As fireworks painted the night sky over Islamabad, music echoed across the festival grounds and thousands of visitors immersed themselves in a world of colours, flavors and entertainment.
From global cultures to local wonders: Islamabad festival puts Pakistan tourism on display
Moniba Iftikhar
ISLAMABAD, Nov 15 (APP):As fireworks painted the night sky over Islamabad, music echoed across the festival grounds and thousands of visitors immersed themselves in a world of colours, flavors and entertainment.
The aroma of sizzling food, the rhythm of live performances, glowing lanterns and the sight of hot-air balloons transformed the Pakistan Sports Complex into a lively celebration where cultures met and families found a reason to rejoice.
For three days, from November 6 to 8, the Pakistan Tourism, Sports and Family Festival 2026 turned the federal capital into a vibrant gathering place, bringing together participants from 18 countries and offering visitors an exciting blend of tourism, international culture, sports and family entertainment.
More than a conventional festival, the event offered a colourful window into Pakistan’s tourism potential while providing an opportunity to experience different traditions, discover local products and enjoy recreational activities under one roof.
The event was organized by Pakistan Tourism Development Corporation (PTDC) under the umbrella of Ministry of Inter-Provincial Coordination in collaboration with Pakistan Sports Board, provincial tourism departments and varios private sector organisations and ministeries.
It brought together diplomatic missions, provincial tourism departments, hospitality brands, airlines, entrepreneurs and families, highlighting the importance of collaboration in promoting tourism.
PTDC, under the leadership of its Managing Director Aftab-ur-Rehman Rana, supported the initiative as part of broader efforts to showcase Pakistan’s natural beauty, cultural heritage and hospitality to domestic and international visitors.
Speaking to APP, Managing Director PTDC Aftab-ur-Rehman Rana said Pakistan was blessed with some of the world’s most beautiful natural landscapes and a rich historical and cultural heritage, offering enormous opportunities for tourism development and promotion.
He said PTDC was working with all stakeholders to unlock this potential, adding that the festival was a practical step towards showcasing tourist destinations while creating opportunities for young people, entrepreneurs and local communities through technology, innovation and participation.
One of the most colourful attractions was the Diplomatic Arena, where 28 stalls representing 18 countries introduced visitors to their distinctive cultures, cuisines and tourism offerings. China, Indonesia, Nepal, Palestine, Türkiye, Sri Lanka, Tajikistan, Uzbekistan, Rwanda, Iran, Kyrgyzstan, Bangladesh, Qatar, Tunisia, France, Vietnam, Brunei and the Maldives participated in the international showcase.
Traditional performances presented by participating embassies added another dimension to the celebrations. Through music, cultural displays and culinary traditions, visitors experienced an international atmosphere that encouraged cultural understanding and people-to-people connections.
Pakistan’s own diversity occupied an equally prominent place. Provincial tourism departments showcased attractions ranging from the towering mountains and scenic valleys of Gilgit-Baltistan to the deserts of Cholistan, the historic landscapes of Punjab, the valleys of Khyber Pakhtunkhwa and the coastal beauty of Sindh and Balochistan.
Hospitality brands, airlines and emerging businesses also introduced ideas related to medical tourism, adventure tourism and digital tourism, highlighting opportunities for new travel experiences and investment.
Rana, in another interaction with APP, said sustainable and responsible tourism remained a key priority. He emphasized that tourism should contribute to economic growth while safeguarding the environment and protecting the country’s cultural heritage.
He also highlighted the growing role of modern technology and artificial intelligence in promoting destinations and engaging young people through innovative approaches.
For food lovers, the festival offered a tempting journey through more than 100 food stalls. Cheezious, the main sponsor, joined Savour, Sugar Eve, Move N Pick and other businesses in providing a variety of culinary experiences. The food arena remained a major attraction, bringing together familiar flavors and diverse offerings while providing local businesses an opportunity to connect with a large audience.
The handicrafts section added a cultural and economic dimension, allowing artisans and home-based workers, including women-led businesses, to display their products and reach potential customers. Their participation highlighted how tourism events can support traditional skills and create market opportunities for small enterprises.
Children and families also enjoyed dedicated recreational spaces. The Kids Arena, managed by Fun City, and the Family Arena entertained younger visitors, making the festival an inclusive gathering for people of different ages.
As evening approached, the atmosphere became even more energetic. Free public concerts featuring Khumariyan and Nimra Mehra brought music lovers together, while a car show, paragliding displays, hot-air balloons, lantern shows and double-decker sightseeing experiences added excitement to the programme. Fireworks illuminating the night sky provided a spectacular highlight.
Sports activities further enriched the celebrations, with the Run and Ride Marathon, cycling competition and tent pegging event at F-9 Park, carrying a cash prize of Rs100,000, encouraging public participation and adding a competitive spirit to the festival.
A visitor, Salman Javed, who attended the festival with family, told APP that the event offered a refreshing experience by bringing international cultures, traditional food and entertainment together in one place.
He said the participation of different countries provided an opportunity to learn about their traditions and encouraged visitors to explore diverse cultural experiences.
He appreciated the arrangements, particularly the family-oriented activities, adding that such events could help project a positive image of Pakistan and attract more tourists.
A PTDC official, Amber, also said the festival was an impressive showcase of Pakistan’s tourism potential, particularly its scenic destinations, cultural diversity and hospitality.
She said the displays by provincial tourism departments had also inspired her to explore more places within the country, while the international stalls added a unique dimension to the celebrations.
According to the organizers, around 300,000 people visited the three-day event, double the initial projection of 150,000, reflecting considerable public interest in activities combining entertainment, tourism, sports and family recreation.
When the final fireworks scattered their colours across the Islamabad skyline, visitors carried home memories of music-filled evenings, international flavors, cultural encounters and shared family moments. Yet, the festival’s significance extended beyond its dazzling attractions.
It demonstrated how tourism can bring cultures closer, support local businesses, create opportunities for young people and introduce Pakistan’s diverse attractions to wider audiences.
As the festival grounds gradually grew quiet, one message remained clear: the country’s mountains, valleys, heritage and hospitality offer experiences waiting to be discovered and every successful tourism initiative can open another window to Pakistan for the world.
