Islamabad: Pakistan’s tourism industry is moving towards a more technology-driven model with the launch of GOPKZ, an artificial intelligence-powered digital tourism ecosystem designed to connect travellers with the country’s tourism opportunities, services and destinations.
The platform was formally launched at a ceremony in Islamabad attended by representatives from the tourism industry, diplomatic missions and the private sector, reflecting growing interest in using technology to make Pakistan’s tourism sector more accessible to both domestic and international visitors.
The launch was led by Sardar Yasir Ilyas Khan, Advisor and National Coordinator to the Prime Minister on Tourism, who attended the event as chief guest.
His presence highlighted the growing focus on bringing together government leadership, private investment and technology to develop Pakistan’s tourism industry into a more organised and internationally competitive sector.
Technology takes centre stage
GOPKZ is being developed as an AI-powered digital ecosystem, with the broader aim of using technology to improve how travellers discover and plan their trips in Pakistan.
For a country with a diverse tourism landscape, digital accessibility could play an important role in helping visitors find destinations, understand available services and plan their journeys more efficiently.
Speaking at the launch, Sardar Yasir stressed the need to tap into Pakistan’s significant tourism potential while creating greater space for innovation, investment and private-sector participation.
He has also advocated modern infrastructure and stronger international promotion as key elements in transforming Pakistan’s tourism resources into a sustainable economic opportunity.
Private sector drives the initiative
The GOPKZ initiative is being led by Muhammad Shahroz Habib, Group Executive Vice President of Siddiqi Hospitality and GOPKZ, who has overseen the platform’s strategy, development and execution.
The launch was attended by Managing Director Pakistan Tourism Development Corporation (PTDC) Aftab ur Rehman Rana, along with diplomats, tourism industry representatives and members of the corporate sector.
The participation of stakeholders from different sectors reflects the growing recognition that technology and private investment could become important drivers of tourism development.
Why digital tourism matters for Pakistan
Pakistan has no shortage of destinations capable of attracting international travellers.
From the towering mountains of Gilgit-Baltistan and Khyber Pakhtunkhwa to historic cities, cultural landmarks and coastal destinations, the country offers a wide variety of experiences.
The challenge, however, has often been less about the availability of destinations and more about how easily travellers can discover, plan and access them.
Digital platforms could help address some of these gaps by bringing tourism information and services into a more connected ecosystem.
For international visitors in particular, having easier access to information about destinations, accommodation, experiences and travel planning could make Pakistan a more accessible tourism market.
A technology-led opportunity
The launch of GOPKZ comes as tourism businesses around the world increasingly rely on digital platforms, artificial intelligence and online services to understand traveller behaviour and improve customer experiences.
For Pakistan, the use of AI in tourism could eventually create opportunities beyond basic trip planning, including personalised recommendations, destination discovery and more efficient connections between travellers and tourism businesses.
Whether GOPKZ can translate that technological promise into a large-scale tourism ecosystem will depend on its adoption by travellers, businesses and other industry stakeholders.
But its launch signals a growing shift in Pakistan’s tourism sector: technology is increasingly being viewed not simply as a convenience, but as a potential tool for opening Pakistan’s tourism market to the world.
