World Tourism Day is a yearly commemoration on the 27th of September. Since 1980, it has been a day of observance and promotion of tourism on a global scale, established by the United Nations World Tourism Organization (UNWTO). The purpose was to highlight and promote the social, political, and economic role tourism plays. Tourism also acts as a bridge between people and connecting nations. The day is celebrated by arranging activities such as conferences and seminars by governments, businesses and academia, and civil society. As different events take place all over the globe on this occasion, but every year, there is a different country that hosts the main UNWTO one. This time it will be in the city of Melaka in Malaysia.
“Tourism and Sustainable Transformation” will be the theme this year. When we say the word “sustainable”, it is more than just a buzzword. It is basically a way of living that has the key to our survival on Earth. Conventional tourism activities may result in environmental degradation and cultural disturbances. Hence, around the world shift from conventional to sustainable tourism is taking place to comply with the United Nations- Sustainable Development Goals- Agenda 30.
The main scope of sustainable tourism is to enhance the socio-economic conditions of the people, but also to promote environmental conservation and responsible development. It is characterized by involvement of the local community in the tourism business and also the preservation of their traditions and cultures. The idea of sustainable tourism is not just nature-based, but it includes all forms of tourism. Hence, the theme “Tourism and Sustainable Transformation” will encourage policymakers, businesses, and travelers to think of tourism as a source of good for the planet and the coming generations. Simon Reeve, a British adventurer, quoted “Responsible travel is not only better for our world, it is more interesting and memorable. Responsible tourism is the future of travel”.
Artificial Intelligence’s role in tourism is rising, especially when it comes to travel chatbots. Travel chatbots are basically virtual assistants that are powered by AI. They help the travelers and tourists with the trip planning, bookings, and 24/7 support. Travel chatbots are also helping with sustainable tourism by suggesting travelers with eco-friendly choices and preferences. These include environmentally friendly resorts and cruise lines, activities, travel routes, and awareness and education. By 2030, AI will not only streamline tourism activities but also be used to develop models that can help restore and enhance the marine environment.
About half of the global tourism is marked by coastal and marine tourism. Beach tourism, fishing, wildlife watching, sailing, scuba diving, and cruising etc., are some of the coastal and marine tourism activities. AI’s role in predictive modeling can help to preserve the marine environment, such as coral reefs, by creating future scenarios that can assist in reducing overcrowding.
Climate change will have a big influence on marine and coastal tourism in the future. A key task of AI will be to predict the weather and project future changes in climate for better planning. About 8 to 10 percent of global GHG emissions are contributed by tourism. Initiatives such as energy optimisation, emission reduction, and monitoring of forests and vegetation are being implemented with AI’s help to mitigate climate change effects. Also, AI has enhanced maritime navigation for cruise ships by providing real-time system information. Smart navigation technologies are employed to optimise sea routes, conserve fuel, avoid vulnerable maritime areas, and hence minimise carbon footprints.
Monitoring the oil spills, pollution, and environmental conditions can be carried out by AI-driven marine vessels. Eco-friendly marine activities are promoted through AI-based applications. Such activities include paddle boating, sailing, and guided conservation tours, such as snorkelling to certified sustainable coral reefs. Virtual reality (VR) simulations can be driven with AI that allows tourists to sightsee the marine ecosystems. AI can process the underwater acoustic signals and images to identify the various marine species and marine archaeology artifacts.
The use of AI tools has great potential to transform coastal and marine tourism in Pakistan. AI-driven smart tools can determine visitor numbers at different sites, thus preventing congestion at destinations such as Clifton Beach and Churna Island. Marine Protected Areas (MPAs), beach cleaning initiatives, marine life, and endangered coastal animals can be patrolled by AI-driven drone technology. The engagement of eco-conscious tourists can be increased by a recommendation system with AI capabilities, suggesting walks through the Indus delta and Sonmiani mangroves, green turtle sighting at Sandspit and Jiwani, and boating activities. Travelbots can be designed to recommend sustainable tourism destinations, activities, and events in various Pakistani local languages. Virtual reality, through the assistance of AI, can allow potential tourists to have a glimpse of Pakistan’s coastal and marine tourism sites, inviting both local and international travellers.
Pakistan decided to ratify the 2001 United Nations Educational, Scientific, and Cultural Organization Convention for the Protection of Underwater Cultural Heritage (UNESCO-UCH) in August 2025. AI has revolutionized subsea archaeology. As acoustic data can be efficiently processed by AI, high-quality 3D models of the subsea ruins and shipwrecks in the Arabian Sea can be generated. These models can be used to form digitally reconstructed sites for a VR experience. Hence, the use of AI holds immense potential to boost coastal and marine tourism in Pakistan.
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Dr. Aneela Khan is a Research Fellow at the National Institute of Maritime Affairs (NIMA)