In a landmark move to reshape the future of Pakistan's tourism and youth economy, the Prime Minister's Youth Programme (PMYP) has signed a Letter of Intent (LoI) with Destinations, a leading digital tourism and innovation platform. The ceremony, held at the Prime Minister's Office, was chaired by Rana Mashhood Ahmad Khan, Chairman of PMYP.
This partnership is aimed at accelerating digital transformation in tourism, empowering youth, and integrating Pakistan into global digital and halal economies. By harnessing technology, entrepreneurship, and storytelling, it will open new avenues for young Pakistanis in high-growth industries.
Destinations, founded in 2015, has established itself as a pioneer in sustainable tourism, youth entrepreneurship, and digital innovation. Its award-winning travel content, AI-powered tools, and focus on the halal economy have positioned it as a key player in advancing Pakistan's global brand.
The collaboration will advance shared goals of youth empowerment, job creation, economic growth, and global recognition of Pakistan's tourism potential. PMYP will leverage Destinations' AI platform to equip youth with digital skills, training, and entrepreneurial opportunities. The partnership spans across sustainable tourism, the halal economy, education, and content creation.
It will operate on four key pillars: Technology & Infrastructure — Building AI-driven tools to modernize the travel experience and streamline planning. Marketing & User Acquisition — Launching campaigns to boost Pakistan's visibility as a global tourism destination. Operational Expansion – Setting up regional support centres and enabling digital access to travel permits and regulations. Data Access & Integration — Strengthening cybersecurity and data-sharing to build a seamless digital ecosystem.
Digital inclusion lies at the heart of this initiative. Local service providers, tour guides, artisans, small businesses, and youth will be connected to training, tools, and visibility within a shared ecosystem, fostering entrepreneurship and sustainable participation.
The collaboration also emphasises two strategic areas: Content Creation & Creator Economy — Through the Destinations Edu app, young people will explore Pakistan's culture and environment, creating podcasts, videos, and campaigns that connect local stories to global audiences.
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