Key Takeaways
- President Asif Ali Zardari urges ethical use of AI in tourism.
- Focus on responsible and inclusive technological advancements.
- Tourism can create livelihoods and support local businesses.
President Asif Ali Zardari has called for the ethical use of emerging technologies, particularly artificial intelligence (AI), in the tourism sector to boost Pakistan’s economy. In his message on World Tourism Day 2026, Zardari highlighted the importance of aligning technological advancements with traditional values of hospitality, respect, and responsibility.
“We have to develop a tourism sector that embraces innovation while remaining rooted in our values of hospitality, respect and responsibility,” President Zardari said, emphasizing the need to ensure that technological changes remain responsible, inclusive, and beneficial to people and communities.
This year’s theme, ‘Digital Agenda and Artificial Intelligence to Redesign Tourism’, draws attention to the significant changes that technology and AI are bringing to the way people plan their journeys, discover destinations, and experience different cultures.
Pakistan boasts 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. The president highlighted the warmth and hospitality of the Pakistani people as a key strength.
According to Zardari, 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.
President Zardari’s message underscores the potential of technology to enhance the tourism experience while ensuring that it remains sustainable and respectful of local values. The emphasis on ethical AI use aims to harness the benefits of modern connectivity without compromising the integrity of Pakistan’s rich cultural and natural heritage.
By integrating ethical principles into the use of AI, Pakistan can leverage its diverse landscapes and cultural richness to attract international visitors and contribute to the economic growth of the country.
We have to develop a tourism sector that embraces innovation while remaining rooted in our values of hospitality, respect and responsibility.
President Asif Ali Zardari, President of Pakistan
