Staff Reporter
Karachi: Pakistan Travel Mart (PTM) and key stakeholders from the tourism and hospitality sectors on Tuesday pledged to strengthen cooperation to facilitate domestic and international tourists and expand tourism’s contribution to Pakistan’s economy.
The commitments were made as PTM signed a series of memorandums of understanding with ERG, South Air, Marriott Hotel and the Sindh Tourism Development Corporation (STDC) in connection with the fifth edition of the Pakistan Travel Mart trade fair, scheduled to be held from April 3 to 5, 2026.
Speaking on the occasion, PTM Chief Executive Officer Syed Muhammad Ali Hamdani said tourism in Pakistan was steadily growing but required deeper public-private partnerships to attract larger numbers of international visitors.
“Through joint efforts, synergy and collaboration among the hospitality sector, logistics providers and tour operators, Pakistan’s tourism industry can be significantly strengthened and its role in the national economy further enhanced,” he said.
Ken Marshall, Chief Operating Officer of Fazle Rabbi Group, said Pakistan possessed immense potential due to its natural landscapes and rich historical heritage, stressing that the development of supporting infrastructure and modern tourist facilities was essential to unlock this potential.
He added that greater investment in tourism would help attract foreign visitors, increase foreign exchange earnings and project a positive image of Pakistan internationally.
Raza Abbas, General Manager of Marriott Hotel, said Pakistan’s hospitality sector continued to improve service standards and international rankings. He emphasised the need for long-term collaboration between tourism and hospitality stakeholders to build a strong and sustainable appeal for foreign tourists.
South Air Deputy CEO AVM (retd) Ijaz Malik highlighted the growing linkage between aviation, hospitality and tourism, noting that improved air connectivity would benefit both tourists and business travellers. He said South Air aimed to make air travel more accessible, efficient and affordable, particularly for underserved regions.
Participants agreed that a coordinated ecosystem involving both the government and private sector was needed to attract investors and promote diverse tourism segments, including adventure, religious, cultural, medical, sports and business tourism.
The upcoming PTM 2026 trade fair is expected to serve as a major platform for industry networking, partnerships and showcasing Pakistan’s tourism potential to local and international audiences.
