Today, the world celebrates World Tourism Day, an annual event dedicated to promoting global tourism and raising awareness about its socio-economic, cultural, and environmental impact.

This year, the day is observed under the theme of 'Tourism and Green Investments,' emphasizing the crucial role of sustainable tourism in protecting our planet and supporting local communities.

Pakistan President Dr. Arif Alvi, in his message on the day, said that day is being marked today to renew our pledge to consider the power and potential of the tourism sector in advancing the prosperity and progress of the region.

He said that Pakistan is home to some of the world's most fascinating tourist attractions, including the highest mountain peaks, stunning coastlines, beautiful lakes, lush green valleys, ancient civilizations, and a rich cultural heritage.

Notably, the Pakistan Tourism Development Corporation ( PTDC) and provincial tourism departments have planned various activities to celebrate the day.

As tourism continues to grow worldwide, it is essential to ensure that this industry aligns with environmental and social sustainability goals. Green investments in tourism include eco-friendly infrastructure, renewable energy, waste management, and conservation efforts.

These investments not only reduce the environmental footprint of tourism but also create opportunities for local communities and economies to thrive.

On World Tourism Day, various events, seminars, and webinars are being organized globally to promote responsible tourism. These events aim to raise awareness about the importance of green investments and sustainable practices among travelers, businesses, and governments.

COVID-19's impact on tourism:

The COVID-19 pandemic had a profound impact on the tourism industry. Travel restrictions and lockdowns led to a significant decrease in international tourism. However, this forced pause also provided an opportunity for reflection and adaptation. Many businesses and destinations have used this time to reevaluate their practices and prioritize sustainability as they prepare for the industry's recovery.