KEY POINTS
- Islamabad Tourism, Sports & Family Festival is a flagship government initiative to rebrand Pakistan and unlock the economic potential of its tourism sector.
- Two-day event features a vast cultural showcase from all regions and a high-adrenaline adventure sports lineup, including paragliding and hot air balloons.
- It is the cornerstone of a new national strategy aiming to increase tourism’s GDP contribution from 5.6% to 10% over the next decade.
- The festival is designed as a replicable model for nationwide rollout, backed by inter-ministerial collaboration and comprehensive security planning.
ISLAMABAD: In a move to reimagine Pakistan’s global image and unlock its economic potential, the federal capital, Islamabad, is set to host the launch of Pakistan’s largest Tourism, Sports, and Family Festival this Saturday.
Spanning from the Pakistan Sports Complex to a finale at Fatima Jinnah Park (F-9) on Sunday, the event signals a strategic government shift to revitalise, integrate, and innovate within a historically underdeveloped sector.
Announcing the landmark initiative on Friday, Prime Minister’s Coordinator on Tourism, Sardar Yasir Ilyas, framed the festival as the opening of a new chapter. “This first-of-its-kind initiative in Islamabad is designed as a fully family-friendly festival, with activities for children, youth, and tourists from all walks of life,” Ilyas stated, adding that the model would later be replicated across other provinces.
Celebrating culture and adventure
The festival aims to be a microcosm of Pakistan’s diverse appeal. Attendees will experience a vibrant showcase of cultures from all four provinces, Gilgit-Baltistan, and Azad Jammu and Kashmir through food, traditional games, handicrafts, and jewellery stalls. Yet, the ambition stretches beyond cultural exhibition into the realm of high-adrenaline adventure.
A key highlight will be an aerial spectacle featuring top paragliders from across the nation, who will launch from the Margalla Hills and land at the Cricket Ground within the complex.
The adventure roster also includes air ballooning, power gliding, tent pegging, cycling, and a marathon boasting a prize of Rs. 100,000. For families, dedicated zones for rock climbing, zip-lining, and a display of over 300 vintage cars and classic motorcycles have been arranged.
Key Highlights
Landmark Event: The Islamabad Tourism, Sports & Family Festival 2026 is a premier celebration of Pakistani culture, adventure, and family entertainment.
Dates & Venues: The main event is on Jan 31 & Feb 1, 2026, at the Islamabad Sports Complex (10 AM–10 PM), with a Traditional Tent Pegging showcase on Jan 31 at F-9 Park.
Cultural Showcase: Features live performances, gourmet food streets, and handicraft bazaars representing Pakistan’s diverse heritage.
Adventure & Sports: Offers high-adrenaline activities including rock climbing, paintball, motorized gliders, hot air balloons, and various sports competitions.
Family Entertainment: Provides a wide range of all-ages attractions, from an automobile expo and wellness pavilion to musical evenings and continuous fun.
Building an industry, not just events
The festival is positioned as the flagship event of a broader, concerted strategy. Sardar Yasir Ilyas emphasised that the government is injecting innovation into the sector, including launching youth-oriented training courses to build a skilled workforce. “Pakistan is a peaceful and hospitable country,” he reiterated, “and our nation is globally known for its unmatched tradition of hospitality.”
This vision was echoed by Aftab ur Rehman Rana, Managing Director of the Pakistan Tourism Development Corporation (PTDC). He revealed that the festival is part of a new national tourism calendar featuring over 50 events countrywide.
“Islamabad is being developed as a gateway city,” Rana explained, “with strong potential for adventure, sports, medical, recreational, and cultural tourism.”
Economic vision and national strategy
The underlying drive is decidedly economic. Rana highlighted that tourism already contributes approximately 5.6 percent to Pakistan’s GDP. The government, he said, has formulated a 10-year National Tourism Strategy with an ambitious target to elevate this contribution to 10 percent, thereby generating substantial employment and boosting foreign exchange earnings.
“This event is aimed at creating public awareness about tourism, culture, and heritage,” Rana noted. The festival will also serve as a business platform, hosting stalls from PTDC, women’s chambers, hotels, tour operators, and international cultural groups. Future plans include engaging diplomats to project Pakistan’s positive image and inviting foreign participants to major events like the Cholistan Rally.
Collaboration and security: Ensuring success
The festival is a product of strong inter-ministerial collaboration, primarily with the Ministry of Inter-Provincial Coordination (IPC). Joint Secretary IPC, Amjad Ali Gill, affirmed the ministry’s full support in promoting healthy activities and family recreation in a secure environment.
“Comprehensive security and traffic management arrangements have been finalized,” Gill assured, adding that similar inclusive events are planned for other cities to ensure nationwide participation.
As the final preparations fall into place, the festival represents more than a weekend of entertainment. It stands as a tangible declaration of intent to transform Pakistan’s breath-taking landscapes and rich cultural heritage into a sustainable, mainstream industry that fuels the economy and reshapes its narrative on the world stage.
