New luxury hotel unveiled in Pakistan's Multan

Dubai: A leading international hospitality company has signed an agreement to open a premium hotel in Multan, Pakistan. IHG Hotels & Resorts announced Tuesday it has partnered with Serene Tower (PVT) Ltd. to launch Crowne Plaza Multan, scheduled to open in early 2028.

The 200-room property will be the brand's first in the southern Punjab city, known for its rich cultural heritage and expanding economy.

The hotel will be located within DHA Multan, an upscale residential and commercial community that features a PGA-approved world-class golf course.

Positioned along Bosan and Mattital Roads, the property is expected to attract corporate travellers, conference delegates, and tourists visiting for golf, education, and healthcare services.

"The signing of Crowne Plaza Multan is a significant milestone in our growth in Pakistan," said Haitham Mattar, Managing Director for IHG Hotels & Resorts in India, Middle East and Africa.

"Multan's rich heritage, coupled with its rapid economic development, makes it an ideal destination for a globally recognised premium brand like Crowne Plaza."

Mattar added that the partnership reflects confidence in the city's potential and addresses rising demand for international-standard hospitality experiences.

The hotel will form part of the landmark Serene Tower development, offering modern guest rooms, all-day dining options, flexible meeting spaces, a fitness centre, and swimming pool.

IHG said the property aims to cater to both business and leisure travellers with contemporary design and personalised service.

Tahir Nawaz, Chairman of Nawaz Group of Companies, which owns Serene Tower (PVT) Ltd., described the project as a "hospitality landmark that will redefine standards in Multan."

"This project underscores our commitment to contributing to Multan's urban transformation and will be a landmark addition to the city's skyline," Nawaz said.

The announcement comes as international hotel chains increasingly focus on secondary Pakistani cities beyond Karachi, Lahore, and Islamabad. Multan, with a population exceeding two million, has seen significant infrastructure investment in recent years, including improved road connectivity and development of DHA Multan as a modern residential hub.

Earlier this year Hilton has made its long-awaited debut in Pakistan with the opening of DoubleTree by Hilton Nathiagali. Pullman Karachi Brentwood Tower is planned for a 2028 opening.

Other notable projects include a Holiday Inn and Suites Islamabad DHA II (scheduled for the future) and the development of a Signature Rotana in Islamabad. Several other brands, like BWH Hotels and Swiss International, also have a presence or planned expansions in the South Asian nation.

Pakistan aims to increase tourism revenue and develop the tourism industry into a key economic growth sector, with a projected revenue increase to $5.53 billion by 2029.

The property will join IHG's global portfolio of more than 415 Crowne Plaza hotels worldwide, with nearly 150 additional properties in development.