I have been writing about Pakistan’s presence and participation in different world hospitality and tourism forums where other countries come and showcase themselves in a planned way. Pakistan’s participation in World Dubai Expo 2020 has proved my viewpoint right as the whole world has been introduced to multiple colorful sides of Pakistan with the help of this activity.

The success of Pakistan Pavilion at Dubai Expo has not only brought Pakistani craft to the limelight but also has created business opportunities for Pakistani companies at international level. The spirit of promoting Pakistan at international levels must be continued and all the important expos and trade fares must be explored with the support of the government.

Internationale Tourismus-Börse Berlin (ITB Berlin) is also one such opportunity which must be explored at national level. ITB Berlin is the world’s largest tourism trade fair which takes place annually in March at the Messe Berlin. The companies represented at the fair include hotels, tourist boards, tour operators, system providers, airlines and car rental companies etc.

Government of Pakistan must exploit this activity for the uplift of hospitality and tourism sectors in Pakistan. Tourist operators, food and hospitality companies and other allied organizations must be sponsored and supported big way to participate in the event.

Due to the spread of Covid-19 and lockdowns, the ITB Berlin was not held in 2020 but the next physical ITB Berlin 2022 will be taking place from March 9 to March 13, 2022 and I believe that it is the right time when Pakistan can extend its international presence in the continuation of World Dubai Expo 2020.