It is a matter of great pleasure for me to extend this message today as we celebrate World Tourism Day 2023, and to renew our pledge to consider the power and potential of the tourism sector in advancing the prosperity and progress of the region. Pakistan is a country that 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. This day is celebrated every year on September 27 under the auspices of the UN World Tourism Organization (UNWTO) to raise awareness about the importance of tourism and its impact on our society. This year's theme, "Tourism and Green Investments," provides us with ample opportunity to identify the potential of green investments as a key priority for the growth and sustainable development of tourism. For World Tourism Day 2023, UNWTO emphasizes the need for more and better-targeted investments for people, the planet, and prosperity. Now is the time for new and innovative solutions, not just traditional investments that promote and underpin economic growth and productivity. Today, the climate emergency threatens many travel destinations and the very survival of communities and economies that depend on tourism. Many developing countries, severely affected by a changing climate, also face a growing investment deficit and a cost-of-living crisis. There is a dire need for long-term planning to boost the tourism industry sustainably and set new boundaries for securing its future. This year's theme aims to harness the full potential of sustainable tourism by motivating private actors to adopt zero-emission pathways, reduce their energy consumption, and leverage renewable forms of energy to protect the biodiversity and ecological balance of all destinations. The Pakistan Tourism Development Corporation (PTDC) and provincial tourism departments have planned various activities to celebrate the day, with a focus on raising awareness regarding green investments and eco-friendly tourism to meet the challenges of this new era. Let us all join hands to harness the great potential of sustainable tourism development by focusing on green investments for a better and more viable future. EMBARGOED: NOT TO BE PUBLISHED/BROADCAST/TELECAST BEFORE 27-09-2023.
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