Pakistan has once again demonstrated a strong and unified national presence at the world’s largest travel trade exhibition, ITB Berlin 2026, which commenced on March 3, 2026, in Berlin, Germany.
The country’s participation has been organized by the Pakistan Tourism Development Corporation under the Ministry of Inter-Provincial Coordination, in collaboration with provincial tourism departments of Punjab, Sindh and Gilgit-Baltistan, along with 16 leading private-sector tour operators and hospitality companies.
The Pakistan Pavilion was formally inaugurated by Sarwar Hussain, Head of Chancery at the Embassy of Pakistan in Germany, reflecting the government’s commitment to strengthening tourism diplomacy and expanding Pakistan’s footprint in the European market.
The pavilion is highlighting Pakistan’s diverse tourism offerings, including mountain and adventure tourism, cultural and heritage tourism, religious tourism, eco-tourism, and emerging investment opportunities in tourism infrastructure.
Officials said the coordinated participation represents a model of federal-provincial harmony and public-private partnership, aimed at positioning Pakistan as a competitive destination on the global tourism map.
Speaking at the inauguration ceremony, Ambassador Saqlein Syedah said Pakistan offers a remarkable blend of natural beauty, ancient civilizations, and rich cultural heritage. He noted that participation in ITB Berlin 2026 underscores Pakistan’s commitment to promoting tourism partnerships and strengthening people-to-people linkages between Pakistan, Germany, and the wider European region.
Managing Director of PTDC Aftab-ur-Rehman Rana stated in his message that Pakistan’s presence at the exhibition represents a coordinated national effort to project the country’s soft image as a tourism-friendly destination.
He added that, in collaboration with provincial tourism departments and the private sector, Pakistan is being presented as a safe, welcoming, and high-potential destination for international tourists and investors.
During the exhibition, the Pakistani delegation is actively engaging in B2B meetings, networking sessions, and strategic interactions with international tour operators, investors, media representatives, and travel organizations to expand cooperation and promote inbound tourism.
Officials said continued participation in ITB Berlin reflects Pakistan’s strategic commitment to strengthening global tourism linkages, attracting foreign investment, and establishing the country as an essential destination on the international tourism landscape.