In an effort to promote the country's tourism industry as a global brand, the Prime Minister’s Special Assistant to Pakistan for Overseas Affairs and Tourism Sayed Zulfikar Abbas Bukhari has said that the government was in process of introducing 'Brand Pakistan'.
The “Pakistani Brand” was originally planned to launch in 2020. Special Assistant to the Prime Minister Sayed Zulfiqar Abbas Bukhari tendered for new reforms to be implemented before the end of 2020 in a meeting with the Tourism Association in July last year. While talking to the main supporters of the reforms, he assured the establishment of proper local business centers in the tourist areas under the National Tourism Coordination Council.