Islamabad: According to a World Bank estimate, Pakistan’s tourist industry brought in $16 billion in 2022 and is expected to reach $30 billion by 2033. According to information on the bank’s official website, Pakistan’s travel and tourism industry generated 4.2 million employment and contributed 5.9% of the country’s GDP in 2022. This is a real utilization of the various tourist destinations found in the north and a commendable expansion of the nation.
Following the lifting of COVID-19 travel restrictions, Pakistan saw a sharp increase in domestic tourism in several of its cities. For example, Khyber Pakhtunkhwa province had 1.2 million visitors from both domestic and foreign sources in 2021 and 2022.
Read More: Pakistan’s Tourism from Record Spending to Sustainable Transformation
The World Bank (WB), NestlĂ© Pakistan, and the Government of Khyber Pakhtunkhwa collaborated to launch Travel Responsibly for Experiencing Eco-tourism in Khyber Pakhtunkhwa (TREK), an effort to promote and encourage eco-friendly tourist initiatives. This also covers the ongoing initiatives of the Khyber-Pakhtunkhwa Integrated Tourism Development Project (KITE), which aims to promote the development of the region’s tourism infrastructure and heritage preservation.
Furthermore, TREK has conducted tourist awareness campaigns and provided waste management training to nearby communities and hospitality establishments. Additionally, it trained more than 650 people from more than 150 eateries and hotels in the tourist destinations of Khyber-Pakhtunkhwa. Local communities, government agencies, and academic institutions in the districts of Peshawar, Nathiagali, Abbottabad, Swat, Naran, and Chitral are among its other service providers.
Regarding the project’s awareness initiatives, they covered recycling, management, and solid waste minimization strategies. Along with Islamabad and Lahore, Khyber Pakhtunkhwa has launched social media and radio ads on responsible tourism. Since these regions attract the bulk of domestic tourists in the nation, information regarding the necessity of keeping the area litter-free was communicated to them via tourist hotlines.
To maintain the region clean and environmentally friendly, the hotel association and visitors alike were handed over 10,000 reusable bags in popular tourist areas. Similar to this, the local governments in the Khyber Pakhtunkhwa districts of Nathiagali, Naran, Chitral, and Kumrat received waste bins, garbage collection services, and compacting equipment from the IDA-financed KITE project. Additionally, fifty tourist information signboards were installed at a select Punjabi locations to support awareness activities.
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