London: The Coordinator to Prime Minister on Tourism, Sardar Yasir Ilyas Khan, alongside Pakistan’s High Commissioner to the United Kingdom, Dr. Muhammad Faisal, has inaugurated the Pakistan Pavilion at the World Travel Market 2025 in London.

According to Radio Pakistan, the pavilion showcases various historical artifacts and the cultural diversity of Pakistan, aimed at promoting tourism. The event features participation from all provinces of Pakistan, tourism departments, private sector players, and investors, positioning Pakistan as a focal point of global attention.

During the inauguration, Sardar Yasir Ilyas Khan emphasized the importance of promoting experiences rather than just locations in the travel market. He highlighted Pakistan’s natural beauty and hospitality, from the snow-capped mountains of Gilgit-Baltistan to the beaches of Gwadar. Khan stated that tourism plays a significant role in the national narrative and projects a positive image of the country. He noted that tourism is a key element of economic diplomacy and global branding, which would facilitate attracting foreign investment into Pakistan’s tourism sector.