President Asif Ali Zardari has called for the responsible and ethical use of artificial intelligence (AI) and digital technologies to strengthen Pakistan’s tourism sector. In his message for World Tourism Day, he said technological innovation should remain aligned with Pakistan’s traditional values of hospitality, respect and responsibility. He noted that AI and digital tools are changing how tourists plan trips, discover destinations and experience different cultures. He stressed that these developments should be inclusive and benefit local communities rather than create inequalities.