IHG Hotels & Resorts has signed a franchise agreement with Serene Tower (PVT) Ltd. to bring its premium Crowne Plaza brand to Multan, one of Pakistan’s oldest and most culturally significant cities. The new property, Crowne Plaza Multan, will be part of the landmark Serene Tower development in the DHA Multan community and is scheduled to open in early 2028.
The 200-key hotel will mark the first Crowne Plaza in Multan and will cater to a growing market of business and leisure travelers. Located along Bosan and Mattital Roads, the site offers easy access to the Punjab region and key attractions including corporate districts, educational institutions, and healthcare centers. The hotel’s position within an upscale neighborhood featuring commercial spaces and a PGA-approved golf course underscores IHG’s confidence in Multan’s expanding tourism and economic potential.
IHG Expands Premium Portfolio in Pakistan
IHG’s agreement with Serene Tower (PVT) Ltd. reflects the company’s strategy to strengthen its presence in high-growth destinations across Pakistan. The new hotel will include modern guest rooms, flexible meeting facilities, a fitness center, a swimming pool, and multiple dining options designed to support both corporate guests and vacationing families. The property will embody Crowne Plaza’s hallmark concept of balancing productivity and relaxation through design and personalized service.
“The signing of Crowne Plaza Multan is a significant milestone in our growth in Pakistan,” said Haitham Mattar, Managing Director, IHG Hotels & Resorts – India, Middle East & 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. Our partnership with Serene Tower (PVT) Ltd. reflects our shared confidence in the city’s potential and allows us to meet the rising demand for high-quality, international hospitality experiences.”
Tahir Nawaz, Chairman of Nawaz Group of Companies, which owns Serene Tower (PVT) Ltd., said: “We are proud to partner with IHG to deliver a hospitality landmark that will redefine standards in Multan. Crowne Plaza Multan will be a cornerstone of the Serene Tower development, offering world-class amenities and sophisticated design that will appeal to both business and leisure travellers. This project underscores our commitment to contributing to Multan’s urban transformation, and will be a landmark addition to the city’s skyline.”
Multan, often referred to as Pakistan’s “City of Saints,” has long been recognized for its deep historical and cultural heritage. In recent years, the city has experienced increasing infrastructure investment and tourism activity, making it an emerging hub for both domestic and international visitors. The arrival of Crowne Plaza adds a new premium offering to its growing hospitality sector.
The signing also aligns with IHG’s regional development strategy, which emphasizes expansion in underrepresented but high-potential cities. The company currently operates a portfolio of more than 415 Crowne Plaza hotels worldwide, with nearly 150 more in the pipeline. By introducing its business-oriented yet lifestyle-focused brand to Multan, IHG aims to serve growing demand from corporate travelers, MICE (meetings, incentives, conferences, and exhibitions) events, and the expanding segments of golf, education, and healthcare tourism.
The addition of Crowne Plaza Multan is expected to further strengthen Pakistan’s position as a destination for international hospitality investment. With IHG’s global standards and the backing of a local development group, the hotel is set to become a prominent landmark, contributing to both Multan’s economy and its reputation as a center of culture, commerce, and connectivity.
