Pakistan Elevates Global Tourism Profile with Strong Presence at WTM London 2025
By Tanveer Ahmed :
The Pakistan Pavilion at World Travel Market London 2025 was officially opened by Sardar Yasir Ilyas Khan, Advisor and National Coordinator to the Prime Minister on Tourism, alongside Dr Mohammad Faisal, Pakistan’s Ambassador to the United Kingdom. The inauguration marked the beginning of Pakistan’s active engagement at one of the world’s leading travel trade exhibitions in London.
Their presence signalled the government’s commitment to positioning Pakistan as a competitive and forward-looking destination in the global tourism marketplace.
High-Level Delegation Showcases Diverse Potential
Sardar Yasir Ilyas Khan led a senior delegation that included provincial tourism secretaries, officials from various tourism departments, and prominent representatives from Pakistan’s travel, tour, and hospitality sectors. Together, they presented a comprehensive picture of the country’s tourism landscape highlighting scenic beauty, heritage assets, infrastructure development, and new investment avenues.
The pavilion featured promotional material showcasing Pakistan’s northern mountain ranges, archaeological treasures, coastal destinations, and vibrant cultural traditions. Delegates also emphasised improved connectivity, streamlined visa policies, and a business-friendly environment designed to attract international partners.
Strategic Engagements and Policy Dialogue
During official conferences and bilateral meetings with ministers and tourism leaders including representatives from the host nation, the United Kingdom Sardar Yasir outlined Pakistan’s recent tourism reforms. He spoke about regulatory improvements, facilitation measures, and the expanding role of public–private partnerships (PPP) in developing tourism infrastructure.
Particular attention was given to emerging segments such as medical tourism, adventure tourism, and religious tourism, which are gaining momentum as important pillars of sectoral growth. He highlighted how these segments align with global travel trends focused on experience, wellness, and spirituality.
Growing International Hospitality Investment
Officials noted increasing confidence from global hotel brands operating or expanding in Pakistan. International chains such as Mövenpick Hotels & Resorts, Radisson Hotel Group, Rotana Hotels, and DoubleTree by Hilton have either entered the market or announced expansion plans in recent years.
Their investment reflects a broader vote of confidence in Pakistan’s improving economic outlook and expanding tourism ecosystem.
Economic Contribution and Long-Term Vision
Pakistan’s tourism industry is currently growing at an estimated annual rate of 6–7 percent, contributing approximately USD 14–15 billion to the national GDP. Under the government’s 10-year tourism strategy, authorities aim to raise this contribution significantly over the next decade, targeting up to USD 40 billion in economic impact.
Employment generation is also a key objective. The sector presently supports around 4.7 million jobs, with ambitions to increase that number to between 8 and 9 million within the next five years through expanded infrastructure, hospitality projects, and regional tourism initiatives.
Strong International Interest
Throughout the three-day exhibition, held from November 4 to 6 in London, Pakistan’s pavilion attracted attention from global tour operators, investors, media representatives, and tourism boards. Delegates engaged in scheduled meetings aimed at strengthening international partnerships, increasing inbound tourism, and encouraging foreign direct investment in hospitality and travel services.
With a packed agenda of engagements and strategic discussions, Pakistan’s participation at World Travel Market London 2025 reflects a coordinated effort to enhance its global tourism footprint positioning the country as an emerging destination that blends natural landscapes, cultural depth, and expanding economic opportunity.
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