Pakistan Restructures National Tourism Body, KP Approves Major Eco-Tourism Project
Pakistan is implementing a coordinated, two-pronged strategy to revitalize its tourism sector, with major decisions announced at both the federal and provincial levels. The aim is to enhance the country’s global brand while developing sustainable, world-class destinations.
At the federal level, the Cabinet Committee on State-Owned Enterprises (CCoSOEs) has approved a plan to transform the Pakistan Tourism Development Corporation (PTDC) into a lean, right-sized organization. The restructured entity will shift from broad operations to focus on core functions: tourism policy support, intergovernmental coordination, and, most importantly, global marketing and brand development for “Brand Pakistan.”
A New Vision for National Tourism Promotion
Chaired by Finance Minister Senator Muhammad Aurangzeb, the committee directed that the new PTDC operate with a rationalized staff and a revised board to meet modern governance standards. The focus will be on making PTDC the country’s primary face to the world, promoting its diverse attractions internationally. A separate proposal regarding the entity’s funding and the management of its existing assets is to be developed in coordination with the Law Division.
Simultaneously, the provincial government of Khyber Pakhtunkhwa (KP) is driving tangible development on the ground. The provincial Public-Private Partnership (PPP) Committee, chaired by Chief Minister Muhammad Sohail Afridi, has approved the concession agreement for a landmark Integrated Tourism Zone in Thandiani.
Building Destinations: KP’s Thandiani Eco-Tourism Hub
This project, the first of its kind in Pakistan established under a PPP model, aims to transform the healthful hill station of Thandiani into a modern, sustainable eco-tourism hub. The 400-kanal zone will be developed through private investment and is structured into three packages containing 14 potential projects.
These plans include new hotels, service apartments, recreational areas, shopping malls, and amusement parks—designed to cater to tourists of all ages. Officials project the zone will generate at least PKR 23 billion in revenue. Chief Minister Afridi emphasized that this and other integrated zones in the province are flagship projects that must be completed on time, with high quality, and following environmentally friendly principles.
This dual strategy of sharpening the national marketing spearhead while empowering provinces to develop concrete, investment-driven destinations signals a new, cohesive chapter for Pakistan’s tourism ambitions.
