ISLAMABAD: President Asif Ali Zardari has underscored the need to align emerging technologies with ethical tourism frameworks to empower local economies.

In his message on the occasion of World Tourism Day 2026, President Zardari welcomed international visitors to explore Pakistan’s diverse landscapes, highlighting a forward-looking vision that blends modern connectivity with traditional values 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.

Says digital technology is reshaping how people plan and experience travel

This year’s theme, “Digital Agenda and Artificial Intelligence to Redesign Tourism”, draws attention to the changes that technology and artificial intelligence are bringing to the way people plan their journeys, discover destinations and experience different cultures.

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

“Pakistan has a remarkable diversity of landscapes and experiences, from the mountains of the north and the ancient civilisations of the Indus Valley to our Islamic and Gandhara heritage, cities, deserts and coastal areas. Our greatest strength, however, remains the warmth and hospitality of our people,” he said.

According to the president, tourism can create livelihoods, support local businesses and open opportunities for young people and women. It can also bring economic activity to communities across the country.

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

Published in Dawn, September 27th, 2026