ABSTRACT
The study reveals the role and effectiveness of Trade Development Authority of Pakistan TDAP by investigating the organization efforts and activities to promote Pakistan’s’ export and to improve the country’s image at the global stage. To review and investigate the qualitative method is used in which semi-structure and in-depth interviews are conducted with key stakeholders, officials, experts and the exporters and also reviewed and employed the secondary data facts includes trade reports, agreements and policy documents.

Further, the research investigates and find out the significant contribution of TDAP in regard export performance and enhancing the market access by organizing and participating in international and domestic exhibitions, expos, arranging training workshops, delegations and policy advice. TDAP has been observed increased in the number of activities with years on and annually is participating over 250 international events. In results, Pakistan has achieved MOUs worth of millions of dollars, seeking foreign direct investment increased in the export orders during the participation international exhibitions one of the examples is Dubai Expo 2020. TDAP efforts to promote exports are aligned with broader economic objectives and Sustainable Development Goals (World Bank, 2020)

With having all of these achievements, several challenges limited TDAP role and effectiveness. The country has inconsistent policies, lack of coordination between trade mission assigned in foreign countries with the exporters, financial problems to deal extensive trade related activities. The thesis concludes with recommendations for enhancing TDAP’s effectiveness, emphasizing the need for a more coordinated approach, increased financial resources, and continuous policy support to make Pakistan a competitive player in the international market. The insights gained from this study aim to contribute to the development of more robust export strategies and policies in Pakistan.