KARACHI: The Saudi Tourism Authority will be the title partner for Pakistan’s premier tourism expo set to take place in the commercial capital of Karachi next month, the organizers of the event said on Thursday.
The fourth edition of Pakistan Travel Mart, a leading travel trade show, will bring together key stakeholders and partners from both Pakistan and around the world at the Karachi Expo Center from Jan. 31 to Feb. 2, followed by a roadshow in Islamabad on Feb. 4-5.
“This is big news for us,” Adeeba Khalid Jadoon, Chief Marketing Officer of PTM, said as she announced the Saudi partnership. “We are really delighted to have Saudi Arabia as a destination and the Saudi Tourism Authority as our title partner.”
Speaking to Arab News, Jadoon described the partnership as a “breakthrough” that would strengthen bilateral ties between the two countries.
“The way Saudi Arabia has transformed the tourism landscape, no other country has done that,” she said. “And I think it’s doing exceptionally well when it comes to tourism development, projection of it as a tourism destination.”
Jadoon also praised the “fusion of tradition and modernity” in Saudi Arabia’s tourism offerings.
“There is NEOM, which is completely built on a 100 percent technology foundation, very sleek design, very sleek concept,” she said referring to a futuristic region being built in the desert.
NEOM, a Red Sea urban and industrial development nearly the size of Belgium that is meant to eventually house 9 million people, is central to Saudi Arabia’s Vision 2030.
“And if you go toward the AlUla site, it’s a cultural preservation site for the travelers. So, in Saudi Arabia you will find every everyone will find everything for them to experience,” Jadoon added, referring to an ancient Arabian oasis city located in Medina Province, which has become a top tourist site in recent years.
Sophia Al Khawar, Head of Trade and Acting Country Head at the Saudi Tourism Authority, highlighted the wide range of offerings that would be available to Pakistani travelers at the event:
“There are new products for Pakistan. We are supporting you with MICE [Meetings, incentives, conferences, and exhibitions]. We are supporting you with destination weddings, solo travel for women. Saudi has something for everyone ... We host eight World Heritage sites. We have the biggest rave festival of the world. The most sustainable traveling there is, is there.”
Saudi Arabia will feature a dedicated pavilion at PTM 2025, providing attendees with an immersive experience of the Kingdom’s tourism offerings.
“If you wanted to know more about Saudi and what we’re offering you, you have to visit it at the PTM because everybody would get a good glimpse. So, see you at PTM and then see you in Saudi,” Khawar added.
For the first time, PTM will introduce a dedicated Tech Hall, bridging technology and travel to enhance consumer experiences, organizers said. Supported by industry partners like the Pakistan Software Export Board (PSEB) and the Pakistan Software Houses Association (P@SHA), the Tech District will feature technology companies, innovative platforms, and startups within the travel and tourism sector.
This year’s PTM will also feature a Learning Enclave, an interactive space showcasing insights from both local and international travel, tourism, and hospitality experts. The enclave will host talks, panel discussions, case studies, and immersive demonstrations, “transforming traditional learning spaces into dynamic environments designed to maximize engagement and knowledge-sharing,” a press release said.
