Mustansir Zakir, Chairman, Pakistan Hotels Association (PHA) Message For World Tourism Day 2024: "Tourism and Peace" On behalf of the Executive Committee and members of Pakistan Hotels Association (PHA), I would like to congratulate the entire travel, tourism and hospitality trade on this year’s World Tourism Day, which is commemorated annually on 27 September by the United Nations World Tourism Organization (UN Tourism) to foster awareness among the international community of the importance of tourism and its social, cultural, political, and economic value. This year, UN Tourism has announced “Tourism and Peace†as the overarching theme. By celebrating World Tourism Day , we renew our commitment that, as tourism grows, its benefits will be felt at every level of this broad and diverse sector - from the biggest airline to the smallest family business, and from a chain hotel in an urban center to the smallest motel in a remote tourist destination. And, as we move forward and work to build a more prosperous and peaceful Pakistan through Tourism, we will create shared value for all stakeholders. Besides being an economic driver, tourism is a powerful tool for fostering international understanding, cultural exchange, and global peace. In a world increasingly divided by geopolitical tensions, economic disparities, and cultural misunderstandings, tourism offers a unique avenue for bridging gaps and building lasting connections. This year’s theme “Tourism and Peace†aims to bring together government leaders and policymakers to discuss and strategize on how tourism can be leveraged to promote peace and unity. PHA has always proven its vital role in this regard and is further endeavoring to promote tourism and would like to encourage all stakeholders of the Travel, Tourism and Hospitality Industry to come together to mutually discuss ways to implement the sustainable development of tourist destinations in Pakistan. A well laid out national tourism strategy can procure foreign exchange, enabling the sector to grow and create employment, and help promote Pakistan’s image as a vibrant and peaceful member of the international community. It is time for us to take bold steps and move forward on this path with conviction. Lastly, my sincere appreciation for Travel Explorer for its consistent efforts to promote tourism and support the Pakistan tourism industry. Pakistan Hotels Association
