ISLAMABAD, Dec 02 (APP): Federal Minister for Information and Broadcasting Attaullah Tarar on Tuesday underlined the need to dispel misconceptions about Pakistan by promoting its true story to a global audience.
“I have always said Pakistan has a great story to tell. We just need to get it out to the right kind of audience, and we need to tell it right,” the Minister said while addressing the National Tourism Awards 2025, organized by Discover Pakistan.
Minister Tarar extended heartfelt gratitude to CEO of Discover Pakistan Dr. Kaiser Rafique for his initiatives to promote national tourism.
He remarked that having lived abroad for nearly a decade, he understood that misconceptions about the country could only be cleared through such efforts.
He noted that while foreign tourists often have initial apprehensions, they invariably return after experiencing the beauty of the land.
“This is the kind of soft power Pakistan has, and this is the soft image that needs to be portrayed globally because we have a unique story to tell,” the Minister remarked.
Highlighting the country’s diverse geography, Tarar described Pakistan as a complete package.
He pointed to the spectacular northern areas, home to five of the world’s fourteen highest peaks—including K2, Nanga Parbat, Gasherbrum I & II, and Broad Peak—as well as the ski slopes of Malam Jabba.
He also highlighted the Shandoor Polo Festival, held at the highest polo ground in the world at an elevation of over 3,000
meters.
Beyond nature, the minister emphasized Pakistan’s rich heritage, including the ancient Gandhara civilization and the centuries-old traditions still practiced by the Kalash tribe.
He also drew attention to the golden deserts of Sindh and Balochistan and the massive annual jeep rally in Cholistan.
“Whether it is the highest snow-covered peaks of the north, the golden deserts of the south, or the Gandhara civilization, Pakistan has immense potential,” Tarar remarked.
He added that Discover Pakistan has done a great national service by showcasing not only this potential but also the resilience and hospitality of the Pakistani people.
“We have earned a lot of respect through our diplomatic successes under the leadership of Prime Minister Shehbaz Sharif, President Asif Ali Zardari, and Army Chief General Syed Asim Munir,” he said. “The world has opened up to Pakistan, and it is time we open up to the world.”
Concluding his address, the minister announced tangible steps to support the initiative.
He proposed the formation of a working group comprising, the Governor of Khyber Pakhtunkhwa, the SAPM on Tourism and the CEO of Discover Pakistan to take the platform to the global stage.
He further suggested involving the Foreign Office and Press Attachés in missions abroad to act as brand ambassadors for the channel.
The minister also offered government incentives for Discover Pakistan to launch an English-language channel to effectively highlight Pakistan’s image internationally.