Pakistan’s tourism and hospitality sector is entering a new phase of digital transformation, with artificial intelligence and data-driven technologies expected to reshape how travellers discover destinations, plan journeys and experience hospitality, Hashoo Group Hospitality Division CEO Bastien Blanc said on World Tourism Day 2026.
Marked on September 27, this year’s World Tourism Day carries the theme “Digital Agenda and Artificial Intelligence to Redesign Tourism”, highlighting the growing role of emerging technologies in the global tourism industry.
Blanc said Pakistan’s diverse landscapes, cultural heritage and hospitality provide a strong foundation for the country to benefit from the digital transformation of tourism. He emphasised that technology should enhance the visitor experience while preserving the human connection that remains central to hospitality.
“Digital platforms, predictive analytics, and artificial intelligence are revolutionizing how guests discover destinations, tailor their journeys, and experience hospitality,” Blanc said in his message.
He pointed to the Hashoo Group and PC Hospitality Division’s expanding operations as an example of how technology can be integrated into different stages of the hospitality journey. The group operates an ecosystem of nearly 40 hotels and more than 50 dining venues, with plans to expand its portfolio towards 60 properties.
According to Blanc, technology is already being used to improve reservation systems, understand customer data and enhance operational and revenue-management efficiency. He said the group had launched what it described as Pakistan’s first 24/7 multi-branded central reservation structure.
The hospitality executive said the group’s approach was centred on three principles: “People, Planet, and Prosperity.” The objective, he said, was to combine technological advancement with environmental responsibility and economic opportunity.
Blanc also highlighted the role of education and skills development in preparing Pakistan’s tourism workforce for an increasingly digital industry. Through the Hashoo School of Hospitality Management, the group is working to equip young professionals with digital skills and leadership capabilities, while the Hashoo Foundation continues to focus on community empowerment and capacity building.
For Pakistan, the growing use of AI presents opportunities to improve destination discovery, personalise travel experiences, strengthen hotel operations and support more sustainable management of natural resources.