COTHM celebrated World Tourism Day 2026 with a vibrant industry and academic event focused on the global theme “Digital Agenda and Artificial Intelligence to Redesign Tourism,” bringing together tourism professionals, industry leaders, international dignitaries, aviation experts and students to explore the role of artificial intelligence and digital innovation in transforming the tourism sector.
The celebrations began with a World Tourism Day Awareness Walk, followed by the National Anthem of Pakistan, a cake-cutting ceremony and a ceremonial balloon release. The proceedings then moved to Antonius Hall, where keynote addresses, technical sessions and industry discussions examined the changing landscape of travel, tourism and hospitality.
In his virtual keynote address, Mr. Ahmad Shafiq, CEO of COTHM, highlighted the growing importance of artificial intelligence and digital technologies in tourism and hospitality. He emphasised the need to prepare students and young professionals with the skills required to work in an increasingly technology-driven industry, while connecting education with emerging market requirements.
Mr. Aftab ur Rehman Rana, Managing Director of PTDC, highlighted the opportunities that artificial intelligence and technology can create for promoting Pakistan as a tourism destination. His contribution also emphasised Pakistan’s diverse natural landscapes, historical heritage and cultural assets as important foundations for future tourism development.
Sharing an international aviation perspective, Ms. Tanja Schmidt, Director of IATA Training, joined the celebrations through a special video message. Her participation underlined the importance of developing digitally capable professionals who can adapt to technological changes across aviation, travel and tourism.
H.E. Shaikha Al Nowais, Secretary-General of UN Tourism, also shared a special video message, connecting the COTHM celebration with the wider global discussion on the future of tourism. Her contribution highlighted the growing significance of digital transformation and artificial intelligence in reshaping tourism experiences and industry operations.
Jahanzeb Zafar, Head of Travel, Tourism, Airline & Aviation Management at COTHM, discussed the changing professional requirements of the travel and tourism industry and stressed the importance of equipping students with practical knowledge, digital competencies and industry-relevant skills.
H.E. Mr. Mehar Kashif, Honorary Consul of the Kyrgyz Republic, brought an international perspective to the event, highlighting the role of international connectivity, tourism cooperation and cross-cultural engagement in creating opportunities for destinations and travellers.
Mr. Shiraz Shahid, Station Manager, Sabre Pakistan, provided insights into the technological transformation of the travel sector, focusing on the growing role of digital systems and technology in modern travel operations and the importance of preparing professionals to work with evolving travel technologies.
Representing the perspective of tour operators, Mr. Tayyab Saeed of the Pakistan Association of Tour Operators highlighted the importance of collaboration, innovation and digital solutions in strengthening Pakistan’s tourism ecosystem and responding to changing traveller expectations.
Mr. Sadiq Sabir, CEO of Pak Aims, contributed a business perspective on the opportunities created by technological advancement and innovation, highlighting the potential for digital tools to support tourism-related enterprises and professional development.
Representatives of Pakistan International Airlines (PIA) shared an aviation-sector perspective, highlighting the significance of technology, digital systems and evolving passenger expectations in shaping the future of air travel and tourism connectivity.
Mr. Abdurrehman Amin, CEO of Experience Qatar, brought an international destination-management perspective to the discussions, focusing on innovation and the creation of meaningful tourism experiences for modern travellers.
The celebrations also provided a platform for student innovation, with a video showcase featuring poster and presentation projects developed around tourism, technology and emerging industry trends. The event continued with an award distribution ceremony recognising the top competition winners.
The programme concluded with an official vote of thanks, a group photo session and a high-tea networking opportunity, allowing students, educators, industry representatives and international guests to connect and exchange ideas.
Through the World Tourism Day celebration, COTHM highlighted the importance of bringing education, technology and industry together to prepare the next generation of tourism and hospitality professionals. The event reinforced the message that as artificial intelligence and digital technologies reshape tourism, skilled people, innovation and industry collaboration will remain central to building a more connected and future-ready tourism sector.
