4th–6th November 2025 | Pakistan at WTM London 2025 – Showcasing Tourism on the Global Stage

2025

Pakistan participated prominently at the World Travel Market (WTM) London 2025, held at the ExCel Exhibition Centre, one of the world’s largest and most prestigious international tourism exhibitions. The event, running from 4th to 6th November, was inaugurated by Sardar Yasir Ilyas Khan, National Coordinator to Prime Minister on Tourism, and H.E. Dr. Faisal, Ambassador of Pakistan to the UK, drawing global attention to Pakistan’s vibrant tourism potential. The 32-member Pakistani delegation, led by Mr. Sardar Yasir, represented both public and private sectors, including provincial tourism authorities from Punjab, Sindh, Khyber Pakhtunkhwa, Gilgit-Baltistan, and leading private tourism enterprises. The Pakistan Pavilion (Stand No. N9-520) showcased high-definition visuals, immersive cultural experiences, and dynamic B2B networking sessions, emphasizing adventure, cultural, and eco-tourism opportunities across Pakistan. MD PTDC Mr. Aftab ur Rehman Rana highlighted Pakistan’s rich tourism inventory and its potential to attract international tourists, while Sardar Yasir emphasized the importance of joint participation in building Pakistan’s tourism brand globally. Thousands of international visitors, tour operators, media professionals, and travel enthusiasts engaged with the pavilion, appreciating Pakistan’s cultural diversity, natural beauty, and modern hospitality infrastructure. WTM London provided Pakistan with an effective platform for international exposure, tourism promotion, and business networking, reinforcing the country’s vision to be a globally recognized tourism destination.

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