Sustainable Destinations Forum

On February 2nd, 2025, Sustainable Destinations Forum in Karachi hosted the panel ‘Beyond the Logo: Crafting Emotional Connections in Destination Marketing” moderated by Adeeba Khalid Jadoon, CMO of Pakistan Travel Mart. Featured speakers included H.E. Fatou Harerimana, High Commissioner of Rwanda, Christy Ruban Augustin, Acting High Commissioner of Sri Lanka, Bilal Qazi, CMO of Discover Pakistan, and Dr. Omer Ayoub - PfMP? PMP? CAPM? CSPO? Ayoub from Albait Guests. The panel highlighted the importance of sustainability, digital innovation, and storytelling in creating authentic emotional connections for global destinations. #SustainableDestinationsForum #edition1 #DestinationMarketing #SustainableTourism #GlobalDestinations #EmotionalConnections #TourismBranding Pakistan Travel Mart Trade Development Authority of Pakistan Pakistan Tourism Development Corporation (PTDC) Sri Lanka Tourism Development Authority

On February 2nd, 2025, Sustainable Destinations Forum in Karachi hosted a compelling panel titled “Beyond the Logo: Crafting Emotional Connections in Destination Marketing.” Moderated by Adeeba Khalid Jadoon, Chief Marketing Officer of Pakistan Travel Mart, the session featured distinguished leaders from #Rwanda, #Sri Lanka, #Pakistan, and #Saudi Arabia, offering deep insights into how destinations are evolving their marketing strategies to build authentic, emotional connections with travelers. H.E. Fatou Harerimana, Embassy of Rwanda in Pakistan, shared how Rwanda’s tourism branding centers on its iconic gorillas, particularly through the annual Gorilla Naming Ceremony (Kwita Izina), a celebration that underscores the country’s commitment to wildlife conservation. #Rwanda’s approach to tourism focuses on sustainability, conservation, and fostering an emotional connection to the environment, making it a standout destination for eco-conscious travelers. H.E. Fatou highlighted how these values are embedded in the Visit Rwanda campaign, helping build Rwanda’s identity as a destination where visitors can engage in meaningful, responsible tourism that directly supports the protection of its natural heritage. Christy Ruban Augustin, Acting Srilanka High commission Islamabad, also contributed to the discussion, detailing how Sri Lanka’s tourism marketing is shifting to showcase its rich cultural and historical assets beyond its famous beaches. The session also featured Bilal Qazi, Chief Marketing Officer of Discover Pakistan, who elaborated on how digital tools are being used to bring Pakistan’s diverse cultural and natural offerings to a global audience. Dr. Omer Ayoub - PfMP? PMP? CAPM? CSPO? from Albait Guests provided insights into Saudi Arabia’s evolving tourism sector under Vision 2030, explaining how the kingdom is blending modernity with heritage to redefine itself as a global tourism leader. The panel underscored the growing importance of sustainability in tourism marketing. Each destination showcased how they are balancing growth with responsible practices, ensuring that tourism benefits both local communities and the preservation of cultural and natural resources. The conversation also emphasized the role of storytelling, digital innovation, and authentic cultural experiences in fostering emotional connections with travelers. #SustainableDestinationsForum #edition1 #DestinationMarketing #SustainableTourism #GlobalDestinations #EmotionalConnections #TourismBranding Pakistan Travel Mart Pakistan Tourism Development Corporation (PTDC) Trade Development Authority of Pakistan Sri Lanka Tourism Development Authority

Karachi, February 2 2025 – The "Sustainable Tourism Investment Outlook: Unlocking Opportunities Across Borders" panel at the Sustainable Destinations Forum highlighted Pakistan's potential for sustainable tourism investments. The session featured Qureshi Kashif, Executive Director at Ravi Urban Development Authority; Kiran Afzal,Senior Private Sector Specialist at the The World Bank Group Pakistan; Rashid Iqbal, CEO at Pakistan Britain Business Council and Shaan Lashari, Managing Director at Luxus Hospitality Group who discussed key opportunities for eco-friendly tourism developments and global partnerships. The panel explored the importance of resilient infrastructure, technology integration, and regulations to support green tourism. They also highlighted how listing sustainable projects on GEMs could unlock investment capital. Moderated by Imran Khalil Naseer, the discussion stressed the private sector's role in shaping Pakistan’s perception as a sustainable tourism destination and encouraged all stakeholders to take proactive steps toward Green Investments. #SustainableDestinationsForum #edition1 #SustainableTourism #EcoTourism #GreenTourism #SustainableDevelopment #SustainableInvestments Pakistan Travel Mart Trade Development Authority of Pakistan Pakistan Tourism Development Corporation (PTDC) Ravi Urban Development Authority

Karachi, February 2 2025 – The "Sustainable Tourism Investment Outlook: Unlocking Opportunities Across Borders" panel at the Sustainable Destinations Forum provided an in-depth look at the growing potential for sustainable tourism investments, particularly in Pakistan. The session delved into how strategic investments can help foster a greener tourism industry, focusing on practical elements for success and the role of global partnerships in driving the sustainable tourism agenda. The distinguished panel featured Qureshi Kashif , Executive Director of Commercial at Ravi Urban Development Authority, who shared insights into large-scale projects aimed at sustainability, including eco-friendly urban developments that promote responsible tourism; Kiran Afzal, Senior Private Sector Specialist at the The World Bank Group, who spoke about the importance of responsible tourism, resilient infrastructure, and the operations and maintenance of tourism assets as pillars for long-term sustainability; Rashid Iqbal Khan, CEO of Pakistan Britain Business Council, who highlighted the global initiatives driving sustainable investments and their potential for collaboration with Pakistan; and Shaan Lashari, CEO of The Luxus Hotels, who discussed the importance of balancing commercial viability with sustainability and shared real-world examples of risk mitigation strategies to minimize environmental impact. Moderated by Imran Khalil Naseer, Chairman of the Pakistan-UK Business Council (FPCCI), the session also touched upon the need for integrating technology into sustainable tourism projects to enhance efficiency and innovation. Panelists emphasized the importance of effective regulations in supporting the development of a green tourism economy, and discussed how listing sustainable ventures on GEMs (Growth Enterprise Market) Board could help unlock capital for such projects, a step currently lacking compared to other regional countries. The panelists discussed their efforts to promote sustainable tourism, acknowledging the government's role in green tourism infrastructure. They emphasized that Pakistan’s perception as a sustainable destination is in our hands, with the private sector playing a key role. Instead of relying solely on the government, they urged all stakeholders to take proactive steps to drive Green Investment and boost participation in the Green Tourism movement. #SustainableDestinationsForum #edition1 #SustainableTourism #EcoTourism #GreenTourism #SustainableDevelopment #SustainableInvestments Pakistan Travel Mart Trade Development Authority of Pakistan Pakistan Tourism Development Corporation (PTDC)

Karachi, February 1, 2025 – The “Global Flavors, Local Stays: Culinary Tourism and Hospitality as Bridges Between Cultures” panel at the Sustainable Destinations Forum explored the growing importance of culinary tourism. The session featured industry leaders including Erik Wolf, Founder & Executive Director of World Food Travel Association; Bastien Blanc, CEO of Hashoo Group; irfan Hilal Ahmed, CEO of Dreamworld Ltd.& Destination Hotels by Dreamworld; and Peter Martin, COO of Serena Hotels. The discussion focused on the role of food in cultural exchange, the significance of local culinary traditions, and how hospitality can boost tourism while fostering cross-cultural understanding. The session was moderated by Raza Abbas, General Manager of Karachi Marriott Hotel. The session highlighted the potential of culinary tourism in reshaping global travel, driving both sustainable growth and meaningful traveler connections. #SustainableDestinationsForum #edition1 #CulinaryTourism #SustainableTourism #AuthenticExperiences #TravelandCulture Pakistan Travel Mart Trade Development Authority of Pakistan Pakistan Tourism Development Corporation (PTDC)

Karachi, February 1, 2025 – The panel discussion “Global Flavors, Local Stays: Culinary Tourism and Hospitality as Bridges Between Cultures” at the Sustainable Destinations Forum explored the intersection of culinary tourism and hospitality, highlighting how food and travel foster cultural connections on a global scale. Moderated by Mr. Raza Abbas, General Manager of the Karachi Marriott Hotel, the session included insights from industry leaders such as Erik Wolf, Founder & Executive Director of the World Food Travel Association, Bastien Blanc, Chief Executive Officer of Hashoo Group, irfan Hilal Ahmed, CEO of Dreamworld Ltd.and Destination Hotels by Dreamworld, and Peter Martin, Chief Operating Officer of Serena Hotels. The discussion addressed the growing role of food and hospitality in tourism and their combined potential to create meaningful cultural exchange. Experts underscored the importance of integrating local culinary traditions into the hospitality experience, noting how this attracts tourists and enhances cultural understanding. Alongside food, the session highlighted the role of hospitality businesses in providing authentic, welcoming experiences that showcase the unique cultural essence of a destination, from service excellence to local traditions. The conversation also explored the potential for sustainable practices within both culinary tourism and hospitality, stressing the need for businesses to create authentic experiences that respect the environment and local communities. Panelists emphasized that the collaboration between tourism and hospitality stakeholders is essential for using food and authentic hospitality as bridges to deepen cultural connections and enrich the traveler experience. #SustainableDestinationsForum #edition1 #CulinaryTourism #SustainableTourism #AuthenticExperiences #TravelandCulture Pakistan Travel Mart Trade Development Authority of Pakistan Pakistan Tourism Development Corporation (PTDC)

Karachi, February 1, 2025 – “Meet the Ministers: Shaping the Future of Tourism in Pakistan” panel at the Sustainable Destinations Forum highlighted the growing potential of Pakistan's tourism sector. The session featured key speakers including Farid Ahmad Tarar, Secretary for Tourism, Archaeology and Museums Department, Punjab; Bakhtyar Khan, Secretary for Culture, Tourism, Directorate of Archaeology and Museums, KPK; Ghulam Muhammad, Senior Minister for Tourism, Law & Parliamentary Affairs, Government of Gilgit-Baltistan; and midhat shahzad, Additional Chief Secretary, Azad Government of the State of Jammu & Kashmir. The discussion focused on sustainable development, infrastructure, and cultural preservation in Pakistan’s tourism industry, addressing challenges, opportunities, and future initiatives. The session was moderated by Iftikhar Hamdani, Area General Manager of Bahi Ajman Palace & Coral Beach Resort Sharjah - UAE. Lt Gen Hassan Azhar Hayat (R), HI(M), Managing Director of Green Tourism (Pvt) Ltd., delivered the keynote address. The session emphasized Pakistan's immense tourism potential and the government's commitment to shaping its future through innovation and sustainability. #SustainableDestinationsForum #edition1 #ExplorePakistan Pakistan Travel Mart Trade Development Authority of Pakistan Pakistan Tourism Development Corporation (PTDC)

Karachi, February 1, 2025 – “Meet the Ministers: Shaping the Future of Tourism in Pakistan” panel discussions held at the forefront of the tourism industry took center stage at Sustainable Destinations Forum. The session explored the growing potential of Pakistan's tourism sector, offering invaluable insights from key stakeholders shaping the country’s future in global tourism. The distinguished panel featured high-level speakers from various governmental and regional sectors, including Farid Ahmad Tarar, Secretary for Tourism, Archaeology and Museums Department, Punjab; Bakhtyar Khan, Secretary for Culture, Tourism, Directorate of Archaeology and Museums, KPK ; Ghulam Muhammad, Senior Minister for Tourism, Law & Parliamentary Affairs, Government of Gilgit-Baltistan; midhat shahzad, Additional Chief Secretary, Azad Government of the State of Jammu & Kashmir. With a keen eye on the region's rapidly evolving tourism landscape, the panel delved into strategic approaches for sustainable development, infrastructure, and cultural preservation to enhance tourism offerings across Pakistan. Key challenges, opportunities, and future initiatives were also discussed to boost the sector's contribution to the national economy. Iftikhar Hamdani, Area General Manager of Bahi Ajman Palace & Coral Beach Resort Sharjah - UAE, skillfully moderated the session, guiding the conversation through a mix of future projections and practical solutions for growing the tourism industry in Pakistan. The keynote address was delivered by Lt Gen Hassan Azhar Hayat (R), HI(M), Managing Director of Green Tourism (Pvt) Ltd. The session underscored Pakistan’s immense potential as a key destination in South Asia and demonstrated the government's commitment to shaping the future of tourism with strong leadership and an eye towards innovation and sustainability. #SustainableDestinationsForum #edition1 #explorepakistan Pakistan Travel Mart Trade Development Authority of Pakistan Pakistan Tourism Development Corporation (PTDC)

Karachi, 1 Feb 2025 - Sustainable Destinations Forum featured a panel moderated by Umair Jaliawala, Master Trainer, Speaker & Facilitator at Torque Corp, with speakers Mohammad Hanif Rinch, Vice Chairman at Travel Agents Association of Pakistan - TAAP; Dinara Matkurbanova, Co-Founder at Euro Asia Travels; Ahmet Kazanc?, Founder at Mervin Travel; and Sajjad Sardar, Managing Director at Bukhari Group of Companies. The discussion focused on the rise of experiential and community-led tourism, emphasizing how immersive local experiences are reshaping the travel industry. The panel explored the challenges and opportunities in scaling these authentic experiences for global travelers, while preserving cultural integrity. The outcome was a deeper understanding of how local culture can be integrated into modern tourism, driving both sustainable growth and meaningful traveler connections. #SustainableDestinationsForum #edition1 #LocalImmersion #ExperientialTravel #CommunityLedTourism #TourOperations #AuthenticExperiences Pakistan Travel Mart Pakistan Tourism Development Corporation (PTDC) Trade Development Authority of Pakistan

Karachi, 1 Feb 2025 - Sustainable Destinations Forum hosted a thought-provoking panel titled "The New Narrative: Local Immersion and the Transformation of Tour Operations." Moderated by Umair Jaliawala, Master Trainer, Speaker, and Facilitator at Torque Corp, the panel featured insights from key industry leaders: Mohammad Hanif Rinch, Vice Chairman of the Travel Agents Association of Pakistan - TAAP; Dinara Matkurbanova, Co-Founder of Euro Asia Travels; Ahmet Kazanc?, Founder of Mervin Travel; and Sajjad Sardar, Managing Director of Bukhari Group of Companies. The session explored the growing trend of experiential and community-led tourism, where immersive local experiences are revolutionizing the travel sector. As the demand for more authentic, cultural connections rises, the panel examined the opportunities and challenges involved in scaling such experiences for global travelers. A key theme was the balance between cultural preservation and the need to meet increasing global demand. Panelists shared innovative strategies for integrating local culture at the core of modern tourism. Discussions highlighted ways to create sustainable growth in the tourism industry while fostering meaningful, long-lasting connections between travelers and host communities. The conversation underscored the importance of maintaining cultural integrity in the face of a rapidly evolving market, shedding light on how destination managers and tour operators are leading the charge in this transformation. The session provided valuable insights into how the tourism industry can harness local immersion to drive sustainable development, offering a blueprint for future growth in global tourism. #SustainableDestinationsForum #edition1 #LocalImmersion #ExperientialTravel #CommunityLedTourism #TourOperations?#authenticexperiences Pakistan Travel Mart Pakistan Tourism Development Corporation (PTDC) Trade Development Authority of Pakistan