Munaza Kazmi
Munaza KazmiWhen we consider tourism in Pakistan, our mind images the peaks of Hunza, the valleys of Swat, seashore of Gawadar, food of Karachi or the Mughal heritage of Lahore. What we rarely contemplate is, about who builds the infrastructure that makes this tourism possible.
For over five decades, one company has been doing exactly that.
Tourism Promotion Services (Pakistan) Limited, or TPS-Pakistan, was established on March 19, 1969, as an unlisted public limited company. Which operates under a name more familiar to travellers: *Serena Hotels*. However, it is a subsidiary of the Aga Khan Fund for Economic Development (AKFED), which holds 95.47% shareholding.
TPS mission from the start has been different from a typical commercial hotel chain.
Since, it seeks to develop tourism potential in selected areas in the developing world, particularly in underserved regions. TPS builds, rehabilitates and manages hotels and lodges that contribute to economic growth in an environmentally and culturally sensitive manner.
Considering Pakistan, TPS philosophy is visible on the map. While most five-star brands cluster in Karachi, Lahore and Islamabad, TPS-Pakistan runs a network of ten hotels including its flagship Islamabad Serena Hotel — a member of the Leading Hotels of the World — and properties in less-traveled areas such as Faisalabad, Quetta, Altit, Gilgit, Peshawar, Shigar, Khaplu, Sost and Hunza.
Nevertheless, these are areas which require accommodation of an international standard to support tourism and business development, but which are often ignored by commercial chains. By placing Serena properties there, TPS-Pakistan created the first reason for international conferences, business delegations and high-end leisure travellers to stay.
Moreover, TPS-Pakistan’s model is built on what development economists call “ripple effects”.
Serena Hotels are designed to cause ripple effects in the local economy — from site selection, design and construction stage through to its responsible day to day operations.
Which means, Local Architecture, Global Standards: The distinctive traditional expression of local cultures and architecture blended with modern amenities is the main feature of these hotels. Serena Hunza uses stone and wood craft from the valley, Serena Quetta reflects Baloch motifs, Serena Peshawar revives Peshawari handicrafts.
Jobs and Skills: The company places priority on the hiring and training of local residents for employment at all levels. In Gilgit-Baltistan where youth unemployment pushes migration to cities, this has created a local hospitality workforce.
Environmental and Cultural Conservation: The policy at each hotel is to minimise the impact on the local environment while seeking to maximise socioeconomic benefits, including promotion of local crafts, heritage, responsible sourcing, and environmental responsibility programs for guests and schools.
Seemingly, Pakistan saw a reported 300% increase in international tourists in recent years according to PTDC estimates, and domestic tourism has exploded post-COVID. But without quality, safe and culturally respectful accommodation, that boom cannot sustain.
TPS-Pakistan has established itself as one of the world’s leading hospitality brands offering quality accommodation, unique holiday and conference solutions, cultural heritage and adventure tourism.
Let’s say, in a country where the image of tourism has long been hampered by security perceptions, a brand that is both Pakistani-owned and internationally recognised as Serena has become a trust signal. For foreign embassies, development agencies, and corporate travellers, the presence of a Serena is often a green light to visit a region.
As Pakistan prepares for adventure tourism pushes in Khyber Pakhtunkhwa and eco-tourism projects around dams and waterfalls, the need for models like TPS-Pakistan — where profit is tied to local benefit — will only grow.
It does not run billboards saying “Visit Pakistan.” It simply builds the place where a visitor can come, feel safe, feel the culture, and want to come back.
