PRESIDENT Dr Arif Alvi has rightly pointed out that Pakistan is one of the most beautiful countries in the world and our hospitality industry needs to showcase this diversity and rich cultural heritage. Speaking at the launching ceremony of a premium hospitality executive education programme in Islamabad he said data shows tourism in places like the beautiful northern areas has swelled into millions in the past few years due to efforts of the Government and improvement in the security situation.
The Serena Hotels have partnered with one of the world’s leading hospitality management schools, Ecole hôtelière de Lausanne (EHL) Switzerland aimed at capacity-building of senior to mid-level executives of Pakistan’s tourism and services sector. Chief Executive of Serena Hotels Aziz Boolani, while giving an insight into the programme, said its versatility and timely implementation will expose managerial and executive professionals to world-class standards, so they can lead Pakistan’s traditional hospitality with a detailed and courteous approach required to promote Government’s vision. It is a matter of satisfaction that Serena Hotels, which is a big name in the hospitality sector of the country, has, with the passage of time become a model in promoting activities that fall within the framework of, what is known as, Corporate Social Responsibility (CSR), a concept under which companies integrate social and environmental concerns in their business operations and interaction with their stakeholders. Serena, under the dynamic leadership of Aziz Boolani, has consistently been implementing a fairly comprehensive programme to augment efforts of the Government in promoting causes of the country and addressing crucial concerns of the people. Under the auspices of its Cultural Diplomacy programme, Serena sponsors annual craft festival aimed at economic empowerment of craftsmen. It has also become the first company in Pakistan to have entered into collaboration with International Finance Corporation (IFC) to work for the worldwide Economic Dividends for Gender Equality (EDGE) certificate, and according to its CEO the company is committed to encourage women for their professional development for assuming higher positions including the leadership role. Among others, Serena Hotels’ “Karighar” a Corporate Social Responsibility program has been making a significant contribution to provide entrepreneurship training to various segments of women for a sustainable growth and quality of life. The famed hospitality company is also known for widely sponsoring sport events in line with its policy of promoting different games and projecting soft image of Pakistan. Sometime back, Serena Hotels signed a Memorandum of Understanding with the United Nations Development Programme in Pakistan (UNDP) to establish a strategic collaboration to achieve Sustainable Development Goals, which has become a priority with the Government of Pakistan. This collaboration is designed to help build and share solutions towards sustainable tourism, biodiversity protection and wildlife conservation and promoting responsible management of natural resources and ensuring sustainable livelihood. The company also helps promote healthy pursuits under its Adventure Diplomacy, encourages diverse groups to participate in sports under Sports Diplomacy, awareness about balanced diet through holding of food festivals and creating awareness about different aspects of health care and prevention of diseases especially cancer. The model of CSR set by Serena Hotels is worth-emulating and there are reasons to believe that economic and social landscape of Pakistan can change for the better if other companies too discharge their corporate social responsibility with the same zeal as is being done by Serena.
