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ISLAMABAD, Dec 05 (APP): As part of the Government of Punjab’s ‘Magnificent Punjab’ vision, the Tourism Development Corporation of Punjab (TDCP), in collaboration with the Pakistan Tourism Development Corporation (PTDC), organized a Tourism Outreach Programme here at a local hotel on Friday.
The initiative forms part of the preparations for the 21st TDCP International Cholistan Desert Rally scheduled to take place from February 4 to 8, 2026, in the Cholistan Desert, Bahawalpur.
Over the years, it has evolved from a motorsport competition into a major cultural and tourism festival, drawing participation from foreign embassies, professional drivers, media representatives and the general public.
It stands among South Punjab’s most prominent tourism events and serves as a vital platform for showcasing the region’s heritage, adventure sports and economic potential.
Speaking on the occasion, the chief guest, Federal Minister for Parliamentary Affairs Tariq Fazal Chaudhary, lauded the joint efforts of TDCP and PTDC.
He described the Cholistan Desert Rally as a flagship initiative for promoting adventure tourism, cultural identity and a positive international image of Pakistan.
He added that such events help strengthen people-to-people ties, create investment opportunities and provide livelihoods for local communities. The minister reaffirmed the government’s support for tourism promotion and assured full facilitation for the upcoming rally.
“Participants from across the country will join the rally, helping project Pakistan’s softer image to the world,” he said.
He also assured that all necessary facilities would be provided for the rally, noting that tourism is guided by national policy and plays a vital role in promoting Pakistan’s culture.
Prime Minister’s Coordinator on Tourism, Sardar Yasir Ilyas Khan, noted that the rally has been running for over two decades, a testament to the country’s commitment to tourism development. Highlighting the expanded 700-km route, he said it reflects Pakistan’s ability to transform natural landscapes into economic strength.
He added that the sacrifices of the Armed Forces and the nation’s resilience contribute to presenting Pakistan as a peaceful destination. “Our target is to bring back the overseas community. We have everything in this country, we just need to capitalize on it,” he remarked.
He emphasized the need for enhancing skills development, job creation and confidence-building in Pakistan’s tourism potential.
TDCP Managing Director Asim Raza highlighted Punjab’s vast tourism potential and the corporation’s forward-looking strategy to promote it domestically and internationally.
He said that the Thal and Cholistan Desert Rallies have been instrumental in developing South Punjab as an emerging winter tourism hub. With over two decades of continued growth, the Cholistan Desert Rally has become the largest rally event in South Asia, significantly contributing to Pakistan’s tourism sector.
Raza also noted that TDCP conducts tourism awareness campaigns across the province, with Punjab’s cultural and historical attractions drawing millions of visitors annually. He added that developing state-of-the-art tourism facilities, aligned with international standards, remains a key priority.
PTDC Managing Director Aftab Ur Rehman Rana commended TDCP’s leadership and recognized the active involvement of foreign embassies.
He emphasized PTDC’s commitment to strengthening tourism diplomacy and building global partnerships, stressing that collaboration between provincial and federal tourism bodies is essential to enhance Pakistan’s competitiveness as a global tourism destination.
Race Director Nomam Khan shared that the event, first launched in 2005, has now entered its 21st edition. With the track extended to 700 kms, he noted that it has become the longest and largest rally in South Asia in terms of participation.
Prominent off-road racer and Islamabad Motor Club President Asif Fazal Chaudhary praised the rally as a reflection of Pakistan’s cultural heritage and commended Nomam Khan for his efforts in organizing the mega event.
Female racer Salma Farhat shared her experience, saying that the rallies have been an important learning platform, and she encouraged greater female participation in motorsports.
The programme featured the official trophy unveiling, a promotional launch, a documentary screening and cultural
performances, showcasing Punjab’s vibrant heritage.