Pakistan's Largest Tourism Festival Launches in Islamabad to Revive Sector
ISLAMABAD – In a landmark move to rejuvenate Pakistan's tourism industry, the Prime Minister’s Coordinator on Tourism, Sardar Yasir Ilyas, announced on Friday that the country's largest-ever Tourism, Sports and Family Festival will commence on Saturday at the Pakistan Sports Complex in Islamabad. This initiative marks a significant step toward revitalizing and mainstreaming the tourism sector after years of neglect, with plans to expand it to other provinces in the future.
A New Chapter for Tourism in Pakistan
Addressing a press conference, Sardar Yasir Ilyas described the mega festival as a first-of-its-kind event in the federal capital, designed to be fully family-friendly with activities catering to children, youth, and tourists from all backgrounds. He emphasized that this festival opens a new chapter for tourism in Pakistan, aligning with Prime Minister Muhammad Shehbaz Sharif's vision to develop tourism into a full-fledged industry. "Pakistan is a peaceful and hospitable country, and our nation is globally known for its unmatched tradition of hospitality," he stated, highlighting the country's immense untapped tourism potential.
Festival Highlights and Activities
The festival will feature a diverse array of attractions, including:
- Food, games, handicrafts, and jewelry stalls showcasing cultures from all four provinces, Gilgit-Baltistan, and Azad Jammu and Kashmir.
- Adventure sports such as paragliding from the Margalla Hills, air ballooning, power gliding, tent pegging, cycling, and a marathon with a prize of Rs 100,000.
- Over 300 vintage cars and classic motorcycles on display, along with rallies, rock climbing, and zip-lining activities for youth and children.
- Participation from top paragliders across the country, flying from Margalla Hills and landing at the Cricket Ground near the Sports Complex, with a dedicated area for photography and spectators.
- Guidance from Pakistan's leading mountaineers in collaboration with the Alpine Club to promote adventure tourism.
Economic and Strategic Initiatives
Managing Director of the Pakistan Tourism Development Corporation (PTDC), Aftab ur Rehman Rana, highlighted that PTDC has launched a national tourism calendar with over 50 events planned across the country. He noted that Islamabad is being developed as a gateway city with strong potential for adventure, sports, medical, recreational, and cultural tourism, which could significantly contribute to economic growth. "This event is aimed at creating public awareness about tourism, culture, and heritage, as tourism already contributes around 5.6 percent to Pakistan's GDP," he added.
Rana further explained that the government has formulated a 10-year National Tourism Strategy, setting a target to increase tourism's contribution to 10 percent of GDP, generating jobs and boosting foreign exchange earnings. The festival will host stalls from PTDC, other departments, women chambers, hotels, tour operators, hospitality institutes, and cultural groups from various provinces and countries.
Collaboration and Future Plans
Joint Secretary of the Ministry of Inter-Provincial Coordination, Amjad Ali Gill, emphasized that the festival reflects strong inter-ministerial collaboration aimed at reviving tourism and sports nationwide. He stated that the Ministry of IPC is fully supporting this initiative to promote healthy activities, youth engagement, and family recreation in a secure environment. Comprehensive security and traffic management arrangements have been finalized, with plans to replicate such events in other cities to ensure inclusive participation from all provinces.
Additionally, diplomats will be engaged to project Pakistan's positive image internationally, and foreign participants will be invited to future events like the Cholistan Rally. The festival is organized jointly with the Ministry of Inter-Provincial Coordination and other partners, with similar events scheduled for other cities and provinces in the coming months.
This festival represents a concerted effort to harness Pakistan's tourism potential, foster cultural exchange, and drive economic development through innovative and family-oriented initiatives.
