Peshawar: A two-day International Tourism Conference and Exhibition was commenced in Peshawar on Tuesday and Wednesday, aiming to promote tourism and attract local and foreign investment to Khyber Pakhtunkhwa (KP).
The event was organised by the Sarhad Chamber of Commerce and Industry (SCCI) in collaboration with the KP Culture and Tourism Authority, the Bank of Khyber, the Pakistan Media Development Foundation and Green Tourism Pakistan. It brought together government officials, diplomats, investors and other stakeholders from across the country.
A number of stalls were set up by public and private sector organisations, including provincial tourism departments, financial institutions and private companies, showcasing tourism projects and investment opportunities.
Provincial Minister for Excise and Taxation Fakhar Jehan Khan attended the opening session as the chief guest, while US Consul General in Peshawar Thomas Eckert was the guest of honour.
Addressing the gathering, SCCI President Junaid Altaf said Khyber Pakhtunkhwa was rich in natural resources, scenic landscapes and tourist attractions, but much of its tourism potential remained underutilised. He said the chamber was working closely with the government and relevant stakeholders to attract both domestic and foreign investment in tourism and other priority sectors.
Speaking on the occasion, Mr Eckert said the United States was focusing on commercial diplomacy and engagement with the business community to encourage investment in Pakistan. He noted that US companies were interested in exploring business opportunities in KP, adding that bilateral relations were gradually shifting from an aid-based approach to a trade-based partnership. He also said the US mission was supporting initiatives for the protection and preservation of heritage sites in the province and highlighted the role of media and digital platforms in promoting Pakistan’s image and tourist destinations.
In his remarks, Minister Fakhar Jehan Khan outlined the provincial government’s priorities for developing the tourism sector and described Khyber Pakhtunkhwa as a peaceful and attractive destination for investment. He appreciated the SCCI’s efforts in organising the conference and assured full government support for investment-driven initiatives in the province.
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