Message by Shakir Abu Bakar Bhura
Chairman – Pakistan Hotels Association (PHA)
On behalf of the Executive Committee and Members of the Pakistan Hotels Association (PHA), I extend my warmest greetings to the travel, tourism and hospitality fraternity on World Tourism Day 2026.
This year’s theme, “Digital Agenda and Artificial Intelligence to Redesign Tourism,†reflects a significant shift taking place across our industry. Digitalisation and Artificial Intelligence are reshaping how travellers discover destinations, make reservations and experience hospitality, while enabling businesses to operate with greater efficiency and insight.
For Pakistan, embracing this transformation can strengthen our tourism ecosystem, enhance hotel services, open access to new markets and improve our competitiveness in the international tourism landscape. Equally important is preparing our hospitality workforce with the digital skills required for this evolving industry.
PHA remains committed to encouraging collaboration, innovation and professional development across Pakistan’s hospitality sector. By working together, we can ensure that technology translates into better experiences, stronger businesses and greater opportunities for our people.
On this World Tourism Day, let us embrace the possibilities of a digitally enabled tourism industry and work towards positioning Pakistan as a more connected, competitive and welcoming destination.
My sincere appreciation to Travel Explorer for its continued support of Pakistan’s travel and tourism industry.
Happy World Tourism Day 2026 to the entire tourism and hospitality fraternity.
