Dubai Expo 2020 is a shining example of what Pakistan’s diplomatic missions abroad are capable of for the projection of a positive image of the nation and its soft power on the global stage. However, concerns loom over the performance of Pakistan’s trade missions abroad falling short of their potential in showcasing Pakistani products, promoting tourism, and attracting international investors.
Despite the existence of key performance objectives (KPOs) and key performance indicators (KPIs) set by the Ministry of Trade and Commerce Pakistan, a wave of dissatisfaction reverberates among Pakistani exporters, the Pakistan Business Council, the overseas Pakistani community, and foreign investors regarding the lacklustre performance of Pakistan’s overseas trade missions.
Instances of trade promotion failures underscore the disconnect between expectations and reality. For instance, inquiries by prominent Pakistan-based businessmen in China regarding regional exhibitions met with a disheartening lack of information from Trade and Investment Counsellor Muhammad Irfan in Guangzhou, China. This failure raises significant questions about the efficacy of the Trade Officers Monitoring and Evaluation Committee (TOMEC) of the Ministry of Trade and Commerce Pakistan.
In April 2024, the Pakistan Business Council addressed a letter to Federal Minister of Commerce Jam Kamal, urging the exploration of new export markets and an increase in quality exhibitions for Pakistani products. This communication serves as an indictment of both the overseas trade missions and the TOMEC’s adherence to their outlined KPOs and KPIs.
Similarly, the inadequacy of market intelligence efforts is evident, with no discernible promotional activities by Pakistan’s Ministry of Trade and Commerce in Riyadh ahead of The Saudi Food Show in May 2024 to facilitate Pakistani exporters. The Saudi Food Show is a major global food and beverage event where Pakistan can showcase its products and attract potential buyers from the region. Complaints from various sectors, including rice processing mills, pink salt processing units, and citrus processing units, underscore the tangible repercussions of such oversights.
Furthermore, subpar performance in networking between overseas tour operators, service providers, and potential business partners in Pakistan has hindered the realisation of Pakistan’s tourism potential.
Moving forward, a robust strategy is imperative to rectify these shortcomings:
– Trade promotion of Pakistani products: Quarterly exhibitions of Pakistani products, in collaboration with local stakeholders, can rebuild credibility and garner support from Pakistani business entities.
– Investment promotion in Pakistan: Organising investment promotion events, participating in international forums, and facilitating visits of investor delegations to Pakistan are vital steps in attracting foreign investment.
– Role in tourism promotion: Establishing effective communication channels, such as active websites and mobile apps, to disseminate tourism information and foster connectivity between stakeholders, which can bolster tourism promotion efforts.
Ultimately, governmental accountability is paramount. A systematic evaluation of the TOMEC’s performance, coupled with active engagement with the Pakistani overseas community and the Pakistan Business Council, is essential to ensure the effective functioning of trade missions abroad.
Event: South Africa
PML-N South Africa Chief Patron Ashfaq Anwar organised a grand ceremony to commemorate Eid, focusing on uplifting the spirits of orphans and the elderly.
A multitude of children and their guardians joined the festivities, engrossed in entertainment and receiving thoughtful gifts. The atmosphere was one of jubilation as attendees relished the sumptuous food and cherished their tokens of affection.
The overwhelming gratitude expressed towards Ashfaq Anwar for his impeccable hospitality resonated throughout the gathering. Head of Youth for PML-N South Africa Malik Asim Ali and Chief Editor of Universal Times Rana Faheem Shehba lent their support to Ashfaq Anwar in overseeing the event’s administrative tasks.
Such events serve to develop stronger ties with Pakistan and promote the values of Islam within the community.
