H.E. Zehra Zümrüt SELÇUK addressed the Sustainable Tourism Forum in Karachi, Pakistan, highlighting the immense potential of the OIC countries in advancing sustainable tourism. The Forum, jointly organized by the Islamic Chamber of Commerce and Development (ICCD), the Pakistan Tourism Development Corporation (PTDC), and the Federation of Pakistan Chambers of Commerce & Industry (FPCCI), provided a vital platform to discuss innovative strategies for sustainable tourism growth.

In her keynote speech, H.E. SELÇUK emphasized the rich cultural heritage of OIC countries, which are home to over 230 UNESCO World Heritage sites and possess abundant natural resources. She emphasized that these exceptional assets uniquely position OIC countries as global leaders in sustainable tourism development.

She further stressed the crucial role of the private sector in complementing public initiatives, advocating for a holistic and collaborative approach to drive sustainable tourism forward. In this regard, she highlighted that Public-private partnerships, are essential in fostering innovation, enhancing infrastructure, and ensuring long-term sustainability.

Citing recent tourism trends, she noted that in 2022, OIC countries welcomed 224 million international tourists, representing 15% of global tourism. Meanwhile, their tourism receipts surged to $257 billion, accounting for over 20% of global tourism earnings—a testament to the sector's growing significance in the region.

H.E. SELÇUK also reaffirmed the pivotal role of SESRIC in fostering sustainable tourism across OIC countries. She elaborated on Centre’s ongoing initiatives, including data and research, strategic roadmap, capacity-building and training programs. To date, SESRIC has conducted nearly 40 capacity-building activities under its Tourism Capacity Building (Tourism-CaB) Programme, engaging close to 2,000 participants from OIC countries.

Looking ahead, she also highlighted an exciting milestone for Pakistan, as Lahore has been designated the OIC City of Tourism for 2027, a significant achievement that underscores the country's growing influence in the global tourism landscape.

During the forum, Mr. Mazhar HUSSAIN, Director of Economic and Social Research at SESRIC, delivered a comprehensive presentation on Digital Transformation for the Promotion of Sustainable Tourism in OIC Countries. His presentation provided key insights into the global tourism landscape, the status of international tourism in OIC countries, and the transformative role of digitalization and smart tourism in achieving sustainable development across the OIC countries.