The second three-day Pakistan Tourism, Sports and Family Festival 2026 began in Islamabad today, with Planning Minister Ahsan Iqbal inaugurating the event.

Speaking to the media on the occasion, the Minister said Pakistan has enormous tourism potential, adding that the government is taking active steps to promote the sector and project a positive image of the country internationally.

He described Pakistan as one of the world's most attractive tourist destinations, offering towering mountain peaks, a rich historical heritage, diverse landscapes and scenic coastlines.

Ahsan Iqbal said the country's ancient civilisations, including Mohenjo-Daro and Gandhara, along with its renowned hospitality, cuisine, art and culture, could help establish Pakistan as a unique tourism destination.

He noted that tourism festivals and exhibitions play an important role in strengthening Pakistan's international image.

The Minister said tourism is also a significant source of foreign exchange earnings and can contribute towards achieving the government's economic growth targets under the URAAN Pakistan initiative, which aims to expand the country's economy beyond one trillion dollars by 2035.

Emphasising the importance of providing a positive experience to visitors, Ahsan Iqbal said tourism promotion goes beyond showcasing attractive destinations and requires ensuring quality services and hospitality.

He explained that a tourist's experience begins at the airport and is shaped by interactions with local people, transportation facilities and the treatment they receive in markets and other public places.

He urged the public to develop a tourism-friendly culture, ensuring that every foreign visitor feels welcome and is encouraged to visit Pakistan again.

Ahsan Iqbal expressed confidence that more events of this nature would be organised in the future.

He said the government is making efforts to establish Pakistan among the world's leading tourist destinations over the next two to three years.