Pakistan Travel Mart 2025 Boosts Tourism Engagement with Global Participation in Islamabad and Karachi
By Tanveer Ahmed :
The fourth edition of the Pakistan Travel Mart (PTM) 2025 is underway in Islamabad, bringing together leading tourism stakeholders, airlines, hotel groups, and travel companies from across Asia, the Middle East, Africa, and Europe. State media reported that the three-day event, which began on January 31, has attracted around 250 companies from 18 countries, highlighting Pakistan’s growing role as a regional tourism hub.
PTM, launched in 2017, has established itself as Pakistan’s premier travel and tourism event, connecting local and international businesses, government authorities, and industry professionals. The event provides a platform for networking, knowledge sharing, investment promotion, and business matchmaking. Through trade exhibitions, conferences, and interactive sessions, PTM facilitates partnerships that aim to strengthen inbound, outbound, and domestic tourism in the country.
Showcasing Culture and Tourism Potential
The opening day in Islamabad featured cultural performances, interactive workshops, and presentations highlighting Pakistan’s diverse tourism offerings. Participants explored opportunities in heritage tourism, adventure travel, eco-tourism, and luxury hospitality, emphasizing the country’s potential to attract both regional and international visitors.
The event is co-hosted by the Trade Development Authority of Pakistan in collaboration with the Pakistan Tourism Development Authority and provincial tourism boards. This year’s theme, “Bridging Cultures and Empowering Local Governments Through Travel,” focuses on promoting sustainable tourism development, fostering regional economic growth, and increasing Pakistan’s visibility in the global tourism market.
Expanding International Presence
Alongside Islamabad, PTM 2025 opened simultaneously in Karachi, with a strong international representation. Saudi Arabia featured a dedicated pavilion, showcasing tourism offerings beyond religious travel to include cultural, heritage, and adventure tourism experiences. Other participating countries highlighted their destinations and engaged in business discussions to foster bilateral and regional tourism collaboration.
Reviving Pakistan’s Tourism Industry
Pakistan’s tourism sector, once popular among international travellers on the “hippie trail” through Swat Valley, Kashmir, and northern regions in the 1970s, faced a severe decline due to security challenges after the September 11, 2001 attacks. Over the last decade, improvements in security, infrastructure, and government policy have helped the sector rebound. Notable initiatives include visa-on-arrival programs for visitors from 50 countries and e-visa facilities for 175 nationalities introduced in 2019, making Pakistan more accessible to international tourists.
PTM 2025 reflects this renewed momentum, aiming to promote Pakistan as a safe, vibrant, and diverse tourism destination. The event also underscores the country’s commitment to sustainable development, community engagement, and positioning local governments as key stakeholders in tourism growth.
Looking Ahead
With continued improvements in infrastructure, international collaborations, and strategic marketing, Pakistan Travel Mart is expected to play a pivotal role in accelerating the country’s tourism recovery and future growth. The 2025 edition not only strengthens Pakistan’s international tourism partnerships but also highlights its potential as a competitive player in the global travel industry.
This year, PTM also includes sessions on adventure tourism, eco-tourism, heritage conservation, and hospitality innovation, reflecting a broader strategy to diversify Pakistan’s tourism offerings and attract high-value travellers from around the world.
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