ISLAMABAD: The Pakistan Pavilion at the prestigious World Travel Market (WTM) 2025 in London was formally inaugurated by Sardar Yasir Ilyas Khan, Advisor and National Coordinator to the Prime Minister of Pakistan on Tourism, along with Dr Mohammad Faisal, Ambassador of Pakistan to the United Kingdom.
The inauguration marked Pakistan’s dynamic participation on one of the world’s largest global tourism platforms, setting the tone for a strong representation of the country’s tourism and hospitality potential.
Sardar Yasir Ilyas Khan led a high-level delegation comprising Provincial Tourism Secretaries, representatives from Tourism Departments, and leading travel, tour, and hotel operators of Pakistan. Together, they showcased the diverse tourism offerings, natural beauty, and investment opportunities that Pakistan presents to the global travel and hospitality industry.
In official conferences and bilateral meetings with ministers and dignitaries from several countries — including the host nation, the United Kingdom — Sardar Yasir represented Pakistan and spoke about the government’s new tourism reforms, attractions, and incentives. He emphasized the country’s commitment to public–private partnership (PPP) projects and highlighted the growing focus on medical tourism, adventure tourism, and religious tourism, which are rapidly emerging as key drivers of growth.
He also noted that the confidence of international hospitality brands in Pakistan continues to grow, with Mövenpick Hotel, Radisson Hotel, Rotana Hotel, DoubleTree by Hilton, and several others entering or expanding within the Pakistani market. This trend underscores international trust in Pakistan’s economic and tourism potential.
Currently, Pakistan’s tourism sector is expanding at a steady annual growth rate of 6–7 percent, contributing approximately USD 14–15 billion to the national GDP. With the government’s 10-year tourism vision, the goal is to elevate this figure to USD 40 billion within the next 10–15 years, while increasing employment from 4.7 million jobs today to 8–9 million within the next five years.
Throughout the exhibition, Pakistan’s pavilion attracted substantial attention from international visitors, investors, and media. The delegation highlighted the country’s diverse attractions — from the majestic northern mountains to the vibrant southern coastlines — as well as its rich heritage, cuisine, music, art, and warm hospitality.
The World Travel Market 2025, being held from November 4 to 6 in London, continues to host multiple global engagements. Pakistan’s delegation has a full schedule of meetings with international tourism boards, investors, and industry leaders aimed at strengthening partnerships and advancing Pakistan’s position as a premier global tourism destination.
Copyright Business Recorder, 2025
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