Pakistan Airports Authority (PAA) and Walee Al-Nazawy have entered into a strategic partnership to launch Khushaamdeed, Pakistan’s first dedicated premium airport Meet & Assist service at Islamabad International Airport. The initiative introduces a structured airport hospitality model that aims to enhance passenger convenience through personalized assistance and premium facilitation services. Designed to improve the overall travel experience from arrival to departure, the service reflects ongoing efforts within Pakistan’s aviation sector to modernize passenger services and align them more closely with international standards. Through Khushaamdeed, travelers will have access to dedicated airport hosts, expedited facilitation, baggage assistance, concierge support, and personalized guidance intended to make airport journeys more efficient and comfortable.
The introduction of Khushaamdeed marks the first time a specialized airport hospitality service of this nature has been formally launched in Pakistan under a dedicated brand. Similar premium airport concierge services have become common at major airports across the Gulf, Europe, and Asia, where passenger experience has become a key area of investment alongside operational efficiency. By bringing this model to Islamabad International Airport, PAA and Walee Al-Nazawy aim to establish a new benchmark for airport facilitation services within the country. The initiative is also expected to strengthen Islamabad International Airport’s position among airports that are increasingly focused on delivering value-added services beyond traditional airport operations. Officials involved in the project view the service as part of a broader effort to improve the experience of both domestic and international travelers while supporting the continued development of Pakistan’s aviation ecosystem.
The partnership also represents a public-private collaboration focused on raising service standards and enhancing the country’s image among international visitors. According to the organizations involved, the service has been designed to cater to a wide range of passengers, including diplomats, overseas Pakistanis, business travelers, families, senior citizens, foreign delegations, and tourists seeking a more streamlined airport experience. Air Marshal (Retd.) Arshad Malik, CEO of Khushaamdeed, stated that the objective of the service is to introduce a higher level of passenger care and airport facilitation than previously available in Pakistan. He noted that the focus is on making travel through Pakistani airports more efficient, comfortable, and welcoming while meeting internationally recognized standards of service excellence. The initiative combines hospitality practices with operational coordination and technology driven support to simplify passenger movement through airport processes.
The launch of Khushaamdeed is aligned with wider efforts to strengthen Pakistan’s aviation infrastructure and improve passenger services as the country seeks to enhance its role as a regional travel and transit destination. By integrating concierge support, personalized assistance, and airport facilitation under a dedicated service platform, the initiative aims to create a more seamless travel experience for passengers passing through Islamabad International Airport. Operations will initially begin at the capital’s airport, with future expansion to additional airports across Pakistan being considered as the service develops. Walee Al-Nazawy, a strategic partnership between Walee Group and Al-Nazawy Group, has stated that its focus remains on developing premium aviation, hospitality, and passenger experience services across Pakistan and the wider region. Through Khushaamdeed, the partners aim to introduce a new category of airport service that supports greater convenience, improved passenger satisfaction, and enhanced service quality across Pakistan’s aviation sector.
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