The Board of Directors of the Pakistan Tourism Development Corporation (PTDC), at its 107th meeting held on 16 September at the PTDC Head Office, welcomed the Federal Government’s decision to strengthen and reposition PTDC as a National Centre of Excellence in Tourism.
The proposed institutional direction represents a shift towards a more policy-oriented and professionally managed national tourism organization. Under the strengthened framework, PTDC is expected to focus on tourism policy support, research and knowledge development, national standards, destination branding and marketing, coordination, and capacity building across Pakistan’s tourism and hospitality sectors.
Briefing the Board, Aftab ur Rehman Rana, Managing Director PTDC, highlighted the strategic role the restructured organization can play in supporting the Federal Government, provincial and regional tourism departments, and private-sector stakeholders. The focus will be on developing a more coordinated, sustainable and competitive tourism environment across the country.
Key areas under the strengthened mandate include improving coordination among federal and provincial governments, territorial administrations and private-sector stakeholders, while facilitating joint initiatives for the promotion and branding of Pakistan as a tourism destination. PTDC will also work towards developing tourism standards and guidelines aimed at supporting quality and consistency across tourism and hospitality services.
Another important area will be the development of a national tourism knowledge and data hub. Such a platform can support research, evidence-based policymaking, tourism planning and informed decision-making. The renewed framework also places emphasis on capacity building and human resource development, particularly in areas of professionalism, skills and service quality.
PTDC is also expected to strengthen Pakistan’s engagement with international and regional tourism organizations, including UN Tourism, while facilitating the adoption of relevant international practices and standards. The organization will further support the Ministry of Inter-Provincial Coordination in implementing tourism-related bilateral agreements and MoUs, with an emphasis on international cooperation and inbound tourism.
Chairing the meeting, Mr. Ahmed Shafiq highlighted PTDC’s longstanding contribution to Pakistan’s tourism development and promotion. Since its establishment in 1970, PTDC has served as a national institution involved in promoting Pakistan’s diverse natural, cultural and heritage attractions. PTDC’s official history identifies its incorporation in 1970 and its principal objective as promoting and developing tourism in Pakistan.
The renewed institutional direction places greater emphasis on coordination, destination marketing, tourism knowledge, research, capacity building and policy support. These areas are also consistent with the broader national tourism coordination framework, which includes coordination among governments and tourism stakeholders, destination promotion, hospitality standards and capacity building.
The restructuring of PTDC reflects an effort to strengthen Pakistan’s national tourism institutional framework and create a more coordinated and knowledge-driven approach to tourism development. With tourism increasingly connected to employment, skills development, cultural exchange and economic activity, the strengthened role of PTDC could provide a platform for greater collaboration among government, industry, education and other tourism stakeholders.
The 107th Board meeting was attended by representatives of tourism departments from all four provinces, Gilgit-Baltistan and Azad Jammu & Kashmir, along with representatives of the Ministry of Inter-Provincial Coordination, the Culture and Heritage Division, independent Board members and senior PTDC officials.
