Asma Chishty, Founder and CEO of Destinations Media, has been appointed as the official advisor to the Sustainable Tourism Forum (STF), organized by the Islamic Chamber of Commerce and Development (ICCD). As an affiliate of the Organization of Islamic Cooperation (OIC), ICCD represents the private sector of 57 member countries, and this appointment underscores her pivotal role in shaping the sustainable tourism landscape. Destinations Media was also honored with the prestigious title of “Strategic Partner” alongside Green Tourism and the Tourism Development Corporation of Punjab (TDCP), highlighting its commitment to promoting responsible and eco-friendly travel.
The Sustainable Tourism Forum, held on January 30-31, 2025, at the Marriott Hotel in Karachi, brought together global industry leaders, policymakers, and investors to discuss the future of tourism in the region. The event commenced with welcoming remarks from H.E. Mr. Yousef Hasan Khalawi, Secretary General of ICCD, followed by key addresses from H.E. Mr. Atif Ikram Sheikh, President of the Federation of Pakistan Chambers of Commerce and Industry (FPCCI), and a message delivered on behalf of the OIC General Secretariat. The keynote address by Mr. Gholam Hussain Mozaffari, Governor of Khorasan Razavi, Iran, set the tone for a series of insightful discussions aimed at fostering sustainability in the tourism industry.
The first day of the forum featured two high-impact panel discussions, each addressing key aspects of sustainable tourism development. The CEO Insights panel delved into investment opportunities for the private sector, featuring prominent speakers such as Ms. Zehra Zümrüt Selçuk, former Turkish Minister of Family & Social Services, and executives from the Azerbaijan Tourism Board, Hashoo Group, Pakistan Tourism Development Corporation (PTDC), and the Turkish Cyprus Chamber of Commerce. The discussion explored strategies for fostering collaboration between governments and businesses to create a more sustainable and profitable tourism industry. Meanwhile, the Green Features panel focused on sustainable financing, with insights from representatives of the State Bank of Pakistan (SBP), Al Baraka Bank, the Borobudur Tourism Authority of Indonesia, and UAE-based hospitality leaders. The panel emphasized the role of financial institutions in supporting eco-friendly tourism initiatives and ensuring that sustainability remains at the core of future developments.
One of the key moments of the event was the official launch of the Destinations App by Asma Chishty, an innovative digital platform designed to function as a tour guide for both locals and international visitors. This app, the first of its kind in Pakistan, aims to transform how travelers explore the country by integrating smart navigation, cultural insights, and eco-friendly recommendations. Chishty provided attendees with an in-depth walkthrough of the app’s features, emphasizing its potential to enhance user experiences while promoting sustainable travel practices.
The event also featured a workshop on the benefits of sustainable tourism for local communities, led by Dr. Nisha Abu Bakar from World Women Tourism Singapore and Ms. Marina LeGree from Ascend USA. The session explored ways in which sustainable tourism can drive economic growth, empower local artisans, and preserve cultural heritage. Following this, a roundtable discussion on investment opportunities brought together government officials from Turkey, Pakistan’s Balochistan and Khyber Pakhtunkhwa provinces, and representatives from the Gwadar Development Authority. These discussions played a crucial role in identifying potential investment avenues and strengthening cross-border collaborations in the tourism sector. The day concluded with a grand dinner at Frere Hall, where international delegates enjoyed a cultural performance by renowned Pakistani folk singer Mai Dhai, showcasing the country’s rich artistic heritage.
The second day of the conference focused on the aviation sector’s role in promoting sustainable tourism, with speakers from Pakistan International Airlines (PIA), FPCCI, and Aero Engine Craft discussing how airlines can integrate eco-friendly policies and carbon reduction strategies into their operations. A session highlighting role models and successful ventures in tourism featured experts from Iran’s Cultural Heritage Department, the Walled City of Lahore Authority, Green Tourism Pakistan, and various provincial tourism bodies, all of whom shared case studies on effective sustainability practices.
Further discussions examined global tourism standards and sustainability, with expert-led panels on Halal tourism, carbon trading in the forestry sector, and the importance of sustainable education in tourism development. A digital transformation workshop, conducted by Asma Chishty and Mohammad Ali Ibrahim of Hashoo Group, underscored the growing importance of technology in creating seamless and environmentally responsible travel experiences.
The forum concluded with a high-level roundtable on business tourism as a tool for promoting sustainable tourism, featuring industry leaders from the World Bank, Karachi Chamber of Commerce, and leading private-sector investors. This session emphasized the economic benefits of sustainable tourism, reinforcing the need for governments and businesses to prioritize eco-conscious policies in their development plans.
The Sustainable Tourism Forum 2025 proved to be a landmark event, placing sustainable tourism at the forefront of economic development. By fostering regional collaborations, encouraging investment in eco-friendly infrastructure, and integrating digital advancements, the forum laid the groundwork for a more inclusive and environmentally responsible future for the global tourism industry.
