Pakistan has once again demonstrated a strong and unified national presence at ITB Berlin 2026, the world’s largest travel and tourism trade exhibition, which commenced on March 3, 2026, in Berlin.
Pakistan’s participation has been organized by the Pakistan Tourism Development Corporation under the Ministry of Inter-Provincial Coordination (IPC), in collaboration with the provincial tourism departments of Punjab, Sindh, and Gilgit-Baltistan, along with 16 leading private-sector tour operators and hospitality companies. The joint representation reflects a coordinated national effort to position Pakistan as a competitive and emerging tourism destination on the global stage.
The Pakistan Pavilion was formally inaugurated by Mr. Sarwar Hussain, Head of Chancery of the Embassy of Pakistan in Germany. The inauguration underscores the Government of Pakistan’s commitment to strengthening tourism diplomacy and expanding Pakistan’s footprint in the European travel market.
The Pakistan Pavilion highlights the country’s diverse tourism offerings, including mountain and adventure tourism, cultural and heritage tourism, religious tourism, eco-tourism, and emerging investment opportunities in tourism infrastructure. The collective presence of federal and provincial stakeholders, alongside private-sector partners, presents a strong example of intergovernmental coordination and public-private partnership.
Addressing the inaugural ceremony, Ambassador Saqlain Syedah stated, “Pakistan offers a remarkable blend of natural beauty, ancient civilizations, and vibrant cultural diversity. Our participation in ITB Berlin 2026 reflects our commitment to strengthening tourism partnerships and enhancing people-to-people connections between Pakistan, Germany, and the wider European region.”
In his message, Managing Director of PTDC, Aftab ur Rehman Rana, emphasized, “Our presence at ITB Berlin 2026 represents a coordinated national effort to project Pakistan’s soft image globally as a tourism-friendly destination. In collaboration with provincial tourism departments and the private sector, we are presenting Pakistan as a safe, welcoming, and high-potential destination for international tourists and investors.”
Throughout the exhibition, the Pakistani delegation is actively engaged in B2B meetings, networking sessions, and strategic engagements aimed at fostering partnerships with international tour operators, investors, media representatives, and travel organizations. The objective is to boost inbound tourism, attract foreign investment, and explore new avenues of collaboration.
Pakistan’s continued participation in ITB Berlin reflects its long-term strategic commitment to enhancing global tourism linkages, attracting international investment, and positioning the country as a must-visit destination on the world tourism map.
