In accordance with Prime Minister (PM) Imran Khan’s vision of driving mainstream development towards tourism, the government has taken a major step in this direction by launching Pakistan’s first-ever TV channel specifically for tourism.

Called ‘Discover Pakistan’ on its management’s official social media accounts, the new platform is focused on promoting Pakistan’s scenic beauty, historical places, and notable areas.
The channel covers tourism-related events and developments and airs a morning show to showcase a soft image of the country.

Since its launch on Saturday, 22 March, Discover Pakistan is broadcasting its content in high definition to promote Pakistan’s natural landscape in the best possible way.

Before Discover Pakistan grew into a mainstream development project, PM Imran had formulated a 12-member tourism-specific National Coordination Committee in August last year to oversee its progress.

The Deputy Governor of the State Bank of Pakistan (SBP), the Managing Director of the Pakistan Tourism Development Corporation (PTDC), the Chairman of the Evacuee Trust Property Board, and all the Chief Secretaries or associated Chief Secretaries are members of the committee.

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The committee is also responsible for overseeing the implementation of the government’s national tourism strategy while adhering to provincial and regional policies.