Managing director Yasin Zargar said the official programme has been launched following a successful private tour of the country that was requested by customers.

Travellers will now be able to choose between four tailor-made itineraries highlighting the country’s culture and natural beauty, including a specialist tour of northern Pakistan led by a geologist.

"The idea to launch Pakistan came directly from our clients," said Zargar. “They had travelled with us to India and Indochina before and trusted us to create something truly special for Pakistan."

"The result was a deeply rewarding journey for them – and for us. It was a natural next step to develop it into a full programme."

Indus is backing the new programme with an agent training programme while staff are on hand to help tailor-make other tours for customers.

The operator is marketing its 30th anniversary this year with a 2% commission uplift for agents, with trade currently accounting around 70% of its business.