Govt Approves PTDC Restructuring Plan to Strengthen Tourism Branding

The federal government has approved a major restructuring plan for the Pakistan Tourism Development Corporation (PTDC) with the aim of enhancing tourism branding and projecting a positive image of Pakistan on the global stage. The decision reflects renewed focus on tourism as a driver of economic growth and international engagement.

The approval was granted by the Cabinet Committee on State-Owned Enterprises (CCoSOEs), which endorsed retaining PTDC as a lean and right-sized organization. Under the new framework, PTDC will function as a centre of excellence dedicated to promoting Brand Pakistan worldwide and improving the country’s tourism outreach.

The meeting of the CCoSOEs was held at the Finance Division and chaired by Federal Minister for Finance and Revenue, Senator Muhammad Aurangzeb. Senior officials reviewed the future role of PTDC and agreed that a streamlined structure would allow the organization to operate more effectively and with greater strategic focus.

According to officials familiar with the plan, PTDC’s redefined mandate will prioritize tourism marketing, international branding, and coordination with both public and private sector stakeholders. Rather than being involved in commercial operations, the corporation will focus on policy support, destination promotion, and global representation.

The restructuring plan is aligned with the government’s broader agenda of reforming state-owned enterprises to improve efficiency and reduce financial burdens. By right-sizing PTDC, the government aims to ensure optimal use of resources while maximizing impact in the tourism sector.

Tourism experts have long emphasized the need for a unified national branding strategy. Pakistan’s diverse landscapes, cultural heritage, and historical sites offer immense potential, but inconsistent promotion has limited global visibility. The revamped PTDC is expected to address these gaps through focused campaigns and partnerships.

Officials noted that PTDC will act as the country’s face to the world, representing Pakistan at international tourism forums and engaging with global travel markets. This role is seen as critical in reshaping perceptions and attracting foreign tourists and investment.

The decision also signals continuity after years of uncertainty surrounding PTDC’s future. By clearly defining its role, the government aims to provide stability and direction, enabling long-term planning and measurable outcomes.

Strengthening tourism branding is expected to have ripple effects across related sectors, including hospitality, transport, and local businesses. Improved international outreach could help increase tourist arrivals and generate employment opportunities, particularly in scenic and underdeveloped regions.

The government believes that a focused and professional PTDC can play a central role in positioning Pakistan as a competitive tourism destination. With global travel gradually rebounding, timely reforms are seen as essential to capitalize on emerging opportunities.

As implementation moves forward, stakeholders will be watching closely to see how effectively the restructured PTDC delivers on its mandate. The success of the plan could mark a turning point for Pakistan’s tourism narrative and its global image.