ISLAMABAD:The Riphah Institute of Hospitality and Culinary Arts (RIHCA) in collaboration with Tourism Insights proudly hosted a special event on Wednesday in celebration of World Tourism Day 2024, marking the official launch of the Pakistan Tourism Profile 2024 and the Rasta Initiative.
Developed by Tourism Insights, these initiatives were unveiled to support Pakistan’s tourism industry, aligning with this year’s global theme of Tourism and Peace.
The Pakistan Tourism Profile 2024 is a comprehensive industry report offering up-to-date data, insights, and trends to guide decision-making and strategic development in Pakistan’s tourism sector.
The event also showcased the launch of the Rasta Initiative, a dedicated employment portal for Pakistan’s hospitality and tourism sector.
The portal aims to facilitate career growth for young professionals while meeting the labor market needs of tourism-related businesses.
The event, held at the Riphah Institute of Hospitality and Culinary Arts in Islamabad, featured notable speakers and panelists from government and the private sector.
Mian Athar Jameel, Director of RIHCA, opened the event with a welcome address and presentation of the report.
Ms. Kiran Afzal, Senior Private Sector Specialist at The World Bank, discussed the evolving landscape of Pakistan’s tourism, followed by Mr. Aftab-ur-Rehman Rana, Managing Director of the Pakistan Tourism Development Corporation (PTDC), who highlighted the role of tourism in fostering peace and cultural understanding.
The launch was further supported by Rana Mashhood Ahmad Khan, Chairman of the Prime Minister’s Youth Programme, who emphasized the critical role of youth in developing Pakistan’s tourism sector.
He lauded the Rasta Initiative for creating job opportunities and empowering young professionals, highlighting the importance of tourism in youth development and nation-building.
Following the launch, panel discussions explored topics such as hospitality education, youth engagement in tourism, and the socio-economic benefits of promoting peace through tourism.
Experts from various sectors participated in these discussions, sharing insights on how tourism can serve as a bridge between cultures and contribute to socio-economic growth.
This event underscored the importance of tourism as a driver of peace, cultural exchange, and economic development, positioning Pakistan as a growing player in the global tourism market.
Both the Pakistan Tourism Profile 2024 and the Rasta Initiative are set to play a pivotal role in shaping the future of tourism and hospitality in the country.
