In a milestone for Pakistan’s tourism sector, Ahmad Shafiq represented the country at the 26th General Assembly of the World Tourism Organization in Riyadh from November 7 to 11, 2025. His presence at the UNWTO gathering coincided with the organisation’s 50th anniversary and brought Pakistan into global conversations on sustainable travel and hospitality education.
As founder, president and CEO of COTHM Global, Ahmad Shafiq advanced education-led strategies that bridge industry and policymaking. He became the first Pakistani education leader from the hospitality sector to attend the UNWTO Assembly, underscoring Pakistan’s commitment to building world-class training, partnerships and standards in tourism.
Under his direction COTHM Global has sought to set international benchmarks, forge global partnerships and broaden Pakistan’s footprint across tourism and hospitality networks. Ahmad Shafiq used the platform to highlight commitments to the UN Sustainable Development Goals, advocating for responsible, inclusive tourism and stronger vocational education pathways.
Industry observers noted that his participation elevates Pakistan’s image abroad and signals national readiness to engage in global policy on tourism innovation and sustainability. Ahmad Shafiq’s role at the assembly connected education, industry and international organisations, positioning Pakistani talent and institutions on a larger stage.
The Riyadh meetings offered a forum for dialogue with global policymakers and innovators, and Ahmad Shafiq’s engagement reaffirmed Pakistan’s intent to advance tourism through collaborative, future-focused leadership. The visit aims to translate international recognition into local opportunities for training, investment and sustainable travel growth.
