TREK Initiative Untaps
Pakistan’s Tourism Potential

KPK, World Bank and Nestlé Pakistan collaborate to promote eco-tourism.

By Syeda Areeba Rasheed | February 2021
Prime Minister Imran Khan at the launching ceremony of TREK.

Pakistan has everything that a tourism-friendly country can offer – a rich and diverse culture, a wide variety of delicious foods and welcoming people in every corner of the land. The country is a panorama of majestic mountains, beautiful valleys, roaring rivers, expansive deserts and now a tourism infrastructure that is attracting people from all over the world.

With newly emerging opportunities, Prime Minister Imran Khan hopes Pakistan could become one of the top tourist destinations in the world very soon.

The tourism industry is one of the government’s top priorities. Apart from Pakistan’s many physical attractions, the industry has the potential to generate thousands of jobs since tourism is also a labour-intensive sector. There is a new enthusiasm all around and prospects for growth have been emphasized by all concerned. The Prime Minister has also said that the sustainability of the environment will be ensured at all times.

It was in this connection that the Prime Minister launched the project ‘Travel Responsibility for Experiencing Eco-Tourism (TREK)’, which is a joint venture of the Khyber Pakhtunkhwa government, the World Bank and Nestlé Pakistan. The project will encourage responsible and eco-friendly tourism. It will start from Khyber Pakhtunkhwa and the picturesque Northern Areas of Pakistan. The initiative will combine the energies from a wide swath of areas; they will all come together to protect the ecosystem by managing solid waste and will recycle plastic at the most-frequented tourism sites.

To the Prime Minister, this is what Pakistan needs. He is of the view that eco-tourism goes hand in hand with preservation of nature. Since the Prime Minister firmly believes that climate change causes havoc and negatively affects initiatives for promotion of tourism, he has launched an ambitious program of planting 1 billion trees in KP and 10 billion trees all over Pakistan. He feels this would be the crux of his sustainable development-oriented policies.

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