Faiza Tehseen

needs a comprehensive strategy to fully capitalize on its vast mountain tourism potential.

"A multi-tiered campaign, involving all stakeholders, needs to be launched for infrastructure development, improved accessibility, and marketing of the key mountain destinations,” stressed Aftabur Rehman Rana, Managing Director of Pakistan Tourism Development Corporation (PTDC).

Talking to WealthPK, he said: “Himalayas, Hindukush, and Karakoram Mountain ranges are among the most beautiful, yet least explored in the world. They can be positioned as premier global destinations for rock climbers, adventure seekers, trekkers, and nature lovers.”

Rana said that the construction of eco-friendly resorts, guesthouses, and visitor centres, is critical to boosting mountain tourism. “Ease in visa policies, putting in place digital infrastructure for online bookings, and information dissemination are also of vital importance.”

“Over the past decade, mountain tourism has gradually gained popularity not only in Pakistan but also across the globe. However, the footfall of foreign tourists for mountain tourism in Pakistan is not that high because of logistical and security issues.”

He said that investing in sustainable mountain tourism will not only boost the economy but will also create new jobs. “It will also help restore and conserve the unique cultures and ecosystems in the mountainous regions of Pakistan.”

The PTDC managing director said, “Enhanced global positioning is necessary to rebrand Pakistan as a world-class destination for mountain tourism. Public-private partnerships could be forged for the provision of lodging, hiking trails, transportation, emergency services, and information centres.”

He emphasised that for an enhanced tourism experience, it is important to involve the local communities in conservation and heritage interpretation. “Their capacity building and training to deal with tourists will bring socioeconomic benefits to them.”

Rana also called for setting up skills development and technical capacity-building centres. “Certification of mountain guides, porters, and hospitality workers according to the international standards will also add quality to the tourist services.”   “With strategic moves, Pakistan can become a leading mountain tourism destination globally,” the PTDC managing director said.

Talking to WealthPK regarding the importance of mountain tourism, Sahib Noor, chief executive officer of the tour operating company, Concordia Expedition Pakistan Private Limited, said: “In the mountainous regions of Pakistan, the livelihood of people mostly depends upon the income generated through tourist inflow.

So, training of indigenous communities in dealing with visitors, security for tourists and a robust infrastructure could lift living standards of these communities as such measures would result in an increased tourist footfall.” “Increased tourist activities in those areas will expose their rich culture and traditions to the outside world,” Noor said.

Credit: INP-WealthPk