I was not a participant at Davos, and I don’t know Ikram Sehgal. Let me get that out of the way. This article is based on feedback from colleagues and well-wishers of Pakistan who attended the recent gathering. They brought to the surface issues that led to deeper discussions among us about what was lacking and what can be done to improve Pakistan’s participation and exposure at Davos.
Before getting into a critical rethink on Pakistan’s future participation at Davos, it should be acknowledged that Pakistani leadership was prominent at Davos by becoming signatories of the BOP. The participation and inclusion of the PM and FM are another in a host of international events that continue to elevate Pakistan’s prominence on the world stage. Pakistan’s international debut since May 2025 continues to impress.
On the other hand, shortcomings were noted across several critical areas of Pakistan’s participation. Namely, does the Pakistani government have a stake in the event? Should the government give the impression that it is sponsoring events it does not fund? Do Pakistan-related gatherings engage anyone other than Pakistanis? How does this participation promote Pakistan in the international community? Does showcasing Pakistan’s culture through qawwalis help position the country effectively? Aren’t there more compelling cultural angles that present a modern, engaging Pakistan?
A Disconcerting Format
The current format of Pakistan’s participation at the World Economic Forum in Davos reveals significant gaps between aspiration and execution. While Prime Minister Shehbaz Sharif led a high-level delegation to the Swiss Alps in January 2026, the underlying structure raises fundamental questions.
For decades, the so-called Pakistan Pavilion has been organised not by the state, but by the Pathfinder Group, a private company led by Ikram Sehgal. Kudos to Mr Sehgal for his sustained effort to place Pakistan on the Davos map. However, when most aspiring countries present official government pavilions showcasing their investment opportunities and strategic priorities, Pakistan’s reliance on private funding sends an unmistakable signal about governmental priorities-or the lack thereof.
The flagship Pakistan Breakfast, hosted by the Pathfinder Group at the Morosani PostHotel with the Prime Minister as chief guest, tells a similar story. The optics are troubling – the government taking credit for an event financed entirely by private citizens. This pattern has persisted for years, with the government benefiting from visibility without bearing institutional responsibility.
The Echo Chamber Problem
Perhaps more concerning is the composition of Pakistan-focused sessions. Multiple events suffer from an echo chamber effect-predominantly Pakistani speakers addressing predominantly Pakistani audiences. This defeats the entire purpose of Davos, which is to engage with global investors, policymakers, and thought leaders. When Pakistan’s sessions become forums for Pakistanis to speak to other Pakistanis, the country misses the critical opportunity to reshape international perceptions and attract genuine foreign interest.
The cultural programming further highlights a disconnect between Pakistan’s rich culture and its international presentation. Qawwali performances with uncoordinated performances do not inspire confidence; they reinforce outdated stereotypes about Pakistan and its culture.
Does showcasing Pakistan’s culture through qawwalis help position the country effectively? Aren’t there more compelling cultural angles that present a modern, engaging Pakistan?
The reality is that Pakistan possesses extraordinary musical talent that captivates an international audience. Contemporary artists like Arooj Aftab, a Grammy winner who blends Sufi traditions with modern jazz, or bands like Bayaan and Kashmir, could provide sophisticated cultural programming. Artists such as Hasan Raheem, Abdul Hannan, the Young Stunners, and Khumariyan have demonstrated global appeal through their fusion of traditional Pakistani sounds with contemporary genres. Perhaps they would better represent the broader and modern Pakistan.
Learning From Others
Smaller countries have recognised that a Davos pavilion is not merely a luxury but a strategic investment in national branding. These pavilions become hubs for meaningful dialogue, creating informal settings where deals are discussed and relationships are built. When Southeast Asian nations offer local delicacies at their pavilions, they create memorable touchpoints that make their countries tangible to potential investors. By all accounts, the first-ever pavilions of the Philippines and Indonesia drew notable crowds, if only for the free food.
What Must Be Done
The government must establish an official, adequately funded presence-not as extravagance, but as a strategic imperative. This pavilion should be professionally managed, properly branded, and staffed by competent representatives. The pavilion could well be a public-private partnership with Sehgal in the lead, since he deserves it for carrying Pakistan’s mantle for decades. We need to do this for potential returns in foreign investment and improved international perception.
Guest lists must be deliberately curated to include international business leaders, investors from key markets, and representatives from multilateral institutions. Sessions dominated by Pakistanis speaking to other Pakistanis defeat the purpose entirely.
Cultural programming must be treated as Pakistan’s artistic calling card, demanding professional production values, proper rehearsal time, and artists selected for their ability to represent Pakistan’s creative dynamism. Pakistan’s contemporary artists are capable of creating sophisticated impressions that resonate globally-we simply need to give them the platform.
The Larger Imperative
For a country perpetually seeking foreign investment and international credibility, the reluctance to invest strategically in platforms like Davos is self-defeating. Countries like Indonesia, Vietnam, and Rwanda have successfully used Davos to rebrand themselves and attract investment. They understand that perception shapes reality in international economics.
In short, Pakistan, the country, needs to take ownership of its participation at Davos. It needs to do it professionally – with planned events, deliberate and professional participation, inviting carefully selected speakers and an international audience, and showcasing the best of Pakistani culture and cuisine. We need to have a “Pakistan Pavilion” that is second to none. As the fifth-largest nation in the world, we deserve that. More crucially, our economic future demands it.
The writer is a former Senior Advisor to the Government and a sector development specialist. He is a member of the APP Think Tank and Pakistan’s Buddhist Heritage Promotion Ambassador
for Green Tourism, a company under SIFC.