ISLAMABAD: The 1st National Tourism Awards of Excellence was celebrated with great enthusiasm in Islamabad under the theme “Celebrating Peace through Tourism.” The event was organized by Discover Pakistan and the Pakistan Tourism Development Corporation (PTDC) for World Tourism Day 2024. The awards aim to recognize and promote the significant contributions of individuals and organizations in enhancing the tourism and hospitality sector in Pakistan.
Over 300 attendees, including diplomats, senior government officials, and private sector stakeholders, participated in the event. Awards were presented to those who made notable contributions, evaluated by an independent jury of top professionals in the field through a fair and transparent process.
During the event, the Chief Guest, Minister for Planning Development and Special Initiatives Prof. Ahsan Iqbal, said, “The National Tourism Awards of Excellence showcase the remarkable progress Pakistan is making in tourism and hospitality. On this World Tourism Day, themed ‘Tourism & Peace,’ we recognize tourism’s power in fostering understanding and economic growth. I congratulate all the winners and encourage continued efforts to highlight Pakistan’s rich culture, stunning landscapes, and warm hospitality.”
Pakistan’s Rich Culture
He emphasized Pakistan’s rich heritage, referencing civilizations like Mohenjo-daro and Harappa, and noted that inconsistent policies have hindered the tourism industry’s potential. He highlighted the need for stable policies to transform Pakistan into a prosperous nation and mentioned that recent difficult decisions by Prime Minister Shehbaz Sharif have started to yield positive results.
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The Minister assured government support for the tourism sector and stakeholders, including travel operators, and criticized provincial efforts post-18th amendment. He announced plans to create a National Brand for Pakistan and promote tourism internationally, focusing on improving infrastructure to attract visitors, especially to less developed regions.
The Managing Director of PTDC, Aftab Rana, commended Discover Pakistan HD TV for initiating the awards, stating, “These National Tourism Awards celebrate both individual achievements and the growth of Pakistan’s tourism industry. On World Tourism Day, we reaffirm our commitment to making tourism a vital part of Pakistan’s development.”
He also acknowledged past challenges facing the tourism sector, particularly post-9/11, but noted a positive shift as more tourists are now visiting Pakistan. He highlighted the tourism industry’s crucial role in GDP and the importance of enhancing service quality to attract international visitors, asserting that promoting tourism can combat terrorism.
Rana Mashhood Ahmad Khan, Chairman of the Prime Minister’s Youth Programme, noted a resurgence in foreign investment in Pakistan, emphasizing the need to project a positive image of the country to attract international tourists. He highlighted that Pakistani culture, food, and art are gaining global recognition.
Pakistan’s Beauty, Diversity, Tourism
The CEO of Discover Pakistan HD TV expressed pride in hosting the awards, aligning with the global celebration of World Tourism Day. He reiterated the mission to showcase Pakistan’s beauty and diversity, using tourism as a means of promoting peace and understanding.
World Tourism Day, celebrated on September 27, underscores the importance of tourism in driving economic growth, cultural exchange, and sustainability. In closing, former Governor Punjab Baligh Ur Rehman recognized Pakistan’s vast potential and the government’s commitment to enhancing tourism opportunities swiftly. He praised Dr. Qaiser Rafiq, CEO of Discover Pakistan, for his efforts to promote Pakistan internationally.
This year’s theme, “Tourism & Peace,” highlights the role of tourism in fostering mutual respect and global harmony. The event was organized by Discover Pakistan TV, supported by PTDC, Green Tourism Pvt. Ltd., and provincial tourism departments.
