On June 30, 2025, Prime Minister Muhammad Shehbaz Sharif highlighted the vast potential of Pakistan’s tourism sector to generate foreign exchange and drive national development. He said that Pakistan, blessed by God Almighty with natural beauty and abundant resources—including snow-capped mountains, lush forests, rivers, plains, and deserts—is no less than any other country in terms of tourism.

The Prime Minister stressed the need to brand Pakistan internationally as a premier tourism destination. He directed the Pakistan Tourism Development Authority (PTDC) to take immediate and practical steps to promote tourism across the country, in collaboration with provincial governments.

He further emphasized the importance of a joint effort between the public and private sectors to facilitate the movement of international tourists. Special focus should also be placed on boosting domestic tourism by attracting local travelers to recreational sites.

The Prime Minister called for sustainable investment in the tourism industry and welcomed suggestions to unlock its full potential. Key proposals included promoting the northern regions, advancing medical tourism, and adopting other innovative initiatives.

The high-level meeting was attended by Federal Minister for Information and Broadcasting Attaullah Tarar, Federal Minister for Railways Hanif Abbasi, Federal Minister for Azad Kashmir and Gilgit-Baltistan Engineer Amir Muqam, Minister for National Heritage Aurangzeb Khichi, Advisor to the Prime Minister Rana Sanaullah, Special Assistant Huzaifa Rehman, and senior officials from relevant institutions.