President Zardari calls for responsible use of AI to transform Pakistan’s tourism sector

Liaquat Ali

Islamabad: President Asif Ali Zardari this week called for the responsible integration of emerging technologies and artificial intelligence into Pakistan’s tourism sector, stressing the need to ensure that digital innovation contributes to local economies while remaining aligned with ethical values, cultural traditions and environmental responsibility.

In his message on the occasion of World Tourism Day 2026, the president said technological advances were rapidly changing the way people plan, experience and share their travels, creating new opportunities for Pakistan to present its diverse tourism potential to domestic and international visitors.

He welcomed tourists from around the world to explore Pakistan’s varied landscapes, historic sites and cultural heritage, while emphasising that the country’s approach to tourism development should combine modern digital connectivity with its longstanding traditions of hospitality.

“We have to develop a tourism sector that embraces innovation while remaining rooted in our values of hospitality, respect and responsibility,” President Zardari said.

The theme of this year’s World Tourism Day, “Digital Agenda and Artificial Intelligence to Redesign Tourism,” highlights the growing role of digital technologies and AI in transforming the global tourism industry.

President Zardari said these technologies were reshaping how travellers searched for destinations, planned journeys, accessed information and experienced different cultures.

He stressed, however, that technological transformation should be pursued in a manner that was responsible, inclusive and beneficial to communities.

“We must ensure that these changes remain responsible, inclusive and beneficial to people and communities,” he said.

The president highlighted Pakistan’s wide-ranging tourism potential, encompassing the mountainous regions of the north, the ancient civilisations of the Indus Valley, Islamic and Gandhara heritage, historic cities, deserts and coastal areas.

He said the country’s cultural and geographical diversity provided a strong foundation for expanding tourism and attracting visitors seeking different experiences.

“Our greatest strength, however, remains the warmth and hospitality of our people,” President Zardari said.

He noted that tourism could serve as an important source of employment and economic activity, particularly for communities outside major urban centres.

According to the president, a growing tourism industry could create livelihoods, strengthen local businesses and generate new opportunities for young people and women.

The greater use of digital tools and emerging technologies could further connect local tourism enterprises with visitors and wider markets, while helping travellers discover destinations and services more easily.

President Zardari also stressed that tourism development must be accompanied by efforts to preserve Pakistan’s natural environment, cultural heritage and traditional values.

“At the same time, we must protect our natural environment, cultural heritage and traditions for future generations,” he said.

His message underscored the need for Pakistan to pursue a tourism model in which technological innovation and artificial intelligence support economic opportunity without weakening cultural identity or environmental sustainability.

As digital platforms and AI increasingly influence global travel patterns, Pakistan has an opportunity to use these technologies to improve the visibility of its destinations, connect local businesses with international travellers and promote its rich cultural and natural heritage to a wider global audience.