Pakistan Showcases Vibrant Tourism Potential at ITB Berlin 2025
By Tanveer Ahmed :
Pakistan made a powerful impression on the global tourism scene at ITB Berlin 2025, the world’s premier travel trade show held in Berlin, Germany.
The country’s participation was a joint effort by the Pakistan Tourism Development Corporation (PTDC), Trade Development Authority of Pakistan (TDAP), and Green Tourism Private Limited (GTPL), with active contributions from provincial tourism departments and the private sector. This collaboration underscored Pakistan’s commitment to promoting its diverse travel destinations on the international stage.
Spanning 100 square meters, the striking Pakistan Pavilion was inaugurated by Her Excellency Saqlain Syedah, Ambassador of Pakistan to Germany, in an impressive opening ceremony. The Commercial Wing in Frankfurt played a pivotal role in organizing and facilitating business interactions, boosting the visibility of the country’s tourism industry in Europe.
A high-level Pakistani delegation consisting of representatives from both public and private sectors — engaged extensively with global travel professionals, showcasing Pakistan’s cultural richness, breathtaking landscapes, and adventure tourism prospects.
The delegation featured 13 private companies, the Sindh Tourism Development Corporation (STDC), the Tourism Department of Gilgit-Baltistan, along with PTDC, TDAP, and GTPL.
Prominent figures at the event included Syed Zulfiqar Ali Shah, Minister for Tourism, Sindh; M. Ghulam Muhammad, Minister for Tourism, Gilgit-Baltistan; and Lt. Gen Sardar Hassan Azhar Hayat, Managing Director of GTPL.
During the inauguration, Ambassador Saqlain Syedah emphasized Pakistan’s enchanting diversity, stating that Pakistan’s participation at ITB Berlin 2025 demonstrates its strong dedication to positioning the nation among the world’s leading travel destinations.
Aftab ur Rehman Rana, Managing Director of PTDC, reaffirmed this vision, describing the country’s presence at ITB Berlin as a strategic step to enhance international visibility and attract more global tourists through partnerships and meaningful collaborations.
Throughout the event, Pakistani delegates took part in B2B meetings, networking sessions, and interactive presentations, fostering international collaborations and investment opportunities in tourism.
A special side event on March 5 is planned to highlight business opportunities and strengthen industry linkages, followed by Pakistan’s participation in the “Cultural Diplomacy” session at CityCube Level 3 | M2, which will spotlight the country’s rich heritage and artistic traditions.
Pakistan’s strong showing at ITB Berlin 2025 built upon its successful participation in previous years, reinforcing its image as a rising global travel destination rich in natural wonders and cultural depth. The Pakistan Pavilion drew enthusiastic responses from trade visitors, tour operators, media, and influencers alike showcasing the growing global interest in exploring Pakistan.
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