ISLAMABAD: Pakistan’s tourism potential, cultural diversity and adventure attractions took centre stage on Friday as representatives of several countries, provincial tourism departments and private-sector stakeholders gathered in Islamabad for the three-day Pakistan Tourism, Sports and Family Festival 2026.
اسلام آباد میں پاکستان ٹورزم، سپورٹس اینڈ فیملی فیسٹیول کا آغاز ہو گیا ہے۔ تفصیلات صدف افضل سے۔ https://t.co/LzTnkzJJkx
— PTV News (@PTVNewsOfficial) November 6, 2026
The festival, which opened at the Islamabad Sports Complex, has brought together members of the diplomatic community, government officials, tourism professionals, families and visitors to showcase Pakistan as a diverse tourism destination while promoting international cultural exchange.
Organised under the leadership of the Ministry of Inter-Provincial Coordination (IPC), with the Pakistan Tourism Development Corporation (PTDC) as the lead implementing agency, the event builds on the public response to its inaugural edition.
Countries showcase cultural heritage and tourism attractions
Diplomatic missions participating in the festival have established stalls showcasing their respective countries’ cultural heritage, tourism destinations, traditions and cuisines, providing visitors with an opportunity to experience different cultures under one roof.
The provincial tourism departments of Punjab, Sindh, Khyber Pakhtunkhwa and Balochistan, along with Gilgit-Baltistan and Azad Jammu and Kashmir, are also presenting their regional attractions.
Read Also: Islamabad’s Folk Festival Brings Pakistan’s Rich Culture to Life
PTDC and private tourism companies are participating in the national-level initiative aimed at encouraging domestic travel and strengthening Pakistan’s international tourism profile.
Adventure sports, food and family attractions
Adventure tourism emerged as one of the major attractions on the opening day, with visitors enjoying a range of recreational activities and displays.
Key attractions at the festival include:
- Adventure activities: Paragliding, paramotor flying, hot air balloon rides and horse riding.
- Vehicle displays: Heavy bike and car shows attracting enthusiasts and families.
- Cultural showcases: International diplomatic stalls and provincial pavilions displaying traditions, handicrafts and regional lifestyles.
- Food and shopping: Traditional Pakistani cuisines, renowned brands and handicrafts made by women artisans and craftspeople.
- Children’s activities: A dedicated play and activity area for young visitors.
- Medical tourism: A special zone featuring private hospitals, healthcare institutions, diagnostic laboratories and medical service providers to promote Pakistan’s healthcare and wellness tourism potential.
Read Also: Women Drive New Momentum in Pakistan’s Tourism Revival
Ahsan Iqbal calls for unified tourism strategy
The inauguration ceremony was attended by Pakistan’s Minister for Planning, Development and Special Initiatives Ahsan Iqbal, Prime Minister’s Coordinator for Tourism Sardar Yasir Ilyas Khan, members of the diplomatic community and PTDC Managing Director Aftab-ur-Rehman Rana.
Speaking to the media after visiting the festival stalls, Ahsan Iqbal said Pakistan offered vast opportunities for tourism, while the hospitality of its people distinguished the country internationally.
پاکستان ٹورازم، اسپورٹس اینڈ فیملی فیسٹیول کے افتتاح کے موقع پر میڈیا سے گفتگو کرتے ہوئے میں نے واضح کیا کہ پاکستان قدرتی حسن، شاندار ثقافت اور دنیا کی بہترین مہمان نوازی سے مالامال ملک ہے؛ اس بے پناہ پوٹینشل سے بھرپور فائدہ اٹھانے کے لیے ہمیں ایک مؤثر حکمتِ عملی کے تحت پاکستان کو دنیا بھر میں ایک متحد سیاحتی منزل (Unified Tourism Destination) کے طور پر برانڈ کرنا ہوگا۔ 2035 تک ملکی معیشت کو 1 ٹریلین ڈالر تک لے جانے کے قومی وژن میں سیاحت کا شعبہ ریڑھ کی ہڈی کی حیثیت رکھتا ہے، جس سے اربوں ڈالر کی معاشی سرگرمیاں اور روزگار کے وسیع مواقع پیدا ہو سکتے ہیں؛ وفاق اور صوبوں کے درمیان مضبوط کوآرڈینیشن کے ساتھ سیاحت اور کھیلوں کے ایسے فیسٹیولز نہ صرف خاندانی تفریح کا ذریعہ ہیں بلکہ ایک پرامن، متحرک اور معاشی طور پر مستحکم پاکستان کے روشن مستقبل کی علامت ہیں۔
#TourismPakistan #SportsAndFamilyFestival #Hospitality #TrillionDollarEconomy #Vision2035 #BrandPakistan #ProvincialCoordination #EconomicGrowth #URAANPakistan
— Ahsan Iqbal (@betterpakistan) November 6, 2026
He said the government was committed to developing the tourism sector and presenting Pakistan to the world as a unified tourism destination.
The minister said the country was blessed with natural beauty and abundant tourism resources, but an effective strategy was needed to fully realise its potential.
He stressed that stronger coordination among the provinces was essential for promoting tourism and sports, adding that festivals of this nature could help advance those objectives.
Read Also: US Envoy Celebrates Pakistan’s Rich Cultural Heritage at Islamabad Cultural Festival
Addressing the inaugural ceremony, Sardar Yasir Ilyas Khan highlighted the role of tourism promotion, cultural diplomacy and regional connectivity in Pakistan’s development.
He said international festivals provided an effective platform to showcase the country’s cultural heritage, natural beauty, tourism opportunities and investment potential.
Emphasising cooperation between the public and private sectors, he said such initiatives could strengthen international tourism, trade relations and people-to-people connections.
The second three-day Pakistan Tourism, Sports and Family Festival 2026 began in #Islamabad today
@betterpakistan #RadioPakistan #News
https://t.co/YhE63uWybo https://t.co/Lq5bN2Qc0Q— Radio Pakistan (@RadioPakistan) November 6, 2026
Ministerial conference to focus on tourism investment
A high-level Ministerial Conference on Tourism is also being held as part of the broader initiative, bringing together federal and provincial leaders, tourism authorities, development partners and private-sector representatives.
The conference will discuss destination branding, investment facilitation, tourism infrastructure, sustainable development, digital promotion and international outreach.
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It aims to improve coordination between federal and provincial governments and identify policy and investment priorities for the sustainable growth of the tourism sector.
The second Pakistan Tourism, Sports and Family Festival commenced at the Islamabad Sports Complex on Friday, attracting visitors with a variety of cultural, recreational and adventure activities.
More details:
https://t.co/Z6LpdJtsdD#PakistanTourismSportsFestival #Islamabad https://t.co/H1IOYXNXz2
— APP (@appcsocialmedia) November 6, 2026
The festival also seeks to encourage domestic travel, promote healthy lifestyles, strengthen national integration and provide families and young people with opportunities to participate in sports, cultural and recreational activities.
Read Also: Pakistan Tourism, Sports and Family Festival to Begin in Islamabad on Friday
The three-day event will continue until November 8, featuring musical evenings, concerts, flying lanterns, fireworks and various sports competitions for visitors of all ages.
