ISLAMABAD,  (DNA):President Dr. Arif Alvi has stated that as Pakistan was bestowed with enormously rich cultural heritage, enchanting landscape and splendid beauties of nature, he was confident that the incumbent government would make
all possible efforts to promote tourism and transform it into a robust industry.

“We are a unique and diversified tourist destination. We have however not been able to exploit full potential of this magnificent treasure so far,” the President said in his message on the occasion of World Tourism Day being celebrated by people around the world Thursday (September 27).

He said, “We live on a beautiful planet that needs to be protected and preserved. This year’s theme “Tourism and the Digital Transformation” is most relevant as the world has now become a global village where most of the people are connected with each other through social and digital media.”

The President said strategy in the tourism industry was destined to become increasingly scientific, seeking to quantify and measure absolutely everything, adding, defining metrics for each decision and action undertaken was fundamental to maximize tourist flow and obtain competitive advantages.

“Today, technology makes it possible to trace, interpret and cross-check everything with other data in real time,” he added.