ISLAMABAD: Pakistan Tourism Development Corporation (PTDC) has launched First
Ever National Brand of Pakistan at PM House Islamabad. Prime Minister of Pakistan –
Mian Muhammad Shehbaz Sharif was the chief guest of the ceremony.
An impressive national tourism brand is considered an important tool to provide a
crucial competitive advantage in the global tourism market. Keeping in view the
importance of a National Tourism Brand of Pakistan, “SALAM PAKISTAN” is selected
as Tourism Brand for Pakistan. “SALAM” has different connotations i.e., Salam from
Landscapes, Salam from Adventure & Sports, Salam from Wildlife, Salam from
Religious Sites, Salam from Food & Festivals, and Salam from Arts & Crafts etc.
On the launching ceremony, Awn Chaudhry- Advisor to Prime Minister of Pakistan on
Tourism and Sports stated that to promote the soft image of the country worldwide,
PTDC has developed a well-coordinated strategic approach for best utilization of the
available resources with focus on building the image of Pakistan as one of most tourist
friendly countries in Asia. The launching of Tourism Brand for Pakistan is an important
step in achieving this goal. The name “SALAM PAKISTAN” is selected as Tourism
Brand for Pakistan. “SALAM” represents “Greetings, Welcome, Peace, Respect, Love,
Homage, Friendship and Best Wishes”.
Speaking in the inauguration ceremony Honorable Prime Minister of Pakistan- Mian
Muhammad Shehbaz Sharif expressed that I visualize the tourism industry to become a
catalyst for employment generation and poverty alleviation, investment promotion and
above all, building the soft image of our country as a peaceful and friendly country at the
global level. Our government is focused on improving and creating an enabling
business environment for tourism and hospitality sector and also highlighting Pakistan’s
true image on the world stage. I assure you that I will do my best to take all those steps
which are needed to strengthen the performance of this sector. He congratulated Awn
Chaudhry Advisor to Prime Minister on Tourism and Sports and PTDC for their tireless
efforts to take the lead and launching “Salam Pakistan” as the National Tourism Brand
of Pakistan.
The objectives of Tourism Brand of Pakistan includes building the image & perception of
Pakistan as a safe, secure, friendly & hospitable nation, promoting Pakistan as an
attractive tourist destination, especially for international tourists, projecting recreational,
mountaineering, adventure, cultural, religious, historical, cuisine, geographical and other
tourism related aspects of Pakistan and highlighting diversities of the provinces,
regions, cities etc., variety of food, accommodation, travel, communication and
infrastructure facilities etc.
