LAHORE: Pakistan’s value-added textile and apparel export industry has expressed serious concern over the lack of timely arrangements by the Trade Development Authority of Pakistan (TDAP) for the country’s participation in the internationally renowned Sourcing at MAGIC exhibition, scheduled to be held from February 17 to 19, 2026, in Las Vegas, US.
In separate letters to Prime Minister Shehbaz Sharif, the Pakistan Readymade Garments Manufacturers & Exporters Association (PRGMEA) and the Pakistan Hosiery Manufacturers & Exporters Association (PHMA) highlighted that the value-added apparel sector accounts for nearly 55 per cent of total textile exports, generates billions of dollars in foreign exchange, and provides employment to millions across the country.
The associations described Sourcing at MAGIC as a critical platform for sustaining export growth, strengthening buyer confidence, and expanding Pakistan’s footprint in the highly competitive North American apparel market. They sought the prime minister’s urgent intervention to ensure the establishment of a well-organised and highly visible Pakistan Pavilion at the exhibition.
In their letters, the two leading trade bodies noted that despite exporters completing registrations, paying participation fees, and initiating buyer outreach, TDAP has yet to confirm adequate arrangements for a national pavilion. This uncertainty, they warned, is causing anxiety among exporters, particularly small and medium-sized enterprises (SMEs).
Sourcing at MAGIC is globally recognised as North America’s largest and most influential apparel sourcing platform, hosting more than 2,000 international exhibitors and attracting over 78,000 buyers, brands, and sourcing professionals from around the world. The exhibition offers significant opportunities for networking, order placement, brand positioning, and long-term business development. TDAP has historically organised Pakistan’s pavilion at the event, and continued participation is seen as essential to maintaining the country’s credibility as a reliable sourcing destination for leading global apparel brands.
The appeal has been endorsed by prominent industry figures, including Abdul Hameed (Chairman North Zone, PHMA), Shahzad Azam Khan (former chairman, PHMA), Ijaz A. Khokhar (former chairman, PRGMEA), Sohail Afzal Sheikh (former chairman, PRGMEA), Mubashar Naseer Butt (former chairman, PRGMEA), and Rizwan Zubair (acting chairman, PRGMEA).
The leadership of PHMA and PRGMEA reaffirmed their commitment to working closely with the government to promote exports, enhance access to international markets, and project a strong, progressive, and competitive image of Pakistan’s value-added textile and apparel industry globally.
The associations stressed that the current global trade environment presents a unique opportunity for Pakistan, noting that changes in US tariff regimes have comparatively improved the country’s competitiveness against regional rivals. Countries such as India, Bangladesh, Vietnam, Sri Lanka, and China regularly participate in Sourcing at MAGIC with large, professionally designed national pavilions, enabling them to aggressively market their products and secure substantial export orders. Any weak or absent representation by Pakistan, they warned, could result in a loss of market share at a time when export-led growth is critical for economic stability.
The trade bodies also recalled that in previous editions of the exhibition, strong buyer interest was evident; however, Pakistan’s limited presence constrained exporters’ ability to fully capitalise on the opportunity. Without timely government facilitation, they cautioned, individual exporters’ efforts may not yield optimal results, undermining months of preparation and investment.
