Message from Aftab ur Rehman Rana, Managing Director, Pakistan Tourism Development Corporation (PTDC), on World Tourism Day 2026
27th September International Tourism Day is a celebration of places, people and the journeys that connect them. On behalf of Pakistan Tourism Development Corporation (PTDC), I warmly extend wishes to our travellers, tour guides, tour operators, hoteliers, tourism professionals, local communities, content creators and international friends who are helping tell Pakistan’s tourism story.
For us at PTDC, tourism is much more than visiting a beautiful destination. It is the smile of a local host, the knowledge shared by a tour guide, the skills of an artisan, the flavours of a traditional meal and the memories a traveller carries home.
This year’s theme, “Digital Agenda and Artificial Intelligence to Redesign Tourism,” gives us an exciting opportunity to rethink how Pakistan connects with travellers. Today, a journey often begins on a mobile screen long before a traveller arrives. Digital platforms and artificial intelligence can help people discover lesser-known destinations, plan better journeys, access reliable information and enjoy more convenient travel experiences.
But as tourism becomes smarter, it must also become more responsible.
We want travellers to enjoy Pakistan’s mountains, lakes, heritage sites, cultures and communities without harming the very places they have come to experience. We want tourism to create livelihoods for local people, encourage respect for local traditions and leave our destinations better for those who come after us.
PTDC remains committed to working with the provinces, private sector, local communities and tourism partners to build a tourism industry that is digital, inclusive, sustainable and responsible. Happy International Tourism Day!