The Azerbaijan Tourism Board concluded a series of roadshows across Karachi, Lahore and Islamabad with a closing ceremony in the capital led by Florian Sengstschmid, Chief Executive Officer of the board. The events brought Azerbaijani tourism stakeholders face to face with Pakistani tour operators, hoteliers and investment partners, reinforcing practical ties between the two countries.
Sardar Yasir Ilyas Khan, National Coordinator to the Prime Minister on Tourism, attended as chief guest and highlighted Pakistan’s tourism potential estimated at US$30-40 billion. He underlined that this potential presents significant opportunities for tour operators, hospitality providers, investors and allied services eager to expand through tourism exports.
Mr Khan noted that initiatives like these roadshows build regional and bilateral momentum, opening new tourism corridors and niche markets from cultural and adventure travel to faith-based tourism. Such efforts, he said, further demonstrate how tourism exports and services can act as a powerful engine for trade, connectivity and job creation across the region.
Rafia Syed, Director General Services Division at TDAP, echoed those views and described tourism as more than recreation, framing it as trade, culture and a services export opportunity. She formally invited the Azerbaijan Tourism Board, which took part in Pakistan Travel Mart 2025, to return for PTM2026, TDAP’s flagship platform for promoting tourism exports. Preparations for PTM2026 are being led by Team PTM under Ali Hamdani, with the main event scheduled in Karachi from 3-5 April and follow-up roadshows in Lahore on 7-8 April 2026.
The closing event reaffirmed the deep cultural and economic ties between Pakistan and Azerbaijan and a shared commitment to advancing tourism diplomacy, regional connectivity and services exports. With Pakistan’s tourism potential at $40 billion, the momentum is real and the opportunity is now.
