ISLAMABAD: Islamabad is gearing up to attract around 150,000 visitors to a three-day tourism, sports and family festival next month, as tourism authorities and the business community join hands to promote domestic tourism, generate commercial activity and create investment opportunities in the hospitality and recreational sectors.
The second Pakistan Tourism, Sports and Family Festival 2026, scheduled for November 6–8 at the Pakistan Sports Complex, will bring together tourism operators, entrepreneurs, sports enthusiasts and families, with organisers seeking to use the event as a platform for business promotion and tourism development.
The initiative follows the signing of a memorandum of understanding (MoU) between the Islamabad Chamber of Commerce and Industry (ICCI) and the Pakistan Tourism Development Corporation (PTDC), aimed at strengthening public-private cooperation and facilitating the festival’s organisation.
Adviser to the Prime Minister on Tourism Sardar Yasir Ilyas Khan, announcing the event at the MoU signing ceremony, stressed the need for coordinated efforts between government institutions and the private sector to unlock Pakistan’s tourism potential and attract international visitors.
He called for greater international exposure and proposed engaging Pakistani diplomatic missions abroad to encourage foreign participation, including international content creators who could help showcase the country’s tourism attractions.
ICCI President Mohammad Zikria Akbar Zia, meanwhile, urged improvements in air connectivity, tourism infrastructure and international marketing, particularly targeting visitors from Arab countries.
He said Pakistan’s tourism potential remained underutilised despite the country’s diverse attractions, including Swat, Chitral, Gilgit and Skardu.
The festival will feature paragliding, rock climbing, tent pegging, hot-air balloon activities, a vintage car show, sporting competitions, cultural performances and traditional food stalls.
Copyright Business Recorder, 2026
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