Pakistan is ranked among the world’s most beautiful tourist destinations. Recognizing the potential for growth in tourism, the current government is prioritizing the promotion of this sector. The need of IUB-DoST (Directorate of Sustainable Tourism) reflects the vision of  The Islamia University of Bahawalpur. IUB-DoST has upgraded the existing residential and dining facilities on IUB campuses to international standards, providing a state-of-the-art environment for hospitality students to apply their learning in practical settings. Additionally, it strives to set a benchmark for hospitality services in Pakistan by showcasing authentic Pakistani cuisine and enhancing its global value. A key focus of IUB-DoST is the sustainable identification, preservation, and promotion of potential tourist destinations across the country. It also seeks to generate significant income opportunities in tourism, hospitality, and food services for local communities. To support these objectives, IUB-DoST has developed a comprehensive framework for sustainable tourism. This framework includes policies and standards designed to guide organizations in managing regional tourist destinations, particularly through community-based eco-tourism initiatives. These efforts aim to create healthy livelihoods for local residents while ensuring minimal environmental impact.

Prof Dr. Muhammad Kamran, Vice Chancellor IUB