Global Destination Expo 2025

2025

The Global Destinations Expo 2025, jointly organized by Discover Pakistan TV and PTDC, opened on 1st December 2025 at the Marriott Hotel, Islamabad, attracting significant participation from the international diplomatic community, provincial tourism bodies, private sector stakeholders, and industry associations. This two-day event highlighted Pakistan’s diverse tourism offerings, from historical heritage and cultural festivals to adventure and eco-tourism destinations. The Expo featured dynamic presentations, B2B networking sessions, and interactive showcases of regional tourism attractions, aiming to strengthen collaboration between domestic and international stakeholders. The event culminates on 2nd December 2025 with the 2nd National Tourism Awards Ceremony, recognizing the leading contributors to Pakistan’s tourism sector and their efforts in enhancing the country’s global tourism image. During the Expo, participants engaged in discussions on tourism investment opportunities, sustainable practices, heritage preservation, and digital marketing strategies, positioning Pakistan as a modern, innovative, and culturally rich travel destination. The Expo also provided a platform for sharing knowledge, exploring partnerships, and encouraging youth participation in tourism promotion, underscoring PTDC’s commitment to inclusive and forward-looking tourism development.

NTCB

Tourism is a focused area of the present government. Several initiatives are being undertaken to garner the potential offered by the tourism industry. To develop and enhance coordination with provinces, federal ministries, and private actors, facilitate in the development of policies, strategies, framework, etc, to market and promote tourism potentials nationally and internationally; and capacity building for the provision of quality human resource, the Government has constituted the National Tourism Coordination Board (NTCB). NTCB is mandated to:

Coordinate with provincial, national and international organizations dealing with the tourism sector.

Market and Promote tourism potential of Pakistan.

Facilitate the provinces in developing a regulatory framework for quality standards in the Hospitality sector.

Coordinate national participation in tourism related international expos and events.

Develop synergies amongst provinces and regions.

Provide Technical assistance to provinces to develop institutions in tourism sectors.

As a part of the strategy, the NTCB formulated following thematic working groups to develop strategies and action plans in their assigned specific areas:

Cultural, Heritage & Archaeology Tourism Working Group

ECO Tourism Working Group

Tourism Branding & Marketing Working Group

Regulatory & Policy Reforms Working Group

Religious Tourism Working Group

Investment Promotion Working Group

Infrastructure & Facilitation Working Group

Adventure Tourism Working Group

Trans Himalayan Jeep Rally Working Group