LAHORE: (Wednesday, September 30, 2026): Punjab University College of Earth and Environmental Sciences’ Department of Tourism and Hospitality Management, organized a special event to mark ‘World Tourism Day 2026’ to highlight the significance of digital media and artificial intelligence (AI) in the modern tourism and hospitality industry. During the event, students participated in various creative activities, skits, and presentations to highlight the role of artificial intelligence in modern tourism and hospitality, its benefits, potential challenges, and future prospects. On this occasion, PU faculty members, officers and representatives of the Department of Tourist Services, and representatives of the Tourism Development Corporation of Punjab attended the event and shared their views. The speakers emphasized that artificial intelligence and digital technologies are introducing new dimensions to the tourism and hospitality sector, while providing young people with education and training aligned with modern technologies has become an essential need of the time. The participants appreciated the efforts of the students and expressed their commitment that the Department of Tourism and Hospitality Management would continue its activities to promote modern education, research, and practical training in the field of tourism.