ISLAMABAD: Pakistan bagged the “Best Partner Pavilion” award at the Travel and Adventure Show 2025 held in New York, where over a dozen Pakistani firms showcased the country’s heritage and tourism potential, state media reported on Sunday.
For over 20 years, the Travel and Adventure Show has connected more than 2.7 million travel enthusiasts and over 16,500 travel advisers with over 5,800 exhibiting companies from around the world, influencing travel bookings worth over $7 billion (Rs25 million), according to the show’s website.
The Trade Development Authority of Pakistan, in collaboration with the Pakistan Tourism Development Corporation and the Pakistani Consulate in New York, organized the Pakistan Pavilion at the two-day Travel and Adventure Show held on Jan. 25-26, which saw participation from around 170 countries and 13 Pakistani firms.
“The Pakistan pavilion, under the banner of the national tourism brand ‘Salam Pakistan’, won the award for ‘Best Partner Pavilion’ at the Travel & Adventure Show 2025,” the state-run Associated Press of Pakistan (APP) reported.
Pakistan’s Ambassador to the US Rizwan Saeed Sheikh highlighted the country’s potential in adventure and religious tourism during the event. He stressed on its rich cultural heritage and the importance of such events in showcasing the country’s diverse tourism offerings to the world.
The chief minister of Pakistan’s northern Gilgit-Baltistan region, Gulbar Khan, also emphasized the exhibition’s importance in showcasing Pakistan’s “breathtaking landscapes” and tourism opportunities, stressing the need for Pakistan’s participation in such events to promote the country’s tourism industry.
Pakistan is home to the ancient Indus Valley and Gandhara civilizations, sacred sites for Sikhs, Hindus and followers of other faiths. It has five of the 14 world peaks over 8,000 meters in its northern region.
Recently, international business publication Financial Times featured Pakistan in its list of 50 must-visit holiday destinations for 2025, citing its “dramatic mountain scenery” and improved security as major tourist attractions.
Additionally, the Gilgit-Baltistan region was also included in CNN’s list of 25 top destinations to visit in 2025. Each year, thousands of tourists and foreign climbers visit the sparsely populated area for expeditions, paragliding, and other sports activities.
To further boost its tourism sector, cash-strapped Pakistan began offering free online visas to citizens of over 120 countries in August 2024.
