- With bold green initiatives, Pakistan’s tourism industry eyes a US$ 30 billion breakthrough in 2030
Considering the diverse tourist sites located across the country, the travel and tourism sector’s total contribution to Pakistan’s GDP was approx. 6 per cent in 2024 which is sub-optimal. It attracted US$ 20 billion in visitor spending in 2024 which is projected to touch US$ 30 billion in 2030.
Pakistan experienced an unprecedented surge in domestic tourism immediately after the Covid-19 induced travel restrictions were lifted: For instance, in 2021 and 2022, over 1.2 million domestic and international tourists visited the country’s Khyber Pakhtunkhwa province alone.
To manage this increasing all-season footfall of visitors while harnessing its understated economic potential, the local authorities, communities, and private sector require resources, equipment and training without losing focus on green and inclusive tourism.
In order to mitigate the negative impact of the tourism industry on the ecosystem, Travel Responsibly for Experiencing Eco-tourism in Khyber Pakhtunkhwa (TREK) initiative has been launched which is basically a partnership between the Government of Khyber Pakhtunkhwa, World Bank (WB) and Nestlé Pakistan to promote and support responsible tourism initiatives.
TREK complements the ongoing activities of Khyber Pakhtunkhwa Integrated Tourism Development Project (KITE) project for heritage preservation and tourism infrastructure development. Since 2020, it has completed awareness campaigns for tourists, and training of local communities and hospitality businesses on waste management.
TREK has trained over 650 participants from more than 150 hotels and restaurants in Khyber Pakhtunkhwa’s tourist areas. The beneficiaries also included local communities, local authorities and academia of Peshawar, Nathiagali, Abbottabad, Swat, Naran and Chitral districts.
These trainings concentrated on solid waste minimisation, segregation, management, and recycling techniques. Public service messages on responsible tourism were also launched through social media and radio campaigns in Khyber Pakhtunkhwa and cities of Islamabad and Lahore. Most country’s domestic tourists are concentrated in these geographies and were thus able to receive communication on tourist helplines on the importance of keeping the sites litter-free. 10,000 reusable bags were distributed to tourists and the hotel association in tourist hotspots aiming to encourage their use and minimize littering.
In parallel, the IDA-financed KITE project provided waste bins, garbage collection and compacting machinery to the local authorities in Nathiagali, Naran, Chitral and Kumrat districts of Khyber Pakhtunkhwa, and a few locations in Punjab province, and installed 50 tourist information signboards to complement the awareness campaigns. The Government of Khyber Pakhtunkhwa has allocated resources and supports its teams to ensure green and inclusive destination management in partnership with the private sector.
The project has also provided machinery for snow removal and solid waste management to local authorities to improve accessibility, traffic flow and promote sustainable tourism in the province.
Initiatives like TREK have the power to transform the tourism landscape in some of Pakistan’s most pristine destinations and ensure that future generations continue to enjoy these in years to come. In its next phase, TREK will integrate additional players from the private and financial sectors of the country to launch activities that support community empowerment and investment mobilidation for job creation.
Pakistan is promoting green and inclusive tourism through various initiatives. The Sustainable Tourism Foundation Pakistan (STFP) is a non-profit organization working to develop sustainable tourism practices in the country. Some other initiatives include:
- Promoting environmentally responsible trekking practices in the northern areas under Green Trekking Campaign.
- Mission Green Pakistan-Clean Pakistan has been launched aiming to make Pakistan a green and clean country for citizens and tourists.
- In order to conserve the Indus Blind Dolphin and to promote ecotourism, Indus Dolphin Ecotourism Project has been launched.
- Cultural heritage sites are being preserved under Promotion of Sustainable Archeological Tourism.
- To improve tour operation services, capacity building of tour guides is being enhanced through various trainings.
These initiatives aim to reduce waste, empower local communities, promote sustainable practices and increase inclusivity. Overall, Pakistan is taking steps towards developing a more sustainable and inclusive tourism industry, leveraging its natural beauty and cultural heritage to benefit local communities and the environment.