Pakistan Represents at UNWTO General Assembly 2025 in Riyadh

2025

Pakistan participated actively in the 26th General Assembly of the United Nations World Tourism Organization (UNWTO), held on 12th November 2025 in Riyadh, Saudi Arabia, under the theme “AI-powered Tourism: Redefining the Future.” The delegation comprised Mr. Zulfiqar Ali Shah, Minister for Tourism & Culture Sindh, MD PTDC Mr. Aftab ur Rehman Rana, MD STDC Mr. Fayaz Ali Shah, and Mr. Ahmed Shafiq, CEO COTHM. The participation highlighted Pakistan’s commitment to embracing innovative and sustainable tourism practices, with a focus on digital transformation, smart tourism solutions, and eco-friendly development. The delegates engaged in high-level discussions on emerging trends in international tourism, AI integration in travel experiences, and strategies for positioning Pakistan as a modern, tourist-friendly destination. The assembly provided an opportunity to network with global tourism leaders, exchange best practices, and explore investment partnerships. Participation also strengthened Pakistan’s global tourism profile and emphasized the country’s role in shaping sustainable and technology-driven tourism strategies in alignment with UNWTO standards tourism as a tool for economic growth, cultural diplomacy, and regional integration.

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