London roadshow showcases Pakistan’s tourism and investment potential ahead of International Silk Route Festival
Published Date: July 19, 2026
Published On: Minute Mirror
Pakistan stepped up efforts to attract international investors and tourists as the Pakistan High Commission in London, in partnership with Silk Road Enterprises, hosted the International Silk Route Festival 2026 Road Show, highlighting the country’s economic potential, tourism assets and strategic position as a regional trade hub.
The event brought together diplomats, investors, business executives, tourism professionals, entrepreneurs, media representatives and members of the British-Pakistani community to promote Pakistan as an emerging destination for investment, tourism and cultural exchange.
Welcoming the participants, Acting High Commissioner Haseeb Bin Aziz said Pakistan was committed to strengthening economic and cultural ties with the United Kingdom while showcasing the country’s growing opportunities in tourism, trade and investment. He praised the organisers for creating an international platform to enhance Pakistan’s global image.
A key feature of the event was the formal introduction of the International Silk Route Festival 2026, which will be held in Islamabad on 24-25 October at the Pakistan National Council of the Arts (PNCA) and Serena Hotel.
Introducing the festival, Sadaf Khalid Khan, Global Coordinator and Director of Silk Road Enterprises, said the initiative enjoys the support of the Special Investment Facilitation Council (SIFC), the Ministry of Foreign Affairs, the Trade Development Authority of Pakistan (TDAP), the Pakistan Tourism Development Corporation (PTDC) and other leading public and private sector organisations.
She described the festival as a major international platform designed to connect investors, tourism operators, entrepreneurs, policymakers and cultural organisations while promoting Pakistan’s tourism, investment and business opportunities.
Khan highlighted Pakistan’s diverse attractions, including the Karakoram, Himalaya and Hindu Kush mountain ranges, UNESCO World Heritage Sites, the historic Silk Route, religious tourism and eco-tourism, saying the country’s location at the crossroads of South Asia, Central Asia, China and the Middle East provides significant opportunities for regional trade and investment.
Prince Shehryar Khan, Director of Silk Road Enterprises, said the festival aims to attract international investment in hotels, resorts, hospitality, food and beverage brands and tourism infrastructure, while Mian M. Hashim Masood announced an exclusive post-festival familiarisation tour along the Karakoram Highway to Khunjerab Pass for international delegates.
The roadshow also featured keynote presentations by sustainability expert Faraz Khan, who emphasised the importance of ESG-driven investment, Christopher Wilton of the Aga Khan Foundation, who shared his experiences travelling the ancient Silk Road, entrepreneur and actor Momin Saqib, who highlighted the potential of Pakistan’s young population, and Farzana Khan, founder of The Pakistani Dream 2028, who encouraged overseas Pakistanis to invest in the country’s expanding tourism and hospitality sectors.
Organisers said the International Silk Route Festival 2026 is expected to bring together government representatives, diplomats, tourism authorities, chambers of commerce, airlines, investors, hospitality companies and media organisations from Pakistan, Central Asia, the Middle East and Europe.
The London roadshow concluded with a networking reception focused on building international partnerships ahead of the Islamabad festival, reinforcing Pakistan’s ambition to position itself as a leading destination for tourism, trade and foreign investment
