ISLAMABAD: The Philippines wanted to promote tourism, cultural exchanges and people-to-people contacts between Pakistan, and the role of the private sector in this regard cannot be ruled out.

The ambassador of the Philippines to Pakistan, Dr Emmanuel R. Fernandez, here on Tuesday expressed confidence in enhancing bilateral trade between the two countries to $500 million.

The trade relations between Pakistan and the Philippines have seen significant growth and potential, and currently bilateral trade stands at around $197 million, which is below the actual trade potential of the two countries.

He was meeting a delegation led by Chairman Al-Sadat Group, Sadat Hussain Shah, who stressed the need to expand tourism cooperation between the two countries. Mr Shah called for promoting mutual tourism by highlighting their diverse cultural heritage, natural beauty and tourism potential and joint ventures in the hospitality industry.

This includes exploring new avenues for trade, investment, and business-to-business linkages. The Philippines, being the second-largest market in Asean, could serve as an important gateway for Pakistan to the Asean region.

“Pakistan needed to upgrade the human resources in the hotel and hospitality business; besides, we have to promote bilateral tourism,” he added.

More than 5,000 Pakistanis visit the Philippines every year for tourism, while a significant number of Filipinos also visit Pakistan, particularly the scenic northern areas. The Philippines Embassy in Islamabad is also taking measures to facilitate Pakistani travellers by issuing more visas and making the visa process easier.

The meeting also discussed possible joint initiatives, exchange of experiences in the tourism sector and measures to strengthen ties between the people of Pakistan and the Philippines. Both sides expressed their commitment to exploring opportunities for greater cooperation in tourism and other areas of mutual interest.

The Philippines Embassy in Islamabad was currently issuing up to around 320 visas per month, and there is a possibility of establishing direct air connectivity between Pakistan and the Philippines, as direct flights would be important for promoting tourism, business and people-to-people contacts.

The ambassador of the Philippines highlighted that more than 7,600 islands of his country offered a wide range of tourism opportunities.

Its diverse culture, society and natural attractions made it an attractive destination for Pakistani tourists, while Pakistan’s northern areas also offered considerable potential for attracting Filipino visitors.

Published in Dawn, August 26th, 2026