Message from Sardar Yasir Ilyas Khan, National Coordinator on Tourism, on World Tourism Day 2026
I extend my sincere greetings to Pakistan’s tourism community, our foreign guests and travellers, investors, tourism professionals, and the global travel community.
This year’s theme, “Digital Agenda and Artificial Intelligence to Redesign Tourism,” reminds us that the future of tourism will be shaped by our ability to innovate. Artificial intelligence and digital technologies can help us understand travellers better, improve tourism services, strengthen destination marketing, support businesses, and make travel safer, easier, and more accessible.
Pakistan has tremendous tourism potential. From the spectacular mountains of the north and the cultural landscapes of our provinces to our archaeological heritage, religious sites, coastline, cuisine, crafts, and living traditions, our country offers experiences that are both diverse and unique.
Our vision is to harness this potential through sustainable and responsible tourism. Tourism growth must protect our environment and heritage, respect local cultures, create decent economic opportunities, and ensure that host communities remain active partners and beneficiaries of tourism development.
As we embrace digital transformation, we must ensure that technology serves people and destinations. By bringing together government, the private sector, communities, young entrepreneurs, and technology innovators, we can build a modern tourism ecosystem that strengthens Pakistan’s economy and enhances its image internationally.
On this International Tourism Day, I invite our international friends to come and experience Pakistan for themselves, and I encourage every Pakistani to play a role in making our country a cleaner, safer, more responsible, and more welcoming destination.
Together, let us use innovation responsibly to build a sustainable and inclusive future for tourism in Pakistan.