The government’s decision to establish nine new trade missions across Africa, Europe, and Asia is a step in the right direction to revitalise stagnant export sector. However, while the intent to boost trade is laudable, it is imperative that these endeavours are driven by merit and a stringent focus on performance.
The success of these trade missions hinges significantly on individuals appointed to lead them. Merit should be the sole criterion for selection, transcending political affiliations. Appointees must possess requisite expertise, experience and dedication to effectively promote Pakistan’s goods and services on the global stage. Moreover, there is an urgent need to redefine the role of trade officers and hold them accountable for their performance. Historically, many trade attaches have failed to deliver tangible results, becoming burdens on national exchequer.
To rectify this, concrete performance criteria must be established, and those falling short should be recalled. Only individuals demonstrating a proactive approach and a track record of achievement should be encouraged to represent Pakistan overseas. Furthermore, it is crucial to diversify our export basket to unlock new avenues of growth. One such potential market lies in the Gulf region, particularly Saudi Arabia, which witnesses a significant influx of people for Umrah and Hajj. Pakistan can capitalise on this by developing products tailored to the needs of pilgrims, thereby tapping into a lucrative market. Diversifying the export portfolio will not only expand revenue streams but also foster resilience against economic shocks.
