Pakistan celebrated World Tourism Day 2025 in Islamabad with the successful hosting of the 3rd Pakistan International Tourism Investment Conference, organized by PTDC in collaboration with Brain Design and Best Western Premier Hotel. The conference, themed “Tourism and Sustainable Transformation”, provided a platform for leaders, policymakers, diplomats, investors, and tourism stakeholders to discuss sustainable tourism growth, investment opportunities, and community-based tourism models. Opening remarks were delivered by Mr. Muhammad Rauf Raja, CEO Brain Design, emphasizing the importance of public-private partnerships in driving tourism-led economic development. Chief Guest Mr. Sardar Yasir Ilyas Khan, National Coordinator to the Prime Minister on Tourism, reaffirmed the government’s vision to position Pakistan as a top global tourism destination. MD PTDC Mr. Aftab ur Rehman Rana delivered a keynote highlighting Pakistan’s sustainable tourism strategy, investment-friendly policies, and initiatives for promoting eco-tourism and heritage tourism. Dr. Muhammad Ali Malik, Deputy Secretary PM’s Youth Programme, presented insights on youth-driven eco-tourism and community engagement. A high-level panel discussion on “The Role of Technology in Environmental Sustainability” brought together experts from the World Bank, FWO, BOI-GB, Lakeshore Resorts, and NLC Aviation, offering actionable strategies for integrating technology into sustainable tourism practices. The Embassy of Indonesia added cultural vibrancy with a traditional musical and dance performance, reinforcing Pakistan’s international tourism collaborations. The event concluded with a shield distribution ceremony, cake cutting, and a group photo, symbolizing a shared commitment to sustainable growth, investment promotion, and the advancement of Pakistan’s tourism sector. The conference underscored Pakistan’s dedication to positioning itself as an environmentally sustainable, culturally rich, and globally competitive tourism hub.