International Tourism Day: Digital Media Gives Pakistan’s Hidden Treasures a Global Stage
UrduPoint
Published September 27, 2026 | 02:30 PM
Peshawar, (APP - UrduPoint / Pakistan Point News - 27th Sep, 2026) A selfie in front of an ancient Buddha statue, a short video of a snow-covered mountain, or a 360-degree virtual tour of a crystal-clear lake may seem like ordinary social media posts, but in Pakistan’s emerging digital tourism landscape, they can become powerful invitations for the world to discover the country’s hidden treasures.
For eighth-grade student Malaika Bibi and her 10-year-old brother Ibrahim Khan, a recent visit to Peshawar Museum was more than a trip to a gallery; it was a childhood dream fulfilled. Standing before centuries-old Gandhara sculptures and a statue of Lord Buddha, the siblings captured photographs and selfies to share with friends through digital platforms.
Their simple act reflects a growing reality: tourism is no longer promoted only through brochures, travel agents, or television commercials. In the digital age, a smartphone camera, social media post, virtual tour, or artificial intelligence-powered travel platform can take a destination from a remote valley in Pakistan to screens across the globe.
As the world observes World Tourism Day on September 27, Pakistan is increasingly looking towards digital technology as a gateway for showcasing its natural, cultural, and archaeological treasures while creating economic opportunities for local communities.
This year’s international tourism theme highlights digital innovation and artificial intelligence and their potential to transform travel planning, destination selection, and sustainable tourism operations while helping local communities and small businesses benefit from the changing tourism landscape.
"No country in the world has such diversity in tourism as Pakistan," said Abu Zafar Sadiq, President of the Alpine Club of Pakistan, while talking to APP. He pointed to Pakistan’s spectacular mountain landscape, saying the country is home to K2, the world’s second-highest mountain at 8,611 meters, along with several other towering peaks.
From the ancient Gandhara and Indus civilizations to the living Kalash culture of Chitral, Pakistan offers a rare combination of archaeology, history, culture, and breathtaking landscapes. About 61 percent of Pakistan’s area is mountainous, providing a vast canvas for mountaineering, trekking, skiing, and other adventure activities. K2, Nanga Parbat, Gasherbrum-I, and Broad Peak have made the country a destination of international interest for mountaineers and adventure enthusiasts.
Yet many of these treasures remain relatively unknown to international visitors. Abu Zafar believes digital media can help bridge that gap. He said the positive use of platforms such as Facebook, X, TikTok, and WhatsApp could promote snow sports, cultural tourism,