SERENA Hotel Islamabad, a big name in the hospitality sector of Pakistan, is celebrating the 21st year of its proud journey, which saw not only its own remarkable successful operations but also contributed immensely to the socio-economic development and tourism promotion of the country. This monumental achievement is a glowing tribute to the leadership qualities of Aziz Boolani, Chief Executive of Serena Hotels — South/Central Asia, who put in his best to make all projects and initiatives of not just Serena Islamabad but other hotels of the chain in different parts of the country.
It is rightly pointed out that one of the hallmarks of Serena during its entire existence is its responsible business practices that help stimulate local business activity, development and growth. In addition, Serena has, all along, excelled in the discharge of its Corporate Social Responsibility (CSR) — a concept under which companies integrate social and environmental concerns in their business operations and interaction with their stakeholders – as it is considered to be the champion of the cause to complement efforts of the Government to help mitigate problems of the local communities. Apart from other activities, this aspect manifests itself in the project called ‘Karighar’, a vocational centre established under the guidance of Aziz Boolani and his versatile spouse Wiqar Boolani which has been making a significant contribution to provide entrepreneurship training to various segments of communities mainly women in Gilgit-Baltistan region of Pakistan, for a sustainable growth and quality of life. This skill development programme helps boost family income and also empowers women, who are particularly encouraged to equip themselves with skills training. Serena Hotels provide the women with raw material and purchases the finished products to use in Serena Hotel’s properties, showcasing them for the much wider audience of guests. In fact, the Aga Khan Fund and Foundation have become household names in the GB area of Pakistan as their initiatives, programmes and activities contributed in one way or the other to socio-economic progress of almost every household in the region. The Fund has invested heavily in education, health and infrastructure projects that have played a pivotal role in economic empowerment and job creation. Serena Hotels are also instrumental in promoting cultural and sports activities in different parts of the country, offering their own properties as venues and also through the sponsorship programmes. Serena Hotels also play their part by aligning their programmes towards achieving the Sustainable Development Goals (SDG) set out by the United Nations Development Programme (UNDP) and, therefore, complement efforts of the Government of Pakistan to meet these goals. Serena has also initiated a CSR programme called SEED (Serena Environmental and Educational Development Programme). This Programme underpins a broad CSR response in the areas of culture, environment, governance and society.
