Baguio City, Philippines, (Unib Rashid) __ Tariq Tanveer, Founder and CEO of the Agri Tourism Development Corporation of Pakistan (ATDCP), has been honored with the Outstanding Farm Tourism Advocate Award at the 5th Asia’s Farm Tourism Awards organized by the International School of Sustainable Tourism.

The award was presented during the 9th International Farm Tourism Conference held in the scenic mountain city of Baguio City, recognizing more than two decades of Tanveer’s efforts in promoting farm tourism in Pakistan.

Over the past 20 years, Tanveer has played a pioneering role in transforming the concept of farm tourism into a national movement. Through nearly 700 agricultural festivals, conferences, farmer training programs, university collaborations, and national advocacy campaigns, he has helped connect farmers with universities, policymakers, investors, and travelers.

His initiatives have contributed to promoting sustainable rural tourism in Pakistan and empowering farmers through innovative models such as Theme Villages, Harvest Festivals, Student Agri-Tourism Clubs, and farm-based experiential learning programs.

Speaking on the occasion, Tanveer dedicated the award to the farmers of Pakistan and the wider agri-tourism community who have supported the movement for more than two decades.

“This recognition is not only an honor but also a responsibility. It strengthens our commitment to empower farmers, promote rural economies, and position Pakistan as an emerging destination for farm tourism in Asia and the world,” he said.

The international recognition highlights Pakistan’s growing role in sustainable rural tourism and marks an important milestone for the country’s agri-tourism movement while encouraging greater regional collaboration across Asia.