Pakistan Travel Mart 2026: Malaysia, Ethiopia showcase tourism potential

KARACHI: Countries including Ethiopia and Malaysia showcased their tourism potential and strengthened engagement with Pakistani stakeholders during the recently Pakistan Travel Mart 2026 (PTM 2026), which concluded on Sunday at the Karachi Expo Centre.

The Ethiopian Embassy in Islamabad, in collaboration with Ethiopian Airlines, presented the “Ethiopian Enclave” at the expo, offering visitors a glimpse into the country’s ancient heritage, diverse landscapes, and vibrant culture.

The Ethiopian pavilion received a high-profile reception, attended by key Pakistani officials including Sardar Yasir Ilyas Khan, Coordinator to the Prime Minister on Tourism, and Aftab ur Rehman Rana, Managing Director of the Pakistan Tourism Development Corporation.

Visitors experienced traditional Ethiopian coffee ceremonies while exploring opportunities for bilateral collaboration in tourism and hospitality. The enclave attracted strong interest from Karachi residents, travel agencies, and media, positioning Ethiopia as an emerging destination for Pakistani tourists. The enclave remained open to visitors throughout the three-day event, concluding on Sunday.

Meanwhile, Tourism Malaysia concluded a successful participation at the exhibition, reaffirming its commitment to expanding tourism cooperation with Pakistan. The Malaysia Pavilion drew significant attention from travel trade representatives, media, and visitors through business meetings, destination briefings, and cultural performances.

The initiative also aimed to boost travel flows under the upcoming Visit Malaysia 2026 campaign. Senior officials from Tourism Malaysia actively engaged with stakeholders, highlighting Pakistan as an important market in Malaysia’s regional tourism strategy.

Copyright Business Recorder, 2026