ISLAMABAD — Pakistan is presenting its tourism potential at ITB Berlin 2026, the world’s leading travel trade exhibition currently underway in Berlin, Germany, with a unified pavilion representing federal and provincial tourism bodies along with private sector partners.
Pakistan’s participation has been organized by the Pakistan Tourism Development Corporation (PTDC) under the Ministry of Inter-Provincial Coordination (IPC), in collaboration with tourism departments of Punjab, Sindh and Gilgit-Baltistan, as well as 16 tour operators and hospitality companies.
The Pakistan Pavilion was inaugurated by senior officials and attended by Pakistan’s Ambassador to Germany, Saqlain Syedah, highlighting the government’s efforts to promote tourism diplomacy and expand Pakistan’s presence in European travel markets.
Showcasing diverse tourism destinations
The pavilion is highlighting Pakistan’s diverse tourism offerings, including mountain and adventure tourism, cultural and heritage sites, religious tourism, eco-tourism and investment opportunities in tourism infrastructure.
Officials say the joint participation reflects coordination between federal and provincial institutions as well as collaboration with the private sector to promote Pakistan’s tourism industry internationally.
Ambassador Saqlain Syedah said Pakistan offers a unique blend of natural landscapes, historical heritage and cultural diversity, adding that participation in ITB Berlin aims to strengthen tourism partnerships and people-to-people connections between Pakistan, Germany and other European countries.
Promoting investment and partnerships
Managing Director PTDC Aftab-ur-Rehman Rana said Pakistan’s presence at the global tourism exhibition represents a coordinated effort to improve the country’s international image as a travel destination.
He noted that collaboration with provincial tourism departments and the private sector aims to present Pakistan as a welcoming destination for tourists and potential investors.
During the exhibition, the Pakistani delegation is holding business-to-business meetings, networking sessions and discussions with international tour operators, investors, media representatives and travel associations to promote inbound tourism.
Officials say Pakistan’s continued participation at ITB Berlin reflects its broader strategy to strengthen global tourism engagement, attract foreign investment and promote the country as a global travel destination.
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