Tourism festival

2026-01-31 - 20:16

THE staging of Tourism, Sports and Family Festival is indeed a significant step in efforts to rejuvenate the tourism sector. Organized at Sports Complex in Islamabad, the event is more than just an opportunity for local entertainment as it sends a clear and compelling message that Pakistan is a peaceful, hospitable country, eager to share its rich cultural diversity and natural beauty with the world. The festival features a diverse range of activities, from food stalls and cultural exhibitions to thrilling adventure sports such as paragliding, air ballooning and rock climbing. Over 300 vintage cars and classic motorcycles are on display, alongside sporting competitions like a marathon and rallies, offering something for every demographic group. This wide variety not only highlights the country’s recreational potential but also gives a glimpse into Pakistan’s untapped tourism assets often underrepresented in international narratives. The city’s scenic vistas, along with the energy of the festival, demonstrated that Pakistan is not only rich in history and culture but also offers exciting and vast opportunities for tourism. The government’s focus on exploiting the tourism potential is a step in the right direction but it requires dedicated and consistent efforts. With plans for a 10-year National Tourism Strategy, the aim is to increase tourism’s contribution to GDP, targeting a rise to 10% over the next decade. The successful conduct of tourism events across the country will go a long way in making tourism a mainstay of economic development. However, while the festival serves as a landmark event, it is crucial that we adopt a holistic, long-term strategy to project our diversity and cultural heritage to the world. Diplomatic channels, particularly our missions and embassies abroad, have a critical role to play in this process. Through sustained and strategic engagement, they can help showcase Pakistan’s welcoming nature, diverse tourism offerings and the richness of its history and landscapes. If the momentum generated by the tourism festival is maintained, Pakistan can establish itself as a leading global tourist destination, turning tourism into a key pillar of economic growth and international cooperation.