By Muhammad Saleem
Punjab’s tourism sector is getting a tech makeover. The Punjab Tourism, Archaeology and Museums Department plans to use Punjab Tourism AI to collect and sell important visitor data to local and international private companies.
The department is following a model used by Singapore, which has made tourism research and branding a profitable business.
Tracking Tourist Footfall with Punjab Tourism AI
During a briefing for the Punjab Assembly, Amar Shakir Jajja, Deputy Secretary of the Tourism, Archaeology and Museums Department, explained that AI will help track visitor numbers at popular sites like Patriata and Taxila.
Collecting Detailed Visitor Data for Better Insights
He added that the private sector does not have access to such detailed information. The data will include tourists’ age, country of origin, interests, and expectations for services and hospitality.
Sharing Data to Boost Tourism Planning and Investment
Jajja said the collected data could be shared with private companies and international partners to improve tourism planning and services. Singapore funds much of its tourism operations by selling AI-based research, and Pakistan could do the same. He explained that this approach could bring both revenue and innovation to Punjab’s tourism sector.
Improving Skills, Branding and Tourist Experiences
The tourism department is also working on improving skills, building capacity, and creating strong destination branding. “The success of any tourist spot depends on two things: the experience it offers and the story it tells,” he said.
He explained that tourists, both local and international, choose destinations based on what experiences they can enjoy and the story the place presents. “If we focus on these two aspects, any location can become a ‘hot destination,’” he added.
Legal Measures and Data-Driven Tourism for Pakistan’s Growth
To boost Pakistan’s global image, the government is planning legal measures in the upcoming tourism law. This will make sure that destination branding and digital research are a permanent part of tourism planning. “The goal is to make our destinations competitive worldwide by improving visitor experiences and promoting authentic stories,” Jajja said.
Muhammad Saeed, a travel agency owner, told this reporter that Pakistan has huge potential to attract more tourists and called the use of AI a big step forward.
“For years, tourism decisions in Pakistan were based on guesswork. AI will give us real data, like visitor numbers, interests, travel seasons, spending patterns, and expectations. This will make our planning smarter and marketing more precise,” he said.
Saeed added that this is the right time to move from old-fashioned tourism management to data-driven tourism, which can also help the economy.
He explained that AI tools can track data from hotel check-ins, social media trends, GPS movements at heritage sites, and online travel searches. Using this information, the department can see which places attract certain age groups or tourists from specific countries. This will also help identify high-demand areas and predict future trends.
Saeed noted that Singapore and Dubai are already using this model successfully, drawing large numbers of tourists each year.
Author Profile
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Muhammad Saleem is a Lahore-based journalist with a focus on environmental issues, urban development, and the challenges faced by local industries.
With years of experience reporting on the intersection of business, policy, and public health, Muhammad Saleem, brings in-depth analysis and firsthand insights into the struggles of small and medium enterprises as they navigate regulations and sustainability challenges.
