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Serena Hotels, in collaboration with the Pakistan Disabled Foundation, organized a thought-provoking event to commemorate the International Day of Persons with Disabilities. The event held at Islamabad Serena Hotel, brought together experts, policymakers, academics, and advocates to discuss the challenges faced by persons with disabilities in Pakistan and explore pathways for greater inclusion and accessibility.

The distinguished panel of speakers included, Abdul Wahab Shahid, Manager Monitoring, IGNITE, Imtiaz Ali, Senior Deputy Chief Manager, State Bank of Pakistan, Shahid Memon, President, Pakistan Disabled Foundation,  Tahir Naeem, Representative of the Inter-Islamic Network on Information Technology (IINIT) and Planning and Development at COMSATS University Islamabad,  Dr. Humera Aziz, Chairperson, Special Education Department, Karachi University, Dr. Shagufta Iqbal, Retired Principal, Postgraduate College Balochistan and PhD Supervisor, Lincoln University Malaysia,  Professor Dr. M. Mukhtar, Vice Chancellor, National Skills University Islamabad, Dr. Shehzad Khalid from Bahria University. The speakers shed light on the need to advance the efforts for accessibility for persons with disabilities and to bring about change in policy level.

Ms. Shahida Rehmani, Parliamentary Secretary and Guest of Honor, delivered a keynote address, underscoring the importance of raising awareness and fostering an inclusive society. She remarked, “Observing the International Day of Persons with Disabilities is essential to addressing the barriers faced by persons with disabilities and ensuring they are empowered to live with dignity and opportunity.”

The event also highlighted Serena Hotels' commitment to inclusivity through its corporate social responsibility (CSR) initiatives, such as improving accessibility at its properties and creating employment opportunities for persons with disabilities.

As the event concluded, participants reaffirmed their dedication to building a more inclusive Pakistan, where individuals with disabilities are empowered to lead independent and fulfilling lives.

Serena hotels has sponsored the Pakistan Foreign Office Women’s Association (PFOWA) Annual Charity Bazaar 2024, under the theme of “PFOWA Joining hands, Joining hearts.

Diplomatic families came together for a special event hosted by the Pakistan Foreign Office Women’s Association here on Sunday 1st December 2024 , celebrating cultural diversity through lively stalls showcasing the unique traditions of their countries.

As the name and theme "Joining Hands, Joining Hearts" imply, the Annual Charity Bazaar also had a philanthropic focus, with the proceeds dedicated to supporting low-income staff members of the Foreign Office. The event featured a diverse range of food, crafts, and unique items from around the world, along with cultural performances by children and artists from various nations.

Deputy Prime Minister and Foreign Minister Ishaq Dar, who inaugurated the event, underscored the pivotal role of cultural diplomacy in fostering Pakistan’s stronger ties with other nations. He emphasised the crucial role of cultural diplomacy in strengthening relationships among countries. The minister also pointed out the event's focus on social upliftment and stressed the need for collective efforts to support the welfare of marginalised communities.

Serena Hotels, under the Cultural Diplomacy Initiative, hosted an enchanting Flamenco Night in collaboration with the Embassy of Spain in Pakistan, continuing the legacy of promoting performing arts and cultural in Pakistan. Featuring Spain's most celebrated and renowned Flamenco artists Sara Calero Hernandez, Javier Conde Santos and Jose Javier Guerrero Hernandez, who fascinated the audience with their extraordinary musical styles and captivating performances.

The Flamenco artists presented a masterful blend of harmony, rhythm, and emotion, taking the audience on a journey to the lively and colorful culture of Spain. Their performance showcased the essence of Flamenco, a unique art form that combines passionate music, expressive dance, and poetic lyrics.

Speaking at the event, Ambassador of Spain H.E. José Antonio de said, "Flamenco represents the spirit and soul of Spain, reflecting our rich cultural heritage. Events like this create opportunities for meaningful cultural exchange, raising mutual respect and understanding between our nations. We are proud to collaborate with Serena Hotels in sharing this vibrant tradition with the people of Pakistan."

Serena Hotels’ Cultural Diplomacy Initiative seeks to bridge cultures through the universal language of art, music, and performance. By hosting events such as the Flamenco Night, Serena Hotels continues to provide a platform for cultural exchange, strengthening ties between nations and celebrating the diversity of human expression.

The Flamenco Night joins a series of culturally enriching events organized by Serena Hotels under the Cultural Diplomacy Initiative, including poetry evenings, crafts festivals, and musical concerts. These endeavors emphasize the dedication to promoting global harmony and showcasing the richness of traditions worldwide.

Serena Hotels under its Sports Diplomacy initiative in collaboration with The Pakistan Squash Federation, is proud to announce the upcoming Chief of the Air Staff-Serena Hotels International Squash Championship, set to take place at the Mushaf Squash Complex in Islamabad from November 18 to 22, 2024.

The significant tournament offers a prize purse of USD 15,000 and has attracted top-ranked international players, promising an exciting week of world-class squash. A total of 24 players will compete, including 17 internationally ranked athletes from various countries such as Belgium, Hong Kong-China, Ireland, the Netherlands, England, Kuwait, Malaysia, and Egypt, alongside seven of Pakistan’s best. Leading the list is World No. 62 Ibrahim Elkabbani from Egypt, seeded as the tournament's top player, with Pakistan’s World No. 82 Noor Zaman seeded second. Audiences can look forward to thrilling performances as these athletes compete for the championship title.

The press conference was held to mark the tournament’s launch. The event was attended by Mr. Qamar Zaman, Vice President of the Pakistan Squash Federation (PSF), along with other PSF and Serena Hotels officials.

Speaking at the press conference, Air Commodore (Retd) Amir Nawaz, Secretary of the Pakistan Squash Federation, extended heartfelt appreciation to Serena Hotels for their generous support in co-organizing this significant squash event. He commended Serena Hotels for their commitment to promoting squash and encouraging sports development in Pakistan.

As part of Serena Hotels' ongoing Sports Diplomacy Initiative, this partnership with PSF underscores a commitment to using sports as a platform for cultural exchange, national pride, and international goodwill. The initiative aims to connect people and communities, showcasing Pakistan’s hospitality and promoting the nation as a center for competitive sports.

The championship is expected to draw large audiences to the Mushaf Squash Complex, where they will witness top-tier matches featuring remarkable talent and sportsmanship, adding another vibrant chapter to Pakistan’s squash legacy.

Serena Hotels, hosted a Mushaira “Mehfil-e-Sukhan” event, bringing together some of Pakistan’s most esteemed poets. The gathering celebrated under Serena Hotels’ Cultural Diplomacy Initiative was a tribute to the richness of Urdu poetry and to the power of words.

The gathering featured wonderful well-known poets, including Anwar Masood, Kishwar Naheed, Iftikhar Arif, Anwar Shaoor, Yasmin Hameed, Javed Saba, Akhtar Usman, Ahmad Ataullah, Zahoor Ahmed, Hamida Shaheen, Umair Najmi, and Farjad Mahdi. Each poet shared captivating verses that captivated the audience. The poetry shared highlighted how poetry continues to bring people together across different cultures.

This Mushaira was more than a recital; it was a celebration of language, tradition, and the timeless art of verse. Serena Hotels not only promote events like “Mehfil-e-Sukhan” but also actively supports renowned literary gatherings such as the Lahore and Quetta Literary Festivals, strengthening its mission to promote the Urdu language and cultural heritage across Pakistan. Through these initiatives, Serena continues to bring poetic voices together, appreciating the beauty and depth of Urdu poetry.

In observance of Breast Cancer Awareness Month, Serena Hotels organized a dedicated awareness session for its employees, aimed at empowering them with knowledge about early detection, diagnosis, and treatment options for breast cancer. The session featured esteemed medical professionals, Dr. Ayesha Isani Majeed and Dr. Saeeda Yasmin, both are renowned and leading practitioners for breast cancer treatment and diagnosis.

Both the doctors highlighted the importance of early detection and shared details about the state-of-the-art facilities available for mammography, ultrasound, and biopsies. They have also shared important insights into breast cancer detection and treatment, emphasizing the life-saving importance of regular screening and self-examinations. The session also included a practical demonstration on how to perform self-examinations, a key method in early detection. Employees had the opportunity to engage in testing and consultations with the doctors, further enhancing the session's impact.

Serena Hotels emphasized the organization’s commitment to promoting the well-being of its employees and supporting initiatives that empower them through health awareness. Breast cancer awareness is a vital part of not only women's but men’s health, and Serena Hotels is proud to provide this platform where our employees can learn from leading medical professionals.

A Celebration of Art and Empowerment: Serena Hotels and Nomad Gallery's Two-Day Crafts Festival.

In a vibrant celebration of culture, artistry, and women’s empowerment, Serena Hotels, under its Culture Diplomacy initiative, has collaborated with Nomad Gallery to organize a two-day Crafts Festival on the 7th and 8th of September 2024 that will showcase Pakistan’s rich artistic heritage. This festival marks a significant milestone as Nomad Gallery celebrates 40 years of creating a space for artistic voices and supporting women's empowerment within the cultural community.

The festival will also feature the beauty of the Kalash people and their cultural contributions with the screening of the award-winning documentary "Discovering Greater Chitral", which celebrates the natural beauty and heritage of the region.

The crafts festival will offer a dynamic showcase of handicrafts, textiles, design aesthetics, and contemporary art, focusing on women’s economic empowerment and cultural preservation. Artisans and women entrepreneurs from regions across Pakistan, including Punjab, Sindh, Baluchistan, Khyber Pakhtunkhwa, Gilgit-Baltistan, and Kashmir, will present exquisite creations such as jewelry and textiles, reflecting Pakistan's diverse artistic traditions.

H.E. George Steiner, the Swiss Ambassador to Pakistan, inaugurated the festival as the guest of honor. Speaking on the occasion, he said: "Art and culture are powerful tools for promoting mutual understanding and strengthening the ties between communities. This festival is an excellent platform to showcase the creativity and strength of Pakistan's artisans, especially women who are using their craft to drive economic and social change ".

As part of Serena Hotels' Culture Diplomacy initiative, this Crafts Festival is an indication to the continuing commitment to preserving cultural heritage and empowering communities. Through its extensive CSR programs, Serena Hotels has long supported the development of sustainable tourism and cultural preservation, providing platforms for artisans and entrepreneurs to thrive.

Serena Hotels celebrated World Tourism Day 2024 with a significant panel discussion titled “Community-Centric Tourism: Promoting Indigenous Culture for Sustainable Economic Empowerment” at Hunza Serena Hotel. The event brought together experts, government officials, and industry leaders to explore how community-centric tourism can preserve cultural heritage and foster sustainable economic empowerment in Gilgit-Baltistan.

The discussion highlighted the potential of local traditions and crafts as drivers of tourism, helping to preserve indigenous culture while creating economic opportunities for local communities. Panelists such as Lal Bano, Manager of Karighar, shared how community-focused initiatives are empowering local artisans, particularly women, by providing platforms for their crafts and promoting traditional skills.

Zameer Abbas, Secretary of Tourism, Sports & Culture, Gilgit-Baltistan, emphasized the government's role in supporting sustainable tourism, outlining initiatives that encourage cultural preservation while boosting tourism opportunities. He stressed the importance of public-private partnerships to ensure long-term benefits for local communities.

The event also focused on the challenges of promoting sustainable tourism in mountain regions, with Raja Ali Anwar Khan, General Secretary of the Gilgit Baltistan Association of Tour Operators, offering insights into responsible tourism practices that protect the environment and benefit local populations economically.

Prof. Dr. Attaullah Shah, Vice Chancellor of Karakoram International University, added academic perspectives, emphasizing the role of education in promoting sustainable tourism models that balance environmental, cultural, and economic goals. His input underscored the need for a well-rounded approach to tourism development in the region.

The panel discussion concluded with several key takeaways, including the need to preserve indigenous culture as a core component of tourism and strategies to empower local communities through tourism-related opportunities. Recommendations were made for stronger collaborations between government, the private sector, and local communities to support sustainable tourism practices in Gilgit-Baltistan.

Serena Hotels, its commitment to responsible tourism and community empowerment. He highlighted the company's ongoing efforts to preserve the cultural heritage of the regions in which they operate while ensuring tourism serves as a tool for sustainable economic growth.

The event marked another milestone in Serena Hotels’ mission to foster sustainable tourism, helping to ensure that the cultural richness of Gilgit-Baltistan continues to be a source of empowerment for its communities.

Serena Hotels and the Karim Khan Afridi Welfare Foundation (KKAWF) successfully hosted the 8^th edition of the "Save Tomorrow" Run & Walk, highlighting their shared commitment to addressing the issue of drug abuse in society. The event, held at Fatima Jinnah Park (F-9 Park) in Islamabad, drew over 500 participants, all eager to contribute to the cause of building a drug-free future.

Participants, divided into four categories—16 and below, 16+, 60+, and Persons with Disabilities—showcased their dedication to raising awareness and combating the widespread threat of drug addiction in Pakistan.

The event began with the Police Band performing the national anthem, followed by speeches that emphasized the importance of community-driven initiatives. Cristina Von Sperling Afridi, Chairperson of KKAWF, spoke passionately about the urgent need to protect Pakistan’s youth from the scourge of drug abuse. His Excellency Mr. Frederico Silva, Ambassador of Portugal to Pakistan, also addressed the gathering, commending the efforts of the organizers and participants for taking a stand against this global issue.

Prizes were distributed to winners in each category, honoring their commitment and participation in the cause.

The 8th edition of the "Save Tomorrow" Run & Walk highlights the power of collaboration in the fight against drug addiction. Serena Hotels and KKAWF remain dedicated to organizing initiatives that inspire action, foster community engagement, and bring lasting change. Together, we can build a healthier, drug-free society.

Serena Hotels successfully concluded the Green Impact Mission: Rakaposhi Basecamp Cleanup Drive on September 13, 2024. This initiative aimed to address the rising waste issue at one of Gilgit-Baltistan's most popular tourist destinations, Rakaposhi Basecamp, while reinforcing Serena Hotels' commitment to sustainable tourism and environmental preservation.

The cleanup drive brought together 50 dedicated volunteers, climbers, and sherpas. The team worked tirelessly to clear litter from the basecamp, ensuring the preservation of its natural beauty. In addition to the waste collection efforts, 10 durable trash cans were installed around the site to promote responsible waste disposal by future visitors.

The drive not only restored the pristine environment of Rakaposhi Basecamp but also raised awareness about the importance of sustainable tourism. By engaging local communities and volunteers in conservation efforts, Serena Hotels continues to advocate for responsible tourism practices across Gilgit-Baltistan.

The Green Impact Mission at Rakaposhi Basecamp is a testament to Serena Hotels’ ongoing environmental stewardship, setting a precedent for similar initiatives across the region. Serena Hotels remains committed to promoting eco-friendly practices that protect Pakistan’s natural heritage for future generations.

Today, the Serena Hotels group is sending off Ahmed Noorani, a young talented Kenyan who is a member of the Kenyan National Table tennis junior team.

In an intimate handover ceremony held at the Nairobi Serena Hotel, an excited Ahmed Noorani, who is a Form 1 student at Moi Educational Centre High School, will be allowed to realise his dream.

On 14th of July 2024 the team will be participating in the ITTF ( International Table Tennis Federation) Africa Youth Championships in Botswana. Unfortunately, due to the Kenya Table Tennis Association facing budgetary constraints, team members have had to do look for their own means to the competition.  Serena Hotels has stepped in to assist Ahmed realize his dream to represent his country as he develops his skills in this sport.

The sponsorship which will take care of his travel and accommodation costs, is under one of Serena Hotels’ core values of sports diplomacy. It is a highlight of the hospitality group’s commitment to local communities and development, whilst highlighting what makes the brand Serena Hotels unique.

The saying goes that when two elephants fight, it is the grass that suffers, but for us we can happily say that when 2 partners inspired by a common business goal come together to partner, the winner is our loyal clients! 

Partnership with Kenya Airways strengthened as airline launches flights to Maputo Mozambique where the iconic Polana Serena Hotel is located.

With its beautiful palm-fringed Indian Ocean coastline, vibrant mix of cultures and grand architecture, Mozambique offers abundant opportunities for adventure, experiences and discovery. Maputo, the capital city where the iconic Polana Serena Hotel is located promises much to explore and experience – city tours, day visits to nearby islands, the vibrant Maputo nightlife, enjoying the vibrant flavors that define Mozambican cuisine, the country is famous for the quality of its fresh seafood experience… Our Maputo Package with Kenya Airways presents a great opportunity to immerse yourself in a different adventure including a stay at Maputo’s premier 5-star address – the Polana Serena Hotel, aptly described as the Grand Dame of African Hotels.

Jambo Jet Coast to Coast – Mombasa to Zanzibar

Jambo Jet launched its Nairobi - Mombasa - Zanzibar flight on 1^st July, opening new possibilities for both local and international travelers to experience the enticing delights of the archipelago that is off the coast of East Africa.

Stone Town, where Zanzibar Serena Hotel is located is in the main island of Zanzibar or Unguja, the traditional name, has maintained its historic look and feel with Arabic and Swahili influences.

Zanzibar Serena Hotel is inspired by the Island’s history and culture. It was created by restoring and rehabilitating two historic buildings, the 18^th century Chinese doctors’ residence and the 19^th century Extelcoms building.

The packages with Jambo Jet will give travelers opportunity to explore Stone Town with its winding lanes, minarets, carved doorways and landmarks including the Freddie Mercury Museum, visit the spice farms and enjoy fine seafood and other culinary delights at Zanzibar Serena Hotel’s Baharia Restaurant whilst watching dhows and boats sail by.

Rwandair – Exploring the Kivu Belt

Lake Kivu Serena Hotel was recently featured as a beautiful base for a Kivu adventure in the Rwandair inflight magazine, Inzozi. 

https://issuu.com/landmarine/docs/inzozi_9_june-aug-24 - Page 56 to 59

Prestige Club

Prestige Double Points for Delightful Experiences

Between June and 31^st August 2024, Prestige Club members wanting to take a break from it all can enjoy some quality time at either Kilaguni Serena Safari Lodge, Lake Elementeita Serena Camp or Serena Beach Resort and Spa and earn double points for their stay.

Kenya Airways Asante Rewards members who sign up for Prestige Club membership during this period will be able to enjoy the double points.

Tourism Promotion Services (Tanzania) Limited is pleased to announce that it has been awarded a 33-year lease extension for Ngorongoro Serena Safari Lodge by the Ngorongoro Conservation Area Authority (NCAA). This significant agreement underscores a long-term commitment to sustainable tourism and conservation within the Ngorongoro Conservation Area, a UNESCO World Heritage Site.

Under this new lease agreement, Ngorongoro Serena Safari Lodge will continue to provide exceptional hospitality services while embracing innovative green energy solutions. This initiative aligns with global sustainability goals and the lodge’s dedication to reducing its carbon footprint and environmental impact.

Commitment to Sustainability

Ngorongoro Serena Safari Lodge celebrated its connection to the national power grid, a milestone that will eliminate the lodge’s reliance on diesel generators for power production. This significant development underscores the lodge’s commitment to sustainability and environmental stewardship.

A Vision for the Future

“We are honoured to receive this 33-year lease extension from the Ngorongoro Conservation Area Authority,” said Mr. Ashish Sharma, CEO of Serena Hotels, Africa. “This agreement allows us to further our commitment to sustainable tourism and conservation. We are excited to embark on this journey towards a greener and more sustainable future; the connection of this lodge to the national electricity grid (TANESCO) will stop our reliance on expensive diesel generators thereby reducing significantly our carbon footprint”

The Ngorongoro Serena Safari Lodge looks forward to continuing its legacy of excellence in hospitality while championing the principles of environmental stewardship and community engagement.

Collaborating with partners in different sectors enables us to showcase the core values that make Serena Hotels a unique, authentic hospitality group. Muthaiga Golf Club, Nairobi’s most prestigious golf club held its Ladies Open tournament on 8^th and 9^th June, with over 400 lady golfers participating.

Serena Hotels was one of the sponsors, along with Landrover Center, East African Breweries and Kenya Airways.

We used the opportunity to promote the newly launched Maisha Spa ‘Big 5’ spa treatment products and the ‘Stay and Play’ golf package for Lake Victoria Serena Golf Resort and Spa in Uganda, thereby emphasizing the importance of wellness and sports as part of our client’s well-being.

Serena Hotels proudly partnered with the Behbud Association to host a memorable fundraising event under the banner of cultural diplomacy. The event's proceeds went directly to the Behbud Maternal and Children's Hospital, a vital institution providing comprehensive healthcare services to mothers and children, enhancing the quality of care within the community.

The evening featured a spectacular fashion show featuring apparel by artisans from Behbud and a mesmerizing musical performance by Saakin, blending entertainment with philanthropy to make a significant impact. Fashion enthusiasts and music lovers were treated to an unforgettable experience, showcasing the stunning dresses and creations of Behbud Association's skilled artisans. This event highlighted their exceptional craftsmanship, traditional techniques, and unique designs, supporting community development and empowerment. Models on the runway helped bridge the gap between artisans and a broader audience, promoting the preservation of traditional crafts and supporting sustainable livelihoods for the workers involved.

Abida Malik, President of the Behbud Association, expressed, "Our artisans create stunning apparel that illustrates their exceptional craftsmanship and dedication to traditional techniques. These pieces are not just fashion statements but symbols of our cultural heritage. With Serena's invaluable support for our fundraising efforts, we can channel proceeds towards our hospital project, providing better healthcare facilities and supporting the overall development of our community."

Serena Hotels recognizes the importance of community development and is committed to playing its part in creating positive change. Supporting initiatives that uplift and empower communities is fundamental to our values. Serena Hotels is proud to stand behind such endeavors, working together towards a brighter future for all.

Serena Hotels, under the Cultural Diplomacy initiative collaborated with Bestway Cement Ltd, to host a fundraising event titled 'Muddat hue ha yaar ko mehman kiye hue’ for the Mashal Association at Serena Hotel in Islamabad on Thursday 25^th January 2024.

Mashal Association is a social welfare organization which has been working for educating and empowering girls and women from under privileged families since 1988. It was founded by (late) Begum Shahida Azim and has gone from strength to strength with time, with a higher secondary school for girls with 300 students, a medical Center and a vocational training center. Its Welfare Complex caters to the needs of about 9 surrounding villages/ communities that live in and around Margalla Town which is the outer edge of Islamabad.

The audience experienced the true essence of the Urdu language as Adeel Hashmi who is a famous, talented and a prominent name of Pakistani Showbiz industry narrated selected pieces from Urdu literature, and he was accompanied by Ustad Raees Khan on his magical violin. The event witnessed a significant presence of dignitaries, official representatives from the corporate sector, members of the business community, and media personnels.

Serena Hotels takes great pride in the privilege of organizing and hosting events that play a significant role in encouraging the cultural and traditional essence of Pakistan. These events serve as platforms where diverse facets of the country's rich heritage are celebrated, embraced, and shared with a wider audience.

Serena Hotels under its Adventure Diplomacy initiative kicked off the 9^th edition of the International Mountain Film Festival in celebration of International Mountain Day. The event witnessed a significant presence of distinguished dignitaries, diplomats, Ambassadors of Jordan, Nepal, High Commissioner of Kenya, Official representatives from the corporate sector, members of the business community, and media professionals.

Mr. Wajahat Malik, founder of PIMFF while addressing the audience said, “This festival is not just about films; it is a platform for encouragement connections, promoting sustainable practices, and inspiring a collective commitment to preserving these natural wonders for generations to come. PIMFF screens short films, documentaries, features, and animations related to mountain adventure sports, nature, environment, climate change, mountain tourism, mountain cultures and communities”. He also appreciated the efforts of Serena Hotels for promoting different sports activities under their Sports and Adventure Diplomacy initiatives which have helped the youth to achieve their goals.

In this International Mountain Film Festival PIMFF is going to show case 21 films, Pannel talks on cinematic journey that transcends borders and elevates the human experience in PNCA on 16^th & 17^th December 2023 which promises to be a celebration of nature, adventure, and the indomitable spirit of those who find solace and inspiration in the world's most magnificent peaks.

Serena Hotels has been supporting young mountaineers under its Adventure Diplomacy initiative that aims to foster adventure sports in the country and provide a supportive environment for the nation’s talented sportspeople to flourish. The only need of the time is to provide proper awareness, guidance, and trainings to the youth about mountaineering and make Pakistan proud all over the world.

Presenting a captivating cultural affair, Serena Hotels partnered with Nomad Art Gallery to host an unforgettable Crafts Festival.

The festival was inaugurated by the president of IFWA Mrs. Albana Ferrares. During her address, she commended the collaborative initiatives of Serena Hotels and Nomad Art Gallery in establishing a platform for artists to exhibit their creations. She also discussed the event's theme, 'Women Empowerment and Celebrating Human Rights,' expressing appreciation for the united efforts of various partners. The theme resonates deeply with everyone, and the collective commitment to this cause is truly inspiring. Nomad Gallery, with its extensive history of promoting Pakistan's cultural wealth, deserves praise for its ongoing dedication to women's empowerment, particularly focusing on the youth. The innovative approach of fostering art and culture through inclusive craft development has proven to be beneficial for society.

The bazar highlighted a thoughtfully chosen array of superb handmade crafts including embroidered and woven shawls, pottery and accessories from Swat, Phulkari’s from Hazara,home decor items, printed fabrics, exclusive collection of apparel to highlight indigenous to contemporary textiles, hand crafted toys, honey and jewelry crafted by talented artisans offering a glimpse into the region's rich cultural heritage and traditions.

Nageen Hayat, the director of Nomad Art Gallery, in her address stated that the “Nomad is always dedicated to advancing human rights, peace, crafts development, and the arts and culture. Nomad, which keeps a collection that is consistently represented, has hosted exhibitions by numerous well-known and up-and-coming national and international artists. To display a wide variety of products, they collaborate with home-based artisans and diverse populations from all of Pakistan's provinces.

Mr. Aziz Boolani, CEO Serena Hotels said, “we dedicated our time and effort to ensure that we support local people, local community, talented artisans, and we need partners like Nomad Art Gallery who can bring the artists on our platform so they can excel from here and connect to the right audience. We firmly believe this country is full of talent, the only thing is that we need is to connect the talent with the people who appreciate it, and I am so happy that this institution has been playing its part in a very humble manner to help the community”.

Serena Hotels is committed to fostering arts and promoting artists as ambassadors of cultural expression. Through a dedicated commitment to showcasing diverse artistic expressions, Serena Hotels plays a pivotal role in developing the voices of creatives and raising cultural exchange. This untiring support reflects Serena Hotels' dedication to bridging cultures and enriching the global dialogue through the universal language of art.

Serena Hotels, in a heartfelt partnership with ConnectHear under the Public Diplomacy initiative, has organized a walk of awareness on the International Day of Persons with Disabilities which started off at MOFA and culminated at Serena Business Complex in Islamabad.

This day is a global celebration of the rights and achievements of people with disabilities. The United Nations in1992, officially declared a day dedicated to persons with disabilities, emphasizing the theme of "Full Participation and Equality" within society and developmental contexts. It highlights the crucial need for the inclusive involvement of individuals with disabilities across all facets of society and development, emphasizing the essential role this plays in creating a more equitable and compassionate world.

The event was attended by a significant number of participants including students, distinguished dignitaries, representatives from the corporate sector and media professionals and the effort to promote awareness through diverse activities was positively embraced by all the attendees.

Dhanjee in her speech said, "ConnectHear as an organization is focused on providing professional sign language interpretation services through video-based and in-person mediums. Our mission is to give the Deaf individuals of Pakistan the tools they need to make communication accessible to them, allowing them to be truly independent".

Serena Hotels has consistently endeavored to fulfill its role in raising awareness through various initiatives under the umbrella of Public Diplomacy and take pride in providing in collaborating with organizations such as ConnectHear, who are dedicated to tirelessly ensuring people's right to access essential services. Together, we strive to make a meaningful impact and contribute to positive change.

Serena Hotels under its Cultural Diplomacy initiative joined hands with the Aga Khan Cultural Service Pakistan, UNESCO, the Aga Khan Foundation and KOICA to host a musical evening ‘Mystic Melodies’ to promote the rich cultural heritage of Pakistan through folk music. This event aimed to showcase the cultural expression via creative industries to develop understanding of the folk music traditions of Pakistan.

A substantial turnout of guests graced the event, including distinguished dignitaries, diplomats, the Austrian Ambassador, the Egyptian Ambassador, Federal and Provincial Ministers, Government Officials representatives from the corporate sector, members of the business community, and media professionals. The attendees enjoyed the vibrant traditions, melodious tunes, and captivating performances that reflect the essence of Pakistan's cultural identity.

The event featured live performances by renowned artists Hadiqa Kiyani, Irfan Ali Taj, talented students of Lief Larsen Music Center and students from the School of Disabled Children showcasing the country's musical heritage, allowing attendees to connect with the heart and soul of Pakistan. The Leif Larsen Music Centre was founded in April 2011 at the Altit Fort which provides facilities for traditional musicians and performers of Gilgit-Baltistan and Chitral to train youth in different traditions and genres of mountain music.

The Minister of National Heritage and Culture, Mr. Jamal Shah, was the chief guest at the event. In his speech he delved into the significance and impact of these programs, shedding light on their collective contribution to cultural preservation, architectural excellence, and the promotion of music as integral components of the Aga Khan Trust for Culture's overarching vision. His insightful briefing illuminated the audience on the diverse facets of these initiatives and their role in fostering a deeper appreciation for cultural heritage.

Over the past two decades, Serena Hotels has played an important role in bringing Pakistani culture into the hearts and minds of the people. Serena has consistently supported cultural diplomacy initiatives led by the Strang Art Gallery, the musical platform Sarangi, and the Craft Bazaars, all of which have significantly contributed to showcasing and nurturing young talent. Serena Hotels is excited and honored to present itself as a platform to celebrate the cultural richness of Pakistan. The aim of these initiatives is to create an atmosphere where attendees can not only enjoy spectacular performances but also gain a deeper understanding and appreciation for the diverse traditions that make Pakistan unique.

Serena Hotels is proud to announce that it has received a series of prestigious awards at the 2023 Eco Warrior Awards, presented by Ecotourism Kenya. These awards celebrate best practices in responsible tourism, with a focus on environmental, social, and cultural aspects. The theme of this year's awards was 'Sustainable Tourism: A Brighter Future for People, Planet, and Profit.'

Here are the awards achieved:

Serena Beach Resort & Spa:

Serena Beach Resort & Spa, one of Serena Hotels' coastal properties, was honored with two significant awards:
1. Best Accommodation in Promoting Biodiversity Conservation:
Serena Beach Resort & Spa's dedication to preserving and promoting biodiversity conservation has been
recognized. The resort ensures that guests can experience the natural beauty of the coastal region while
safeguarding the environment.
2. Best Accommodation in Promoting Heritage and Cultural Integration:
Serena Beach Resort & Spa's commitment to preserving and celebrating the heritage and culture of the coastal communities has earned it this prestigious award. The resort offers an authentic cultural experience to its guests, enriching their understanding of the local traditions.

Mara Serena Safari Lodge
Mara Serena Safari Lodge, a fully solar powered lodge, located in the heart of the Maasai Mara, has received the esteemed accolade for:
1. Best Accommodation in Addressing Climate Change through Adaptation and Mitigation:
The lodge's dedication to sustainability is exemplified by its extensive use of solar power, which significantly reduces its carbon footprint. These outstanding efforts, combined with its commitment to climate change mitigation and adaptation, have earned the lodge well-a deserved award.

Kilaguni Serena Safari Lodge, another fully solar powered property set up in Tsavo west under the Serena Hotels portfolio, was awarded:
1. First Runner-Up in Addressing Climate Change through Adaptation and Mitigation:
Kilaguni Serena Safari Lodge's commitment to environmental conservation and climate action has earned it recognition as the first runner-up in this category.

These awards, bestowed by Ecotourism Kenya, serve as a testament to Serena Hotels' steadfast commitment to sustainability, the preservation of culture, and action against climate change. Ashish Sharma, the newly appointed CEO and Managing Director of Serena Hotels - Africa, expressed his sincere gratitude to the judges and the Executive Committee for this recognition while also appreciating the support given by the staff of Serena Hotels and all Serena guests who contribute to efforts in creating a positive global impact.

Serena Hotels remains committed to pursuing innovation and expanding its distinctive portfolio of sports and leisure guest experiences. In line with this dedication to fostering sporting excellence, Serena Hotels proudly honors the recent achievement of the Kenya National Archery Team in Mauritius during the Africa Archery Open Championship held in August 2023 by hosting a special breakfast event at the Nairobi Serena Hotel.

Competing against 8 African Countries and a field of 55 Archers in the males and female categories, they faced intense competition from the top competing Nations. Enduring humid and gusty winds, the Kenyan Team achieved silver and bronze medals: Top Kenyan Female Archer Shehzana Anwar (Silver - team event and Bronze - mixed event), Top Kenyan Male Archer Rizwan Virji (Bronze - team event), Agnes Kirigio (Silver - team event) and Diram Elema (Siver - Team event). The Championship in Mauritius was an important event in preparing the team for the upcoming Olympic qualifier to be held in Tunisia in November 2023. The Kenya Team Coach, Tabassum Anwar and Secretary General, Paul Ochieng, from the Kenya Archery Sports Organization (KASO) will lead the team.

Serena Hotels continues to “Shoot for Greater Heights” - Lake Elmenteita and Sweetwaters Serena Camps offers the ancient and elegant discipline of Recurve Target Archery with the help of modern-day equipment to its guests. Archery is regarded as one of the higher Martial Arts - Kyudo, the 'way of the bow'. Our team has been trained by the Nairobi County Archery Association (NCAA) on a voluntary basis covering the Fundamentals of Target Archery, Correct Shooting Form including Etiquette and Safety on the Archery range and how to be a Responsible Coach. We look forward to the Serena Guests truly revelling in the glory of hitting that first bull’s-eye!

On August 29th, 2023, the Herbs & Spices Restaurant at Nairobi Serena Hotel was awarded the prestigious Thai SELECT Classic Certification. This accolade, presented by Mr. Natthapong Senanarong, Minister Consular (Commercial) of the Royal Thai Embassy in Nairobi, Kenya, signifies a remarkable achievement in serving authentic Thai cuisine.

Chef Polsak Intara-O-Sot, the culinary maestro behind Herbs & Spices Restaurant and his dedicated team have painstakingly transformed their kitchen into a gastronomic delight of Thailand! Each dish served tells a story of their unwavering dedication to creating an authentic Thai journey for every guest visiting the restaurant. Now with the Thai SELECT Classic Certification, Herbs & Spices Restaurant continues to delight taste buds, standing as a beacon of Thai culinary excellence in the heart of Nairobi.

15 members of staff joined the Mara Triangle rangers in commemorating the world rangers’ days. A “happy rangers day cake” and sodas were presented in honor of the dedication the rangers have to conservation. The tourism warden Alfred Bett gave an overview of all the conservation efforts in place to ensure sustainable tourism in the Mara ecosystem.

The tourism warden invited the group into a tour of how a rangers day look like. The staff were taken through the duties of the anti-poaching unit, animal anti-harassment unit, the ticket inspection and the dog section. The group also had a chance of witnessing the great wildebeest migration.

The group really appreciated the rigorous tasks the rangers go through to conserve Mara ecosystem and ensure guests have a memorable stay.

WORLD LIONS’ DAY

Six Mara Serena Safari Lodge guides joined the tourism warden and the predator conservation unit in identifying the various lion prides, their population dynamics and status in the mara triangle. The group was taken through ways of identifying individual lions. They were introduced to the Nomad pride that the BBC filming group is currently doing a documentary on. The group was taken through the identification of members of the Nomad pride that has 16 lions. The Nomad pride consists of the four inselberg adult males namely Manywele that is the oldest, Nusu that has a broken lower right canine, Ginger with a ginger (golden) mane and Ruka that has notched ears and shaggy hair. The group has five adult females namely the Broken tail, Hasira, Nenkiok, Nakuru and Komoni. There are seven cubs.

Serena Hotels through Amboseli Serena Safari Lodge joined forces with World Vision for the Lisha Mtoto campaign, supporting mothers and infants in drought-affected communities. Together, we distributed supplements and donated clothes to those who needed it most.

Serena Hotels with The Pakistan Disabled Foundation celebrated the silver jubilee of the organisation, which has been instrumental in enabling the disabled communities in Pakistan by ensuring that they know their rights and privileges and become a source of achievement towards the said philosophy and put into practice, it is the first and foremost responsibility of those disabled, themselves to get the disabled community fully acquainted with the training, education, and socialization to plead and protect their rights, privileges, facilities, and securities with full of command and confidence in themselves. 

The opening sessions commenced on the fifth of July, hosted in the Islamabad Serena Hotel. The Chairman of the Pakistan Disabled Foundation, Mr. Shahid Ahmed Memon, welcomed the guests with a speech on the achievements and milestones of the foundation. Mr. Hassan Murchie, a fellow advocating for People with Disabilities from South Africa, further expanded upon the importance of such initiatives. Shields were gifted after the session finished for the special guests. The first business session started at 3:30 and was presided upon by Dr. Habib Bukhari, a second business session with the media was held at 5:00, followed by a Hi-tea for the participants.  

Serena Hotels is an equal employer and has inclusive employment for people with disabilities in all its properties and celebrates this commitment of the Pakistan Disabled Foundation wholeheartedly while being an inclusive employer. 

Serena Hotels under its Public Diplomacy initiative Raabta hosted a panel discussion on the challenges and opportunities surrounding access to higher education in Pakistan. Due to limited access, and or lack of awareness amongst the talented students it hinders social mobility, perpetuates inequality, and constrains the country's progress. The panel discussion brought together experts, policymakers, educators, and stakeholders to explore the barriers, discuss effective strategies and propose actionable recommendations to enhance access to higher education in Pakistan.

 The moderator of Raabta, Sidra Iqbal, a vocal advocate of social issues related to gender inclusion and diversity, curated the event. The event was attended by members of academia, non-profits’ representatives working for education outreach, members of diplomatic missions, government officials and students from various colleges and universities. The panel comprised of eminent educators, policymakers; Dr. Osman Hasan, Pro-rector Academics NUST, Mr. Saleem Abdul Razaque, Programme Director USEFP, Dr. Mukhtar Ahmed Chairman Higher Education Commission Pakistan and Ms. Sarah Pervez, Head of Education, British Council. The discussion revolved around the work of various frameworks & institutions in providing education on all levels, including the role of the higher education commission in creating opportunities which are inclusive for all genders.

A Q & A session followed the discussion that engaged the audience, comprising of students from various educational institutions, were responded with by the panel of experts and were informed about various outreach programmes that are available, for future leaders of tomorrow. The discussion was broadcast live for those who were unable to attend in person to ensure access to the discourse for all wishing to participate.

Serena Hotels has been actively supporting women in sports by providing them with the Hotels platform via sponsorships by Serena. Notable mentions are acclaimed mountaineer Samina Baig whose first solo climb was in sponsorship of Serena Hotels talented footballer Karishma Ali to attend the Global Sports Week in Paris, France. Other sports & adventure initiatives include a partnership with the Australian High Commission, which entails Cricket for blind girls, where professional Australian players train young girls & Serena hosts matches to hone their talent, providing them with skills to help them build their futures. Along with a mentorship programme that the management launched with professional female golf players to encourage the participation of females in golf. Mr. Aziz Boolani, CEO of Serena Hotels, South and Central Asia, believes in supporting gender equity & empowerment through our various initiatives.

Serena Hotels is partnering with the High Commission of Canada, Pakistan, to uplift and empower rural communities in the Gilgit-Baltistan Region as part of the High Commission's signature sports diplomacy initiative. This effort by the High Commission and the Government of Gilgit-Baltistan aims to empower women and girls, drive socio-economic development at the community level, promote sustainable tourism, and raise awareness about climate change and environmental conservation. The fourth edition of this event saw the High Commission of Canada, Pakistan, and Serena Hotels partnering to bring the stories of personal victories and achievements to the big screen. The docu-drama Minahil highlights the inspiring journey of the Booni Girls ice hockey team (Chitral), showcasing their determination and the transformative power of inclusion and gender equality, reminding all that human rights are universal, and that women's rights require attention, remarked Wajahat Malik, filmmaker of this docu-drama.

"Minahil" Premiered at Islamabad Serena Hotel, uniting supporters of gender equality, sports enthusiasts, and champions of women's empowerment. Through this collaboration, Serena Hotels & the High Commission of Canada aim to support the empowerment of rural communities and promote inclusivity and gender equality by inspiring positive change for environment conservation through such collaborations.

Amanda DeSadeleer, First Secretary for Political and Public Affairs at the High Commission of Canada, expressed her enthusiasm for the project stating, "The Booni story is a powerful one, specifically girls' ice hockey, which has been at the heart of their journey. With the hope to inspire the rest of the world as they watch these courageous girls become confident, successful young women both on and off the ice.

Aziz Boolani, CEO Serena Hotels, South and Central Asia, commented on the film's impact, stating that stories like this should be showcased on a global platform, as it promotes and showcases the potential of the females of Pakistan positively and proactively, especially in sports.

Karim Khan Afridi Welfare Foundation and The Jordan Anti-Drugs Society (TJADS) collaborated with Serena Hotels and hosted a panel discussion on "Early Drug Prevention Strategies: The Future of Youth." KKAWF is a leading organization working to create awareness of the youth against the use of drugs, which have become a prevalent issue in the youth of Pakistan. Mrs. Cristina Von Sperling Afridi is the powerhouse behind this enterprising and much-needed foundation that enlightened attendees from various backgrounds on the importance and need for creating awareness from a young age against the use of drugs that are now easily accessible to prepubescent children. Immediate action is the need of the hour, with the Government at the helm in the social and educational institutes themselves.

The event started with a welcome note from Mrs. Afridi, the moderators of the event were esteemed senior journalist and anchor person Syed Talat Hussain, along with Dr. Ayesha Razzaque, former technical advisor to the Ministry of Education and Op-Ed writer for The News International. The first session conducted focused on "Early Prevention Strategies" The keynote speaker Dr. Mousa Daoud Al-Tarefi, President of Jordon Anti-Drug Society whereas the panelists included specialists in the field of narcotics and prevention Syed Kaleem Imam; Former Federal Secretary Senator; Sana Jamali and Mrs. Afridi. The second session was on "Drug use prevention, awareness, and education; Learnings from Civil Society & Youth." which was moderated by Dr. Ayesha Razzaque, and the panel included renowned individuals in the field, Mr. Sarfraz Qamar Daha, Mrs. Lubna Ghani Haya Uddin, Mr. Wajahat Ali, and Adnan Malik. An open mic session where the audience emphasized the importance of parents, educators, and other innovative ways to approach the topic, to create a drug-free environment for future generations.

The presence of renowned experts in the field, including psychologists, educators, addiction specialists, law enforcement professionals, and community leaders, provided valuable insights and practical strategies to tackle this issue preemptively. The community is as involved as the stakeholders in this initiative.

A group photo of the honorary panel members and handing of souvenirs to the esteemed panel culminated the ceremony. The event was hosted under the Public Diplomacy Initiative of Serena Hotels, a Corporate social responsibility initiative that aims to discuss and create awareness of unaddressed issues prevalent in society.

3 June is celebrated worldwide as World Bicycle Day to recognize bicycle as a reliable and sustainable means of transportation. The Embassy of Turkmenistan in collaboration with Serena Hotels, and Tabani Group of companies who provided bicycles, organized a cycling event to encourage people from all walks of life to adopt cycling, promoting an active lifestyle and ecofriendly practices. The cycle rally took off at D-chowk and culminated at Serena Business Complex in Islamabad, where attendees were served healthy refreshments. The event was attended by the diplomatic community, corporate and media personnel and Serena Hotel’s associates. The Chief Guest for the occasion was Special Secretary for the Ministry of Foreign Affairs, Mr. Syrus Sajjad Qazi.

Speaking at the event, Special Secretary Mr. Syrus Sajjad Qazi appreciated the Embassy of Turkmenistan and Serena Hotels for organizing the cycling event. He also lauded the Government of Turkmenistan for initiating the resolution at the United Nations General Assembly for declaring June 3 as World Bicycle Day to promote healthy lifestyle which will ultimately reduce carbon footprint and noise pollution. He emphasized the need to adapt to climate change by switching to healthier modes of transportation and maintained that such events should be organized more frequently to promote cycling as an efficient mode of transportation.

Ambassador of Turkmenistan to Pakistan and Dean of Diplomatic Corps H.E. Mr. Atadjan Movlamov in his speech noted that in 2018, on the initiative of Turkmenistan, the United Nations General Assembly adopted a Resolution declaring June 3 the World Bicycle Day. Turkmenistan is promoting a healthy lifestyle and environment-friendly means of transport, the popularization of which directly contributes to achieving many of the Sustainable Development Goals. It emphasized that the bicycle is an instrument of sustainable transportation and conveys a positive message to foster sustainable consumption and production and has a positive impact on climate. Turkmenistan is committed to strengthening international cooperation aimed at implementing the principles of development and peace. For its part, Turkmenistan was one of the first countries in the world to take up the 2030 Agenda for Sustainable Development and the first in the region to nationalize the Sustainable Development Goals in 2016.

Mr. Aziz Boolani, CEO Serena Hotels reiterated company’s commitment to foster ecofriendly environment and highlighted some of the recent initiatives taken by Serena Hotels including plantation of 600,000 trees across Pakistan, commissioning of sewerage treatment plant and construction of new hotels in line with the guidelines of International Finance Corporation’s EDGE Certification. He thanked the participants for their support in making this event successful. 

Serena Hotels, a leading hospitality group committed to sustainable tourism, has entered into a Memorandum of Understanding (MoU) with the Aga Khan Agency for Habitat (AKAH) to pursue IFC EDGE (Excellence in Design for Greater Efficiencies) Building Certification for its two upcoming hotels, Hunza Serena Hotel and Sost Serena Hotel. The signing ceremony took place at Islamabad Serena Hotel on May 31, 2023.

The MoU signifies a significant milestone for Serena Hotels as it further strengthens the company's commitment to environmental stewardship and sustainable practices in the construction and operation of its properties. The collaboration with the Aga Khan Agency for Habitat Pakistan, (formerly known as Aga Khan Planning and Building Service, Pakistan or AKPBSP), a global leader in promoting resilient and sustainable habitat solutions, will technically assist that the new hotels are designed and built to the highest international standards of energy efficiency and resource conservation.

EDGE Certification is a globally recognized green building rating system developed by the International Finance Corporation (IFC), a member of the World Bank Group. It promotes sustainable practices in the building industry by incorporating measures for energy efficiency, water conservation, and the use of environmentally friendly materials. By pursuing this certification, Serena Hotels aims to minimize the ecological footprint of its hotels and provide guests with an exceptional and sustainable hospitality experience.

During the signing ceremony, Management from Serena Hotels and AKAH expressed their enthusiasm for the collaboration and their shared vision of creating environmentally responsible and climate resilient structures. They emphasized the importance of sustainable tourism in preserving the natural and cultural heritage of the regions where the hotels are located.

Speaking about the collaboration, Mr. Aziz Boolani CEO Serena Hotels, South and Central Asia said, "We are delighted to partner with the Aga Khan Agency for Habitat in our pursuit of IFC EDGE Certification for our new hotels. Sustainability lies at the heart of Serena Hotels' ethos, and this collaboration will enable us to enhance our commitment to responsible tourism. We look forward to setting new benchmarks in green building practices and providing our guests with an unforgettable and environmentally conscious stay."

Ms. Nusrat Nasab, CEO AKAH Pakistan stated, "Our collaboration with Serena Hotels will contribute towards the AKDN’s Environment & Climate Commitment and our net-zero carbon emission goal. AKAH brings technical expertise in green buildings, climate smart initiatives and nature-based solutions. Hotel industries that are environmentally responsible, culturally sensitive, and aesthetically pleasing will definitely promote eco-friendly sustainable tourism and employment opportunities in the region”.

The Hunza Serena and Sost Serena hotels, currently under construction, are strategically positioned in the breathtaking landscapes of Hunza and Sost in Pakistan. These properties are designed to blend harmoniously with the surroundings, taking inspiration from local architectural traditions and incorporating modern sustainability principles. Once completed, Hunza Serena and Sost Serena hotels will join Serena Hotels' portfolio of environmentally conscious properties, which have been recognized globally for their sustainable practices and commitment to community development.

Serena Hotels believes in supporting sports activities through sponsorships and by providing platform to players and teams under its Sports Diplomacy initiative. The most awaited match of the prestigious Serena Hotels Polo Cup 2023 was held at the Islamabad Club Polo Ground on 30^th April, the final match was attended by diplomats, government officials,  the corporate community and Polo enthusiasts from all walks of life  to laud the Game of Kings.

The final match was played between Beretta ASEAN and Sante Polo team, who made it to the finals after putting up a great performance in the preliminary matches. The match was intense, with both teams showcasing their skills and teamwork. Sante Polo Team emerged as the champion, winning the Serena Hotels Polo Cup 2023.

During the prize distribution ceremony, Mr. Aziz Boolani CEO Serena Hotels, South and Central Asia congratulated both teams on their excellent performance, sportsmanship and comradery. The First Lady, Begum Samina Arif Alvi graced the occasion with her presence and presented the winning trophy along with ‘Best Pony’ award to Venom and ‘Best Player’ award to Ahmed Ali Tiwana. The ‘Best Emerging Player’ award was received by Maisam Baloch. Sante Polo Team held the trophy in the air for Serena Hotels Polo Cup 2023, amidst cheers and applause from the audience.

The Serena Hotels Polo Cup is an annual event organised by the Serena Hotels under the Hotel’s very active Sports Diplomacy initiative, which aims to promote sports and sportsmanship in Pakistan.

Serena Hotels hosted a soulful qawwali night featuring the world-renowned qawwal Ustad Asif Ali Santoo Khan on April 07, 2023, at Islamabad Serena Hotel. The event was hosted under the Cultural Diplomacy initiative of Serena Hotels which aims to promote discourse around plural thought, cultural appreciation and to further mutual understanding and tolerance amongst all.

The evening began with Mr. Aziz Boolani, CEO Serena Hotels, South and Central Asia, and Mrs. Wiqar Boolani greeting the guests as they were served a selection of delectable Hors D’oeuvres and a variety of beverages.

The Mehfil began at midnight and was well attended by diplomats, members of the corporate sector, government dignitaries, and media personnel.

Ustad Santoo is a shagird of the legend Ustad Nusrat Fateh Ali Khan. Qawwal Asif Ali Santoo Khan is the youngest son of the famous music producer Manzoor Hussain and belongs to the world-famous musical family Santoo Family whose musical heritage can be traced back 350 years including his great grandfather Mian Maula Baksh, one of the most famous classical singers of the subcontinent.

The night was a tribute to Sufism with traditional soulful melodies that had the crowds swaying in unison. Asif Ali Santoo performed Sufi melodies amidst cheer and applause all night. The Mehfil was followed by a decadent suhoor for the guests, which had Pakistani favourites and a mix of continental dishes to cater to a variety of palettes.

CEO Serena Hotels, South and Central Asia and Mrs. Wiqar Boolani, hosted the Serena Hotels Annual Corporate Iftar Dinner to celebrate the holy month of Ramadan. The dinner was attended by large number of Government officials, members of the Armed Forces, Diplomats, Heads of International Agencies, Corporate executives and Media personnel.

The festive look of Sheesh Mahal with an impressive array of regional cuisine from across Pakistan, coupled with Continental and Asian cuisine added to the ambiance.   An exquisite assortment of desserts with individual servings including dietary desserts attracted the guests.

The guests enjoyed the iftar dinner in a tranquil setting with soulful music, while the evening highlighted the true spirit of Ramadan, which is about giving, practicing patience and tolerance towards others.

The Australian High Commission (AHC) and the Pakistan Cricket Board (PCB) with the support of Serena Hotels hosted the 7th AHC-PCB Girls’ Cricket Cup at Diamond Cricket Ground Islamabad on Sunday.

Australia’s High Commissioner to Pakistan Neil Hawkins congratulated the girls and the schools on their participation and welcomed the continued support of the PCB and Serena Hotels for the annual AHC-PCB Girls’ Cricket Cup.

“The Australian High Commission has been sponsoring girls’ cricket in Pakistan since May 2016 to promote gender equality through sport. We began with a single annual tournament in Islamabad but have since expanded to Lahore and Karachi,” Hawkins said.

“Our countries share a passion for cricket. It’s more than just a game – it’s a powerful tool for people-to-people connects, for social change. By supporting events like the Girls’ Cricket Cup, we’re promoting equality, opportunity, and hope. Every time these girls hit a boundary or make a catch, they are taking a step towards greater empowerment,” Mr Hawkins added.

The girls attended an eight-day coaching clinic in the lead-up to the competition, conducted by PCB first class cricket coaches, led by head coach Wasim Yousufi, Manager Game Development Aisha Jalil and Head of Pakistan Women’s Cricket Tania Mallick.

Hawkins said that the Australian High Commission was pleased to support the initiative during the Pakistan Super League, in which Australian players, including Australian female cricketing star Tess Flintoff, was participating.

“It’s an exciting time for cricket fans in both Australia and Pakistan. A shared love of cricket is one of the many bonds that bring our countries together,” he added.

Aziz Boolani, CEO Serena Hotels, said, “This is the seventh year for Serena Hotels to be a part of this tournament. Cricket is a passion in Pakistan for men as well as women. We at Serena Hotels have been actively supporting and sponsoring all sports, including women’s sports. We truly believe in gender empowerment, which can only be realised if opportunities are provided for women to explore their true potential.”

The AHC-PCB Girls’ Cup Islamabad involved teams from four schools: Mashal Model School Bari Imam, SOS Children’s Village H-11, Islamabad Model School for Girls – F-6/1 and Islamabad Model School for Girls I-9/1 Islamabad.

Serena Hotels hosted a networking breakfast to celebrate International Women’s Day to honour, appreciate, and laud women who have excelled through achieving success in their professional careers. The invitees included members of the diplomatic community, representatives of international agencies, corporate sector, representatives of the Ministry of Foreign Affairs, Serena associates, and other women who have been striving to change behaviours for the betterment of women. These women are focused on paving way for the young and talented women in exploring their potential for career development and economic independence.

The meet and greet started in the foyer where the women had an immersive experience of arts and crafts on display, along with an auditory delight of soulful melodies where a beautiful cake was cut towards the end of the ceremony, re-iterating the celebration of Women’s Day.

The Chief Guest for the occasion was the First Lady, Begum Samina Arif Alvi, the guest list included accomplished women from all walks of life who graced the occasion with their collective presence. Keynote speakers were, Ms. Naima Ansari, who has been part of the Islamabad Women Chamber of Commerce and Industry.  Ms. Ayla Majeed, the first Muslim, South Asian, Pakistani woman in the role of Vice President (VP) of the ACCA and Ms. Kashmala Khan Former Federal Ombudsperson for Protection against Harassment of Women at the Workplace, shared their experiences with the audience. Begum Samina Alvi also spoke about the efforts that the government has been making for gender parity through different initiatives and emphasized on the importance of providing women an inclusive and fair working environment, regardless of the field they choose.

Serena Hotels has been celebrating the International Women’s Day for almost a decade, the company truly believes in gender equality. The Serena Hotels is the only company in Pakistan to be EDGE (Economic Dividends for Gender Equality) Certified, and is a founding member of the Male Champions of Change, Pakistan Chapter.

Serena Hotels under its Cultural Diplomacy hosted Sarangi season 6 finale at the Sheesh Mahal of Islamabad Serena Hotel on 21 February 2023, an evening dedicated to promoting the hidden talents of Pakistan by providing them hotel’s platform to showcase their musical talent with a wider audience; an opportunity to become the nation’s rising stars. Sarangi, a music initiative has been encouraging young and talented singers and bands to celebrate our cultural heritage through their music. For season 6, a total of 360 contestants participated in the competition, of which 5 were selected by professional jury members.

The five shortlisted contestants, from varying backgrounds provided an intriguing mix of musical talent on display, included Asma Aslam from Karachi, Muqaddas Younas from Lahore, Minhas Khan from Islamabad, Sajjad Ali Hussain from Faisalabad, and Rahat Francis from Quetta. Their experience and training were reflected in their vocal styles as they performed in front of over 300 guests, including a large number of diplomats, government functionaries, corporate heads, businessmen and music lovers; proving their mettle to the highly acclaimed musical genius Sarmad Ghafoor, whose well known works include Atif Aslam’s two platinum albums including ‘Jal Pari’ and he is the man behind the music of last year’s cinematic hit ‘The legend of Maula Jatt.’ The other members of the jury panel consist of illustrious Qawwal Asif Ali Santoo, who was in the tutelage of the Great Legend Nusrat Fateh Ali Khan, along with the melodious Aima Baig, who rose to fame with the 2017 songs from the movie ‘Lahore se Aagey’ and has since been mesmerizing the audience with her electrifying performances.

The jury unanimously decided on Sajjad Ali Hussain from Faisalabad as the winner of Sarangi Season 6, whose first album will be produced by a professional production studio with the support of Serena Hotel. The other performers were also presented with awards by the Air Chief Marshal Mujahid Anwar Khan (Retd) along with the Judges.

Mr. Aziz Boolani, CEO Serena Hotels lauded the talented performers and encouraged others to participate in the next season of Sarangi. He also appreciated the three jury members for their voluntary services for this wonderful community initiative and presented them with mementos on the occasion.

In order to commemorate International Overdose Awareness Day, Serena Hotels in collaboration with Karim Khan Afridi Welfare Foundation (KKAWF) organised “Save Tomorrow 6” event with some exciting volleyball matches between Pakistan women’s teams and men’s teams from Pakistan Army and Navy here at Liaquat Gymnasium, Pakistan Sports Complex Islamabad.

Federal Minister for Inter-provincial Coordination (IPC) Ehsanur Rehman Mazari was the chief guest of the event while Chairperson Karim Khan Afridi Welfare Foundation (KKAWF) Cristina von Sperling Afridi, Sophie Fergus from Canada, Acting Director General Pakistan Sports Board (PSB) Abrar Ahmad, Chairman Pakistan Volleyball Federation (PVF) Chaudhry Muhammad Yaqoob, Chairperson Women’s Development Committee of PVF Malika Junaid and other dignities were also present in the closing ceremony supported by Serena Hotels and Empower Sports Academy.

The women’s exhibition match played between Pakistan Women’s Yellow and Pink teams witnessed a big number of audience with some powerful smashes by Azra Farooq and Aleesha Junaid wearing yellow shirts, edged out Pink team by 25-18, 25-28. Azra and Aleesha struck when it mattered most to help Yellow team take the honours. On the other side Khizran Fatima along with Muqadas Bokhari played well with exhibiting some good spiking and blocking prowess for the Pink team. In the second match Pakistan Army outclassed defending champion Pakistan Navy by 25-22, 25-21 to win the exhibition match.

Serena Hotels hosted the crowned champions of the 21st Asian Junior Team Squash Championship held at the Indian Squash and Triathlon Academy in Chennai.

Pakistan’s Noor Zaman and India’s Krishna Mishra competed in a competitive first encounter that lasted four games in the first match of the final. The first game was a close contest between the two players, but Noor battled it out to win by 12-10.

However, Krishna Mishra won the second game by 11-9. In the end, Noor helped Pakistan to establish a commanding lead by winning the last game by 3-1.

In the next game, Pakistan’s squash sensation Hamza Khan, a two-time Asian Junior champion and a British Junior champion, locked horns with Paarth Ambani.

Hamza dominated Paarth, and secured a comfortable 3-0 win over his opponent.

The 30th National Ski Championship, 17th Shah Khan Ski Cup and seventh Snowboarding Championship concluded at the PAF Ski Resort, Naltar on Friday.

Ninety-three athletes of 10 teams from the four provinces, AJK and Gilgit-Baltistan participated in the competitions organised by the Pakistan Ski Federation in collaboration with the Pakistan Air Force.

Gilgit-Baltistan Scouts claimed the winners trophy of the National Ski Championship while the Pakistan Air Force bagged the Shah Khan Ski Cup title.

In the Giant Slalom category, Mohammad Zahid of PAF, Abbas Tahir of Gilgit-Baltistan Scouts and PAF’s Obaidullah won gold, silver and bronze medals, respectively. Gold medal for the Snowboarding Championship was won by Khalid Hussain of Gilgit-Baltistan Winter Sports Association, silver was earned by Rehman Wali of PAF while Ali Hasnain of Hindukash won bronze.

Retired Air Commodore Iftikhar Bajwa, member of the Executive Committee of Winter Sports Federation, Pakistan, distributed medals and prizes among the athletes.

Serena Hotels hosted its annual Invitational Golf Tournament in collaboration with Margalla Greens Golf Club, under the Sports Diplomacy Initiative, on the 4th of February 2023. The Categories included Diplomatic, Government & Armed Forces, Corporate and Women. The weather was ideal for the golfers who thoroughly enjoyed the game under sunny weather. The event started with a lavish breakfast followed by the tee off.  The players displayed amazing skill and technique in all categories, a total of 120 golfers participated, including 12 seasoned women golfers.

Dr. Arif Alvi, President of Pakistan, graced the occasion as the guest of honor and also participated in the tournament along with the Chief of Naval Staff, Admiral M Amjad Khan Niazi NI(M) Sbt prominent members of the community including ambassadors, the business sector, honorable members of the armed forces, bureaucrats and corporate sector.

The golfers competed on the golf course under four different categories. Serena Hotels honored the winners of the competition with prizes that included stays in the Heritage properties and other Serena Hotels properties across Pakistan.

Addressing the closing ceremony the president emphasized the need to promote healthy and nature-based activities in the country. He said the game of golf brings man closer to nature, exercise and physical activity is essential for human health.

The President Dr. Arif Alvi lauded Serena Hotels management, on organizing the successful tournament and their continuous effort in promoting tourism and a softer image of Pakistan via engaging national and international communities.

Aziz Boolani informed the participants about his hotel’s sports diplomacy initiative for the promotion of sports in Pakistan, especially golf. The president of Pakistan Dr. Arif Alvi appreciated the sports diplomacy initiative of the hotel for conducting a successful golf tournament in Islamabad.

The event culminated with a glorious prize distribution ceremony followed by an exquisite spread for guests and participants.

Serena Hotels strongly believes in helping vulnerable communities through its various initiatives under the ambit of its corporate social responsibility; known as Jazba -e-Khidmat.

Monsoon 2022 brought an unprecedented onslaught of floods known as Super flood that had a catastrophic impact on millions, submerging 1/3rd of Pakistan.

The floods affected all four provinces and approximately 15% of its population. At the beginning of 2023, an estimated 5 million people remained exposed to or living close to flooded areas. In the Sindh Province, an estimated 89,000 people remain displaced with limited access to food sources and shelter.

Not all floodwaters have receded, combined with the onset of severe winter cold that brought a new set of problems for the people living in the flood affected areas. Hence, the importance of meeting critical needs while investing in recovery to prevent additional disaster impacts and help people rebuild their lives is imperative and the need of the hour.

Funds were raised with the help of the guests and associates along with different diplomatic missions, where fundraising galas were hosted with the Czech, Turkish, Italian, and Thai Embassies. Serena Hotels matched the amount raised with their monetary contribution to double the donated funds.

With instrumental efforts of Quetta, Swat and Peshawar Serena Hotels, and the regional team; ration bags and tents were dispersed to the affectees of the said cities and their adjoining areas.

Serena Hotels collected a substantial amount which was handed over to the National Disaster Management Authority for aid to the affectees in a ceremony held on 26^th of January, so that they could be utilised for rehabilitation of the affectees.

Tourism Promotion Services (Limited) Pakistan hosted a “Mehfil-e-Samma” with the legendary Qawwal Imran Aziz Mian to celebrate its latest acquisition ‘Peshawar Serena Hotel’ to its portfolio of Luxury Hotels, Resorts, Forts, Palaces in South and Central Asia.

The beautifully organised musical evening began with a meet and greet that included prominent personalities from the corporate sector, business community and media houses.

The evening was an ode celebrating Serena Hotels arrival in the oldest city of Pakistan. The management of Serena believes that Peshawar has untapped potential for tourism and boosts a rich cultural heritage, which will help in extending the tourist circuit in the province but will also allow regional connectivity for tourists and business travelers through its vast portfolio of hotels in Islamabad, Peshawar, Kabul, and Dushanbe. The hotel shall serve as a gateway to Central Asia, taking the brand portfolio to a whole new level.

The management of Serena Hotel has retained the employees of Pearl Continental Hotel and have been working upon the restoration and conservation of the existing 1970s building, with intention to add on to the existing structure. Serena is well associated with conservation projects, with the Heritage Circuit being a part of the Serena Palaces and Forts that have been restored and renovated and are now being utilised as a historical hotel, the proceeds of which is handed back to the community in an annual ceremony.

A provincial job fair is planned to provide the youth with opportunities to become a part of the Serena family, where internships, mentorship programmes and management training will be offered to the students of the region, showcasing Serenas’ ethos of community development, and capacity building.

The management has been actively engaged with the community, through the corporate social responsibility platform called ‘Jazba-e-Khidmat’, which is an initiative to provide donations and support to flood affectees of the Khyber Pakhtunkhwa region. Now through the Peshawar Serena Platform, the management will be distributing ration bags to the nearby areas affected by the catastrophic flooding of 2022.

The evening marked the beginning of many more events that are in the pipeline for Peshawar Serena Hotel and set the tone for the future. Celebrating the rich cultural heritage and legacy of the city of flowers, through Serena Diplomacy initiatives i.e., public, cultural, sports, adventure. These initiatives by Serena Hotels have been creating an inclusive environment for the underprivileged and underserved communities, wherever they operate.

Serena Hotel and the Pakistan Tennis Federation successfully hosted the 7th Serena Hotels National Ranking Tennis Tournament-2022-23 concluded in a highly befitting manner at the PTF-SDA Tennis Complex, Islamabad.

In the Men’s Singles Final Aqeel Khan bt Muhammad Shoaib 6-3,6-2 and won the 7th Serena Hotels National Ranking Tennis Tournament 2022-23 title

In the Ladies Singles Final Sarah Mahboob Khan beat Esha Jawad 6-2,6-2 and won the 7th Serena Hotels National Ranking Tennis Tournament 2022-23 title

Mr Aziz Boolani CEO of Serena Hotels was the Chief Guest at the closing Ceremony. He distributed the prizes amongst the winners and Runner-ups and congratulated all the winners and runner-ups.

Senator Salim Saifullah Khan President-PTF was the Guest of Honour at the closing Ceremony. The President-PTF thanked Serena Hotels for conducting the Serena Hotels National Ranking Tournaments for the last seven years. He also appreciated and valued their support for promoting tennis in Pakistan. He also congratulated and appreciated the participation of the players from all over Pakistan. The President also lauded the efforts of the PTF Management and especially Mr Shahzad Akhtar Alvi ITF White Badge Referee, for organizing the event in a highly professional manner. He also thanked Print Media for the excellent coverage of the event. The President also wished everyone a very happy new year.

The closing ceremony was also attended by Mr Saeed Ahmad Khan SVP-PTF, Mr Faisal Khan Serena Hotels, Col.Gul Rehman Secretary-General PTF, diplomats, Serena Hotels officials, tennis players, coaches, parents, media persons and PTF officials.

The results are as under:

Men’s Singles Final: Aqeel Khan beat Muhammad Shoaib 6-3,6-2

Ladies Singles Final: Sarah Mahboob Khan beat Esha Jawad 6-2,6-2

Boys 18& Under Singles -Final: Sami Zeb Khan beat Mahatir Muhammad 6-4,6-2

Boys 14& Under Singles- Final: Abubakar Talha bt Abdul Basit 6-2,6-2

Serena Hotels and the Aga Khan Trust for Culture hosted an evening celebrating the laureates of the “Aga Khan Music Awards” that was established in 2018 by His Highness to recognize and develop exceptional creativity, promise and enterprise in music, and music education in societies across the world where Muslim communities have a significant presence.

The event was attended by prominent dignitaries including Diplomats, Federal and Provincial Ministers, Government functionaries, Representatives from Corporate Sector, and business community and media houses. The evening was illuminated by live performances by the award winners Sufi Music Legends Sain Zahoor and Zarsanga along with a performance by the students of Leif Larson Music Centre

The Leif Larsen Music Centre, which was established in April 2011, at the Altit Fort with the intention of training young generation on the use of old musical instruments for ensuring the cultural music of the Northern Areas of Pakistan.

Aziz Boolani, CEO Serena Hotels, complimented the efforts of the Aga Khan Award winners Zarsanga and Sain Zahoor of Traditional, Folk, and Sufi music. The Laurates are international representatives of our musical heritage and deserve global recognition.

Tauseef Ahmed, CEO AKCSP briefed the audience regarding vision of the Aga Khan Trust for Culture programmes i.e., like the Aga Khan Award for Architecture, the Aga Khan Historic Cities Programme, the Aga Khan Music Program, and the Aga Khan Museum. He also gave the presentation on the Aga Khan music awards 2022.

The Laureates of the 2022 Aga Khan music award selected 15 top performers for the main award by a master jury out of 400 nominees from 42 nations. They share the prize money of$ 500,000 USD was shared by the 15 award winners.

The award winners from Pakistan were the “Queen of Pashtu” Zarsanga and the “Mystical Punjabi Sufi Singer” Sain Zahoor, whose work stands out on its own as being unique and standalone powerhouses.

The award ceremony was hosted in October 2022, in Muscat, Oman in a two-day musical gala held at the Royal Opera House of Musical Arts. The awards presentation marked the culmination of a spirited celebration, featuring the laureates, who showcased their talent on a global platform.

A Cultural Night was organized today at Jinnah Convention Center, Islamabad, to commemorate the 75th anniversary of establishment of Diplomatic Relations between Pakistan and Türkiye. Minister of State for Foreign Affairs, Ms. Hina Rabbani Khar graced the occasion as the Chief Guest.

In her remarks, the Minister of State stated that Pakistan and Türkiye have been brothers, friends and partners. The inseparable bonds of common faith, history, and culture have been reinforced by mutual trust and cooperation on critical issues. The strength of Pakistan-Türkiye relationship is anchored in affection and solidarity among the peoples of the two countries.

Minister of State added that the ties between the two countries have transformed into a strategic partnership, characterized by multiple high-level exchanges, including the visits of Prime Minister of Pakistan to Türkiye in June and November 2022, the Joint Inauguration of MILGEM Corvettes PNS KHAIBER, and signing of the Trade in Goods Agreement in August 2022, that aims at achieving bilateral trade target of US $ 5 billion in the medium term.

The Cultural Night was jointly organized by the Ministry of Foreign Affairs, Islamabad and Embassy of Türkiye in collaboration with Serena Hotels that brought to the fore the rich cultures of Pakistan and Türkiye. The ‘Sama’ performance of whirling Dervishes from Konya, Türkiye and instrumental Tabla performance from Pakistani artists, along with traditional delicacies from both the countries, kept the large audience entertained throughout the evening.

Serena Hotels in collaboration with PAF Sports Control Committee and  Islamabad Polo Club management has organized 31st Chief of the Air Staff Challenge Cup Polo Tournament 2022 at the lush green Islamabad Polo Club. The tournament was played from 29 November to 05 December, 2022. This event was significant in promoting the game of Polo in Pakistan.

06 teams (PAF Blue, PAF White, Asean, ASC Rizvi, ASC Ahmed Khan and ASC Vaulters) will participate in the tournament. High ranking civil & military officials and polo enthusiasts attended the mega event. The event is eagerly awaited each year by polo enthusiasts and receives appreciation both at domestic and international levels.

On 16th December 2022 during the Mombasa Business Awards Gala Dinner, Serena Beach Hotel & Spa was recognized for its outstanding Service for the fourth consecutive year and won the award for the ‘Best Service in Tourism and Hospitality’.
The Mombasa Business Awards held its 9th Annual Gala Dinner celebrating leaders who have demonstrated strategic direction for success and also recognized businesses that are making a difference in the business landscape of the county and the nation at large.
Serena Hotels is at the forefront of ensuring that local and international guests experience the best Kenyan hospitality in Mombasa and across the East African region.

About Tourism Promotion Services (TPS), Serena Hotels
Serena Hotels offers quality accommodation in a collection of 22 up-market hotels, safari lodges, camps, and resorts within 7 countries in the Eastern Africa region (Kenya, Tanzania, Zanzibar, Uganda, Rwanda, Mozambique, and DR Congo) and 11 properties in Asia (Afghanistan, Pakistan, and Tajikistan). These properties are strategically located to offer exciting circuits for guests in some of the most exquisite and prime locations in Eastern Africa and Asia. With a focus on product, service standards, and guest satisfaction, Serena Hotels continues in its quest to be the hotel of choice for the discerning traveler providing guests with quality accommodation, conference, and holiday solutions.
Serena takes pride in the level of personal care and warmth of welcome that it extends to its guests. Each Serena property is designed to complement its environment while nurturing the landscape, culture, and community that surrounds it. The Serena Group leads the industry in East African eco-awareness and eco-policy implementation.
About Mombasa Business Awards
The Kenya National Chamber of Commerce & Industry organizes an annual gala dinner in Mombasa County titled the Mombasa Business Awards. The objective of the Business Awards is to recognize the spirit of the people making a difference in the business landscape of our County and the Nation at large. Also, the award seeks to recognize leaders who clearly demonstrate strategic direction for success and the pursuit of a vision. The Business Awards are Mombasa County’s premier, cross-industry accolades for enterprise excellence. The Awards are an opportunity to celebrate businesses operating in Mombasa County, whether public, private, or sole proprietor regardless of size or industry.

Contact Information:
For more information, contact Serena Hotels at:
Tel: +254 (20) 284 2000, (020) 284 2244
Email: marketing.kenya@serenahotels.com | Website: www.serenahotels.com
Facebook: Serena Hotels | Twitter: @Serenahotels | Instagram: Serenahotels | Blog: www.theserenaexperience.com
For press inquiries contact:
James Manyeki - Marketing and Communications Manager
Telephone: 0734699277 - Email: James.manyeki@serenahotels.com

Tourism Promotion Services (Limited) Pakistan, the owners and managers of Serena Hotels in Pakistan announces the take over of Pearl Continental Hotel Peshawar. This will be the ninth Serena Hotel property in Pakistan.

The addition of Serena Hotels in Peshawar, the oldest city of Pakistan with a rich cultural heritage, will not only help in extending the tourist circuit in the province of Khyber Pakhtunkhwa, but will also allow regional connectivity for tourists and business travelers through its vast portfolio of hotels in Islamabad, Peshawar, Kabul, and Dushanbe. The Hotel shall serve as a gateway to Central Asia, taking the brand portfolio to a whole new level.

Serena Hotels, a brand associated with unique destinations globally, will be renovating and refurbishing the centrally located Hotel building as all Serena Hotel properties’ stand as a reflection of its vision and brand values. Continuing our legacy of giving back to society and benefitting the communities where we operate, the company intends to exploit the untapped, rich potential in the tourism sector of Khyber Pakhtunkhwa. This will be the second Serena Hotel in the KP province after the Swat Serena Hotel, enabling the brand to connect the diverse tourist communities to the rustic areas of the province.

The upgradation of Peshawar Serena Hotel including the new construction will enhance the quality and comfort of the guest rooms, restaurants, banqueting and meeting rooms, public areas and Maisha Spa & Health Club.  The Company has rigorous training plans for its Associates to ensure service delivery, bringing it in line with Serena Hotels’ standards.

Serena Hotels’ properties in Pakistan are currently located in Islamabad, Faisalabad, Quetta, Gilgit, Shigar, Khaplu, Altit, Hunza and Sost. In addition, two new Hotels are under construction in Gilgit-Baltistan; the Hunza Serena Hotel with 85 rooms, expected to be commissioned towards the end of 2023, and Sost Serena Hotel with 56 rooms, expected to be commissioned in 2024.

Serena Hotels hosted a two-day crafts extravaganza with Behbud Crafts Association called “Embroidering Dreams”, which has kicked off on Friday with an inaugural event ribbon cutting ceremony launched by the Honorable Begum Samina Alvi.

First Lady, Begum Samina Alvi graced the opening event which was also attended by notable members from the diplomatic missions, dignitaries, and people from the corporate and business sectors.

Embroidering Dreams showcases and highlights the talented women of Pakistan, through their exceptional threadwork, and other handmade crafts and organic products. 

This two-day exhibition is an ode to the skillset of these hardworking artisans whose skill with traditional needle works is enabling them to earn through their own capabilities and represents the traditional craftwork of different regions of Pakistan, forming a kaleidoscope of colours, exquisitely crafted thread work from across Pakistan.

Mr. Aziz Boolani, CEO Serena Hotels discussed how Serena Hotels as an organisation actively projects and promotes traditional crafts as part of its overall vocational skill enhancement agenda of supporting and empower the rural women by enhancing their economic prospects. Mr. Boolani said Pakistan was blessed with so much talent in traditional crafts and it was a privilege for Serena to play a role in showcasing them.

Ms. Abida Malik talked about the intention behind Behbud, an organisation run entirely by women volunteers and has over the years evolved into Pakistan’s premier brand for ethnic and sustainable fashion. Behbud, inaugurated in 1972, is a non-profit that focuses on empowering women through their skillset, aids marginalized women by providing them with free of cost vocational training in local embroideries, free healthcare, counseling, and education for their children.

The two-day event was a visual delight for the attendees, where the local artisans got global exposure as Serena Hotels has an international and national customer base.

Serena Hotels hosted a fundraising Opera Performance in collaboration with the Italian Embassy. The talented and world-renowned Performing Artist Mr. Rame Lahaj who was accompanied by Mr. Matteo Pais, gave outstanding performances, and engaged the audience with his well-known pieces. He has performed in prestigious Opera houses of the world. Among his most notable roles are Alfredo (La Traviata), Duke of Mantua (Rigoletto) and Rodoldo (La Boheme). Rame Lahaj is the first artist from Kosovo and has won the most prestigious and important prize “Operalia” in 2016 for his extraordinary performances.  He was accompanied by Repetiteur who is the Artistic Coordinator at Arturo Toscanini Foundation in Parma and is a vocal coach and honored pianist who is well known for his international masterclasses to upcoming young artists.

Mr. Aziz Boolani, CEO Serena Hotels appreciated the generous support of the Ambassador of Italy to Pakistan H. E. Andreas Ferrarese for joining hands with Serena Hotels in not only raising funds for the flood relief but for strengthening the bonding between Pakistan and Italy through such cultural exchanges, and he expressed, how such cultural exchanges are key in fostering great bonds between the two nations.

This event is the 4^th fundraising event organised by Serena Hotels in collaboration with different diplomatic missions and will continue to play the role in supporting the less privileged citizens by utilizing its hotels platform.

It was an evening dedicated to building close cultural ties with the Italian Embassy, while creating an opportunity to generate funds for the relief efforts.

Serena Hotels in collaboration with the Embassy of the Republic of Turkiye organized a rich musical concert by internationally renowned performing artists from Turkiye. Osman Kirklic, Sukru Turkmen and Serkan Qzdemir a talented trio, mesmerized the audience with Oud, a musical instrument prominent in the medieval and modern Islamic music, along with the Cello combined with Sukru Turkmen’s magical vocals was an auditory delight for the audience.

The event was well attended by people from all walks of life, including the members of diplomatic missions corporate sector, and business community, who thoroughly enjoyed the event followed by a seated dinner, prepared by the Turkish Chefs from the Ciragan Palace, Kempinski Hotels, Istanbul.

Mr. Aziz Boolani, CEO Serena Hotels, appreciated the generous support of the H. E. Mehmet Pacaci for joining hands with Serena Hotels in raising funds for the flood relief.

Serena Hotels will continue to play its role for the support of the flood refugees by utilizing its hotels platform.

It was an evening dedicated to building close cultural ties with the Republic of Turkiye while creating an opportunity to generate funds for supporting the flood affectees.

While celebrating the National Day of the Czech Republic, the cello concert was dedicated to raise funds for the rehabilitation of the displaced flood affectees.

The event was well attended by people from all walks of life, including the members of diplomatic missions, corporate sector, and business community, where an ensemble of musicians from the Musicology department of the National College of Arts joined the Barta duo to create an eclectic blend of unique Pakistani and Western fusion playing traditional local melodies and rhythms, that enthralled the audience.

Aziz Boolani, CEO Serena Hotels, appreciated the generous support of the Ambassador of the Czech Republic to Pakistan, H.E. Tomas Smetanka in joining hands with Serena Hotels in raising funds for the relief and rehabilitation of the flood affectees. He also thanked the audience for their support and generosity in raising funds for this noble cause.

Serena Hotels as a responsible Corporate citizen has been active in supporting the flood affectees. The Company is matching the funds donated by the Hotel Guests and Associates, in addition to various fundraising events organised in collaboration with other diplomatic missions.. The relief goods, i.e., food supplies, and tents, are being distributed directly as well as through international NGOs under the banner of “Jazba-e-Khidmat – In the Spirit of Compassion'' initiative.

It was an evening dedicated to building close cultural ties while creating an opportunity to generate funds for the relief efforts.

On Thursday 27th, October 2022, Serena Beach Resort and Spa, Mombasa, Kenya was recognized for its exceptional leadership as the ‘Best Accommodation in Support of Marine Conservation’ at the 15th Edition of the Eco Warrior Awards Gala Dinner Ceremony held in Nairobi. Under the theme ‘Rethinking Tourism: Celebrating Changemakers', the recipients of the Eco Warrior Awards were recognised and celebrated for being changemakers through their consistency, resilience, and innovation on the economic, socio-cultural, and environmental fronts. Serena Beach Resort & Spa’s Sea Turtle Conservation initiative has released over 62,868 turtle hatchlings into the ocean over the last 29 years, and through its community participatory and incentive program has turned fishermen who were previously poachers of turtles and their eggs into protectors. The Resort has several initiatives that are used to promote the importance of environmental responsibility, marine conservation, and the impact of marine debris and plastic pollution.

Pakistan squash took-off with the Chief of the Air Staff-Serena Hotels for Men and Serena Hotels-Combaxx Sports International Squash for Women getting underway with the main round on October 23^rd Between Egyptian Players battling it out on the court. Pakistan Squash Federation has been putting tremendous efforts for revival of international squash in the country.

Pakistan Squash Foundation in collaboration with Serena Hotels and Combaxx Sports, has arranged the Chief of Air Staff International Squash Championship for Men & Women 2022.

The tournament was played from 19-23 October 2022 with Egypt ruling the semi finales with all entries being of the Egyptian Players, the Men’s Final was won by Mostafafa El Sirty (World Ranking 27), who played a smashing success against fellow countryman, Mohamad Al Sherbini (world ranking 28) who was the runner up.

The men’s championship has a prize purse of USD 30,000 whereas the women’s event has USD 12,000 prize money. The opening ceremony is scheduled on 19 Oct at 1500 hours whereas the championship finals would be played on 23 Oct.

Apart from Pakistan, a group of 30 foreign players from 14 countries (Germany, Spain, Egypt, Singapore, Austria, Malaysia, Serbia, USA, Hungary, England, Qatar, Czech Republic, Iran & Kuwait) played.

“A total of 14 foreign players are to compete in the men’s category and eight female foreign players will take part in the CAS International. This is just a beginning as we are planning to hold four other international events this season,” PSF Secretary Group Captain Zafaryab Iqbal.

“The PSF has been putting wonderful efforts for the elevation of squash in the country. The federation intends to send a message across the world that we have every potential to conduct mega squash events and host top world players in an efficient manner,” the PSF secretary said.

Egyptian lady players Malak Khafagy (world ranking 82) and Fayrouz Aboelkheir (world ranking 73) smashed it out of the park for a thrilling game, with Fayrouz Abielkheir winning and Malak coming in 2^nd.

“Serena Hotels & Combaxx Sports have joined hands with the PSF and PAF for the national cause of promoting squash in the country. We heartily appreciate the sports diplomacy initiative as shared by Serena Hotels as their integral part to build stronger relations with the communities. Pakistan has a tradition of excellence in many sports, but competitive sports require the support of organizations through sponsorships and promotions.” Mr. Aziz Boolani said the CEO of Serena Hotels to the press while discussing the future of Squash in Pakistan.

Milan, Italy:

During the 4th edition of the Global Best Practices Awards 2022, Mara Serena Safari Lodge received the ‘Country Best Practices Award 2022 Kenya’. The independent
international jury recognized the Lodge for its outstanding approach to professional textile care through eco-friendly, sustainable and energy efficient laundry services.

The appointed jury awards points to the nominees under the criteria of quality; sustainability; business model and service concept; and innovation. Those with the highest points become the winners of the Country Best Practice Award.

Mara Serena Safari Lodge, built in the 1970s within the Masai Mara Game Reserve is not only a ‘one-ofa-kind getaway’, but a leading-edge example of how clean, renewable energy independence can be successfully achieved through the installation of off-grid Solar PV systems, to minimise negative impact in a fragile environment.

“Our sustained and continuous efforts of raising awareness regarding breast cancer are yielding results, as women in far-flung areas of the country are becoming aware of the deadliness of breast cancer, since a rise in early-stage breast cancer detection is being reported in health care centres all over Pakistan.”

These remarks were expressed by the Honourable First Lady of Pakistan, Begum Samina Alvi; an active advocate for breast cancer awareness, during her keynote address at a high-profile panel discussion on Breast Cancer Awareness hosted by Serena Hotels under the banner of Raabta – a Public Diplomacy initiative.

Raabta is curated by renowned broadcast journalist Sidra Iqbal, and uses the convening power of Serena Hotels to bring thought leaders, policymakers, experts, and the civil society together to advance debate and curate knowledge about important socio-economic topics.

The experts on the panel included Dr. Ayesha Isani Majeed, Head of Radiology Department and Incharge Federal Breast Cancer Screening Center at the Pakistan Institute for Medical Sciences (PIMS); Dr. Abida K. Sattar, Head of Breast Surgery at the Aga Khan University Hospital Karachi; Ms. Shireen Gheba an author, blogger, painter, and a cancer survivor, diagnosed in 2021 who is now cancer free; and Mr. Aizaz Chaudary, the Director of Institute of Strategic Studies and former Foreign Secretary of Pakistan, who is also a male survivor of breast cancer.

With 2.3 million diagnoses in 2020, breast cancer is the most common cancer in women and the second most common cause of cancer-related deaths in women worldwide. Pakistan has the highest prevalence of breast cancer in Asia, with 1 out of 6 women expected to be diagnosed with the disease at some point in their lives.

The honourable First Lady appreciated the efforts of Serena Hotels for annually organising awareness sessions for the public, though the utilisation of the Raabta Platform, as it has a valuable outreach and the discussion of the experts and cancer warriors is indeed an inspiration for all.

Sidra Iqbal remarked that with 90,000 women being diagnosed with breast cancer every year and the high death rate from the disease, indicates a dire need to break the cultural and traditional barriers to disease prevention and cure.

Dr. Ayesha Isani Majeed stressed that yearly mammograms for women over 40 and regular breast self-examinations should become a part of women’s self-care routine. She informed that the Federal Breast Cancer Screening Centre at PIMS is the first public sector facility in Islamabad which offers initial screening and detection, biopsy, ultrasound and mammography to patients under one ceiling, and was built to facilitate the growing demand of patients especially those unable to afford the costs of private hospitals. Dr. Isani also spoke of the need to create support groups for those suffering from the disease as the willpower to fight the disease played a major role in recovery.

Mr. Aizaz Chaudhary said that there was a need to target men in awareness campaigns by distributing pamphlets and informational material. Sharing his personal experience, he said he faced a delay in diagnosis due to the ignorance related to the prevalence of male breast cancer.

Dr. Abida K. Sattar from the Aga Khan University Hospital said that the disease is often hereditary, and it has nothing to do with the character of a woman as surmised by some ignorant segments. She urged measures for early detection, as it was the biggest weapon towards the eradication of the disease. Dr. Abida shared that there is IVF fertility treatment now available for women whose fertility might be adversely affected by chemotherapy.

Ms. Shireen Gheeba an author, blogger, artist and a cancer warrior, who was diagnosed in May of 2021 and has since completed her treatment and is now cancer free. “While avoiding the ‘C’ word of COVID9 in our lives, I ended up with the “C” word of “Cancer.”

Serena Hotels is an advocate for discussion and discourse on important topics that affect society, under the organisation's Public Diplomacy initiative.

On 14 October 2022, during the opening ceremony of the 81st Skål World Congress in Croatia, Serena Hotels was recognized for its participation in the 2022 Skål International Sustainable Tourism Awards. Under the ‘Marine and Coastal’ category, Serena Beach Resort and Spa presented its contribution towards the endangered sea turtle conservation program. The award criteria covered carbon offsetting and climate change mitigation.

The judges ranked Serena Beach Resort and Spa’s initiatives third out of ten international entries and commended The Serena Beach Resort and Spa for its support towards Sustainability, which is exemplary.

Serena Beach Resort & Spa’s Sea Turtle Conservation initiative has released over 62,868 turtle hatchlings into the ocean over the last 29 years. The Resort initiatives are used to promote the importance of environmental responsibility, marine conservation, and the impact of marine debris and plastic pollution. Serena Hotels Africa continues to innovatively engage in initiatives that promotes sustainable tourism through best practices on the social, environmental and economic development fronts.

The fundraising event was well attended by all walks of life, including the members of the diplomatic community, corporate sector, and business community, where a troupe of performers from the Phattayakul Thai Music & Drama School presented a traditional cultural dance adorned in a beautifully crafted traditional attire, an affair originally staged for the Royal Court. Alongside Muay Thai, the National Sport of Thailand which translates to Thai Boxing, was a delightful feat of agility and endurance by the Champion of Muay Thai, Mr. Anusorn Injai. The event would not have been successful without the full support of the Ambassador of Thailand to Pakistan, H.E Chakkrid Krachaiwong.

Mr. Aziz Boolani, CEO of Serena Hotels, appreciated the generosity extended by the guests and associates in raising of the funds for the flood affectees. Serena Hotels as a responsible corporate citizen has been active in supporting the flood affectees. The Company is matching the funds donated by the Hotels’ Guests and Associates. The relief goods, i.e. food supplies, and tents, are being distributed directly as well as through international NGOs under the banner of “Jazba-e-Khidmat – In the Spirit of Compassion'' initiative.

This special event featured the exotic taste of Thailand, and the guests were thrilled by the authentic taste of Thai cuisine, along with cultural performances.

Tourism Promotion Services (Pak) Limited has entered into a Business Sale Agreement with Pakistan Services Limited to acquire Pearl-Continental Hotel Peshawar, with the intent to promote the untapped potential for tourism in Khyber Pakhtunkhwa province. It will be Serena Hotels’ second property in KP province after the Swat Serena Hotel, increasing the total number of Serena Hotels in Pakistan to 9.

The addition of Serena Hotel in Peshawar, the oldest city of Pakistan with a rich cultural heritage, will not only help in extending the tourist circuit in KP province but will also allow regional connectivity for tourists and business travelers through its portfolio of hotels in Islamabad, Peshawar, Kabul and Dushanbe. The Serena Hotels has plans to further expand its portfolio to other Central Asian countries in the future.

Serena Hotels in Pakistan is playing a pivotal role in promoting tourism in underdeveloped areas of Pakistan with four properties in Gilgit-Baltistan including three Heritage properties. Two new Serena Hotels are under construction in Hunza and Sost in Gilgit-Baltistan. The properties will showcase the scenic areas, rich cultural heritage, local cuisine, and traditional hospitality of the region, while providing economic opportunities for the local community through skill development, employment, and enhancement of the value chain. As destination hotels, they will not only allow tourists to relax and enjoy the stunning views, but will also provide venues for corporate retreats, family reunions, weddings, and conferences.

The Company plans to invest in Peshawar Hotel for upgrading the guest rooms, restaurants, banquet hall, meeting rooms, health club, public areas, and service delivery in line with Serena Hotel’s standards.

Serena Hotels under its Cultural Diplomacy initiative partnered with BUITEMS in achieving yet another milestone, the 3rd Quetta Literary Festival has proved to be the real hope in restoration of art and literature. The 3^rd QLF was inaugurated by the GoC 41 Division Maj. General Salman Moin (HI Military) in the presence of Ex-Governor Balochistan Justice ® Amanullah Yasinzai. The collaborated efforts of Quetta Serena Hotel & BUITEMS continue to support traditional identities, literature, local languages, art, music, reading, and other activities by bringing in prominent thinkers, poets, political and economic experts, and emerging book authors.

This year's theme – Culture Yesterday & Today – featured renowned intellectuals in the different fields of art, writing, politics, environmental conservation, and academia.

More than 45 different discussions were held during the two-day festival sponsored by Serena Hotels and some other International Agencies including European Union, and UNDP in this initiative of Balochistan University of Information Technology & Management Sciences (BUITEMS) and nine book launches on different topics including poetry in Urdu, Pashto, Balochi, Brahvi and Hazaragi languages were held at the festival.

The discussions covered the challenges faced in Balochistan such as the water crisis, issues of massive urbanization, Balochistan's history of colonialism, stories of courage and inventions based on real life and many more. Dialogues included Urdu, Brahvi, and Pashto literature, a standardised national curriculum, the role of educational institutions in encouraging local languages, and cultural tourism in the province.

More than 200 Authors, Moderators & Speakers participated in the various activities happening across the University in these two days. To name a few participants with international fame were Dr. Syeda Arifa Zehra, Amjad Islam Amjad, Anwar Maqsood, Ex-senator Javed Jabbar, Dr Kaiser Bengali, Dr Jaffar Rizvi, Dr Asim Sajjad, Dr Quratulain Bakhtiari, and many more who gave their valuable input during the discussions.

The BUITEMS Vice Chancellor Mr. Farooq Bazai was the chief guest at the closing ceremony of the event who presented a memento of appreciation to General Manager Quetta Serena Mr. Rashid Uddin for an everlasting partnership in the cause of QLF.

Serena Hotels’ Cultural Diplomacy initiatives staunchly support events like Quetta Literary Festival that promote education, dialogue, culture and highlight the soft image and importance of Balochistan in the world.

Serena Hotels organised a Mango Festival in partnership with the Ministry of Foreign Office as a part of Pakistan’s 75-year anniversary celebrations

This was part of the series of activities and events being organized throughout the year to commemorate 75 years of Pakistan’s Independence – Pakistan’s Diamond jubilee.

Under the theme of #75thPayKuchKhaas, the event focused on projecting Pakistan’s culinary and agrarian richness linked to the production of more than 200 varieties of mangoes – the “king of fruits” that are exported all over the world.

Foreign Minister Bilawal Bhutto Zardari graced the event as the Guest of Honour.

In his remarks, the Foreign Minister highlighted the significance of the festival as part of the events celebrating the 75th anniversary of Pakistan’s Independence.

The festival was held under Serena Hotels' #CulturalDiplomacy initiative which aims to highlight the vast variety and richness of Pakistani culture – including mangoes.

The event was attended by members of the Diplomatic Corps, Business Executives, Bureau Chiefs of Local and Foreign Publications. Embassies of China and UAE also set up stalls offering mango-based dishes from their own cuisine.

The guests were served different varieties of freshly cut mangoes, salads, milkshakes, lassi, chutneys, pickles, desserts, ice cream, and other savoury items that incorporated mangoes.

Guests appreciated the different mango varieties on display as well as the mango-based cuisine offered. This event showcased the potential of Pakistani mangoes as a popular fruit not only in Pakistan but in the international market as well.

Serena Hotels hosted a two-day Crafts Bazaar to acknowledge the trailblazing women of society and to provide support and representation to women social enterprise. The event was organized in the Kehkashan Hall to celebrate 50 years of Behbud Association Craftsman under the initiative of Cultural Diplomacy. Hand-crafted traditional apparel, table linens, reusable tote bags, fabric face masks and shawls and embroidered dupattas were displayed.

Wife of the Turkish Ambassador to Pakistan Mrs. Zlatomira Yurdakul was the Chief Guest at the occasion. She appreciated the efforts towards women empowerment and the preservation of traditional handicrafts in Pakistan.

The event was attended by prominent women of the society including journalists and members of the Diplomatic corps and their spouses.

Expedition Indus, Pakistan’s first ever river-rafting voyage along the entire course of the Indus River in Pakistan, has culminated in the Arabian Sea.

As a part of Serena Hotels’ Adventure Diplomacy initiative – the memorable journey along the entire length of the Indus River comes to an end. Expedition Indus was a 45-day river-rafting journey that commenced from Hamzigond in the Kharmang district of Gilgit-Baltistan and ended at the Karachi Port.

Rafting over a distance of 2,300 kilometres in Pakistan out of the 3,180 kilometres of the entire Indus, the team led by Wajahat Malik consisted of ABM Faisal, Farman Ahmed, Sanif Jamal, Atif Amin, Sultan Karim, Afia Salam and Lt Commander Babar Nisar Khan. The team studied the ecological, environmental and socioeconomic impact of urban life on the water body that sustains all the life in Pakistan.

Wajahat Malik, an adventure travel filmmaker and leader of the expedition, documented the harsh realities about the river’s health, life around it and the climate-induced damages to the environment.

Serena Hotels Pakistan is committed to protecting the environment, through its numerous efforts towards conserving water, recycling and achieving energy efficiency including ISO certification. We believe in addressing climate change and highlighting the need for better practices to save the planet. This Expedition is yet another declaration of commitment to raising awareness for those hardest hit by climate change and global warming.

"We at Serena Hotels have always been a strong proponent for adventure sport, testing physical strength and passion," remarked Mr. Aziz Boolani, CEO Serena Hotels. “Supporting brave adventurers like Samina Baig, Sirbaz Khan, and now Wajahat Malik inspires and strengthens our Adventure Diplomacy Initiative and raises focus on the environmental crises the world is dealing with.”

The Pakistan Foreign Office Women’s Association (PFOWA) and Serena Hotels jointly hosted a Fashion Show - Connecting Through Colours at the Islamabad Serena Hotel in collaboration with Pakistan Television and Half Apple Events.

The event was a multicultural get together with people from all backgrounds witnessing a spectacular fashion show. Attended by diplomats and their spouses, government dignitaries, corporate executives etc, the fashion show served to appreciate the different cultures, colours, and customs of the different regions and nations.

The event started off with a welcome note and brief introduction of the Cultural Diplomacy initiative of Serena Hotels by Mr. Aziz Boolani CEO, of Serena Hotels South & Central Asia. He mentioned that Serena Hotels is an extension of the Ministry of Foreign Affairs as Serena Hotels also project the image of the country through its hospitality, culture, interiors and impeccable services and brings all segments of the society on a single platform through various Diplomacy Initiatives but not limited to Cultural Diplomacy, Sports Diplomacy, Adventure Diplomacy, and Public Diplomacy initiatives.

He praised PFOWA for their unwavering support and active participation in a number of community initiatives including health, education, and skill development. He assured the management of PFOWA, Serena Hotel’s continuous support in their CSR activities as it goes well with Serena Hotel's mission also to serve the community.

The Foreign Secretary, Mr. Sohail Mahmood appreciated the collaboration efforts of PFOWA & Serena Hotels over the years. PFOWA, being a non-political social and charitable organisation, works to promote a better understanding of the social, cultural, and economical life of Pakistan. It regularly organises programs including exhibitions, cultural shows, art & craft bazaar and other social events.

The members and heads of various Diplomatic Missions participated in the catwalk while displaying their own cultural dresses. These Diplomats also walked on the ramp portraying Pakistani’s regional outfits. A colourful wedding ramp walk depicting different Wedding outfits worn on Mehndi, Baraat and Walima occasions in Pakistan were the key highlights of the show.

As the final event of its 20th anniversary celebrations, Islamabad Serena Hotel hosted a Jashn-i-Qawwali with the legendary Qawwal Imran Aziz Mian. The beautifully organised musical event began with Sufi melodies and ended with a lavish sehri.

Imran Aziz Mian said: “The word Qawwali derives from the Arabic word qaul which means to speak, to deliver, to give a message. Before it was called Qawwali, the name for such a gathering was a Mehfil-i-Samaa. Samaa, which is listening as a spiritual practice, has a much longer history, while this version of the Samaa, that is Qawwali, originates with Hazrat Amir Khusrau. I thank you all and the Serena Hotel which is celebrating its 20th anniversary. I’ll begin tonight’s recitation with Qawl.”

Speaking of his late father, the extraordinary Qawwal Aziz Mian, he said: “The title of Shehanshah-i-Qawwali was given to him by the Shah of Iran.”

Imran Aziz Mian performed many of the traditional favourites including Man Kunto Maula, Nabi Nabi Ya Nabi Nabi, Tajdar-i-Haram, Bhar Do Jholi Meri Ya Muhammad, and Jhoolay Jhoolay Laal Dam Mast Qalandar.

He also recited some of his father’s work, such as Mein Sharabi, Haye Kambakht Tu Ne Pi Hi Nahin and Teri Soorat. He also demonstrated his command over Persian by performing the Farsi Qasida Dam Hama Dam Ali Ali.

Aziz Boolani, CEO Serena Hotels, said: “We must promote our culture otherwise our young generation will never become familiar with our immensely rich heritage. Moreover, without encouragement, through platforms and by audience, this talent will not flourish.”

He said: “Like the performers and artists, the audience also matters.”

The event was attended by members of the diplomatic community, the corporate and development sectors, and people from various walks of life.

Imran Aziz Mian’s powerful voice enthralled the audience with the intensely moving devotional music, much in the style of his late father. Interestingly, the Qawwali party included two stringed instruments in addition to the more typical harmonium, lending a modern note to the age old refrains, of “Nigah-e-shauk ki hai inteha Madine mein, Gham-e-hayat na khauf-e-kazaa Madine mein, Namaz-e-ishq karenge ada Madine mein.”

The grandeur of the Sheesh Mahal, delicate foliage and suspended candle-like lights on the stage, traditional floor cushions and sheets for seating, combined to create an ambiance well-suited to both the Holy month of Ramazan and the devotional music of Qawwali.

Following the performance, an elaborate buffet of traditional and continental food was served with live stations for eggs, assorted breads and beverages, parathas, aaloo bhujia, chicken handi and halwa puri with other continental dishes.

The CEO of Serena Hotels Mr. Aziz Boolani and his spouse, Wiqar Boolani hosted the Annual Corporate Iftar Dinner last evening.

Held at the grand Sheesh Mahal banquet hall at the Islamabad Serena Hotel, the intricate setup was reminiscent of magnificence and luxury. The traditional architecture of the Hotel was glimmering with lights, bringing a new life to the regal interior.

The dinner was attended by government officials, ambassadors, bureaucrats, members of the armed forces, heads of international agencies, and corporate executives.

A variety of different cuisines was served, including but not limited to Pakistani, Middle Eastern, East Asian and Continental. An opulent canopy embedded with flowers covered the Aangan area of the Hotel, featuring live stations serving shawarma, sushi and live barbecue, right off the grill.

The centre of the ballroom was dedicated to dessert, with a grand display of choices ranging from profiteroles, to tarts, to Pakistani mithai and more. For a healthy diet, there was a display of fresh salads and nutritious options as well.

The visitors enjoyed the iftar dinner in a tranquil setting with live folk music, while the evening highlighted memories of Serena's history of impeccable service and excellent standards.

Located in the heart of the Islamabad Serena Hotel, every month for the last ten years, the gallery has showcased the talent of numerous artists.

We at Satrang have worked with over 500 artists from all across the country – each representing a different part of the world around us, both seen and the unseen.

Satrang, while being home to the free-spirited artist, it has also addressed serious current events, through artistic means. The gallery prides itself on displaying different genres of art including film, new media, performance, sculpture, photography, and paintings, and this current exhibition is an exception.

Ten years ago, with the unwavering support of Aziz Boolani, CEO of Serena Hotels, and a strong vision of a gallery dedicated to emerging artists which celebrated their artistic prowess and individuality. He said it has been providing a platform to showcase their talent and support them in achieving greater visibility.

"A decade is a long and abundant time, Satrang has grown over the last 10 years, and so have each of us." The curator, Asma Rashid Khan remarked.

Satrang is now a leading gallery in Pakistan and we have been privileged to have worked with young graduates and connoisseurs of art as we have built strong bridges between artists and visitors.

Serena Hotels and Rawalpindi Golf Club (RGC) hosted the Annual Invitational Golf Tournament at Rawalpindi Golf Club on Saturday, under its Sports Diplomacy initiative, as a part of Islamabad Serena Hotels’ 20 year anniversary. The 18-hole tournament culminated with an awards ceremony in the afternoon.

More than 70 golf aficionados from the military high command, diplomatic corps, foreign dignitaries, corporate and business sectors, as well as women golfers, attended the tournament. Former Air Chief Marshal Mujahid Anwar Khan and Former Chief of Naval Staff Admiral Mohammad Asif Sandila graced the event with their presence.

Mr. Aziz Boolani, CEO of Serena Hotels South & Central Asia, appreciated the golfers for taking part in the tournament. This match was arranged as a part of Islamabad Serena Hotels'  20th anniversary festivities, he said. He also expressed gratitude to the RGC and the attendees for their active engagement and excellent turnout.

He spoke about how the Serena Hotels' Sports Diplomacy Initiative had become an important part of the company's efforts to strengthen ties with communities by giving them a platform to interact with one another; while also improving teamwork, communication skills, and leadership, while fostering a healthy, active lifestyle.

The dignitaries and participants expressed their pleasure at the chance of competing in the pleasant environs of the Rawalpindi Golf Club on a bright sunny day.

Under its Sports and Adventure Diplomacy banners, Serena Hotels frequently organises and sponsors numerous athletic activities such as squash, tennis, hiking, polo, skiing, and many others to  provide a supportive environment for our nation’s talented sports enthusiasts to flourish and excel…

As a socially responsible corporate organization, Serena Hotels is always taking initiatives in the areas of environmental and community development. Serena Hotels in collaboration with AKRSP, organized a tree plantation drive on March 31, 2022. The combined effort helped plant 15,000 trees in the district of Gilgit, Jutal. Both organizations have remained sensitive towards improving and preserving the environment in which they operate.

In line with the Prime Minister’s Imran Khan’s “10 Billion Tree Plantation Tsunami Project” to make Pakistan greener, trees planted include Poplar, Willow, and Russian olive.

Responsible management of natural resources in Serena Hotels’ operations has been a part of our business ideology since our inception. As our company expands, developments and operations have been,  and continue to be guided by a dynamic ecological policy focusing on actions and projects related to climate change, water and energy conservation, air emissions, reducing and recycling waste to the maximum extent possible, conserve biodiversity, restore natural habitats and respect of local tradition, culture, and heritage

Chief Guest Sumair Ahmad, Secretary Forest and Wildlife of Government of Gilgit Baltistan graced the event with his presence along with other senior officials of Serena Hotels & AKRSP. Mr Sumair Ahmad said, “Deforestation & its impact on the climate is a real challenge for our nation. Together we all can make a positive impact.” 

Further to this, Serena Hotels will work on the restoration and plantation of a total of 600,000 trees in the northern areas and other parts of Pakistan in collaboration with WWF & AKRSP. Out of which 200,000 trees will be planted with AKRSP,  400,000 trees will be adopted through forest stewardship in collaboration with WWF and 200,000 trees will be on the Greenfield plantation with WWF.

Serena Hotels celebrated a Nowruz and Spring Festival while marking the 20th Anniversary of Islamabad Serena Hotel. The program included cultural performances from across Pakistan, live music, displays of traditional artefacts, and a number of entertainment activities.

The Nowruz celebrating countries particularly Azerbaijan, Iran, Kazakhstan, Kyrgyzstan, Tajikistan, Turkey, and Uzbekistan participated in the celebrations by displaying their cultural heritage and offered their traditional cuisine.

The festival was attended by the members of diplomatic corps, government, armed forces, international agencies, corporate sector, media, and a large number of guests from all walks of life.

The Hotel's lush green lawns were exquisitely decorated with colourful fabrics and reed huts. A variety of lavish Pakistani, Continental, Asian and Middle Eastern cuisines were served, where speciality Chefs showcased their skills while serving the guests. The mouth-watering desserts attracted the guests to experience Serena’s delicacies along with a variety of beverages.

An amusement corner was dedicated for kids with exciting activities including camel & horse riding, jumping castles, trampolines, puppet shows and street magic. Cotton candy, ice-cream, and juice stations were an additional treat for the children, making the festival a truly memorable family day under the blue skies.

Michel Galopin, the General Manager Islamabad Serena Hotel on the occasion said: “It has been a great pleasure to welcome you for the 20th anniversary of Islamabad Serena Hotel, and the celebration of Nowruz. I would like to thank all the guests for making this festival a huge success.”

Aziz Boolani, the CEO of Serena Hotels, said: “The two-decade journey would not have been possible without the support of our hardworking and dedicated associates. He offered a big thank you to the valued guests, government functionaries, local administration, law enforcement agencies and media for their support over these past 20 years.”

Serena Hotels' newest Adventure Diplomacy Initiative, Expedition Indus, will be the first-ever exploratory river rafting expedition covering the entire length of the Indus River, starting from North, leading all the way till the Arabian Sea.

Wajahat Malik is an adventure travel filmmaker who has initiated this expedition as Pakistan’s first ever full-length rafting expedition of the Indus River. At the send-off reception hosted by Serena Hotels, he announced his departure for the North of Pakistan in the upcoming week.

Wajahat Malik’s mission is being sponsored by Serena Hotels, under our Adventure Diplomacy Initiative which aims at fostering adventure sports in the country and providing a supportive environment for the nation’s talented sportspeople to flourish.

Serena is excited to be a part of this journey since the Expedition Indus will be a landmark expedition not only in terms of natural conservation, but it will also identifying sustainable tourism sites along the path of the river.

Mr. Aziz Boolani, the CEO of Serena Hotels, said: “We at Serena have always been a passionate advocate for adventure sport, testing human endurance and commitment. Supporting brave adventurists like Samina Baig, Sirbaz Khan and now Wajahat Malik, we are encouraged to further strengthen our Adventure Diplomacy Initiative.”

The Federal Minister and Adviser to Prime Minister of Pakistan for Climate Change Malik Amin Aslam Khan was the Chief Guest at the occasion.

Malik Amin Aslam announced that this year the Government of Pakistan will be initiating a "Living Rivers" programme to study the history and also mapping the health of the river, the life around it, whie also documenting the Indus.

The Indus is fed by mighty glaciers on the slopes of the Karakoram range, the Nanga Parbat massif, and the Kohistan highlands. Passing through rough terrain around the Northern and Western sides of the Nanga Parbat in gorges that reach depths of 17,000 ft; the river contours around the Khyber Pakhtunkhwa province then enters the plains of Punjab and finally culminates in the Arabian Sea.

Sindh downed Punjab by six wickets in the inaugural 1st National Championship of Blind Women Cricket here at the Bhutto Cricket Ground G-7 on Sunday.

Sindh won the toss and decided to bowl first in the morning. Punjab Blind Women Cricket Team set the competitive total of 171 runs in the allotted 15 overs for the loss of two wickets. Tayyaba Fatima played a splendid innings of 84 runs. Nisha was their second-highest run-getter with 36 runs. Laila BiBi took 1 wicket for Sindh.

Sindh in reply chased down the target of 172 runs in 14.5 overs for the loss of four wickets. Kiran Rafiq was the pick of the batters as she played a superb innings of unbeaten 78 runs while Nimra Rafiq made 24 runs. Nisha Bax and Faryal claimed a wicket apiece. Kiran was also declared player of the match.

Player of the tournaments included B1: Anila Shahzadi (KPK Blind Women Cricket Team); B2: Nimra Rafiq (Sindh Blind Women Cricket Team); B3: Mehwish Rafiq (Sindh Blind Women Cricket Team). Kiran Rafiq (Islamabad Blind Women Cricket Team) was declared Best Wicket Keeper.

Four provincial teams Sindh, Punjab, Islamabad, and KPK participated in this event which was funded by the Australian High Commission (AHC) in Pakistan in collaboration with the Pakistan Blind Cricket Council (PBCC) from March 8 to 13.

The training builds on Australia’s support to PBCC in the formation of Pakistan’s first blind women cricket team in 2018, which played its first international Twenty20 game in 2020.

Speaking at the award-giving ceremony at the conclusion of the training, Australian High Commission’s (AHC) Chargé d’Affaires, Bryce Hutchesson shared that Australia’s support aims to provide more women and girls with disabilities the opportunity to enjoy sport, compete and demonstrate their ability.

“Sport can help reduce gender stereotypes and negative perceptions associated with people with disabilities. Australia and Pakistan share a passion for cricket, so we are happy to support the Pakistan Blind Cricket Council’s efforts to bring women and girls living with disabilities into the sport,” he said.

Coaches Masood Jan and Abdul Razzak, who coached the national blind men’s team, helped these players push their boundaries.

Meanwhile, Director Marketing PBCC, Bilal Satti said, “Cricket for the blind is a highly competitive game which enables people with visual impairment to become people of vision a vision of an accessible future full of exciting opportunities for all.”

A networking lunch with the senior journalists and bureau chiefs of the top news agencies was hosted in Islamabad, in connection with the 20 years celebrations of Islamabad Serena Hotel.

The senior manager of Marketing at Tourism Services Promotion (TPS) Hussain Odhwani in his opening remarks welcomed the guests. He said the event was only a small token of appreciation for the efforts of the media fraternity, which had helped in promoting tourism & hospitality in Pakistan.

Hussain also discussed the various initiatives that Serena Hotels has undertaken in the past 20 years in order to promote the culture, tradition, talent and the heritage of Pakistan.

These ventures include Adventure Diplomacy to promote different expeditions in Pakistan and abroad, such as mountaineering and skiing. A Public Diplomacy initiative to promote dialogue on critical issues, Cultural Diplomacy to revive and reconnect with the art of poetry, music, and literature, and lastly, a Sports Diplomacy initiative to discover the athletic potential in Pakistan.

He announced the company’s support for an upcoming river rafting expedition along the course of the Indus, by Wajahat Malik and his team. Falling under the Hotel’s Adventure Diplomacy banner, this would be first of its kind in the history of Pakistan.

He highlighted the Hotel's endeavours towards the economic development of underrepresented communities, especially in Gilgit-Baltistan, through development and support initiatives.

The Australian High Commission (AHC) and the Pakistan Cricket Board (PCB) with the support of Serena Hotels yesterday hosted the 6th AHC-PCB Girls’ Cricket Cup at F-9 Cricket Ground, Islamabad.

Australia’s Chargé d’Affaires, Bryce Hutchesson congratulated the girls and the schools on their participation and welcomed the continued support of the PCB and Serena Hotels for the annual AHC-PCB Girls’ Cricket Cup. “The Australian High Commission has been sponsoring girls’ cricket in Pakistan since 2016 to promote gender equality through sport. We began with a single annual tournament in Islamabad but have since expanded to Lahore and Karachi,” Hutchesson said.

“Our countries share a passion for cricket, so we’re very pleased to support this event. Cricket and other sports can help tear down barriers and stereotypes. Every time these girls make some runs, take a wicket or hold a catch, they are taking a step towards greater equality,” he said.

The girls attended a five-day coaching clinic in the lead-up to the competition conducted by PCB first class cricket coaches. Hutchesson added the High Commission was particularly happy to support the initiative during the Australian Cricket Team’s historic tour to Pakistan. “It’s an exciting time for cricket fans in both Australia and Pakistan. Cricket is one of the many bonds that bring our countries together,” he said.

The Head of Women Cricket at PCB, Tania Mallick said, “On the auspicious occasion of the International Women’s Day yesterday, with the Australian Cricket men’s team playing in Pakistan after decades – it is a privilege to collaborate with the AHC to organise this cricket event for underprivileged girls.”

“The Australian High Commission with the support of PCB have always played a vital role in promoting women cricket and investing in the empowerment of women in Pakistan. Such events can play an important role in promotion of women cricket. We look forward to further strengthening our relationship,” she added.

Aziz Boolani, CEO Serena Hotels, said, “Cricket is a passion in Pakistan. Under Serena Hotels Sports Diplomacy initiatives, we support, facilitate, and sponsor numerous sporting events and our commitments to sports diplomacy and women’s empowerment have found expression in the AHC-PCB Girls’ Cricket Cup.”

The AHC-PCB Girls’ Cup Islamabad involved teams from four schools including Mashal Model School Bari Imam, SOS Children’s Village H-11, Islamabad Model School for Girls – F-6/1 and Islamabad Model School for Girls I-9/1 Islamabad. This year’s competition was also supported by Malik Sports through the donation of cricket equipment.

Serena Hotels hosted a Networking Breakfast on Tuesday to celebrate International Women’s Day and honour, recognise and applaud the talented women. This year the Women’s Day celebration was also part of the Islamabad Serena Hotel’s 20 year anniversary celebrations.

Women from all walks of life including the guests, associates, entrepreneurs, and representatives of the civil society along with a large number of diplomats and their spouses joined the celebrations. Samina Alvi, the First Lady, was the chief guest.

On this occasion, various stalls featuring Pakistani handicrafts and traditional items, made by differently abled children, women artisans in underprivileged homes and other arts and crafts were displayed by women organisation represented by Indus Heritage, Andaaz, Mashal Association, Air Organics, Behbud Crafts, Care for Special Children Organisation, Pakistan Navy Women Association, Pakistan Foreign Office Women’s Association, the Aga Khan Economic Planning Board, and Chann Mahi Handicrafts.

The First Lady also visited various stalls and evinced interest in items displayed there. She also praised the work of artisans. The guests thoroughly enjoyed live music and an entertaining trivia session in a well decorated Sheesh Mahal.

Handmade jewellery, block printed items and other handicrafts have been put on sale at a two-day festival, held to promote traditional crafts of Pakistan.

The objective of organising this festival was also to showcase the talent of local women so they could feel empowered, one of the organisers of the event said.

Celebrating 20 years of presence in the capital city, the festival has been organised by the management of Serena Hotels in collaboration with Nomad Gallery.

A significant number of citizens visited different stalls throughout the day. Pillow covers, items decorated with truck art, crockery and a variety of organic dry fruit and honey was also being sold.

Announced open by Maleeha Lodhi, who was Pakistan’s former representative to the United Nations, the festival is one of the events being organised by Serena Hotels to celebrate its 20th anniversary.

A guest said that she had visited similar events at the hotel before and it was where she preferred to purchase honey and sometimes dry fruit.

Apart from food items, another guest, also a regular to similar joint events held in the past particularly came for the truck art items. The two-day event continued for two days.

A Mehfil-i-Sukhan, a much missed traditional celebration of the art of poetry and recitation, was the highlight of the weekend at the Islamabad Serena Hotel.

The event marked the beginning of a slew of activities to commemorate the 20th anniversary of the hotel and was attended by a large number of dignitaries, including President Dr Arif Alvi and First Lady Begum Samina Alvi.

The stars of the evening were renowned poets from across the country including Anwar Masood, Iftikhar Arif, Kishwar Naheed, Khurshid Rizvi, Amjad Islam Amjad, Anwar Shaoor, Dr Pirzada Qasim, Yasmeen Hameed, Akhtar Usman, Abbas Tabish, Shaukat Fehmi, Nasira Zuberi, Wasi Shah, Ambreen Hasib Ambar, Fazil Jamili, Rahman Hafeez, Atfab Abrak, Ashfaq Nasir, Faisal Hashmi and Farjad Mehdi. After many years, Islamabad society had the opportunity to enjoy master poets, men and women, young and old, at a single gathering.

Shakeel Jazib welcomed all the guests and said, “Ladies and gentlemen, poetry is a vocation that enraptures everybody in every age in its enchantment, and mushaira is a tradition that has kept our culture alive and has kept our past connected to our present and future.”

As is custom, the host of a mushaira initiates the recitation with his own verses. Jazib began the evening with his poem, “Jab kabhi dil kay mazafaat mein aa jaata hun, Mein kharabay say kharabaat men aa jaata hun; Tu na dekhay to ajab habss may dum ghut-ta hay, Terray dekhay say mein barsaat may aajaata hun”.

Farjad Mehdi’s recitation included a beautiful poem, stating, “Sada-e-Kun ka peechah kartay kartay, Makaan say La-makaan tak aa gaya hun, Meray ajdad ki sunnat samajhna, Jo khud chal kar kamaan tak aa gaya hun”.

Faisal Hashmi recited his poem beginning, Mujhe intezaar tha sham say, “Mein bhara hua tha kalaam say, Meri apnay aap say guftugu, Koi dekhta dar-o-baam say”.

Dr Ashfaq Nasir won the hearts and applause of the audience with his couplet, “Ishq mein nay bhi kiya hai, meray ajdad nay bhi, Nasal dar nasal kiya hai to ye kaam aaya hai”.

Rahman Hafeez, an Islamabad-based poet, narrated, “Hum ko khushi taalaash to karwani chahiye, Ghar may he kho gaee hai to mil jaani chahiye.”

Anwar Masood is known for his mastery of humourous poetry and his unique use of everyday, commonplace phrases.

Iftikhar Arif is a prominent Urdu poet, scholar and literary personality, who is the former head of the Pakistan Academy of Letters, National Language Authority and the National Book Foundation, amongst numerous other accolades, awards and designations.

Kishwar Naheed is a feminist Urdu poet whose iconic poems trace the struggle for gender equality.

Dr Pirzada Qasim, a noted Pakistani scholar, poet, scientist and educationist, has served as vice chancellor of the Ziauddin University, Federal Urdu University and University of Karachi, and as the Chancellor of Nazeer Hussain University. Abbas Tabish is well known for the sensibility and relatability of his work, such as the famous “Ek muddat say meri maa nahin soi Taabish, Main nay aik baar kaha tha mujhe dar lagta hai.”

The distinctive styles, perspectives and lyricism of the poets was a rare treat to experience, bringing home how essential it is for the arts to have patrons.

Serena Hotels has entered into a mandate agreement with École hôtelière de Lausanne – EHL, the world’s best hotel management/hospitality business school in Switzerland, founded in 1893. With consistently high performance, EHL is ranked the best hotel management school by QS World University Rankings for 3 years in a row.

This partnership was announced at the inaugural ceremony of the hospitality management second module attended by the participants and the senior management of Serena Hotels – hosted at the Islamabad Serena Hotel.

The Proficiency Hospitality Management Certificate Program consist of 7 modules that aim to build and explore the capacity of local talent in the hospitality management field while keeping in view the country’s growth potential in the tourism and service industry, syncs well in line with government objective with a focus on hospitality management.

The programme has been well received by key institution stakeholders in hospitality, banks, hospital and the education sector. It aims to enhance the capacity-building of senior to mid-level executives of Pakistan’s tourism and services sector.

The first module was focused on People Management and the second module is on E-Tourism and Customer Care. The certificate program is expected to complete by end of 2022.

Jochen De Peuter, Consultant at EHL, expressed his gratitude to the Serena Hotels’ management for holding the face to face on-premises training sessions.

Mr. Aziz Boolani CEO of Serena Hotels encouraged the participants to take full advantage of the certificate programme as Pakistan is the destination of opportunities, that can only be achieved with capacity building at the middle and senior levels. Serena Hotels Pakistan's collaboration with EHL is the right step to developing talents at the middle and senior levels.

Aga Khan Cultural Service Pakistan (AKCS-P) and Tourism Promotion Services (Pakistan) Limited Owner and Operator of Serena Hotels held an event at Islamabad Serena Hotel to distribute the profits earned from the operations of Serena Shigar Fort and Serena Khaplu Palace with the communities of Shigar and Khaplu, and the Support Fund to Women Enterprise CIQAM from the revenue of Serena Altit Fort Residence for their partnership at Serena Altit Fort Residence.

The Ambassador of the Royal Norwegian Embassy H.E. Per Albert ILsaas was the Chief Guest. Chairman Aga Khan Cultural Service Pakistan, Mr Akbar Ali Pesnani and Chief Executive Officer, Serena Hotels Mr Aziz Boolani also attended the event.

The Community representatives of Town Management Societies of Shigar,  Khaplu and Head of CIQAM Green Solutions Ms Aqeela Bano and officials from the Royal Norwegian Embassy and Serena Hotels also participated in the event.

In his opening remarks Tausif Ahmad CEO Aga Khan Cultural Service welcomed the guests and said that it’s the moment to cherish the long relationship with the communities that restoration and reutilization of model got disrupted due to the pandemic, is being revived today. He said that the unique Khaplu Palace & Shigar Fort has brought cash returns for the community for its public welfare projects.

Mr Aziz Boolani said that Serena’s management of these projects are indeed an extension of its Corporate Social Responsibility which not only provides the jobs to the local community but has created a value chain for its operations, benefiting the locals in all possible ways.

Mr Akbar Ali Pesnani thanked the Royal Norwegian Embassy for their consistent support to AKCS-P for its interventions in Gilgit Baltistan and Punjab on various Heritage Restoration Projects. He reiterated AKCS-P’s commitment to communities in its areas of operations and shared some of the plans in various parts of Pakistan.

Community representatives thanked AKCS-P and Serena Hotels for their continues support to the local communities enabling them to improve their quality of life.

Later on, the mementos were distributed to all the stockholders in supporting restoration and reutilization of Khaplu, Shigar and Altit Fort.

The Pakistan Tennis Federation has said that the Serena Hotels National Ranking Tennis Championships-2021 concluded at the PTF Complex, Islamabad

In Men’s Singles final, Aqeel Khan bt Muhammad Shoaib 6-2, 7-5 and won the 6th Serena Hotels National Ranking Tennis Tournament 2021

In boys 18&U Singles final, Hasheesh Kumar bt Abdullah Adnan 6-2, 3-6, 6-3 and won the 6th Serena Hotels National Ranking Tennis Tournament 2021

In Ladies Singles final Ushna Suhail bt Sarah Mahboob 6-0, 6-1 and won the 6th Serena Hotels National Ranking Tennis Tournament 2021

Mr. Hussain Odhwani Senior Manager – Marketing & Communication, Serena Hotels graced the prize distribution ceremony as Chief Guest and Mr. Iftikhar Rashid SEVP-PTF as Guest of Honour.

Mr. Iftikhar Rashid, while addressing the participants, congratulated the winners and runners-up and all the players who participated in these events. He thanked the coaches and parents.

He also presented a brief resume of the achievements of Mr. Salim Saifullah Khan President-PTF, not only up-gradation of the PTF Infrastructure, but development of players by also establishing NTC and coaches’ education program. He also appraised the participants that because of these efforts the ITF / ATF has appointed Mr. Salim Saifullah Khan a Member of the Board of Directors of the Asian Tennis Federation (ATF) and as Co-Chairman Finance Committee and Chair Officiating Committee of the ATF. He (Iftikhar Rashid) has been appointed to the Constitutional Committee of the ITF. He also congratulated Mr. Asim for his appointment to the ITF Coaches Commission 2022-2023.

Mr. Odhwani congratulated the organizers for the conduct of the event in such a befitting manner despite COVID-19 constraints and praised the coverage of the event by our print media.

Following are the results: Men’s Singles -Final: Aqeel Khan bt Muhammad Shoaib 6-2, 7-5

Boy’s 18&U Singles -Final: Hasheesh Kumar bt Abdullah Adnan 6-2, 3-6, 6-3 Ladies Singles -Final: UshnaSuhailbt Sarah Mahboob 6-0, 6-1.

21st Asian Individual Squash Championship for Men & Women organized by Pakistan Squash Federation (PSF) concluded today at Mushaf Squash Complex, Islamabad. The Men’s event comprised 32 players, whereas the Women’s event had a 16 players’ draw. Apart from Pakistan, a group of international players, officials and referees from Hong Kong, Iran, Kuwait, Malaysia, Qatar, Singapore & Sri Lanka participated in the tournament.

The Finals of Men & Women events were played today. Air Marshal Aamir Masood, Senior Vice President PSF, graced the closing ceremony as Chief Guest and awarded trophies & prize money amongst the finalists. Squash legends Mr Qamar Zaman and Mr Jansher Khan along with event sponsors also attended the prize distribution ceremony.

The Women’s Final was played between Tong Tsz Wing from Hong Kong and Rachel Mae Arnold from Malaysia wherein Tong Tsz Wing defeated Rachel Mae Arnold with a game score of 3-0 (11-8,13-11 and 11-5) in 34 minutes. The Men’s Final was played between Ng Eain Yow from Malaysia and Yip Tsz Fung from Hong Kong in which Ng Eain Yow clinched the Men’s title of 21st Asian Squash Championship. He defeated Yip Tsz Fung with a game score of 3-0 (11- 6, 13-11 and 11-9) in 40 minutes and won the championship finals.

Successful hosting of the mega event is reflective of Pakistan’s commitment to promotion of sports both in country and at international level.

Serena Hotels in collaboration with Behbud Association arranged two days Crafts Bazaar at Serena Hotel Court Bazaar. A number of business concerns participated in the Crafts bazaar and showcased their products.

Various stalls were established where traditional items from these areas were displayed. The diplomatic community particularly evinced interest in handcrafts and hand-made traditional dresses.

Pakistan Air Force (PAF) won the 30th Chief of Air Staff (CAS) Challenge Cup Polo Tournament, which was played at the lush green Islamabad Polo Club.

PAF won the final match by defeating PAF Blues with five to four goals. Air Chief Marshal Zaheer Ahmed Baber Sidhu, Chief of the Air Staff, Pakistan Air Force, was the chief guest on the occasion. The chief guest gave away prizes to the players and awarded the CAS Challenge Polo Cup to the winning team. The Air Chief congratulated the winners and appreciated the club management for successful conduct of the event to promote sports in Pakistan. He also emphasized upon the significance of sports for mental as well as physical health of the youth.

The tournament commenced on November 29, 2021, where eight teams including PAF, PAF Blues, PAF Whites, Asean Kalabagh, Boquival, Buraq ASC, Hakuna Matata and PBG participated in the tournament. Diplomats, high ranking military, civil officials and polo enthusiasts witnessed the enthralling match. The CAS Challenge Cup Polo Tournament was introduced in 1985 and ever since it has been a regular feature in the PAF Sports Calendar.

The Pakistan Foreign Office Women’s Association (PFOWA) held its annual charity bazaar in Islamabad today on Saturday, 27th November offering diplomats a venue to raise donations for underprivileged members of the society.

The bazaar was inaugurated by First Lady Samina Alvi which was held in the lawns of the Ministry of Foreign Affairs (MoFA), where diplomats’ families put up stalls to showcase their respective national and cultural diversity.

First Lady Samina Alvi inaugurated the bazaar held at the lawns of the Ministry of Foreign Affairs (MoFA), where families of diplomats set up stalls showcasing their respective national and cultural diversity.

The MoFA’s signature event was intended to raise funds for its low-income employees’ families in the fields of education, health, and social welfare.

Stalls were set up by Embassies from a number of countries, including China, Turkey, Maldives, Belgium, Netherlands, Thailand, Iraq, Iran, Jordan, the United Arab Emirates, the European Union, and many more, as well as by educational institutions and private firms.

Samina Alvi reiterated her message, asking the women to take just five minutes to conduct a self-examination in order to detect breast cancer early.

Foreign Secretary Sohail Mahmood had previously stated that the bazaar has become a part of Islamabad’s social calendar, helping to fundraise.

PFOWA, he said, has effectively carried on the heritage of its founders through its pro-poor and welfare efforts as a vital pillar of the Foreign Office.

He stated that the Association actively participated in raising breast cancer awareness as well as assisting people in disaster-stricken areas.

The bazaar’s goal, according to PFOWA Patron Mehreen Qureshi, is to develop a better understanding of Pakistan and to fund charity activities.

She claimed that the display of various cultures and cuisines created a festive and joyful atmosphere. She stated that the funds earned through the bazaar would be used to help the poor, notably low-paid Foreign Office staff.

PFOWA President Mehvish Sohail stated the organization’s outreach effort helped provide education and health services in many places.

Because generosity was at the center of the activity, she believed the bazaar would help make a difference in other people’s lives.

Cultural performances by children and artists from other nations, including Indonesia, Kazakhstan, the Maldives, and others, were also featured during the event.

PFOWA, which was founded in 1947 on the recommendation of Begum Raana Liaquat Ali Khan by its first patron Shaista Ikramullah, is effectively carrying on the philanthropic heritage.

On successful completion of 12 year journey of Pakistan Sweet Home Serena Hotels sponsored an event to celebrate the achievements of secondary students studying at PHS.

Mr. Abrar Ul Haq chairman PRCS, Mr. Aziz Boolani CEO Serena Hotels and Mr. Zamurrad khan (H-I) CEO Pakistan Sweet Home AFP paid his gratitude to the chief guests.

The president of Rawalpindi and Islamabad chamber of commerce and CDA employees Union General secretary Mr. Ch Yaseen also graced the occasion with their presence along with other guests from Business Community.

Vintage and Classic Cars Club of Pakistan (VCCCP), in collaboration with Serena Hotels, organized a car show titled “Heritage on wheels” with a large number of spectacular vintage cars on display on Tuesday afternoon at the Serena Business Complex lawn. Chairman of the Vintage and Classic Cars Club of Pakistan, Mohsin Ikram said that the Club was formed around 30 years ago to cater the car enthusiasts all over Pakistan and promote the hobby under the motto of safeguarding “heritage on wheels”. He said the purpose of the event was to showcase these beautiful vehicles to the public, and promote a soft image of Pakistan.

He appreciated the vintage car owners for their passion in maintaining these vehicles as cultural artefacts, and celebrated the fact that this year’s show included a mother who drove all the way from Karachi with her family. He extended warm thanks to CEO Serena Hotels Mr. Aziz Boolani for supporting the show under the banner of Serena Hotels’ Cultural Diplomacy. As many as 35 vintage cars including from Karachi Lahore, and Islamabad were displayed at the show which was attended by a large number of car enthusiasts. The 1922 French-manufactured Amilcar was the oldest car in the show; others included the UK-built 1954 Austin Healey, 1955 TR, and USA made 1955 Ford Thunderbird.

Some of the cars have been driven over from Karachi as part of the 11th VCCCP Karachi to Khyber Classic Car Rally 2021, and will leave for Peshawar tomorrow for the last leg of the rally.

Serena Hotels hosted a high-profile reception to honor Pakistani Mountaineer Sirbaz Khan, who has become the first Pakistani in history to summit 9 of the world’s highest 14 peaks measuring over 8000 m.

The mountaineering supernova has on a prolific climbing streak this year, having summited four peaks namely Mt. Daulagiri (8196 m), Mt. Everest (8,848 m), Gasherbrum II (8,035 m) and Mt. Annapurna (8,091 m) in quick succession. He has also summited Mt Lhotse, Manaslu, Nanga Parbat, K-2 and Broad Peak in the past.

Sirbaz is on a Mission14, a quest to become the first Pakistani mountaineer to summit all 14 highest peaks of the world.

 “It is a source of pride for the whole country that Sirbaz has raised the Pakistani flag on some of the highest peaks of the world. We wish him all the success on his Mission14 – he is an inspiration for the whole country.”

“Making an international name in mountaineering will help uplift and bring development to the remote parts of the Northern Areas. I dedicate my success to the support of the whole team including the high and low altitude porters, cooks, helpers and everyone from mountaineering community,” said Sirbaz, as he thanked Serena Hotels for its support.

Serena Hotels has been supporting Sirbaz’s expeditions under its Adventure Diplomacy initiative, that aims to foster adventure sports in the country and provide a supportive environment for the nation’s talented sportspeople to flourish.

“Pakistan has tremendous talent, and Serena Hotels believes in giving this talented people a platform for recognition and support so they may unlock the potential,” said Mr. Aziz Boolani in his remarks on the occasion.

Mr. Boolani drew attention to the fact that the Northern Areas of Pakistan are blessed with some of the highest mountains of the world as well as beautiful Alpine terrain, that draws hundreds of mountaineers around the world, yet it is lamentable that Pakistan doesn’t have any training institute for mountain careers.

“Professional Sherpas and Mountain guides have to be flown in from neighbouring Nepal which triples the cost for the mountaineers while bringing no benefit to our locals,” he said. 

He said Pakistan needs to set up a mountain careers training institutes that are affiliated with international bodies. “Serena Hotels would like to explore the possibility of creating an Adventure Diplomacy Group, with Sirbaz at the forefront, to help Pakistan train internationally certified Mountaineering Guides with the support of stakeholders,” he said.

Serena Hotels hosted the unveiling of a coffee table book titled “Embroidered Dreams” by the Behbud Association in a stylish ceremony held at Islamabad Serena Hotel on Tuesday evening.

The event, graced by First Lady Samina Arif Alvi as Chief Guest, featured the unveiling of a stunning 10 ft high display of the launched book, and a crafts fashion show as well as book auction. Government officials, members of the diplomatic corps, foreign dignitaries, corporate and business sectors attended the launch.

The large format book tells the story – in compelling visual terms – of the remarkable journey of the Behbud Association, which is one of the largest and oldest non-profit organizations in Pakistan and has trained over 300,000 artisans spanning five generations.

Written by Sonya Rehman, edited by Tamkeen Nadeem and designed by Shehzil Malik, the book features the textile and fashion design process and the intricacies of the age-old local craftsmanship of the traditional crafts/needlework from various regions of Pakistan including Ralli, Kantha, Chikankari, Block Printing, Smocking, Cutwork, Cross-stitch, Taarkashi, Phulkari, Crochet, Knitting etc.

Samina Arif Alvi appreciated Behbud Association’s impactful social work over the decades as an ethical and sustainable fashion brand and welfare entity. “This remarkable book shows the heroic struggle of the women who have kept local handicraft traditions alive while uplifting themselves and their communities out of poverty.”

Abida Malik, President of Behbud Association said, “Embroidering Dreams documents the struggles and hopes of the home-based workers, community leaders, artisans, teachers, doctors and volunteers, who make up Behbud. It is an important story that needs to be documented for the next generation to glean encouragement and creativity from. It is my hope that the women in this book, the ambassadors of fortitude who embrace the spirit of Behbud, embolden Pakistan’s daughters and give them the will-power to exceed their own expectations and reach beyond the stars.” She thanked CEO Serena Hotels Mr. Aziz Boolani and Ms. Androulla Kaminara, the Ambassador to Delegation of the European Union to Pakistan for their ongoing support in amplifying the socio-economic impact of the Behbud Association and for being the platinum sponsors for Embroidering Dreams.

CEO Serena Hotels South and Central Asia Mr. Aziz Boolani said, “This wonderful book makes a valuable contribution to the documentation, and hence the conservation, of traditional time-honoured crafts techniques from various regions of Pakistan. Serena Hotels believes in the preservation and showcasing of our valuable cultural heritage and support of artisans, especially women of underserved regions, hence we are proud to promote Behbud crafts using the platform of Serena Hotels.

First lady Samina Arif Alvi has urged women to take time out for regular checkups, yearly mammograms, and self-check routine to catch the early onset of breast cancer.

She was speaking at an event titled ‘Breast Cancer Awareness – Early Detection Saves Lives’ through a video link.

The event was held at a local hotel in collaboration with Shaukat Khanum Memorial Cancer Hospital and Research Centre (SKMCH&RC) to mark the October Breast Cancer Awareness Month or ‘Pinktober’.

The event was held as part of Raabta, a public diplomacy initiative of Serena Hotels, which aims to facilitate conversations and public discourse about important issues of national concern.

The discussion was moderated by broadcast journalist Sidra Iqbal and featured senior oncologist Dr Umme Kalsoom Awan, and several breast cancer survivors who came forward to share their experience and dispel misconceptions about the disease.

Samina Alvi appreciated the facilities established by the government for screening and early detection at public and private health facilities.

Co-founder and curator of Raabta, broadcast journalist Sidra Iqbal said in her opening remarks that Pakistan had one of the highest incidences of breast cancer in the world, with over 40,000 women diagnosed yearly.

She pointed out that if detected at early stages, a cancer patient had a much better chance of full recovery as opposed to late detection.

She said it was heartening to see the breast cancer awareness campaign spearheaded countrywide by Samina Arif Alvi over the past three years, with the cooperation of the government, healthcare workers and other stakeholders, which was leading to increased early-stage screenings and saving lives.

The breast cancer survivors on the panel spoke about the taboos, misconceptions and emotional upheaval faced by patients in our society and shared messages of hope and inspiration for fellow patients and their families.

Dr Umme Kalsoom shed light on the risk factors of breast cancer, some of which are modifiable, like exercise and healthy diet, and some that she termed non-modifiable, like genetics. She urged the women and men to adopt healthy lifestyles and undertake regular checkups.

Pakistan Squash Federation (PSF) in collaboration with Pakistan Air Force, Serena Hotels, and Combaxx Sports, organized Chief of the Air Staff-Serena Hotels & Combaxx Sports International Squash Championships for Men & Women at Mushaf Squash Complex, Islamabad between 11 – 15 October 2021.

Apart from Pakistan, a group of 22 foreign players from 10-countries (Austria, Czech Republic, Egypt, England, France, Hong Kong, Russia, Serbia, Spain & Switzerland) entered in Men & Women events.

The Finals of Men & Women events were played on 15 October 2021. Air Chief Marshal Zaheer Ahmed Baber Sidhu, Chief of the Air Staff, Pakistan Air Force who is also the President of Pakistan Squash Federation, graced the closing ceremony as Chief Guest and awarded trophies and prizes money to the finalists.

The Women Final was played between World No 69 Marie Stephan from France and World No 81 Salma Eltayeb from Egypt wherein Salma Eltayeb defeated Marie Stephan with a game score of 11-6,12-10,11-04 in 18 minutes. Whereas the Men Final was played between World No 59 Auguste Dussourd from France and World No 67 Moustafa El Sirty from Egypt in which Moustafa El Sirty defeated Auguste Dussourd with a game score of 09-11, 11-07, 11-06, 12-10 in 47 minutes and won the championship finals.

The successful hosting of the mega event signifies that Pakistan is a sports-loving and perfectly peaceful country to host international sports events.

Twenty-Two international players from across the world are taking part in the Chief of Air Staff (CAS) International Squash Championships for men and women is going to start from October 11th (Monday) here at the Mushaf Squash Complex Islamabad.

The five-day event is being organised by Pakistan Squash Federation (PSF) in collaboration with Serena Hotels and Combaxx Sports with the men’s event has a prize money of $30,000 whereas the women’s competition carries $12,000.

Pakistan Squash Federation (PSF) secretary Wing Commander Armghan Aziz along with CEO Combaxx Sports Omer Saeed and Serena Hotels, Senior Manager, Marketing and Communication, Hussain Odhwani during press conference said that the tournament is also being organised to provide opportunity to players from all across the country to challenge their mental and physical toughness.

“This tournament is a true manifestation of the PAF’s commitment in promoting sports both at national and international levels,” Armghan Aziz said, adding that besides Pakistan, world ranking Men & Women players from Austria, Czech Republic, Egypt, England, Espain, France, Hong Kong, Russia, Serbia and Switzerland are participating in these events.

He said that Pakistan Squash Federation (PSF) has been putting wonderful efforts for the elevation of Squash in the country, adding that PSF intends to send a message across the world that we have every potential to conduct mega squash activities and to host top world players in an efficient manner.

“Serena Hotels & Combaxx Sports have very kindly joined hand with PSF and Pakistan Air Force for the national cause of promoting squash in the country and we heartily appreciate the sports diplomacy initiative as shared by Serena Hotel as their integral part to build stronger relations with communities”, he said.

Pakistan has a tradition of excellence in many sports, but competitive sports require the support of organizations through sponsorships and promotion. Earlier Pakistani squash players were the best in the world, and we hope to bring back the laurel soon. 

According to draws Pakistan’s Tayyab Aslam will be top seed along with Karim El Hammamy (Egypt) and Auguste Dussourd (France) second and third seed respectively in men’s event while Nadia Pfister (Switzerland), Marie Stephan (France), Salma Eltayeb (Egypt) are the top three seeds in the women’s event. Both championship main round will be starting from October 11th while semifinals will be held on October 14th and final will be played on October 15th.

Lt Col Raja Asif Mehdi was leading in the Senior Amateur gross category with two over 74 on the opening day of the 14th Chief of the Naval Staff (CNS) Amateurs Golf Championship 2021 that started here at Margalla Greens Golf Club Thursday.

On the first day, senior and junior amateurs were seen in action. Col Shahid Warraich (77) was occupying runner-up position.

In the net category, Brig Khalid M Abbasi (67) and Byunng Dong Park (68) were the front runners.

Mahad Khan has been declared net winner with a score of 55 in the junior amateur category, whereas gross winner was Shayan Zia with score of 77. The main amateur category will get under way today (Friday).

First lady Samina Arif Alvi has urged women to take time out for regular checkups, yearly mammograms, and self-check routine to catch the early onset of breast cancer.

She was speaking at an event titled ‘Breast Cancer Awareness – Early Detection Saves Lives’ through a video link.

The event was held at a local hotel in collaboration with Shaukat Khanum Memorial Cancer Hospital and Research Centre (SKMCH&RC) to mark the October Breast Cancer Awareness Month or ‘Pinktober’.

The event was held as part of Raabta, a public diplomacy initiative of Serena Hotels, which aims to facilitate conversations and public discourse about important issues of national concern.

The discussion was moderated by broadcast journalist Sidra Iqbal and featured senior oncologist Dr Umme Kalsoom Awan, and several breast cancer survivors who came forward to share their experience and dispel misconceptions about the disease.

Samina Alvi appreciated the facilities established by the government for screening and early detection at public and private health facilities.

Co-founder and curator of Raabta, broadcast journalist Sidra Iqbal said in her opening remarks that Pakistan had one of the highest incidences of breast cancer in the world, with over 40,000 women diagnosed yearly.

She pointed out that if detected at early stages, a cancer patient had a much better chance of full recovery as opposed to late detection.

She said it was heartening to see the breast cancer awareness campaign spearheaded countrywide by Samina Arif Alvi over the past three years, with the cooperation of the government, healthcare workers and other stakeholders, which was leading to increased early-stage screenings and saving lives.

The breast cancer survivors on the panel spoke about the taboos, misconceptions and emotional upheaval faced by patients in our society and shared messages of hope and inspiration for fellow patients and their families.

Dr Umme Kalsoom shed light on the risk factors of breast cancer, some of which are modifiable, like exercise and healthy diet, and some that she termed non-modifiable, like genetics. She urged the women and men to adopt healthy lifestyles and undertake regular checkups.

Serena Hotels and Rawalpindi Golf Club (RGC) hosted a three-day mega Golf tournament that culminated with an awards ceremony on Sunday afternoon.

The Serena-RGC Azadi Golf tournament drew more than 250Golf enthusiasts from Diplomatic Corps, Armed Forces, Government, Corporate and Business segments including women and teenager golfers.

Inspector General Arms and Colonel Commandant of the Punjab Regiment, Lieutenant General Majid Ehsan, Hilal-e-Imtiaz (Military) participated in the tournament as well as graced the event as Chief Guest.

CEO Serena Hotels South and Central Asia Mr. Aziz Boolani thanked the participants for their participation in the pleasant overcast conditions. Over the years, Serena Hotels Sports Diplomacy Initiative has emerged as an integral part of the Company’s efforts to build stronger relations with communities and provide platform to engage with each other while improving the teamwork,communication skills and leadership along with promoting a healthier lifestyle.

The winners in various categories were:

Government & Armed Forces: Brig AzharYasin (1st Gross), Major Gen. Syed Anis Akbar (1st Net)

Corporate: Mr. Alamgir Shah (1st Gross), Mr. Asghar Khan (1st Net)

Diplomat: Mr. Aamir Shaukat (1st Gross), Mr. Aizaz Ahmed Chaudry (1st Net)

Ladies: Ms. Tahir Nazir (1st Gross), Mrs. AVM Rizwan Riaz (1st Net)

Amateur: Mr. Tipu Raja (1st Gross), Mr. Ziyad Abbasi (1st Net)

Senior Amateur: Major Shuaib Uddin (1st Gross), Major Tahir Janjua (1st Net)

Juniors Male: Master ShaharyarSarfaraz (1st Gross), Master Umer Usman Ashraf (1st Net)

Juniors Female: Miss Daniya Irfan (1st Position)

Veteran: Lt. Col S M Saif (1st Gross), Major Gen. Abdul Razzaq (1st Net).

A star-studded grand finale event was held on Friday evening at Serena Hotels to conclude the Season 5 of Serena Hotel’s Sarangi countrywide music talent hunt competition.

The event, held with full COVID-19 SOPs including social distancing and vaccination card checks, was attended by prominent members of the diplomatic corps, business community and Islamabad society gathered to listen to the musical performances and the announcement of winner.

First Lady Samina Alvi along with jury members Shehzad Roy and Sarmad Ghafoor as well as CEO Serena Hotels Aziz Boolani jointly announced the results. The judges declared the contest a tie between Ali Baloch from Islamabad and Ghayas Haider from Lahore.

A call for submissions had been given earlier this year through Serena Hotel’s social media platforms as a result of which 5 talented contestants, hailing from diverse backgrounds and different parts of the country, were shortlisted for the grand finale. The contestants also included Ayesha Afzal from Pakpattan, Adden Sohail from Faisalabad and Fida Mughal from Neelum Valley, Kashmir.

This year’s Sarangi jury panel once again consisted of renowned figures of music industry including singers Shezad Roy and Zoe Viccaji and music producer Sarmad Ghafoor.

Sarangi is a cultural diplomacy initiative of Serena Hotels and aims to promote the arts and culture of Pakistan. Since its inception in 2017, the Sarangi initiative has given a large pool of promising musical talent from around the country a platform to be discovered, polished and become the nation’s rising star. Ayesha Rasheed from Lahore, who was the winner of Sarangi Season 4, also performed a powerful rendition of “Lambi Judai” on the occasion.

Shehzad Roy said, “I am blown away by the talent that is to be found all over Pakistan. It was a tough challenge for us judges to select only five people from the 50 shortlisted submissions, but we tried to do justice.”

“With the dearth of a proper music industry and opportunities for younger people, projects like Sarangi gives young musicians a platform to work towards and be heard on a larger platform. The final prize which is a song recording and music video is so apt and something I would have truly valued when I first started pursuing music,” said Zoe Viccaji via a video message.

CEO Serena Hotels South and Central Asia Aziz Boolani said: “Serena has promoted the arts and intercultural activities to inspire a culture of peace and hope. And we truly believe in giving recognition and platform to the emerging artists that need recognition. I am grateful to the judges and the guests for coming together to support this initiative and encourage the creative talent that Pakistan possesses.”

The Serena Hotels on Wednesday signed a memorandum of agreement (MoA) with the National University of Science and Technology to induct the female graduates from the NUST Business School (NBS) into its management trainee programme.

CEO of the Serena Hotels South and Central Asia Aziz Boolani and NUST rector Engineer Javed Mahmood Bukhari attended the MoA signing ceremony along with the pro-rectors and NBS dean. The representatives of the business and hospitality sectors were also in attendance.

According to the MoA, the initiative is meant to bring together the expertise of the country's leading business school at NUST and Serena Hotels, a leading hospitality brand, to offer women graduates of NBS a valuable training opportunity for hands-on experiential learning and training in the field of hospitality management in a structured and professional setting.

The one-year programme will provide management trainees with immersive learning to equip them with a holistic view of the business, as well as understanding the inter-relationships between different functional departments. The training is envisaged as an accelerated pathway that will help unlock their advancement to higher-level management positions in the industry.

Aziz Boolani said the number of female professionals in the hospitality sector is traditionally low.

He said as a leading hotel chain, Serena Hotels made every effort to encourage women in their professional development for assuming higher positions, including the leadership role.

Serena Hotels just wrapped up the super charged jury session for the Serena Sarangi Star Music Competition Season 05. What an incredible pool of original talent we have in Pakistan. The judges and Serena management were swapped away with the creativity of the submissions received from across Pakistan.

The judges have made their decision and the top 05 finalists who will be competing live at the Grand Finale have been informed by the jury members. The entire jury session was covered by PTV World as a Media Partner.

The results will be posted on our official Facebook page tomorrow July 15, 2021. Stay Tuned!

Serena Hotels in collaboration with Rawalpindi-Islamabad Sports Journalists Association held a reception to honor sports journalists on World Sports Journalists Day, as part of Serena Hotels Sports Diplomacy Initiative.

The prominent journalists of print and electronic media from the twin cities were invited to an exclusive get together at Islamabad Serena Hotel, followed by a cake cutting ceremony. Farrukh Habib, Minister of State for Information and Broadcasting along with Shahbaz Gill, Special Assistant to the PM were the Chief Guests on the occasion

World Sports Journalists Day, observed globally on 2nd July every year, aims to acknowledge the contributions of sports journalists, especially their role in the development of sports culture and propagation of sport activities all over the world.

The Chief Guests as well as the Serena Hotels management praised the Pakistani sports journalists for their positive role in the propagation and coverage of local and international sports.

Islamabad; Tazeen Akhtar / Asif Farooq; Serena Hotels Islamabad under its adventure diplomacy hosted a reception on 16th June 2021 in honor of Sirbaz Khan the mountaineer who scaled the tallest on earth Mount Everest in May 2021 this year. CEO Mr Aziz Bolani pledged on this occasion that Serena Hotels will continue supporting the Pakistani talent.

General Manager Serena Hotels Islamabad, Mr. Michel Andre Galopin, Mr. Hussain Odhwani and other officials of the hotels were also present.

Ambassadors of Indonesia, Norway, Canada, Poland, Morocco, Belgium and other countries were also invited. Large number of media representatives from press and tv channels covered the event.

The successful ascent of Mt. Everest by Pakistani Mountaineer Sirbaz Khan was feted at a high-profile reception by Serena Hotels on Wednesday evening. On 12th May 2021, Sirbaz had summitted the world’s tallest peak as part of “Mission 14”, his quest to become the first Pakistani to scale all 14 peaks over 8000 m around the world.

At the event, the phenomenal journey of Sirbaz Khan was highlighted and celebrated. Hailing from Hunza, he began climbing as a mountain guide and kitchen crew member with international climbing expeditions for over 11 years before becoming a professional mountaineer. He tends to use no supplemental oxygen, which is a further testament to his grit and talent.

Serena Hotels has been sponsoring Sirbaz on his expeditions under its Adventure Diplomacy community initiative that aims to encourage and support adventure sports in Pakistan. Under this banner, Serena Hotels regularly sponsors a number of adventure sports including high altitude marathons, jeep rallies, skiing and mountaineering activities.

“This feat is a source of great pride for Pakistan and for Serena Hotels. Pakistani mountaineers and sportspeople have tremendous potential, however in order to achieve their lofty ambitions they need a supportive environment, for which we all must play our role,” commented Mr. Aziz Boolani, CEO Serena Hotels South and Central Asia, speaking on the occasion that was attended by a number of dignitaries including senior members of the diplomatic corps, journalists and socialites.

Mr. Boolani urged the Government and private sector to step forward and support Pakistani talent.

“I am proud of raising Pakistan’s flag on top of the world, for which I thank Allah SWT. My aim is to keep inspiring our mountaineering community by becoming the first Pakistani to scale the 14 highest peaks of the world,” commented Sirbaz as he announced his departure for his next mission to climb Gasherbrum 1 and Gasherbrum II in Pakistan’s Karakoram mountain range.

“Making an international name in mountaineering will help uplift and bring development to the remote areas of the Northern Areas. I dedicate my success to the support of the whole team including the high and low altitude porters, cooks, helpers and everyone from mountaineering community,” said Sirbaz, as he thanked Serena Hotels and other sponsors for their support.

Sirbaz summited Mt. Everest just 26 days after becoming the first Pakistani along with Abdul Joshi to ascend Mt. Annapurna, the tenth highest peak in the world, also in Nepal. His previous summits include Lhotse (8,516m) and Manaslu (8,163m) in Nepal and K2, Nanga Parbat (8,126m) and Broad Peak (8,051m) in Pakistan. He has dedicated his Mission-14 to the memory of his mentor and companion, Muhammad Ali Sadpara, who perished during a climbing expedition to K-2 earlier this year.

Serena Hotels has been supporting Sirbaz Khan on his ‘Mission Summit 14’. This was his fourth consecutive successful summit after K2 (8,611m), Nanga Parbat (8,126m) and Mount Lhotse (8,516m).

CEO Aziz Boolani says ” We have been supporting talent to promote adventure tourism where needed and try to bring diverse experiences to our community through our various initiatives.”

Sirbaz Khan  achieved the milestone a day after the country’s youngest hiker Shehroze Kashif reached the summit but Sirbaz Khan has another feather in his cap by climbing another 8 thousander in Nepal before Everest. He is  the first Pakistani to conquer the Annapurna peak. Further Sirbaz Khan surmounted it without oxygen.

He was basically a kitchen worker when he entered into practical life. He also served as porter to other mountaineers. Finally he reached to conclusion that he should try his capabilities and luck in mountaineering and he made it.

On 17th June 2021, today, he is leaving Islamabad to another adventure, that is Gasherbrum, in his own native territory Gilgit Baltistan. It is a remote group of peaks situated at the northeastern end of the Baltoro Glacier in the Karakoram mountain range.

Serena Hotels have linked a Memorandum of Understanding (MoU) with Worldwide Fund for Nature–Pakistan (WWF-Pakistan), and the Aga Khan Rural Support Programme (AKRSP) with the aim to further the common objectives of climate mitigation, climate adaptation, land degradation, food security, biodiversity conservation and enhancing community resilience in view of Pakistan’s needs, and to support the United Nations Sustainable Development Goals (SDGs).

The MoU signing ceremony was held at the Islamabad Serena Hotel which was graced by the Federal Minister and Advisor to the Prime Minister of Pakistan for Climate Change Mr. Malik Amin Aslam, heads of NGOs, media representatives and other stakeholders.

As a responsible corporate citizen, Serena Hotels has been carrying out several green initiatives like tracking and offsetting carbon emissions of our hotels, investing in renewables, and making our buildings and operations green-friendly. Our aim is not only to mitigate the carbon emissions for our hotels but to become carbon negative. Hence, we have partnered with WWF-Pakistan and AKRSP for the effective implementation and widening of scope for our mission, and to link it with the Ten Billion Tree Tsunami Pakistan (TBTTP) and Clean and Green Environment Movement (CGP) of Prime Minister Imran Khan,” said Mr. Aziz Boolani, CEO Serena Hotels South and Central Asia.

The aim of the MoU is to develop a collaborative framework of Serena Hotels with the implementing parties in the broad areas of habitat restoration through tree plantation and improving Pakistan’s forest cover across the country. The initiative will also support the protection of existing forests through implementation of a sustainable forest management plan, co-created with the local forest-dependent communities. It further aims to enhance community resilience, and improve food security by creating alternative livelihood opportunities, strengthening market linkages and establishing value chains for non-timber forest products.

Mr. Boolani said they are in discussions with the National University of Science and Technology (NUST) for developing a system for the monitoring and reporting of the afforestation program using aerial and satellite imagery. “The monitoring system will link the project with the Government’s web portal, the National Forest Management System (NFMS) and REDD+ to bring transparency to our initiatives and bring it into the fold of the national efforts,” he said.

CEO of WWF-Pakistan Mr. Hammad Ali Naqi and CEO AKRSP Mr. Jamiluddin also spoke on the occasion and highlighted their respective organisations unique contributions to the mitigation of climate change. They remarked that the recent Covid-19 pandemic has further highlighted the need for protecting vulnerable ecosystems. They underlined the importance of the private sector stepping forward and going beyond typical CSR activities to become leadership champions and provide stewardship by addressing the environmental footprint within their boundaries.

Speaking on the occasion, the Federal Minister for Climate Change, Mr. Malik Amin Aslam said that climate change is a reality that cannot be ignored anymore, as Pakistan was one of the most climate vulnerable countries in the world. The Minister appreciated the step taken by Serena Hotels and its implementing partners for cementing the alliance towards a green and clean future, and assured the parties full support of the Government in its implementation. While acknowledged the efforts of AKRSP in Gilgit Baltistan and Chitral, and urged the WWF-Pakistan to come up with green certifications for the industry, so they may regulate their environmental imprint and set a positive example for others.

Serena Hotels held a colorful Nowruz celebration event with the collaboration of the diplomatic missions of Afghanistan, Azerbaijan, Iran, Kazakhstan, Kyrgyzstan, and Tajikistan under the banner of its Cultural Diplomacy community initiative.

Nowruz – which means ‘new day’ – is an ancient celebration of spring dating back to around 3000 years; today it celebrated by around 300 million people belonging to different faiths and ethnicities across the world. In 2010 the United Nations adopted a resolution to officially recognize the International Day of Nowruz. The event included beautiful cultural performances including cultural dances and musical performances as well as stalls by the participating countries featuring their local handicrafts and heritage products.

Wife of the President of Pakistan Mrs. Samina Arif Alvi was the Chief Guest at the event which was also graced by the Parliamentary Secretary of the Ministry for Religious Affairs and Interfaith Harmony Aftab Jehangir, heads of missions of the participating countries, and a number of notable dignitaries from the diplomatic corps, corporate sector and the Government.

CEO Serena Hotels South and Central Asia Mr. Aziz Boolani thanked the First Lady and the collaborating countries as well as the attendees for their participation in the event.  

“At Serena Hotels, we believe in creating positive linkages that can bring value to the society, and our various Diplomacy initiatives follow this overarching mission. The Nowruz event at Serena Hotels has become a yearly feature and a unique platform for the Nowruz celebrating countries to come together to celebrate this UN-recognized festival collectively,” he said.

“Nowruz, a spring festival that has been celebrated across different regions since centuries, reminds us of what we have in common,” said  H.E. Atadjan Movlamov, Dean of Diplomatic Corps and Ambassador of Turkmenistan, thanking the First Lady Mrs. Samina Arif Alvi for her participation. “Today’s event shows that Pakistan stands for peace, development and progress.”

• Lake Elmenteita Serena Camp is accessible through the Naivasha – Nakuru Highway.
• Amboseli Serena Safari Lodge is accessible through the Nairobi –Isinya-Imaroro-Mashuru –Isaara –Simba Cement road*.

• Wear a mask in all public areas
• Wash your hands/ sanitize
• Maintain social distance while interacting with others

CEO Serena Hotels South and Central Asia Mr. Aziz Boolani said that it was the endeavor of Serena Hotels to allow people to continue enjoying healthy activities whilst fully following the Covid-19 SOPs for their safety. He also thanked the MGGC and the participants for their participation and excellent turnout, especially the enthusiastic participation of a large number of female golfers.

The prizes were distributed amongst the winners by the Ambassadors and corporate heads and included the following winners in various categories:

H.E. Dato Mahmud Saidin (1^st Net) and Sen. Aizaz Ahmad Chaudhary (1^st Gross) in Diplomatic Category, Mr. Taimur Abbasi (1^st Net) and Mr. Imran Janjua (1^st Gross) in Corporate Category, R. Adm. Imran Ahmed (1^st Net) and Capt. Atif Sultan (1^st Gross) in Armed Forces Category, Mrs. AM Amir Masood (1^st Net) and Ms. Ami Qin (1^st Gross) in Ladies Category. The subsidiary prizes included Col. Faisal Javed and Mrs. Farnaz Bajwa (Closest to Pin), Brig. Irfan Khan and Mrs. Tehmina Rashid (Longest Drive).

Serena Hotels hosted a Women’s Day Breakfast and Crafts Bazaar to acknowledge the trailblazing women of society and to provide support and representation to women social enterprises.

The First Lady Mrs. Samina Arif Alvi was the Chief Guest at the occasion which was attended by prominent women leaders from politics, sports, healthcare and charities as well as other segments of society including journalists and members of the Diplomatic corps and their spouses.

An exhibition of social enterprises for women empowerment as well as organisations working to support persons with disabilities and social justice was set up which included a colourful crafts bazaar. The exhibitors included the Pakistan Foreign Office Women Association (PFOWA), Behbud Crafts, Indus Heritage Trust, Mashal Association, Andaaz, Rozan, Nomad Gallery, Care for Special Persons Foundation, Aga Khan Economic Planning Board for Pakistan and Pakistan Air Force Women’s Association (PAFWA).

CEO Serena Hotels South and Central Asia Mr. Aziz Boolani said that Serena Hotels is working to create a workplace where everyone can advance, and a culture of equality that unlocks human potential. “We are proud to be the first EDGE (Economic Dividends for Gender Equality) certified hospitality company in Pakistan. Today we celebrate the achievements of women and pledge to collectively create an inclusive world.” 

ISLAMABAD, 26th January 2021 – Serena Hotels hosted 35 women footballers from the Chitral Women Sports Club (CWSC) who are currently visiting Islamabad for a sports camp and sporting exchange. Serena Hotels, under its Sports Diplomacy banner, propagates local sports and sponsors a number of initiatives to promote sportspeople in the country and propel them onto the international area.

The CWSC was set up in 2018 by Karishma Ali, a remarkable young woman hailing from the remote region, who has represented Pakistan in international footballing events and has won global accolades for her efforts to propagate women’s football in Chitral.

The 23-year-old said that the idea behind bringing these girls from Chitral to Islamabad was to provide them with opportunities to learn under guidance of professional coaches, and gain game exposure in a professional environment. They are being coached by coach Jose Alonso from Spain and Waleed Javed, an FA level 1 and AFC C licensed coach, who are training the girls for a seven-day camp at the Jinnah Sports Stadium in Islamabad.

“I see tremendous potential in these girls. I am sure that the learning and exposure that they are getting by interacting with the coaches and fellow footballers from Islamabad and Rawalpindi sports clubs will be a game-changer for them,” enthused Karishma.

Mr Aziz Boolani, CEO Serena Hotels South and Central Asia, said that he was delighted to see the girls display such passion and enthusiasm for the sport, despite the barriers to entry in traditional societies where they hail from. “Sports is a healthy pursuit and has the potential to be a harbinger of peace and social development, especially for remote areas like Chitral.”

“Serena has always taken the lead in supporting women’s empowerment through economic opportunities and sports ventures. We are ever ready to encourage such sportswomen in their quest to reach for the stars.”

Nairobi, Kenya, November 12th, 2020

Amboseli Serena Safari Lodge, Kenya has won the CSR Award 2020 at the ‘CINET Global Best Practices Awards’ that was organized online in Amsterdam, Netherlands. Amboseli Serena Safari Lodge won the award because of its outstanding focus on supporting the community, as well as for applying eco-friendly laundry practices through sustainable and efficient solar power in the Kenyan safari region.

The CINET awards function is a platform to highlight best practices in Professional Textile Care (PTC) and demonstrates the industry’s focus on a high standard of quality, new business models, innovation, and sustainability. The independent International Jury from 20 countries within the PTC industry appreciated Amboseli Serena Safari Lodge for their servicing concept focused on social responsibility.

Abdulkadir Rahim, Group Engineer, Serena Hotels, says, “We are humbled to receive the Global Best Practices Award. This award demonstrates how our journey and efforts to move from fossil-based energy to renewable energy sources and effective energy and wastewater management has evolved over the years.  Incorporating historic energy data insights into our business strategy is one of the key drivers that led us to transform our largest property into a fully solar powered lodge in July 2018, which has enhanced our environmental sustainability.”

As part of its day-to-day operations, Serena Hotels focus on innovative programs that respond to the needs of the environment, economy, and communities within which it operates. Kilaguni Serena, Amboseli Serena and Mara Serena, all built in the 1970s within National Parks/Game Reserves are not only a ‘one-of-a-kind getaways’, but a leading-edge example of how clean, renewable energy independence can be successfully achieved through the installation of off-grid Solar PV systems, even in such challenging safari locations. Lake Elmenteita and Sweetwaters Serena Camps have a grid-tied hybrid solar plants in place whilst four of our properties in East Africa have Solar Water Heating Systems in place.  

An enormous amount of carbon dioxide (CO₂) emissions has been avoided since installation of the five Serena solar power plants in a phased manner since July 2017. As an indication, without this investment, more than 200,000 trees would have to be planted in the next 10 years as CO₂ compensation. The solar power plants complement the Serena East Africa reafforestation initiative that has taken place for over two decades which particularly aligns with the Sustainable Development Goal 13 Climate Action as set out by the United Nations Development Program.

Kathurima Mburugu, Lodge Manager at Amboseli Serena Safari Lodge says, “The in-house laundry plays an important role in the well-being of the guests and staff, since it resupplies clean and hygienic operational textile and staff uniforms. Our guests are predominantly nature lovers with a great affinity for the environment. My team and I are therefore committed to operating the laundry as well as the rest of the lodge in a sustainable manner.”

Amboseli Serena’s attention to the environment is unlimited. It uses biodegradable cleaning solutions and detergents for its laundry and other lodge operations. The Lodge is connected to waste water treatment ponds before the clean water is discharged into the environment via a reed swamp which even further purifies the water. This goes a long way in preserving  the natural environment which is part of Serena’s philosophy.

Notes to the Editor:

About Tourism Promotion Services (TPS), Serena Hotels

Serena Hotels offers quality accommodation in a collection of 24 up-market hotels, safari lodges, camps and resorts within 7 countries in the Eastern Africa region (Kenya, Tanzania, Zanzibar, Uganda, Rwanda, DR Congo and Mozambique) and 11 properties in Asia (Afghanistan, Pakistan and Tajikistan). These properties are strategically located to offer exciting circuits for guests in some of the most exquisite and prime locations in Eastern Africa and Asia. With a focus on product, service standards and guest satisfaction, Serena Hotels continues in its quest to be the hotel of choice for the discerning traveller providing guests with quality accommodation, conference and holiday solutions.

Serena takes pride in the level of personal care and warmth of welcome that it extends to its guests. Each Serena property is designed to complement its environment, while nurturing the landscape, culture and community that surrounds it. The Serena Group leads the industry in East African eco-awareness and eco-policy implementation.

About Global Best Practices Award

The Global Best Practices Award is an initiative of CINET, a Professional Textile Care Company founded 35 years ago and has a mission “To be a well-structured, strong and reputed international umbrella organization for the global professional textile care industry to both consumer and business-to-business applications”.

The Global Best Practices Award Program stimulates the implementation of best practice measures, service aspects, marketing and quality of the professional textile care industry and demonstrates its capabilities. For professional textile care (PTC) operations quality, service, innovation, and sustainability are the key issues to meet customer demands. By stimulating the best practices approach, CINET intends to contribute to a modern and sustainable textile care sector.

Winners of the Global Best Practices Award 2020 were announced at an award ceremony in Amsterdam, Netherlands on the 5^th November 2020.

For press inquiries please contact Sharon Kibwage, Corporate Communications Executive: Sharon.Kibwage@serenahotels.com, 0734699277

“A consolidated advocacy effort involving health care officials, the Government, the media and civil society can bring about the synergy that can reverse the breast cancer crisis in Pakistan.”

These remarks were expressed by the Mrs. Arif Alvi, wife of the President of Pakistan during her keynote address at a high-profile panel discussion on Breast Cancer Awareness hosted by Serena Hotels under the banner of Raabta Public Diplomacy initiative. Raabta is curated by broadcast journalist Sidra Iqbal and uses the convening power of Serena to bring together thought leaders, policymakers, experts and the civil society together to advance debate and curate knowledge about important socio-economic topics.

The other experts on the panel included Dr. Ayesha Isani Majeed, Head of Radiology Department and Incharge Federal Breast Cancer Screening Center at Pakistan Institute for Medical Sciences (PIMS), and Dr. Abida K. Sattar, Head of Breast Surgery at Aga Khan University. Senator Aizaz Chaudary, Director of Institute of Strategic Studies also shared his experience as a male survivor of breast cancer.

With 1.3 million cases daily, breast cancer is the most common cancer in women and the second most common cause of cancer-related deaths in women worldwide. Pakistan has the highest prevalence of breast cancer in Asia, with one out of nine women expected to be diagnosed with the disease at some point.

Mrs. Arif Alvi said that breast cancer is preventable and treatable if detected early, hence spreading information was the key to disease eradication. She said that she had requested support from parliamentarians and from the Federal Minister for Health Services Dr. Faisal Sultan to help initiate a door to door information campaign in every district, city, tehsil and village by utilizing the network of Lady Health Workers and NGO groups like the Green Star Clinics. She announced that a call center facility was also being set up for facilitation of public information.

Sidra Iqbal said that with 90,000 women being diagnosed with breast cancer every year and the high death rate from the disease, there was a dire need to break the cultural and traditional barriers to disease prevention and cure. She thanked the First Lady Mrs. Arif Alvi for taking up this important public information campaign due to which people have atleast started a conversation around this disease which is the first step towards its prevention.

Dr. Ayesha Isani Majeed stressed that yearly mammograms for women over 40 and regular breast self-examinations should become a part of women’s self-care routine. She informed that the Federal Breast Cancer Screening Center at PIMS is the first public sector facility in Islamabad which offers initial screening and detection, biopsy, ultrasound and mammography to patients under one ceiling, and was built to facilitate the growing demand of patients especially those unable to afford the costs of private hospitals. Dr. Isani also spoke of the need to create support groups for those suffering from the disease as the willpower to fight the disease played a major role in recovery.

Senator Aizaz Chaudhary said that there was a need to target men in awareness campaign by distributing pamphlets and informational material. Sharing his personal experience, he said he faced a delay in diagnosis due to the ignorance related to the prevalence of male breast cancer. Due to non-presence of breast tissue, it is even more likely for the cancer to spread to other areas hence it is very important to be diagnosed early to avoid the rapid spread of the cancer.

Dr. Arifa from Aga Khan Hospital said that the disease is often hereditary, and it has nothing to do with the character of a women as surmised by some ignorant segments. She urged measures for early detection, as it was the biggest weapon towards the eradication of the disease. Dr. Arifa shared that there is fertility treatment now available for young women who have been diagnosed with this and other cancers, to make sure there are viable fertility options via IVF for women whose fertility might be adversely affected by chemotherapy.

The panelists agreed that the “Be aware Be Safe” breast cancer awareness campaign spearheaded by Mrs. Arif Alvi especially the measures like the recorded public information messages on ringtones by the Pakistan Telecom Authority (PTA) was playing a positive role in bringing people into clinics for checkups and timely interventions.

The event was streamed live on Serena Hotels social media channels and is part of a series of multi-platform initiatives by Serena Hotels continuing all this month at its units countrywide to mark “Pinktober”. Serena Hotel units from all over the region including from Kabul, Gilgit, Quetta, Faisalabad and Swat joined the session live via video conferencing link to avail the information session and relay to their respective communities in order to give maximum exposure to the awareness campaign.