President Zardari Calls for Ethical Use of AI to Promote Tourism in Pakistan

President Asif Ali Zardari has called for the responsible and ethical use of artificial intelligence (AI) and emerging technologies to support the tourism sector in Pakistan and create new opportunities for local communities.

In his message on World Tourism Day 2026, President Zardari said Pakistan should develop a tourism industry that combines technological innovation with the country’s traditional values of hospitality, respect and responsibility.

The theme of this year’s World Tourism Day is “Digital Agenda and Artificial Intelligence to Redesign Tourism.” The theme highlights how digital technologies and AI are changing the way people plan trips, discover destinations and experience different cultures.

President Zardari Calls for Ethical Use of AI to Promote Tourism in Pakistan

President Zardari said technological developments in tourism should remain responsible, inclusive, and beneficial to people and communities. He stressed the need to align emerging technologies with ethical tourism practices so that local economies can also benefit from digital transformation.

He also highlighted Pakistan’s diverse tourism potential, ranging from the mountains of the north and the ancient civilisations of the Indus Valley to Islamic and Gandhara heritage sites, cities, deserts and coastal areas.

According to the president, Pakistan’s people and their hospitality remain one of the country’s key strengths in attracting visitors. He welcomed international tourists to explore the country while emphasising the importance of preserving its cultural values.

President Zardari also pointed to the wider economic benefits of tourism. He said the sector can create livelihoods, support local businesses and provide new opportunities for young people and women. Tourism can also help generate economic activity in communities across the country.

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At the same time, he stressed the importance of protecting Pakistan’s natural environment, cultural heritage and traditions for future generations.

The president’s message comes as AI and digital platforms increasingly influence the global tourism industry. From discovering destinations to planning travel and accessing information, technology is changing how tourists interact with destinations.

For Pakistan, the growing use of digital technologies could provide new ways to promote its tourism destinations and connect local businesses with visitors, while responsible use of AI could help ensure that technological growth remains aligned with cultural, environmental and community interests.