On September 25, 2024, the Riphah Institute of Hospitality and Culinary Arts (RIHCA), in collaboration with Tourism Insights, proudly hosted a landmark event to celebrate World Tourism Day. Themed “Tourism and Peace,” this gathering marked the much-anticipated launch of the Pakistan Tourism Profile 2024 and the unveiling of the Rasta Initiative, both aimed at fostering employment and growth in Pakistan’s tourism and hospitality sectors.
Held at Riphah Institute of Hospitality and Culinary Arts, the event brought together industry experts, policymakers, and key stakeholders to explore the pivotal role of tourism in promoting peace and socio-economic development in Pakistan.
The event commenced with opening remarks from Mr. Aftab-ur-Rehman Rana, Managing Director of the Pakistan Tourism Development Corporation (PTDC), who introduced the Pakistan Tourism Profile 2024. He emphasized the importance of the profile as a strategic guide for promoting tourism in a manner that fosters peace and unity among diverse cultures. Mr. Rana highlighted Pakistan’s immense tourism potential, stressing that collaboration and strategic planning can unlock opportunities for building a peaceful society.
Following the opening remarks, Mian Athar Jameel, Director of RIHCA and Director Market Research at Tourism Insights, launched the Rasta Initiative—a platform dedicated to creating employment opportunities within the country’s tourism and hospitality sectors. He underscored the significance of transforming workforce attitudes and enhancing communication skills to promote peace through tourism. The event featured recorded messages from international speakers, who shared insights on the global impact of tourism as a catalyst for peace and understanding among nations.
Ms. Kiran Afzal, Senior Private Sector Specialist at the World Bank, talked about Pakistan’s Evolving Tourism Landscape. She outlined the opportunities and challenges the country faces, emphasizing the need for the tourism sector to actively contribute to peacebuilding and social cohesion.
The event’s Chief Guest, Rana Mashhood Ahmad Khan, Chairman of the Prime Minister’s Youth Programme, discussed how the tourism sector can create vital opportunities for youth employment and skill development, officially launching both the Pakistan Tourism Profile 2024 and the Rasta Initiative while reaffirming the government’s commitment to leveraging tourism as a means to foster peace and prosperity for Pakistan’s youth.
The event featured two engaging panel discussions:
- Tourism and Peace, moderated by Mr. Abu Zafar Sadiq, focused on how tourism can serve as a tool for fostering peace, building cross-cultural understanding, and promoting socio-economic progress.
- Hospitality Education and the Youth Bulge, moderated by Dr. Arif Saleem, explored the critical need for training and education in hospitality to harness the potential of Pakistan’s growing youth population. Panelists discussed strategies to tackle the youth bulge by improving vocational training and creating job opportunities in the tourism and hospitality sectors.
The event concluded with an interactive Q&A session, allowing attendees to engage with panelists and discuss potential collaborations. A Hi-Tea provided an excellent opportunity for networking among participants and stakeholders in Pakistan’s tourism industry.
Organized by RIHCA and Tourism Insights, this World Tourism Day celebration marked a pivotal moment in Pakistan’s journey toward harnessing tourism as a force for peace. The launch of the Pakistan Tourism Profile 2024 and the Rasta Initiative promises to create lasting impacts, promoting employment, education, and investment in the country’s tourism sector, all while fostering a culture of peace and understanding.
