On behalf of the Executive Committee and Members of Pakistan Hotels Association, I would like to congratulate Pakistan’s Hospitality, Tourism and Travel Trade for its revival, especially on World Tourism Day 2023. The UNWTO has designated 2023 as the Year of Tourism and Green Investments, identifying investments as one of the key priorities for tourism’s future growth.
Pakistan needs to implement growth solutions, such as community-based rural tourism (CBRT) to revive our national tourism industry. CBRT requires participation of rural communities in managing tourism activities within their own community enabling them to preserve their natural environment, and in doing so will enable tourists to not only enjoy unique experiences in Pakistan, but also to promote the natural and cultural heritage of Pakistan to the world.
PHA has proven its vital role in promoting tourism and travel industry and is further endeavoring to bring collaboration amongst its members all over Pakistan. PHA encourages all stakeholders to come together to discuss and implement Green Investment initiatives to procure valuable foreign exchange and generate economic growth and employment in our country.
Sincerely,
Mustansir Zahir
Chairman - Pakistan Hotels Association
