The Center of Excellence for National Tourism (CENT), as a key research and development unit of National Tourism Pakistan (NTP), plays a crucial role in advancing the country’s tourism sector. CENT focuses on conducting in-depth research and providing consultancy services in areas such as sustainable tourism, heritage and cultural management, destination planning, tourism regeneration, and the development of niche tourism markets.
The center’s work significantly influences national tourism policies and practices, fostering strong partnerships with both local and international stakeholders. Additionally, CENT is actively involved in the development of National Tourism Standards, particularly through the National Tourism Operators Minimum Standards (NTOMS). This initiative ensures that tourism businesses meet nationally recognized standards in business management, customer service, and environmental practices, contributing to improved visitor experiences.
Currently, CENT is working on developing Pakistan’s most comprehensive National Tourist Attractions Database for the National Tourism Portal. This initiative aims to create a centralized, accessible platform that showcases the diverse tourist attractions across Pakistan, offering detailed and reliable information for both domestic and international travelers. The authenticity of the information in the database is of utmost importance, with CENT ensuring that all data is thoroughly verified and regularly updated to maintain accuracy and reliability.
In addition to its core activities, CENT is actively engaged in collaborations and partnerships with universities, organizations, youth groups, and industry stakeholders to empower the youth and foster the development of tourism and hospitality. CENT has signed several Memorandums of Understanding (MOUs) with educational institutions, youth organizations, and industry leaders to create platforms for skill development, training, and career counseling. These partnerships enable students, young professionals, and youth organizations to gain practical exposure, learn from top industry experts, and enhance their careers in tourism and hospitality. These initiatives are key to fostering a skilled, capable, and motivated workforce for the future of tourism.
As a vital part of NTP, CENT is committed to driving innovation, promoting sustainable tourism practices, and supporting the growth and modernization of Pakistan’s tourism industry. Through its research-driven approach, CENT continues to shape the future of tourism in Pakistan, helping the sector align with global best practices and foster long-term growth. Through its collaborations and educational initiatives, CENT also works towards building a skilled and capable workforce that will lead the tourism industry into the future.
