PTM, stakeholders to enhance tourism contribution to economy

KARACHI: Pakistan Travel Mart (PTM) and stakeholders of the tourism industry vowed to facilitate local and foreign tourists across the country and enhance the contribution of the national economy through collaboration and partnerships.

PTM signed multiple Memorandums of Understanding (MoUs) with different partners, including ERG, South Air, Marriott Hotel and Sindh Tourism Development Corporation (STDC) in connection with the 5th edition of PTM trade fair to be held on April 3-5, 2026.Syed Muhammad Ali Hamdani, CEO of Pakistan Travel Mart, said that tourism in Pakistan is on the rise; however, stronger partnerships between the government and the private sector are needed to attract more international tourists to different natural, cultural, and heritage sites of country.

“With joint efforts, synergy, and collaboration among the hospitality sector, logistics providers, and tour operators, the tourism sector can be further strengthened and its contribution to the national economy enhanced,” he said.

Ken Marshall, Chief Operating Officer of Fazle Rabbi Group said that Pakistan has immense potential to attract tourists due to its rich natural and historical sites, provided that supporting infrastructure is developed and modern facilities are made available in tourists’ areas.

He added that investment in the tourism sector would help attract visitors from around the world, increase foreign exchange inflows, and build a positive soft image of the country globally.

General Manager Marriott Hotel Raza Abbas said that Pakistan maintained high standards for quality of services in the hospitality sector, which continued to improve its ranking worldwide.

He emphasized that the different sectors of tourism and hospitality should work with collaboration on a long-term basis to provide rather than working separately to build strong attraction for foreign tourists.

AVM Ijaz Malik (retd), Deputy CEO of South Air, emphasised the growing synergy between aviation, hospitality, and tourism, adding that South Air will not only be beneficial for foreign and domestic tourists but will also facilitate local and international business travellers, as our goal is to make air travel accessible, efficient, and affordable for underserved communities across the country.

Stakeholders highlighted that the government and private sector should build an attractive ecosystem for the tourism industry to attract different investors and businessmen, which will further promote tourism in the country, including adventure, business, religious, cultural, healthcare, sports.

Copyright Business Recorder, 2026