Pakistan Tourism Development Corporation (PTDC) and Mishal Pakistan here Wednesday signed a Memorandum of Understanding (MOU) to promote research in tourism sector of Pakistan to develop national travel and tourism competitiveness index on annual basis.
Managing Director PTDC, Aftab ur Rehman Rana signed the MoU on behalf of PTDC while CEO Mishal Pakistan, Amir Jahangir signed from the other side to jointly work for bringing travel and tourism related initiatives into public discussions, through various interventions. Mishal Pakistan is the country partner institute of the World Economic Forum and PTDC is national tourism organizations of Pakistan.
Aftab ur Rehman Rana, Managing Director, PTDC on the occasion said PTDC was working to promote tourism at home and abroad through its various initiatives and the launch of upcoming Tourism Brand Pakistan will serve as a milestone achieving major targets to open new avenues of tourism and project soft image of Pakistan as tourist destination.
Amir Jahangir the Chief Executive Officer of Mishal Pakistan said, “this partnership is a significant step towards institutionalizing the travel and tourism policy making efforts by focusing on improving the tourism sector data”. He further said, “Pakistan is making a conscious effort to showcase and improve country’s travel and tourism industry on global competitiveness rankings. This will improve not only the country’s image in the long run but would also impact the travel and tourism related global indicators as well.”
The prime focus of this MoU is to establish a working relationship between PTDC and Mishal Pakistan to establish a mechanism to collect necessary data on the growth of tourism sector in Pakistan and produce a national travel and tourism competitiveness index report annually to educate policy makers and industry stakeholders about the overall trends and challenges faced by the industry.
