TDCP & PTDC launch tourism outreach ahead of 21st Cholistan Desert Rally 2026
Islamabad :- “Magnificent Punjab” vision of the Government of Punjab, the Tourism Development Corporation of Punjab (TDCP), in collaboration with the Pakistan Tourism Development Corporation (PTDC), has jointly organized a Tourism Outreach Programme, as part of the preparations for the 21st TDCP International Cholistan Desert Rally, being held from 4 to 8 February 2026, in the Cholistan Desert, Bahawalpur. Over the years, the rally has expanded from a motorsport event into a major cultural and tourism festival, attracting wide participation from foreign embassies, rally drivers, the media and the general public. It has become one of the most prominent tourism events of South Punjab and a vital platform for showcasing the region’s heritage, adventure sports and economic potential.
Chief Guest, Tariq Fazal Chaudhry, Federal Minister, appreciated the joint efforts of TDCP and PTDC and stated that the Cholistan Desert Rally is a key initiative for promoting adventure tourism, cultural identity and Pakistan’s soft image internationally. He noted that such events help strengthen people-to-people connections, open avenues for investment and generate livelihood opportunities for local communities. He reaffirmed the Government’s support for activities that boost tourism and enhance Pakistan’s visibility abroad.
Asim Raza, Managing Director TDCP, emphasized that Punjab holds immense tourism potential and that TDCP is pursuing a forward-looking strategy to promote it nationally and internationally. He noted that the Thal and Cholistan Desert Rallies have played a key role in highlighting South Punjab as an emerging winter tourism destination.
The Cholistan Desert Rally, now spanning over two decades, has made a lasting impact on Pakistan’s tourism sector and stands as the largest rally event in South Asia. Raza also shared that beyond organizing landmark events, TDCP actively runs tourism awareness campaigns throughout the province. Punjab’s diverse cultural heritage and historical attractions continue to draw millions of visitors, reinforcing its position as a premier travel destination. He further added that the development of state-of-the-art tourism facilitation projects, aligned with international standards, remains a top priority of TDCP to enhance visitor experience and service quality across the province.
Managing Director PTDC, Aftab Ur Rehman Rana, appreciated TDCP’s leadership in organizing the rally and acknowledged the active participation of foreign embassies. He stressed PTDC’s focus on strengthening tourism diplomacy and building international partnerships through such engagements. He emphasized that collaborative efforts between provincial and federal tourism organizations are essential for positioning Pakistan as a competitive tourism destination.
The program featured the official announcement of rally dates, a promotional launch, a documentary screening and engaging cultural performances that represented the vibrant heritage of Punjab. The attendance of foreign diplomats, rally drivers, electronic media and social media influencers contributed to broad promotional outreach and helped build momentum for the upcoming 2026 rally.
Sohail Majeed is a Special Correspondent at The Diplomatic Insight. He has twelve plus years of experience in journalism & reporting. He covers International Affairs, Diplomacy, UN, Sports, Climate Change, Economy, Technology, and Health.
