistant Huzaifa Rehman, and senior officials from relevant institutions.

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