By Dr Saleha Waqar Butt
LAHORE: As a marketing professional, academic, and advocate of women empowerment through various national platforms, I have always believed that the strength of a nation lies in the skill, creativity, and spirit of its people. In my professional journey, I have seen firsthand that when education, industry, and vision come together, the results are not just impactful — they are transformative for a country’s global image.
Representing MAP Pakistan – Marketing Association of Professionals Pakistan, alongside a distinguished delegation led by Mr. Tariq Asmat, President MAP Pakistan, I recently had the privilege of visiting the College of Tourism and Hotel Management (COTHM) a pioneering institution dedicated to equipping Pakistan’s youth with globally competitive skills.
From the very first moment, our delegation was met with an exceptional display of Pakistani hospitality. Mr. Ahmad Shafiq, CEO of COTHM, along with his dynamic team, welcomed us with a warmth that reflected the very values COTHM instills in its students. This was no routine visit, it was an experience carefully curated to demonstrate the depth of the institution’s commitment to excellence.
The true highlight of the visit came in the form of our discussions. Around the table, leaders from both MAP Pakistan and COTHM explored avenues for collaboration that extend beyond training alone. Brand building, personal development, and entrepreneurial skills emerged as central themes.
It became clear that MAP Pakistan’s expertise in marketing and brand positioning perfectly complements COTHM’s excellence in skill development and vocational training. Together, these strengths can shape professionals who are not only employable but also capable of becoming brand ambassadors for Pakistan, people who represent the country with pride, competence, and confidence in international arenas.
As we walked through bustling classrooms and training areas, I observed the energy and focus of COTHM’s students. These young men and women are learning more than technical skills, they are learning to embody professionalism, cultural pride, and a global outlook. They are future chefs, hoteliers, entrepreneurs, and tourism experts who can tell Pakistan’s story through their work.
The souvenirs gifted to our delegation were a touching gesture, symbolic of the institution’s belief that skill and culture are inseparable. In many ways, these mementos encapsulated the essence of the visit: the merging of professionalism with national pride.
Promoting Pakistan, Together
In today’s interconnected world, a country’s reputation is shaped not only by its politics and economy but also by the caliber of its people. This is where MAP Pakistan and COTHM find common ground. Both organizations are determined to showcase Pakistan as a country of talent, creativity, and professionalism.
For MAP Pakistan, the mission is clear: to elevate Pakistan’s brand identity globally through strategic marketing, thought leadership, and partnerships. For COTHM, the mission is equally strong: to create a pipeline of skilled professionals who can meet global standards while staying rooted in their Pakistani identity. Together, these missions align seamlessly to form a powerful narrative — that Pakistan has much to offer the world, and its people are ready to prove it.
Tariq Asmat’s vision is to position marketing as a powerful driver of national progress using innovative strategies to strengthen Pakistan’s brand, unlock its economic potential, and showcase its talent to the world.
At the heart of this collaboration lies a powerful truth: when industry leaders and educational institutions join forces with a shared goal, they can transform not only individual careers but also a nation’s image. COTHM’s unmatched quality of training and MAP Pakistan’s leadership in marketing and brand development form a natural alliance — one capable of redefining how Pakistan is perceived internationally.
Under the visionary leadership of Tariq Asmat, MAP Pakistan is committed to partnerships that bring Pakistan’s strengths to the forefront. In COTHM, we see an institution that not only trains professionals but also cultivates ambassadors of Pakistan’s culture, skill, and hospitality.
