ISLAMABAD: Representatives from a number of prominent travel and tourism companies from Asia, the Middle East, Africa and Europe are participating in the fourth edition of the Pakistan Travel Mart (PTM) 2025 being held in Islamabad, state media reported on Tuesday.
PTM is Pakistan’s pioneering and largest travel and tourism event, connecting regional and global stakeholders with a focus on inbound, outbound and domestic tourism. Since its inception in 2017, PTM has grown to become a key event for tourism professionals, government representatives and international stakeholders, serving as a platform for networking, knowledge-sharing, and fostering partnerships. Through its trade exhibitions, business matchmaking and conferences, PTM connects local and international businesses, facilitates investments and promotes tourism destinations.
This year, around 250 companies from 18 countries are participating in the three-day event.

“PTM 2025 officially began in Islamabad, showcasing a vibrant blend of cultural performances and interactive sessions. The event, which brought together leading Airlines, Hotels, And Tourism Stakeholders from around the globe, offers a platform to promote both National and International Tourism in Pakistan,” state television, PTV, said in a report on Tuesday. 
“Representatives from a variety of Travel And Tourism Companies from Asia, the Middle East, Africa, and Europe participated in the conference.”

This year’s edition of PTM is being co-hosted by the Trade Development Authority of Pakistan in collaboration with the Pakistan Tourism Development Authority And provincial tourism authorities, focusing on the “theme of bridging cultures and empowering local governments through travel.”
“The event aims to foster economic growth and enhance tourism opportunities globally,” PTV said. 

The PTM 2025 exhibition also opened in Karachi on Friday, with a strong presence from Saudi Arabia, which put up a dedicated pavilion highlighting the Kingdom’s diverse tourism offerings beyond the traditional Hajj and Umrah pilgrimages.
Pakistan was last a prominent tourist destination in the 1970s when the “hippie trail” brought Western travelers through the apricot and walnut orchards of the Swat Valley and Kashmir on their way to India and Nepal.
However, the tourism industry was devastated by a surge in militant attacks after the Sept. 11, 2001, attacks in the United States. Since then, deteriorating security has chipped away at the number of visitors. But as security improved in recent years, the government has moved to attract more tourists, including by loosening travel restrictions and in 2019 announcing visas on arrival to visitors from 50 countries and electronic visas to 175 nationalities.