‘Directorate has been established with an aspiration to be recognized as the cornerstone of development of sustainable tourism in the region and across the country. Foremost in any public sector university, it shall be acknowledged internationally and nationally as premier in creating awareness & excellence in the field of hospitality and tourism and henceforth implement the established standards as per set yardsticks to make Pakistan amongst top tourist destinations of the world.’

The main purpose of the creation of IUB-DoST was primarily to upgrade the existing residential and dining facilities present in IUB campuses for faculty, students & guests to meet international standards which may also provide a perfect platform for the hospitality students enrolled in the Department of Tourism & Hospitality, IBM&AS to practice their theoretical learning into a state-of-the-art environment. Furthermore, IUB-DoST takes lead as pioneer institute to present a model of hospitality services to all the universities in Pakistan. It is now the foremost to focus on sustainable means to identify, conserve & promote potential tourist destinations in the region. It has also created avenues for substantial income generation from the field of food & services for the natives. IUB-DoST has designed policies and standards for all present & future arrangements of IUB outlets offering food, services & facilitation; that may come under its umbrella.