London (Special Correspondent): Amid the vibrant energy of the World Travel Market 2025 in London, Sardar Yasir Ilyas Khan, National Coordinator to the Prime Minister on Tourism, emerged as the defining voice of Pakistan’s new tourism narrative — confident, forward-looking, and deeply rooted in the country’s cultural and natural wealth.
Sardar Yasir formally inaugurated the Pakistan Pavilion alongside Dr. Mohammad Faisal, Pakistan’s High Commissioner to the United Kingdom, unveiling a striking showcase of the nation’s landscapes, heritage, and hospitality.
Leading a high-level delegation of provincial tourism officials, private sector leaders, and hospitality innovators, Sardar Yasir Ilyas Khan presented Pakistan as a destination ready to lead on the global tourism map.
We are not just promoting destinations , we are building an experience economy,” Khan remarked. “From the mountains of Gilgit-Baltistan to the shores of Gwadar, Pakistan is where nature meets hospitality, and tradition meets opportunity.”
In meetings with global tourism ministers and international investors, Sardar Yasir Ilyas Khan outlined the government’s long-term tourism vision, emphasizing sustainability, inclusivity, innovation, and a renewed commitment to public–private partnerships.
Tourism today is more than recreation,” he said. “It is nation branding, it is soft power, and it is economic diplomacy and Pakistan is entering that global conversation with confidence and purpose.”
Throughout the three-day exhibition, the Pakistan Pavilion stood out as one of the most engaging and dynamic attractions. International visitors, investors, and media outlets praised its immersive display of culture, music, cuisine, craftsmanship, and modern tourism initiatives.
Observers noted that Pakistan’s presentation this year reflected a shift in tone , from potential to performance, from participation to leadership.
Under Sardar Yasir Ilyas Khan’s stewardship, Pakistan’s presence at WTM 2025 became more than symbolic , it was a declaration of intent: that Pakistan’s story is no longer being told for it, but by it.
For too long, Pakistan’s story has been written by others,” Khan concluded. “Now, we’re telling it ourselves , with pride, purpose, and proof.