PMYP signs LOI with Destinations to promote digital transformation

MG News | September 03, 2025 at 11:19 AM GMT+05:00

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September 03, 2025 (MLN): In a groundbreaking move to redefine the future of tourism, the Prime Minister’s Youth Programme (PMYP) has signed a Letter of Intent (LOI) with Destinations, an innovative digital tourism platform, at a ceremony held at the Prime Minister’s Office under the chairmanship of Rana Mashhood Ahmad Khan, Chairman PMYP.

The collaboration aims to leverage technology, innovation, and entrepreneurship to accelerate Pakistan’s digital transformation in tourism and the creator economy while empowering youth.

Founded in 2015, Destinations is a leading media and digital innovation platform focused on sustainable tourism, youth entrepreneurship and integrating Pakistan into the global halal economy.

The partnership emphasizes youth empowerment, job creation, economic development and enhancing Pakistan’s global brand through four key pillars: technology and infrastructure, marketing and user acquisition, operational expansion, and data access and integration.

The initiative will focus on digital inclusion by enabling local service providers, small businesses, tour guides, and artisans to access tools, training and visibility within a shared digital ecosystem.

It also highlights two core areas: content creation and the creator economy through the Destinations Edu app and entrepreneurship with a focus on building sustainable, halal-compliant businesses.

Asma Chishty, CEO of Destinations, said the initiative will prepare Pakistan’s youth to lead in climate resilience and halal innovation worldwide.

The partnership will also strengthen the Prime Minister’s Digital Youth Hub (DYH), which already has over 2.6 million registrations and provides access to education, employment, engagement and environmental opportunities.

By modernizing how tourists explore, book and experience Pakistan, PMYP and Destinations aim to foster a vibrant, inclusive and digitally empowered tourism sector to drive long-term growth and youth participation.

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